营销管理11版学习笔记_前言
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: center" align=center><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-SIZE: 14pt; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">读书笔记</SPAN></B><B style="mso-bidi-font-weight: normal"><SPAN lang=EN-US style="FONT-SIZE: 14pt"><?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></SPAN></B></P><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-ALIGN: center" align=center><SPAN lang=EN-US><o:p><FONT face=""> </FONT></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">书名：《营销管理》</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">作者：菲利普·科特勒</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">出版：上海人民出版社</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">版本：梅清豪译</SPAN><SPAN lang=EN-US><FONT face="">11</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">版</SPAN></P>
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<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">前言：</SPAN><SPAN lang=EN-US><o:p></o:p></SPAN></B></P>
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<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="COLOR: blue; FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">营销的格言是质量、服务和价值。</SPAN><SPAN lang=EN-US style="COLOR: blue"><o:p></o:p></SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 42pt; mso-char-indent-count: 4.0"><SPAN lang=EN-US><FONT face=""><SPAN style="mso-spacerun: yes"> </SPAN>---</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">菲利普·科特勒</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">作者简介</SPAN><SPAN lang=EN-US><o:p></o:p></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">译者前言</SPAN><SPAN lang=EN-US><o:p></o:p></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 18pt; TEXT-INDENT: -18pt; mso-list: l0 level1 lfo1; tab-stops: list 18.0pt"><SPAN lang=EN-US style="mso-bidi-font-family: 宋体"><SPAN style="mso-list: Ignore"><FONT face="">一、<SPAN style="FONT: 7pt ''"> </SPAN></FONT></SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">营销学的起源：起始于</SPAN><SPAN lang=EN-US><FONT face="">20</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">世纪初的美国；</SPAN><SPAN lang=EN-US><FONT face="">1902</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">年，人们把<U>解决市场上存在的各种问题过程中形成的原理和方法</U>引入大学课堂，</SPAN><SPAN lang=EN-US><FONT face="">1910</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">定名为营销学（台湾翻译为</SPAN><FONT face=""> </FONT><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">行销学）；每十多年，就会产生创新的<U>思想</U>和<U>实践</U>。</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt; TEXT-INDENT: 42pt; mso-char-indent-count: 4.0"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">科特勒对营销学的定义：个人或者集体通过创造，提供出售，并同别人自由交换产品和价值，以获得其所需所欲之物的一种社会过程。包括：分析营销机会、设计营销战略、确立市场供应品、管理和传播营销方案。营销处理以下整个过程：进入市场，确立可获利的市场定位，建立忠诚的顾客关系。</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 18pt; TEXT-INDENT: -18pt; mso-list: l0 level1 lfo1; tab-stops: list 18.0pt"><SPAN lang=EN-US style="mso-bidi-font-family: 宋体"><SPAN style="mso-list: Ignore"><FONT face="">二、<SPAN style="FONT: 7pt ''"> </SPAN></FONT></SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">工业经济和信息时代的特征</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 18pt; TEXT-INDENT: -18pt; mso-list: l0 level1 lfo1; tab-stops: list 18.0pt"><SPAN lang=EN-US style="mso-bidi-font-family: 宋体"><SPAN style="mso-list: Ignore"><FONT face="">三、<SPAN style="FONT: 7pt ''"> </SPAN></FONT></SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">现在的大环境</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 39pt; TEXT-INDENT: -18pt; mso-list: l0 level2 lfo1; tab-stops: list 39.0pt"><SPAN lang=EN-US style="mso-fareast-font-family: ''"><SPAN style="mso-list: Ignore"><FONT face="">1、<SPAN style="FONT: 7pt ''"> </SPAN></FONT></SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">新老经济交替</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 39pt; TEXT-INDENT: -18pt; mso-list: l0 level2 lfo1; tab-stops: list 39.0pt"><SPAN lang=EN-US style="mso-fareast-font-family: ''"><SPAN style="mso-list: Ignore"><FONT face="">2、<SPAN style="FONT: 7pt ''"> </SPAN></FONT></SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">同质产品超竞争</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 39pt; TEXT-INDENT: -18pt; mso-list: l0 level2 lfo1; tab-stops: list 39.0pt"><SPAN lang=EN-US style="mso-fareast-font-family: ''"><SPAN style="mso-list: Ignore"><FONT face="">3、<SPAN style="FONT: 7pt ''"> </SPAN></FONT></SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">经济全球化</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt 39pt; TEXT-INDENT: -18pt; mso-list: l0 level2 lfo1; tab-stops: list 39.0pt"><SPAN lang=EN-US style="mso-fareast-font-family: ''"><SPAN style="mso-list: Ignore"><FONT face="">4、<SPAN style="FONT: 7pt ''"> </SPAN></FONT></SPAN></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">政府减少管制的年代。</SPAN></P>
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<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><B style="mso-bidi-font-weight: normal"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">作者前言</SPAN><SPAN lang=EN-US><o:p></o:p></SPAN></B></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">一、</SPAN><SPAN lang=EN-US><FONT face="">1967</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">年，《营销管理》第一版出版；</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">二、互联网的出现为消费者购买、商家出售、商家之间的交易提供了很多新的方式</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US><FONT face="">1</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">、提高了顾客的价格敏感度；</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US><FONT face="">2</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">、越来越多的沟通方式能够使人们更快的互通信息，实时买卖；</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US><FONT face="">3</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">、同质低价、全球竞争；</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US><FONT face="">4</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">、传播渠道爆炸，大众广告效果出现明显滑坡；</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US><FONT face="">5</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">、公司鼓励人们使用低成本的营销渠道（电话订购、网上订购）来消减销售人员；</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US><FONT face="">6</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">、传统零售商，如音像、图书、旅行，每天都受到来自网上的竞争；</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US><FONT face="">7</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">、市场的主宰力量向客户转移；</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">三、公司从管理产品投资组合向管理客户关系转变</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US><FONT face="">1</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">、现在的重心是客户关系；</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US><FONT face="">2</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">、公司致力于维持和发展老客户，而不是去寻找新客户；</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US><FONT face="">3</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">、公司建立顾客信息档案，以便更好的理解他们的需求，更好的提供产品和服务；</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US><FONT face="">4</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">、公司在顾客定制上多花功夫，公司与顾客之间的单向沟通变成了双向沟通；</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US><FONT face="">5</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">、公司改进了衡量顾客盈利率和顾客生命价值的方法</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">四、互联网不仅是一个</SPAN><FONT face=""> </FONT><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">销售渠道</SPAN><FONT face=""> </FONT><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">或者</SPAN><FONT face=""> </FONT><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">信息渠道。</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US><FONT face="">1</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">、它让人们对营销战略和商业模式的建立进行再思考</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US><FONT face="">2</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">、内部沟通</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US><FONT face="">3</FONT></SPAN><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">、外部和商业伙伴的沟通</SPAN></P>
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<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">五、整合营销概念</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''"></SPAN> </P><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">六、本版特点：略</SPAN></P>
<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">七、本书的学习方法</SPAN><FONT face=""> </FONT><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">略</SPAN></P>
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<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">备注：书中提供的网址</SPAN><FONT face=""> <SPAN lang=EN-US><A href="http://www.pearsoncustom.com/kotler">http://www.pearsoncustom.com/kotler</A> </SPAN></FONT><SPAN style="FONT-FAMILY: 宋体; mso-ascii-font-family: ''; mso-hansi-font-family: ''">不能打开</SPAN></P>
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