1Unit1.IntroductiontoCoreMarketingConceptsWhatdoesthetermmarketingmean?Manypeoplethinkofmarketingonlyassellingandadvertising.Andnowonder—everydaywearebombardedwithtelevisioncommercials,newspaperads,direct-mailoffers,salescalls,andInternetpitches.However,sellingandadvertisingareonlythetipofthemarketingiceberg.Althoughtheyareimportant,theyareonlytwoofmanymarketingfunctionsandareoftennotthemostimportantones.ThefamousmanagementguruPeterDruckerexplainsmarketingthisway:“Theaimofmarketingistomakesellingsuperfluous.Today,marketingmustbeunderstoodnotintheoldsenseofmakingasale—“tellingandselling”—butinthenewsenseofsatisfyingcustomerneeds.Ifthemarketerdoesagoodjobofunderstandingconsumerneeds,developsproductsthatprovidesuperiorvalue,andprices,distributes,andpromotesthemeffectively,theseproductswillsellveryeasily.4CoreMarketingConceptsNeeds,wants,anddemandsProductsandservicesValue,satisfaction,andqualityExchange,transactions,andrelationshipsMarketsWhatareConsumer’s

Needs,WantsandDemands?Needs-stateoffeltdeprivationforbasicitemssuchasfoodandclothingandcomplexneedssuchasforbelonging.i.e.Iamhungry.Wants-formthatahumanneedtakesasshapedbycultureandindividualpersonality.i.e.Iwantahamburger,Frenchfries,andasoftdrink.Demands-humanwantsbackedbybuyingpower.i.e.Ihavemoneytobuythismeal.6ProductsAnythingthatcanbeOfferedtoaMarkettoSatisfyaNeedorWantExperiencesPersonsPlacesOrganizationsIdeasInformationWhatWillSatisfy

Consumer’sNeedsandWants?ServicesActivitiesorBenefitsOfferedforSaleThatAreEssentiallyIntangibleandDon’tResultintheOwnershipofAnything7ExchangesTransactionsRelationshipsBuildingaMarketingNetworkConsistingofTheCompanyandAllItsSupportingStakeholdersHowDoConsumersObtain

ProductsandServices?(TextbookP4-5)MarketsTheconceptsofexchangeandrelationshipsleadtotheconceptofamarket.Amarketisthesetofactualandpotentialbuyersofaproduct.Thesebuyersshareaparticularneedorwantthatcanbesatisfiedthroughexchangerelationships.Thesizeofamarketdependsonthenumberofpeoplewhoexhibittheneed,haveresourcestoengageinexchange,andarewillingtoexchangetheseresourcesforwhattheywant.Originallythetermmarketstoodfortheplacewherebuyersandsellersgatheredtoexchangetheirgoods,suchasavillagesquare.Economistsusethetermmarkettorefertoacollectionofbuyersandsellerswhotransactinaparticularproductclass,asinthehousingmarketorthegrainmarket.Marketers,however,seethesellersasconstitutinganindustryandthebuyersasconstitutingamarket.MarketingOffers—Products,

Services,andExperiencesCompaniesaddressneedsbyputtingforthavalueproposition,asetofbenefitsthattheypromisetoconsumerstosatisfytheirneeds.Thevaluepropositionisfulfilledthroughamarketingoffer—somecombinationofproducts,services,information,orexperiencesofferedtoamarkettosatisfyaneedorwant.Marketingoffersarenotlimitedtophysicalproducts.Inadditiontotangibleproducts,marketingoffersincludeservices,activitiesorbenefitsofferedforsalethatareessentiallyintangibleanddonotresultintheownershipofanything.Examplesincludebanking,airline,hotel,accountingservices,medicalservicesandhomerepairservices.Morebroadly,marketingoffersalsoincludeotherentities,suchaspersons,places,organizations,information,andideas.Manysellersmakethemistakeofpayingmoreattentiontothespecificproductstheyofferthantothebenefitsandexperiencesproducedbytheseproducts.Theyseethemselvesassellingaproductratherthanprovidingasolutiontoaneed.Amanufacturerofquarter-inchdrillbitsmaythinkthatthecustomerneedsadrillbit.Butwhatthecustomerreallyneedsisaquarter-inchhole.Thesesellersmaysufferfrom“marketingmyopia.”Theyaresotakenwiththeirproductsthattheyfocusonlyonexistingwantsandlosesightofunderlyingcustomerneeds.Thus,smartmarketerslookbeyondtheattributesoftheproductsandservicestheysell.Theycreatebrandmeaningandbrandexperiencesforconsumers.Forexample,Coca-Colameansmuchmoretoconsumersthanjustsomethingtodrink—ithasbecomeanAmericaniconwitharichtraditionandmeaning.AndNikeismorethanjustshoes,it’swhattheshoesdoforyouandwheretheytakeyou.ThefamiliarNikeswooshstandsforhighsportsperformance,famousathletes,anda“JustDoIt!”attitude.Byorchestratingseveralservicesandproducts,companiescancreate,stage,andmarketbrandexperiences.14WhatisMarketing?AmericanMarketingAssociationDefinitionMarketingistheprocessofplanningand

executingtheconception,pricing,promotion,

anddistributionofideas,goods,andservices

tocreateexchangesthatsatisfyindividualandorganizationalgoals.15HowDoConsumersChoose

AmongProductsandServices?

(SeeTextbookP4)

TotalQualityManagementInvolvesImprovingtheQualityofProducts,Services,andMarketingProcessesProduct’sPerceivedPerformanceinDeliveringValueRelativetoBuyer’sExpectationsisCustomerSatisfactionValueGainedFromOwningaProductandCostsofObtainingtheProductisCustomerValueValueandSatisfactionConsumersusuallyfaceabroadarrayofproductsandservicesthatmightsatisfyagivenneed.Howdotheychooseamongthesemanymarketingoffers?Consumersmakechoicesbasedontheirperceptionsofthevalueandsatisfactionthatvariousproductsandservicesdeliver.Customervalue

isthedifferencebetweenthevaluesthecustomergainsfromowningandusingaproductandthecostsofobtainingtheproduct.Customersformexpectationsaboutthevalueofvariousmarketingoffersandbuyaccordingly.Howdobuyersformtheirexpectations?Customerexpectationsarebasedonpastbuyingexperiences,theopinionsoffriends,andmarketerandcompetitorinformationandpromises.

Customersatisfactionwithapurchasedependsonhowwelltheproduct’sperformancelivesuptothecustomer’sexpectations.Customersatisfactionisakeyinfluenceonfuturebuyingbehavior.Satisfiedcustomersbuyagainandtellothersabouttheirgoodexperiences.Dissatisfiedcustomersoftenswitchtocompetitorsanddisparagetheproducttoothers.Marketersmustbecarefultosettherightlevelofexpectations.Iftheysetexpectationstoolow,theymaysatisfythosewhobuybutfailtoattractenoughbuyers.Iftheyraiseexpectationstoohigh,buyerswillbedisappointed.Customervalueandcustomersatisfactionarekeybuildingblocksfordevelopingandmanagingcustomerrelationships.19SuppliersEndUserMarketMarketingIntermediariesCompetitorsCompany(Marketer)EnvironmentEnvironmentModernMarketingSystem

(SeeP7.Fig.1-1)20Toconclude:

TheSimpleDefinitionofMarketingProcessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers.Simplyput:Marketingisthedeliveryofcustomersatisfactionataprofit.21ReviewofKeyTermsandConceptscustomersatisfaction:theextenttowhichaproduct’sperceivedperformancematchesabuyer’sexpectations顧客滿意度

demands：

humanwantsthatarebackedbybuyingpower需求exchange：

theactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn交換market:

thesetofallactualandpotentialbuyersofaproductorservice市場(chǎng)marketing：asocialandmanagerialprocesswherebyindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers市場(chǎng)營(yíng)銷22marketingconcept：themarketingmanagementphilosophythatholdsthatachievingorganizationalgoalsdependsondeterminingtheneedsandwantsoftargetmarketsanddeliveringthedesiredsatisfactionsmoreeffectivelyandefficientlythancompetitorsdo市場(chǎng)營(yíng)銷觀念

marketingoffer：somecombinationofproducts,services,information,orexperiencesofferedtoamarkettosatisfyaneedorwant營(yíng)銷提供品needs：astateoffeltdeprivation.需要，所需transaction：atradeofvaluesbetweentwoparties交易wants：theformtakenbyahumanneedasshapedbycultureandindividualpersonality欲望，所欲

DiscussionandReviewQuestions:

1.Inyourownwords,whatdoesthetermmarketingmean?2.Marketingismanagingprofitablecustomerrelationships.Discusstheconceptofcustomervalueandhowitrelatestosuccessfulmarketing.3.Whatarethemarketingoffers?Canexperiencesbepartofthemarketingoffer(s)?4.Whatiscustomervalueandwhatfactororfactorscouldinfluencethecustomersatisfaction?5.Whatisexchangeaccordingtothedefinition?6.Whatisatransition?Andwhat‘sthedifferencebetweenexchangeandtransaction?7.Whatareneeds?Andwhatarewants?8.Couldyoutellthedifferencebetweenneedsandwants?SelectedAnswers

toExercisesinUnit1I.Nofixedanswerstothesequestions;Studentsmaymakefreespeechaccordingtothetext.II.1.bombarded2.shaped3.transaction4.disparage5.intangible6.orchestrating7.guru8.opinions9.intermediaries10.exchangeIII.1.d2.e3.f4.c5.h6.b7.a8.g

IV.1.F2.F3.F4.T5.F6.F7.F8.T

V.1.relationships;valu