Lecture 1: Introduction to Marketing
第一讲：市场营销概论
1.1 Five Steps of the Marketing Process
1.1 营销流程的五个步骤
Understanding the marketplace and customer needs: Recognize needs, wants, and demands; distinguish between them. Needs are states of felt deprivation, wants are culturally - shaped needs, and demands are wants backed by buying power.
了解市场和客户需求 ：识别需求、愿望和要求;区分它们。需求是感觉被剥夺的状态，需求是文化塑造的需求，而需求是由购买力支持的愿望。
Designing a customer - value - driven marketing strategy: Decide on target markets and value propositions. A value proposition is the set of benefits a brand promises to deliver.
设计客户 - 价值驱动的营销策略 ： 确定目标市场和价值主张。价值主张是品牌承诺提供的一系列好处。
Constructing an integrated marketing program: Utilize the marketing mix (4Ps - Product, Price, Promotion, Place) to create and deliver value.
构建整合营销计划 ：利用营销组合（4P - 产品、价格、促销、地点）来创造和交付价值。
Engaging customers and building relationships: Through customer relationship management, customer - engagement marketing, etc.
吸引客户并建立关系 ：通过客户关系管理、客户参与营销等。
Capturing value from customers in return: Measure customer lifetime value and customer equity.
从客户那里获取价值作为回报 ：衡量客户生命周期价值和客户资产。
1.2 The Changing Marketing Landscape
1.2 不断变化的营销格局
Digital and social media marketing: Use digital tools like websites, social media, and mobile ads to engage consumers.
数字和社交媒体营销 ： 使用网站、社交媒体和移动广告等数字工具吸引消费者。
Not - for - profit marketing growth: More non-profit organizations are using marketing for fundraising and recruitment.
不 - 为了 - 盈利的营销增长 ：越来越多的非营利组织正在使用营销进行筹款和招聘。
Rapid Globalization: Companies expand internationally and face global competition.
快速全球化 ：公司进行国际扩张并面临全球竞争。
1.3 ESG
1.3 环境、社会及管治
Definition: Environmental, Social, and Governance. It focuses on a company's environmental impact, social factors, and governance practices.
定义 ：环境、社会和治理。它侧重于公司的环境影响、社会因素和治理实践。
Importance in marketing: Shapes consumer behavior, links to long - term business success, and offers marketing opportunities.
在营销中的重要性 ： 塑造消费者行为，与长期商业成功相关联，并提供营销机会。
Lecture 2: Analyzing the Marketing Environment
第 2 讲： 分析营销环境
2.1 Six Actors in the Micro - environment
2.1 微观环境中的 6 个 Actor
The company: Internal departments need to work together for marketing success.
公司 ：内部部门需要共同努力才能在营销中取得成功。
Suppliers: Provide resources; supply shortages can affect customer satisfaction.
供应商 ：提供资源;供应短缺会影响客户满意度。
Marketing intermediaries: Help promote, sell, and distribute products, including resellers, physical distribution firms, etc.
营销中介： 帮助推广、销售和分销产品，包括经销商、实体分销公司等。
Competitors: Companies must provide greater value than competitors.
竞争对手 ：公司必须提供比竞争对手更大的价值。
Publics: Different types of publics (financial, media, government, etc.) can influence a company's marketing.
公众 ：不同类型的公众（金融、媒体、政府等）可以影响公司的营销。
Customers: The most important actors; there are five types: consumer, business, reseller, government, and international markets.
客户 ：最重要的参与者;有五种类型：消费者、企业、经销商、政府和国际市场。
2.2 Six Forces in the Macro - environment
2.2 宏观环境中的六力
Demographic environment: Study of human populations; trends include changing age, family structures, etc.
人口环境 ：人口研究;趋势包括年龄变化、家庭结构等。
Economic environment: Affects consumer purchasing power and spending patterns.
经济环境 ：影响消费者的购买力和消费模式。
Natural environment: Includes raw material shortages, pollution, and government intervention.
自然环境 ：包括原材料短缺、污染和政府干预。
Technological environment: Creates new markets and opportunities but also has safety concerns.
技术环境 ：创造新的市场和机会 ， 但也存在安全问题。
Political and social environment: Consists of laws, regulations, and social codes; online marketing brings new ethical issues.
政治和社会环境 ：由法律、法规和社会准则组成;在线营销带来了新的道德问题。
Cultural environment: Influences society's values, perceptions, and behaviors.
文化环境 ：影响社会的价值观、观念和行为。
Lecture 3: Consumer Market and Buying Behavior
第 3 讲：消费者市场和购买行为
3.1 Four Types of Buying Decision Behaviour
3.1 四种类型的购买决策行为
Complex buying behavior: High - involvement, significant brand differences; for expensive, risky purchases.
复杂的购买行为 ：高参与度、显著的品牌差异;对于昂贵、有风险的购买。
Dissonance - reducing buying behavior: High - involvement, few brand differences; common for expensive, infrequent purchases.
不和谐 - 减少购买行为 ：高 - 参与度高，品牌差异小;常见于昂贵、不频繁的购买。
Habitual buying behavior: Low - involvement, few brand differences; consumers buy familiar brands out of habit.
习惯性购买行为 ：低 - 参与度低，品牌差异小;消费者出于习惯购买熟悉的品牌。
Variety - seeking buying behavior: Low - involvement, significant brand differences; consumers seek variety.
多样性 - 寻求购买行为 ：低 - 参与度高，品牌差异显著;消费者寻求多样性。
3.2 Five Steps of Consumer Buying Decision Process
3.2 消费者购买决策过程的五个步骤
Need recognition: Triggered by internal or external stimuli.
需求识别 ：由内部或外部刺激触发。
Information search: Consumers look for information from personal, commercial, public, and experiential sources.
信息搜索 ：消费者从个人、商业、公共和体验来源寻找信息。
Evaluation of alternatives: Use information to evaluate different brands.
替代品评估 ： 使用信息来评估不同的品牌。
Purchase decision: May be affected by attitudes of others and unexpected situational factors.
购买决定 ： 可能会受到他人态度和意外情境因素的影响。
Post - purchase behavior: Based on satisfaction or dissatisfaction, which can lead to cognitive dissonance.
购买后行为 ：基于满意或不满意，这可能导致认知失调。
Lecture 4: Segmentation, Targeting and Positioning
第 4 讲：细分、定位和定位
4.1 Four Types of Market Segmentation
4.1 四种类型的市场细分
Geographic segmentation: Divide the market by geographical units like nations, regions, etc.
地理细分 ：按国家、地区等地理单位划分市场。
Demographic segmentation: Based on variables such as age, gender, income, etc.
人口统计细分 ：基于年龄、性别、收入等变量。
Psychographic segmentation: According to social class, lifestyle, or personality characteristics.
心理细分 ：根据社会阶层、生活方式或性格特征。
Behavioral segmentation: Segregate based on consumer knowledge, attitudes, usage, etc.
行为细分 ：根据消费者的知识、态度、使用情况等进行隔离。
4.2 Segmentation Bases/Variables
4.2 分割基础/变量
Geographic: Country, city size, climate, etc.
地理 ：国家、城市大小、气候等。
Demographic: Age, gender, income, education, etc.
人口统计 ：年龄、性别、收入、教育程度等。
Psychographic: Personality traits, values, lifestyle, etc.
心理学：性格特征、价值观、生活方式等。
Behavioral: Purchase frequency, brand loyalty, usage rate, etc.
行为的 ：购买频率、品牌忠诚度、使用率等。
4.3 Differentiation and Positioning
4.3 差异化和定位
Differentiation: Create superior customer value by differentiating products, services, channels, people, or image.
差异化 ：通过差异化的产品、服务、渠道、人员或形象，创造卓越的客户价值。
Positioning: Define the place a brand or product holds in the target market; use positioning maps to show consumer perceptions.
定位 ：定义品牌或产品在目标市场中的地位;使用定位图显示消费者的看法。
Lecture 5: Product, Service and Brand
第 5 讲：产品、服务和品牌
5.1 Product Line Decisions
5.1 产品线决策
Product line length: Can be expanded by line filling (adding items within the range) or line stretching (lengthening beyond the current range).
Product line length： 可以通过 line filling （在范围内添加项目） 或 line stretching （延长到当前范围之外） 来扩展。
Product line consistency: Refers to how closely related the products in the line are in terms of end - use, production, or distribution.
产品线一致性 ：指产品线中产品在最终用途、生产或分销方面的紧密关联程度。
5.2 Product Mix Decisions
5.2 产品组合决策
Width: The number of different product lines a company carries.
宽度 ： 公司经营的不同产品线的数量。
Length: The total number of items in all product lines.
Length（长度 ）： 所有产品线中的商品总数 。
Depth: The number of versions of each product in the line.
深度 ：行中每个产品的版本数 。
5.3 Four Service Characteristics
5.3 四个服务特点
Intangibility: Services cannot be sensed before purchase.
无形性 ：在购买之前无法感知服务。
Inseparability: Services are closely linked to their providers.
不可分割性：服务与其提供者密切相关。
Variability: Quality depends on who, when, where, and how the service is provided.
可变性 ：质量取决于服务的人员、时间、地点和方式。
Perishability: Services cannot be stored for later sale.
易腐性 ： 服务不能存储以备后用。
Lecture 7 - 8: Marketing Communication Strategies
第 7 - 8 讲：营销传播策略
7.1 Promotion Mix
7.1 促销组合
Advertising: Paid non - personal presentation of ideas, goods, or services. Types include broadcast, print, digital, mobile, and outdoor.
广告 ： 有偿非个人展示的想法、商品或服务。类型包括广播、印刷、数字、移动和户外。
Sales promotion: Short - term incentives like discounts, coupons, and demonstrations.
促销 ： 短期奖励，如折扣、优惠券和演示。
Personal selling: Personal interaction by the sales force to make sales and build relationships.
个人销售 ：销售人员的个人互动以进行销售和建立关系。
Public relations: Build good relations with publics through publicity, image - building, etc.
公共关系 ： 通过宣传、形象建设等方式与公众建立良好的关系 。
Direct marketing: Engage directly with consumers through direct mail, online and social media, etc.
直接营销 ：通过直邮、在线和社交媒体等直接与消费者互动。
7.2 Integrated Marketing Communications
7.2 整合营销传播
Coordinate all marketing communication tools to create a consistent, clear, and compelling message.
协调所有营销传播工具，以创建一致、清晰且引人注目的信息。
7.3 Three Types of Appeals in Designing the Message
7.3 设计消息时的三种类型的呼吁
Rational appeal: Relates to the audience's self - interest.
理性诉求 ：与观众的自身利益有关。
Emotional appeal: Stir up emotions to motivate purchase.
情感吸引力 ： 激发情感以激发购买。
Moral appeal: Appeals to the audience's sense of right and wrong.
道德诉求 ：诉诸观众的是非感。
Lecture 9: Distribution Strategies and Considerations
第 9 讲：分销策略和注意事项
9.1 Channel Design Decisions
9.1 通道设计决策
Analyzing customer needs: Determine what customers want from the channel.
分析客户需求 ：确定客户希望从渠道获得什么。
Setting channel objectives: Balance customer service needs with costs and price preferences.
设定渠道目标 ： 平衡客户服务需求与成本和价格偏好。
Identifying major channel alternatives: Consider types of intermediaries, such as intensive, exclusive, and selective distribution.
确定主要渠道替代方案 ： 考虑中介机构的类型，例如密集、独家和选择性分销。
Evaluating channel alternatives: Based on economic criteria, control issues, and adaptability.
评估渠道替代方案 ：基于经济标准、控制问题和适应性。
9.2 Major Channel Alternatives
9.2 主要频道替代方案
Intensive distribution: Stock products in as many outlets as possible.
密集分销 ： 在尽可能多的网点备货。
Exclusive distribution: Limit distribution to a few dealers in a territory.
独家分销 ：将分销限制在一个地区内的少数经销商。
Selective distribution: Use more than one but fewer than all willing intermediaries.
选择性分销 ：使用多个但少于所有自愿中介。
9.3 Three Types of Distribution
9.3 三种类型的分发
Direct marketing channel: No intermediary levels.
直销渠道 ：无中介层级。
Indirect marketing channel: One or more intermediary levels.
间接营销渠道 ：一个或多个中间级别。
Lecture 10: Pricing Strategies and Considerations
第 10 讲：定价策略和注意事项
10.1 New Product Pricing Strategies
10.1 新产品定价策略
Market - skimming pricing: Set a high initial price to “skim” revenue layers; requires high - quality products and willing buyers.
市场 - 略读定价 ：设置较高的初始价格以“略读”收入层;需要高质量的产品和愿意的买家。
Market - penetration pricing: Set a low initial price to attract a large number of buyers and gain market share.
市场 - 渗透定价 ：设置较低的初始价格以吸引大量买家并获得市场份额。
10.2 Initiating Price Changes
10.2 发起价格变动
Price cuts: Caused by excess capacity, desire for increased market share, etc.
降价 ：由产能过剩、希望增加市场份额等引起。
Price increases: Due to cost inflation, increased demand, or lack of supply.
价格上涨 ： 由于成本上涨、需求增加或供应不足。
10.3 Competitor Reactions to Price Changes
10.3 竞争对手对价格变化的反应
Analyze competitor's motives: Understand why the competitor changed the price.
分析竞争对手的动机 ：了解竞争对手改变价格的原因。
Response strategies: Include reducing price, maintaining price but increasing perceived value, improving quality and increasing price, or launching a lower - price “fighting” brand.
应对策略 ：包括降价、维持价格但提高感知价值、提质增价，或推出降价“打架”品牌。