市场营销学第十版知识点（市场营销与市场营销学）

市场营销与市场营销学（第一章）

Marketing and Marketing

Part 01 市场营销的定义

Definition of marketing

著名营销学家菲利普科特勒教授认为，市场营销可以区分其管理定义和社会定义。市场营销管理的定义是:“选择目标市场并通过创造、传递和传播卓越顾客价值，来获取，来维持和增加顾客的艺术和科学。”而市场营销的社会定义则是:“市场营销是一个社会过，在这个过程中，个人和团体可以通过创造、提供和与他人自由交换有价值的产品与服来获得他们的所需所求。”

美国市场营销协会的定义为，市场营销是创造、沟通与传送价值给顾客，及经营顾客关系以便让组织与其利益关系人受益的一种组织功能与程序，是一种最直接有效的营销手段。

Professor Philip Kotler, a well-known marketing scientist, believes that marketing can distinguish its management definition and social definition. The definition of marketing management is: "The art and science of selecting the target market and obtaining it by creating, delivering and disseminating outstanding customer value to maintain and increase customers." The social definition of marketing is: "Marketing is a In the process of society, individuals and groups can obtain what they need by creating, providing and freely exchanging valuable products and services with others."

The American Marketing Association defines it as an organizational function and procedure that creates, communicates, and delivers value to customers, and manages customer relationships to benefit the organization and its stakeholders. It is the most direct and effective marketing tool.

Part 02 市场营销内涵

Marketing connotation

（1） 市场营销的基本目标——获取维持和增加顾客（2） 市场营销的核心——交换；

（3） 交换过程能否高绩效地顺利进行，取决于营销者创造的产品和价值，满足顾客需求的程度，以及对交换过程管理的水平。

(1) The basic goal of marketing-to acquire, maintain and increase customers;

(2) The core of marketing-exchange;

(3) Whether the exchange process can proceed smoothly with high performance depends on the product and value created by the marketer, the degree to which the customer's needs are met, and the level of management of the exchange process.

Part 03 市场营销的核心概念

The core concept of marketing

（1）需要欲望和需求

需要：是指人们与生俱来的基本要求。

欲望：是指想得到某种具体满足品的愿望，是个人受不同文化及社会环境影响表现出来的对需要的特定追求，是一种特定的需要。

需求：是指人们有支付能力并愿意购买某个具体产品的欲望。

（2）市场细分、目标市场和定位

（3）产品和服务

产品主导逻辑（GDL）和服务主导逻辑（SDL）。

（4）效用、费用和满足

效用：消费者对产品满足其需要的整体能力的评价。

费用：预算约束。

满足：效用最大化。

(5)交换、交易和关系

交换：从他人之处取得所需之物，而以自己的某种东西作为回报的行为。

交易：交易是指双方以货币、物品及服务为介质的价值交换。

关系：指事物之间相互作用、相互影响、相互连接（虚拟的）的状态。

(6)市场营销与市场营销者

市场营销者：在交换双方中，更加积极、主动地寻求交换的一方成为市场营销者。

潜在顾客：在交换双方中，市场营销者的另一方则称为潜在顾客。

(1) Need desires and needs

Needs: refers to the basic requirements that people are born with.

Desire: It refers to the desire to obtain a certain specific satisfaction. It is a specific pursuit of a person's needs that is affected by different cultural and social environments. It is a specific need.

Demand: refers to people's desire to pay and are willing to purchase a specific product.

(2) Market segmentation, target market and positioning

(3) Products and services

Product-led logic (GDL) and service-led logic (SDL).

(4) Utility, cost and satisfaction

Utility: Consumers’ evaluation of the overall ability of the product to meet their needs

Expenses: budget constraints

Satisfy: maximize utility

(5) exchange, transaction and relationship

Exchange: The act of obtaining what you need from others and repaying something of your own.

Transaction: Transaction refers to the exchange of value between two parties using currency, goods and services as the medium.

Relationship: refers to the state of interaction, mutual influence, and interconnection (virtual) between things.

(6) Marketing and marketers

Marketer: Among the exchange parties, the one who is more active and proactive in seeking exchange becomes the marketer.

Potential customers: Among the exchange parties, the other party of the marketer is called a potential customer.

The research object of marketing-the process and law of corporate marketing activities centered on satisfying customer needs.

Part 04 市场营销学的研究对象

The research object of marketing

以满足顾客需求为中心的企业市场营销活动过程及其规律。

The process and rules of corporate marketing activities centered on.

Part 05 研究市场营销学的意义

The significance of studying marketing

（1） 迎接新时代经济的营销挑战

（2） 促进国家经济增长

（3） 促进国家企业增长

(1) Meeting the marketing challenges of the new era economy

(2) Promote national economic growth

(3) Promote the growth of national enterprises

这里是市场营销学笔记整理，每天学一点市场营销学，提升自己、考试两不误，一起共同进步呀！

Here is the compilation of marketing notes. Learn a little marketing every day, improve yourself, make sure you take the exam, and make progress together!

参考资料：谷歌翻译

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