一/营销管理 marketing management美国营销协会 American marketing association销售 selling市场营销 marketing市场营销理念 marketing concept营销战略 marketing strategy4PS:探查 probing 分割 patitioning 优先 prioritizing 定位 positioning 营销战术 marketing tactic市场营销组合 marketing mix4PS:产品 product 价格 price 地点 place 促销 promotion 需要 need欲望 want需求 demand价值观 value proposition品牌 brandQSP组合质量quality 服务service 价格price供应链 supply chain链接 linkage竞争 competitionODM原始设计制造商 original design manufacturer市场营销观念 marketing concept大市场 magmarketing权利 power公共关系 public relations全球营销管理 global marketing management服务营销 service marketing关系营销 relationship marketing网络营销 network marketing生产概念 production concept产品观念 product concept推销观念 selling concept市场营销观念 marketing concept社会营销观念 social marketing concept大市场营销观念 megmarketing concept全球营销观念 global marketing concept二/战略 strategy的特点：计划 plan谋略 poly模式 pattern定位 position观念 perspective管理的硬件：战略strategy，结构structure，系统system，管理的软件：作风 style，人员 staff，技能 skill，共同的价值观念 shared value 使命 missionSWOT分析：优势strengths，劣势weaknesses, 机会opportunities, 威胁threats 营销机会 marketing opportunity迈克尔.波特的三种经典战略:成本领先战略cost leadership strategy差异化战略 differentiation strategy集中化战略focus strategy战略联盟strategy alliance营销联盟marketing alliances营销计划marketing plan三/进入壁垒entry barriers流动壁垒mobility barriers退出壁垒exit barriers标准化standardization协调concentration配置coordination价值链value chain整合integration竞争活动competitive activities市场拓展marketing broadening市场多样化marketing diversification正面进攻frontal attack侧翼进攻flank attack包围进攻encirclement attack迂回进攻bypass attack游击进攻guerrilla warfare信息技术information technology产品模仿product imitation冒险adventure四/二手数据secondary data四分位差interquartile range方差分析analysis of ariance判别分析discriminant anaiysis聚类分析cluster analysis联合分析conjoint analysis结构等式模型structural equation modeling测量模型measurement model德尔菲法delphi method五/顾客让渡价值customer delivered value总顾客价值total customer value总顾客成本total customer cost价值链value chain顾客期望customer expectations顾客满意customer satisfaction顾客满意度调查customer satisfaction research CSR全面质量管理total quality management TQM六/消费者购买行为：日常反应行为routinized response behavior有限解决问题limited problem solving广泛解决问题extensive problem solving文化culture亚文化subcultures多元文化营销multicltural marketing社会阶层social classes参考群体reference groups直接群体primary groups间接群体secondary groups崇拜性群体sepirational groups隔离群体dissociative groups家庭成员family身份role社会地位status年龄age家庭生命周期family life cycle生活方式life-style消费者生活方式研究方法 AIO分析：活动activities兴趣interests意见opinion按照生活方式消费者分为：在乎金钱的money-constrained在乎时间的time-constrained个性personality自我概念self-concept：实际自我概念actual self-concept理想自我概念ideal self-concept他人的自我概念other-self-concept动机motivation需要层次理论hierarchy of needs双因素理论two-factor theory:不满意的方面dissatisfiers 满意satisfiers 阶梯技术laddering techniques认知perception：选择性注意selective attentive选择性曲解selective distortion选择性保留selective retention潜意识认知subliminal perception记忆：长期记忆long-term memory LTM短期记忆short-term memory STM联想网络记忆模型associative network memory model品牌联想brand associations记忆编码memory encoding记忆恢复memory retrieval消费者购买决策的过程5W1H：why who where what when how 信念belief态度attitude期望价值模型expectancy value model消费者介入程度consumer involvement决策偏见理论decision bias心理会计mental accounting心理账户mental account风险规避risk adverse风险爱好risk taking组织采购orgnizational buying加速效应acceleration effect产品价值分析product value analysis PVA常规产品routine order product程序问题产品procrdural problem products政策问题产品political problem products顾客价值评估customer value assessment CVA一揽子合同blanket contract连续补充计划continuous replenishment programs买房管理存货vendor managed inventoryB2B交易的OTIFNE:OT交货准时IF交货充足NE交货无差错十二/整合营销传播 integrated marketing communication, IMC用一个声音说话 speak with one voice反映层次模型 response hierarchy models印象 image目标受众的总体印象分析：熟悉量表 familiarity scale偏好量表 favorability scale语义差别法 semantic differential营销传播目标：品牌知名度 brand awareness品牌态度 brand attitude品牌购买意图 brand purchase intention类目需要 category need传播诉求 appeal理性诉求 rational appeal 情感诉求 emotional appeals 道义诉求 moral appeal主题 theme单面展示 one sided presentation双面分析 two sided arguments可信度：专长 expertise可靠性 trustworthiness喜爱性 likeability传播渠道分为两类：人际传播 personal communication channels按媒体形式分：直接传播渠道 direct communication channels间接传播渠道 indirect communication channels按传播主体分：拥护者传播渠道 advocate communication channels专家传播渠道 expert communication channel社会传播渠道 social communication channels非人际传播 non-personal communication channels口碑传播 word of mouth意见领袖 opinion leader十三/广告 advertising5Ms决策：任务 mission 资金 money 信息 message 媒体 media 衡量 measurement 人员促销 personal selling促销促进 sales promotion SP事件 event体验 experience公共关系 public relations PR十四/外包 outsourcing战略联盟 strategic alliance并购：兼并 merger收购 acquisition营销环境变化归纳为八大趋势：流行化 fashionisation市场微型化 micro markets预期上升 rising expectation技术变化 technological change竞争加剧 competition全球化 globalization软性化 software新的制约 new constraints营销组织的类型：职能型组织 functional organization地区组织 regional organization品牌或产品管理型组织 managerial organization of brand or product市场管理型组织 managerial organization of market产品-市场管理组织 managerial organization of product-market事业部制组织 organization of business unitGYAT:get your act together会议营销计划 marketing planning5W1H 做什麽 what 为什麽要这样做 why 由谁来做 who 在什麽地方做 where 在什麽时间做 when 用什麽方式做 how营销控制 marketing controlling营销导向的五个属性：顾客哲学 customer philosophy整合营销组织 integrated marketing organization充分营销信息 adequate marketing information战略导向 strategic orientation工作效率 operational effciency营销审计：marketing audit十五/服务的特性：无形性intangible 不可分离性inseparability 异质性heterogeneity 易逝性 perishable服务质量：service quality全面感知服务质量：perceived service quality银行服务质量：专业professionalism礼貌courtesy快捷promptness周到thoroughness知识subject knowledge沟通技能communication skill 效率efficiency有质量的顾客服务：功能性行为functional performance技术性行为technical performance共同因素elements of both顾客感知服务质量的五大属性：可感知tangibility可靠性reliability反应性responsiveness保证性assurance移情性empathy银行服务质量:bank service quality服务包：service package核心服务core service便利服务facilitating service支持服务supporting service内部营销：internal marketing内部营销管理：态度管理attitude management沟通管理communication management十六/顾客生命周期 customer life cycle顾客感知价值 customer perceived value CPV关键时刻 the moment of truth关系营销 relationship marketing十七/全球化 globalization全球营销管理 global marketing management营销标准化 marketing standardization价值链配置与协调 configuration and coordination of value chain activities竞争活动整合 integration of competitive activities全球战略 global strategy全球营销战略 global marketing strategy国际化三阶段：出口营销 export marketing多国营销 multinational marketing全球营销 global marketing主要市场 major market成本驱动因素：规模经济 economies of scale范围经济 economies of scope经验曲线 experience curve。