市场营销部分复习要点.ppt

target markets Market A market is people with the desire and with the ability to buy a specific product. Environmental Factors Environmental factors are the uncontrollable factors involving social, economic, technological, competitive, and regulatory forces. Marketing Mix The marketing mix is product, price, promotion, and place. Marketing Program The marketing program is a plan that integrates the marketing mix to provide a good, service, or idea to prospective buyers. Profit Profit is the reward to a business firm for the risk it undertakes in offering a product for sale; the money left over after a firm’s total expenses are subtracted from its total revenues. Culture A culture is a system of shared values, attitudes, and behaviours. Competencies Competencies are an organization’s special capabilities, including skills, technologies, and resources. Quality Quality means the features and characteristics of a product that influence its ability to satisfy customer needs. Strategic Marketing Process The strategic marketing process is how an organization allocates its marketing mix resources to reach its target markets. SWOT Analysis SWOT refers to strengths, weaknesses, opportunities, and threats. a large Gross Income The total amount of money made in one year by a person, household, or family unit is referred to as gross income Disposable Income Disposable income is the money a consumer has left after paying taxes to use for necessities such as food, shelter and clothing. Discretionary Income Discretionary income is the money that remains after paying for taxes and necessities. green marketing Ethics道德 Ethics are the moral principles and values that govern the actions and decisions of an individual or group. Laws 法律 Laws are society’s values and standards that are enforceable in the courts. * Concept Check 1. What is marketing? A: Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and se