2013/11/18

Produced by Ai Chung

Ch 1
p.18
(value)(stakeholders)
- American Marketing Association

(1)
(2) (exchange)
(3)
p.26
(customer equity)
(1) (2) (3)

p.29(nonprofit marketing)

Ch2
p.42
1 (the production concept)
Theodore Levitt
(marketing myopia)
2 (the sales concept)

4 (the social marketing concept)

(S)

(W)

(O)
(T)
2-1
p.45
(marketing myopia)

Ch3
p.66
1.

SWOT
SWOT (strengths)(weakness)
(opportunities)(threats)

()
(aka )
(aka )

p.74

1.(strategic alliance)

Ch4
P.87
5 (brand competition)(industry competition)(form competition)

p.94
4.(Engels laws)

p.105
3.(green consumption)(green product)

Ch5
P.116 (consumer markets)vs.(organizational markets)

p.117

1.

2.(inertia)(impulse purchasing)
(1)inertia

(2)impulse purchasing

p.128 4.(1)(motivation)(2)(perception)
(selective attention)
(selective distortion)
(selective retention)

Ch7
p.172
1 /
p.180
1 (undifferentiated marketing)aka (mass marketing)

/
(differentiated marketing)aka (segmented marketing)
/
(niche marketing)aka
(one-to-one marketing)
2 (1)(2)(3)(4)
p.186 (1)(product differentiation) (2)(services differentiation) (3)
(people differentiation) (4)(channel differentiation) (5)(image
differentiation)(symbol)
(value proposition)

Ch8
p.203
(business analysis)(test
marketing)(commercialization)
p.212

(1)aka

(2)
(3)

(4)