Part 5

Marketing:
Developing
Relationships

Chapter 11

©McGraw-Hill Education. All rights reserved. Authorized only for instructor use in the classroom.  No reproduction or further distribution permitted without the prior written consent of McGraw-Hill Education.
 Part 5
CHAPTER 11
Customer-Driven Marketing
CHAPTER 12
Dimensions of Marketing Strategy
CHAPTER 13
Digital Marketing and Social Networking

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 Learning Objectives
LO 11-1 Define marketing, and describe the
exchange process.
LO 11-2 Explain the marketing concept and its
implications for developing marketing
strategies.
LO 11-3 Examine the development of a marketing
strategy, including market segmentation and
marketing mix.
LO 11-4 Investigate how marketers conduct
marketing research and study buying behavior.
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 Nature of Marketing
 Marketing is a group of activities designed to expedite
transactions by creating, distributing, pricing, and
promoting goods, services, and ideas 市场营销是通过创
造、分配、定价和促销商品、服务和创意来加速交易的一组活
动
• Create value by allowing individuals and organizations to obtain what
they need and want 通过允许个人和组织获得他们需要和想要的东西来创造价值
• Other functional areas of the business (operations, finance, and all
areas of management) must be coordinated with marketing decisions.
企业的其他功能领域 ( 运营、财务和所有管理领域 ) 必须与营销决策相协调

 Marketing is not . . .
• Manipulating consumers to get them to buy products they do not want
操纵消费者，让他们购买他们不需要的产品
• Just selling and advertising 只是销售和广告

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 The Exchange Relationship
Exchange is the act of giving up one thing (money,
credit, labor, goods) in return for something else (goods,
services, or ideas) 交换是放弃一件东西 ( 金钱、信用、劳动、商品 ) 来
换取另一件东西 ( 商品、服务或思想 ) 的行为
 Each participant must be willing to give up “something of
value” to receive the “something” held by the other 每个参与者
都必须愿意放弃“有价值的东西”来接受对方所拥有的“东西”
 The tangible product itself may not be as important as the
image or the benefits associated with the product 有形产品本身
可能没有形象或与产品相关的好处重要

• Capability gained from using a product 从使用产品中获得的能力

• Image evoked by it
• Brand name
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 The Exchange Process:
Giving Up One Thing in Return for Another

Jump to Appendix 1 for long image description

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 Creating Value with Marketing
Value is a customer’s subjective assessment of
benefits relative to costs in determining the
worth of a product 价值是顾客在确定产品价值时对收益
相对于成本的主观评价
 Customer Value = Customer Benefits - Customer Costs
• Benefits – Anything a buyer receives in an exchange 利
益 - 买家在交易中获得的任何东西
• Costs – Anything a buyer gives up to obtain product’s
benefits 成本 - 买方为了获得产品利益而放弃的任何东西
• Monetary costs, and time and effort expended to procure the
product, risk 货币成本，以及获取产品所花费的时间和精力，风险

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 Customer Benefits
 Customer benefits include anything a buyer receives
in an exchange 客户利益包括买方在交易中获得的任何东西
 Hotels and Motels
• Motel 6 offers minimum services necessary to maintain a
quality, efficient, low-price overnight accommodation 提供维
持优质、高效、低价的住宿所需的最低服务
• Ritz-Carlton provides every imaginable service and strives
to ensure that all service is of the highest quality 丽思卡尔顿提
供每一项可以想象到的服务，并努力确保所有的服务都是最高质量的

 Customers judge which type of accommodation offers

them the best value 顾客判断哪种类型的住宿能为他
们提供最好的价值
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 The Marketing Concept 1 of 2
The idea that an organization should try to satisfy
customers’ needs through coordinated activities that also
allow it to achieve its own goals 一个组织应该通过协调一致的活
动来满足顾客的需求，这些活动也使组织能够实现自己的目标
 Business must find out what consumers desire and then
develop the good, service, or idea that fulfills their needs or
wants 企业必须找出消费者的需求，然后开发出满足他们需求的商品、
服务或想法

 Business must then get the product to the customer

 Business must continually alter, adapt, and develop
products to keep pace with changing consumer needs and
wants 企业必须不断地改变、调整和开发产品，以跟上消费者
不断变化的需求和欲望
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 The Marketing Concept 2 of 2
 Determining customer need is difficult because no one fully
understands what motivates people to buy things
 Although customer satisfaction is the goal of the marketing
concept, a business must also achieve its own objectives
 To implement marketing concept, a firm must have good
information about what consumers want and adopt a
consumer orientation
 Coordinate its efforts throughout the entire organization; to
avoid products the customers do not want or need
 All in the firm who interact with customers are selling ideas,
benefits, philosophies, and experiences—not just goods
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 Mattel Barbie Dolls
• Mattel has begun to
release Barbie dolls that
come in different sizes
• This comes after years of
criticism that Barbie’s
figure was unrealistic and
could be damaging to
young girls who want to

© Mattel/Splash News/Newscom
emulate the dolls
• Mattel is embracing the
marketing concept by
providing features that
consumers want into their
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 Evolution of the Marketing Concept
Our society and economic system have changed over time, and
marketing has become more important as markets have become
more competitive 随着时间的推移，我们的社会和经济体系已经发生了变化，市场竞
争越来越激烈，营销也变得越来越重要

 Production orientation 生产效率

• 19th century
• Manufacturing efficiency
 Sales orientation 销售方向
• Early 20th century
• Supply exceeds demand; a need to “sell” products grew
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 The Market Orientation
An approach requiring organizations to gather
information about customer needs, share information
throughout the firm, and use the information to help
build long-term relationships with customers 一种要求
组织收集有关客户需求的信息，在整个公司内共享信息，并利
用这些信息来帮助与客户建立长期关系的方法
 Today some people still inaccurately equate
marketing with a sales orientation 今天，有些人仍然不
正确地将市场营销等同于销售导向
• Began in the 1950s and continues today
• New technologies are helping firms to improve
communication and learn what customers want 新技
术正在帮助企业改善沟通，了解客户的需求
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 Meeting Consumers Needs
Trying to assess what customers want is further
complicated by the rate at which trends, fashions, and
tastes can change 潮流、时尚和品味的变化速度使评估顾客的需求变得
更加复杂
• More efficient and less expensive for the firm to retain existing
customers 更有效、更便宜地留住现有客户
• Tesla meets needs of consumers who care about environment and
wish to improve their environmental footprint with an electric
vehicle

© Picture Alliance/Photoshot
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 Developing a Marketing Strategy
A plan of action for developing, pricing
distributing, and promoting products that meet
the needs of specific customers 为开发、定价、
分配和促销能满足特定顾客需求的产品而制定的行
动计划
 Has two major components:

• Selecting a target market 选择目标市场

• Developing an appropriate marketing mix 发展适当的
营销组合

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Market
Selecting a Target Market
– A group of people who have a need, purchasing power, and
the desire and authority to spend money on goods, services,
and ideas 一群人，他们有购买商品、服务和创意的需求、购买力、欲
望和权威

Target Market
– A specific group of consumers on whose needs and wants a
company focuses its marketing efforts 一个特定的消费者群
体，公司的营销努力集中在他们的需求和需求上
Total-Market Approach 追踪市场上所有的方法
– An approach whereby a firm tries to appeal to everyone and
assumes all buyers have similar needs 一种公司试图吸引所
有人并假定所有买家都有相似需求的方法
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 Market Segmentation Approaches
Concentration Approach 浓度的方法
• A market segmentation approach whereby a company develops one
marketing strategy for a single market segment 市场细分公司为单个细
分市场制定一种营销策略的一种市场细分方法
• Porsche directs all its marketing efforts toward high-income individuals
who want to own high-performance vehicles
Multisegment Approach
• A market segmentation approach whereby the marketer aims its efforts
at two or more segments, developing a marketing strategy for each
• Raleigh bicycles has designed separate marketing strategies for racers,
tourers, commuters, and children

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 Target Market Strategies

Marketing managers
may define a target
market as a relatively
small number of people
within a larger market,
or they may define it as
the total market 市场营
销经理可以将目标市场
定义为一个较大市场中
相对较少的人，也可以
将其定义为整个市场

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Jump to Appendix 2 for long image description
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 Niche Marketing
A narrow market segment focus when efforts are on
one small, well-defined group that has a unique,
specific set of needs 狭窄的细分市场集中在一个小的、
定义明确的、有独特、特殊需求的群体上
 Niche segments are usually very small compared to the
total market for the product 利基细分市场与产品的总体市场
相比通常很小
 Many airlines cater to first-class flyers, who comprise only
10% of international air travelers 许多航空公司为头等舱乘
客提供服务，这些乘客只占国际航空旅客的 10%
• To meet the needs of these elite customers, airlines include special
perks and spacious seats 为了满足这些精英客户的需求，航空公司提
供了特殊待遇和宽敞的座位 19
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 Successful Approach to Market Segmentation
1. Consumers’ needs for the product must be heterogeneous
消费者对产品的需求必然是异质的
2. The segments must be identifiable and divisible
3. The total market must be divided in a way that allows
estimated sales potential, cost, and profits of the segments
to be compared 对整个市场进行划分时，必须考虑到各细分市场的销
售潜力、成本和利润的比较

4. At least one segment must have enough profit potential to

justify developing and maintaining a special marketing
strategy 至少有一个细分市场必须有足够的利润潜力来证明开发和维
持一种特殊的营销策略是合理的

5. The firm must be able to reach the chosen market segment

with a particular market strategy 企业必须能够用特定的市
场战略达到选定的细分市场
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 Bases for Segmenting Markets
Companies segment markets on the basis of
several variables: 公司根据以下几个变量对市场
进行细分 :
 Demographic 人口
 Geographic 地理
 Psychographic 心理
 Behavioristic 行为

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 The Marketing Mix
The four marketing activities—product, price,
promotion, and distribution—that the firm can
control to achieve specific goals within a
dynamic marketing environment 四种营销活动
——产品、价格、促销和分销——企业可以控制以
在动态营销环境中实现特定目标
 The buyer or the target market is the central
focus of all marketing activities 购买者或目标市
场是所有营销活动的中心焦点

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 The Marketing Mix:
Product and Price and Distribution and Promotion

Jump to Appendix 3 for long image description

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 Product
 Good – A physical entity you can touch (a car, computer, or
adopted kitten) 一个你可以触摸的实体 ( 汽车，电脑，或领养的小猫 )
 Service – The application of human and mechanical efforts
to people or objects to provide intangible benefits to
customers (air travel, dry cleaning, or haircuts) 应用人力和机
械的力量给人或物提供无形的利益给客户 ( 航空旅行，干洗，或理发 )

 Idea – Can be a concept, philosophy, image, or issue

(attorney advice or political parties) 可以是一个概念，哲学，形象，或
者问题 ( 律师建议或者政党 )

A complex mix of tangible and intangible attributes

that provide satisfaction and benefits 提供满意和利益
的有形和无形属性的复杂组合
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 Price
A value placed on an object exchanged between a buyer and
a seller 在买方和卖方之间交换物品的价值
• The buyer usually exchanges purchasing power—income,
credit, wealth—for the satisfaction of utility associated with
a product 购买者通常用购买力——收入、信用、财富——
来交换与产品相关的效用的满足
• Key element of the marketing mix because it relates
directly to the generation of revenue and profits 营销组合的
关键因素，因为它直接关系到收入和利润的产生
• Can be changed quickly to stimulate demand or respond to
competitors’ actions 是否能够迅速改变以刺激需求或对竞争
对手的行动做出反应
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 Distribution
Making products available to customers in the quantities
desired 为顾客提供所需数量的产品
 Sometimes referred to as “place” because it helps to
remember the marketing mix as the “4 Ps”
• Product, price, place, and promotion

 Intermediaries—usually wholesalers and retailers—perform

many of the activities required to move products efficiently
from producers to consumers or industrial buyers.
中间商——通常是批发商和零售商——从事许多将产品有效地从生产者
转移到消费者或工业购买者所需的活动

• Transporting, warehousing, materials handling, inventory control,

packaging, and communication 运输、仓储、物料搬运、库存控
制、包装、通讯
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 Promotion
A persuasive form of communication that attempts to
expedite a marketing exchange by influencing individuals,
groups, and organizations to accept goods, services, and
ideas 一种说服性的交流方式，通过影响个人、团体和组织接受商
品、服务和想法来加速市场交流
 Includes advertising,

© Tommaso Boddi/Stringer/Getty Images

personal selling,
publicity, and sales
promotion 包括广告、人
员销售、宣传和促销活动
 Digital advertising on
websites and social
media sites are growing Amazon Prime promotes its fast shipping as
网站和社交媒体网站上的 a way to differentiate it from the competition.
数字广告正在增长 27
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 Marketing Research
A systematic, objective process of getting information
about potential customers to guide marketing decisions 一
个系统的、客观的获取潜在顾客信息的过程，以指导营销决策
 Guides marketing decisions
 May include data on age, income, ethnicity, educational
level, etc. of the target market and how frequently they
purchase the product 可能包括目标市场的年龄、收入、
种族、教育水平等数据，以及他们购买产品的频率
 Vital because the marketing concept cannot be
implemented without information about customers 这是
至关重要的，因为没有客户信息，营销理念就无法实施

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 Marketing Information Systems
A framework for accessing information about customers from
sources both inside and outside the organization 一个框架，用
于从组织内部和外部来源访问关于客户的信息
 Inside the organization
• Continuous flow of information on prices, sales, and
expenses 价格、销售和费用信息的持续流动
 Outside the organization
• Data available through public and private reports, census
statistics, digital media sources, etc. 可通过公共和私人报
告、普查统计、数字媒体来源等获得的数据

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 Types of Data
Primary Data
• Observed, recorded, or collected directly from respondents 直接
从应答者观察、记录或收集
• “Mystery shoppers”, surveys, and focus groups
• Passive observation of consumer behavior and open-ended
questions techniques 消费者行为的被动观察和开放式问题技巧
Secondary Data
• Compiled inside or outside an organization for some purpose
other than changing the current situation 为了某种目的而不是改变
现状而在组织内部或外部编译
• Compiled by the U.S. Census Bureau and other government
agencies, databases created by marketing research firms, as well
as sales and other internal reports
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 Online Marketing Research
 New information technologies are changing how
businesses learn about consumers and market their
products 新的信息技术正在改变企业了解消费者和营销产品的方式
• Digital media and online social networks 数字媒体和在线社交网络
• Opportunity to reach new markets via the Internet
• Online surveys are becoming an important part of
marketing research 在线调查正成为市场调研的重要组成部分
 Virtual testing – Interactive multimedia research that
combines sight, sound, and animation to improve testing
of products and their features 虚拟测试 - 结合视觉、声音
和动画的交互式多媒体研究，以改进产品及其特性的测试
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 Buying Behavior
The decision processes and actions of people who
purchase and use products 购买和使用产品的人的决策过
程和行为
• Marketers analyze buying behavior because a firm’s
marketing strategy should be guided by an understanding
of buyers 营销人员分析购买行为是因为公司的营销策略应
该以对买家的理解为指导
• Both psychological and social variables are important to an
understanding of buying behavior 心理和社会变量对理解购
买行为都很重要

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 Psychological Variables of Buying Behavior
Perception
• The process by which a person selects, organizes, and
interprets information received from his or her senses 一个人
选择、组织和解释从他或她的感官接收到的信息的过程
Motivation
• Inner drive that directs a person’s behavior toward goals
Learning
• Changes in a person’s behavior based on information and
experience
Attitude
• Knowledge and positive or negative feelings about something
Personality
• Organization of distinguishing character traits, attitudes, or
habits
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 Social Variables of Buying Behavior
Social Roles
• A set of expectations for individuals based on some
position they occupy
Reference Groups
• Groups with whom buyers identify and whose values or
attitudes they adopt
Social Classes
• A ranking of people into higher or lower positions of
respect
Culture
• The integrated, accepted pattern of human behavior,
including thought, speech, beliefs, actions, and artifacts
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 Understanding Buying Behavior
 Trying to understand consumers is the best way to
satisfy them
 Tools and techniques for analyzing consumers are
not exact
 Marriott International’s Innovation Lab
• Tests new hotel designs for its brands to target
millennials and other demographics
• Travelers desire Wi-Fi, lighting, and soundproof
rooms
• Reduced size of closet based on the fact that
travelers don’t unpack their suitcases as much
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 Class activity
Find an example of the following
• Digital marketing
• Successful marketing
• Unsuccessful marketing

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