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marketing, 题型 (鼓励英文, 简答, 案例分析, 选择, 举例) - Coggle Diagram

- - - - growth
      - maturity
      - introductionintroduction
      - decline
- - - - technological
        
        change technology
      - competitive
        
        Actions competitors take.
      - economic
        
        Whether the economy is expanding or contracting.
      - regulatory
        
        Government restrictions.
      - social force
        
        What consumers themselves want and need.
  - - - what
        
        Links the organization to its individual customers, employees, suppliers, and other partners for their mutual long-term benefit.
        将组织与其个人客户、员工、供应商和其他合作伙伴联系起来，以实现双方的长期利益。
      - why
        
        Involves a personal, ongoing relationship between the organization and its individual customers that begins before and continues after the sale.
        涉及组织与其个人客户之间的一种个人的、持续的关系，这种关系始于销售之前，并持续到销售之后。
    - - what
        
        Product concepts are converted into a tangible marketing program, which is a plan that integrates the marketing mix to provide a good, service, or idea to prospective buyers.
        产品概念被转化为有形的营销计划，这是一个整合营销组合的计划，为潜在的买家提供一个好的、服务或想法。
      - why
        
        Market segments are the relatively homogeneous groups of prospective buyers that have common needs and will respond similarly to a marketing action.
        细分市场是相对同质的潜在买家群体，他们有共同的需求，对营销活动的反应也相似。
    - - best product
      - best service
      - best price
  - - - Consumers who buy.
      - Organizations that sell.
      - Society as a whole.
    - - utility
        
        Form utility. Producing the product or service.
        
        Place utility. Having the offering available where needed.
        
        Time utility. Having the product or service available when needed.
        
        Possession utility. Making an item easy to purchase.
    - - Ultimate consumers are the people who use the products and services purchased for a household.
        最终消费者是使用为家庭购买的产品和服务的人。
      - Organizational buyers are those manufacturers, wholesalers, retailers, and government agencies that buy products and services for their own use or for resale.
        组织买家是那些为自己使用或转售而购买产品和服务的制造商、批发商、零售商和政府机构。
      - Both ultimate consumers and organizational buyers may also be called consumers, buyers, and customers.
        最终消费者和组织购买者也可以被称为消费者、购买者和顾客。
    - - product
        
        Goods. Physical objects, such as toothpaste, smartphones, or automobiles.
        
        Services. Intangible items, such as airline trips, financial advice, or art museums.
        
        Ideas. Thoughts about concepts, actions, or causes.
- - - - Internal search
      - external search
    - - why
        
        The seller’s terms of sale.
        
        Past purchase experience with that seller.
        
        The seller’s return policy.
      - when
        
        Whether the product/preferred brand is on sale.
        
        Whether the manufacturer offers a coupon/rebate.
        
        The store’s atmosphere/ease of the shopping experience.
        
        Salesperson assistance.
        
        Time pressure.
        
        Financial circumstances.
    - - suggesting criteria to use for the purchase
      - yielding brand names that might meet the criteria
      - developing consumer value perceptions
    - - satisfied
      - dissatisfied
  - - - 十字图
  - - - A drive is a need that moves an individual to action.
      - A cue is a stimulus or symbol that is perceived.
      - A response is the action taken to satisfy the drive.
      - A reinforcement is the reward.
- - - - how
        
        Consumption behavior
        
        Demographics
        
        Media behavior
        
        Other segmentation base and/or variable
      - why
        
        商业公司对其市场进行细分，以更有效地响应潜在买家群体的需求，从而增加销售额和利润。
        非营利组织也对他们所服务的客户进行细分，这样他们就可以在实现组织目标的同时更有效地满足客户的需求。