走进市场营销

走进市场营销

1、市场营销概念的要点

（1）市场营销的基本目标是“获得、保持和增加顾客”。

（2）“交换”是市场营销的核心。市场营销的基本业务就是在交换过程中“创造、传播和传递更高的顾客价值”。

（3）交换过程能否顺利进行，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。

2、市场营销的相关概念

（1）需要、欲望和需求

1）需要：是指人们与生俱来的基本要求。

2）欲望：是指想得到上述需要的具体满足品的愿望，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。

3）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）产品与服务

1）产品特指能够满足人的需要和欲望的任何事物，其价值在于它给人们带来对欲望的满足。

2）产品只是获得服务的载体。

（3）效用、费用和满足

效用是消费者对产品满足其需要的整体能力的评价。

（4）交换、交易和关系

1）交换是指从他人处取得所需之物，而自己以某种东西作为回报的行为。

2）交易是交换的基本组成单位，是交换双方之间的价值交换。

（5）市场营销与市场营销者

市场营销者：是指希望从别人那里取得资源并愿意以某种有价值的东西作为交换的人。

市场营销又称作市场学、市场行销或行销学，市场是商品经济的范畴，是一种以商品交换为内容的经济联系形式。

英文翻译

1. The main points of the marketing concept

(1) The basic goal of marketing is to "acquire, maintain and increase customers."

(2) "Exchange" is the core of marketing. The basic business of marketing is to "create, spread and deliver higher customer value" in the exchange process.

(3) Whether the exchange process can proceed smoothly depends on the extent to which the products and value created by the marketer meet the needs of customers, and the level of management of the exchange process.

2. Related concepts of marketing

(1) Needs, desires and needs

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

2) Desire: refers to the desire to obtain the specific satisfaction of the above-mentioned needs, which is the specific pursuit of the needs expressed by each person under the influence of different cultural and social environments.

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

(2) Products and services

1) A product specifically refers to anything that can satisfy people's needs and desires, and its value lies in the satisfaction of people's desires.

2) The product is only the carrier of obtaining the service.

(3) Utility, cost and satisfaction

Utility is the consumer's evaluation of the overall ability of the product to meet their needs.

(4) Exchange, transaction and relationship

1) Exchange refers to the act of obtaining something needed from others, and oneself in return for something.

2) Transaction is the basic unit of exchange and the exchange of value between the two parties.

(5) Marketing and marketers

Marketer: Refers to a person who wants to obtain resources from others and is willing to exchange something of value.

Marketing is also called marketing, marketing or marketing. The market is the category of commodity economy and a form of economic connection with commodity exchange as the content.

参考资料：知乎营销市场，百度，谷歌翻译

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