【正文】 系的科學和藝術(shù)。男女兩個瓶子擺在一起，可以形成兩張青春、靚麗面孔的對望，一張男子俯視的臉和一張女子仰視的臉給人以相互依偎、相依相伴的感覺，恰似深情相望的一對情侶，讓消費者產(chǎn)生充分的聯(lián)想，而這種擺放方式不僅第一時間吸引消費眼球，而且許多人，尤其是年輕人往往不忍讓另一瓶水落單?！八憋嬃嫌锰壹t，顯得非常有女人味，帶有一絲絲浪漫與嫵媚。此外，“他她水”還策劃了如“電視劇營銷”、“他她舞”等創(chuàng)新傳播手段。活動期間，每天收到的短信量不低于10萬條。網(wǎng)絡(luò)是青年男女接觸最多，最樂于接受的傳播媒體。他她飲品公司已經(jīng)投資制作了一系列“她”、 “他”原創(chuàng)歌曲，比如《愛她就給他》、《有我就有她》、《男女關(guān)系》、《ＩＤ密碼》等。既然分出了男女，就要把這種感覺做到極致。在對產(chǎn)品名稱感到新鮮而產(chǎn)生首次嘗試后，又給了消費者重復(fù)消費的理由，借功能性飲料奠定的市場教育基礎(chǔ)，進一步將消費者保健的愿望落到實處?！澳惺匡嬃稀⑴匡嬃稀?、“帥哥飲料、美女飲料”……站在第三者的立場，什么東西能夠簡單直接地概括男女，又不顯得俗氣呢？ “他”、“她”是兩個名字，在注冊產(chǎn)品名時怎么辦？兩者如何聯(lián)系？最后從50個名字中確定了“他＋、她－”這兩個品牌名稱。2004年3月，“他＋她－營養(yǎng)水”正式推向市場，其獨特的創(chuàng)意立刻成為焦點，好評如潮，一周內(nèi)產(chǎn)品訂貨量超過2億元，并在3個月內(nèi)創(chuàng)下了6億元的訂貨量新高。 it is a philosophy that guides the entire organization. The goal of marketing is to create customer satisfaction profitably by building valued relationships with customers. Marketers cannot acplish this goal by themselves. They must work closely with other people in their pany and with other organizations in their value chain, to provide superior value to customers. Thus marketing calls upon everyone in the organization to “think customer” and to do all that they can to help create and deliver superior customer value and satisfaction. As professor Stephen Burnett says, ‘In a truly great marketing organization, you can’t tell who’s in the marketing department. Everyone in the organization has to make decisions based on the impact on the consumer.’ Marketing Management他她水：贏在“男女有別”在飲料行業(yè)，口味、成分、年齡、功能等縱向產(chǎn)品細分標準早已被眾廠家用濫，從成人飲料到兒童飲料，從功能飲料到情緒飲料，想在這些細分市場中出奇已經(jīng)不可能，但從沒有人把飲料的消費人群做一個二元切割，而在這個極度追求個性和差異化的時代，為了適應(yīng)男女個性、生活習慣、身體健康的需求，就貼上男女標簽。在媒體的支持下，這些“新聞廣告”高強度持續(xù)進行了兩年時間，終于讓大量中國人按捺不住，走進影院觀看這個中國有史以來營銷最成功的電影。讓《英雄》成功的，不是由于電影的精彩，而是由于營銷策劃、市場推廣的創(chuàng)新。 《英雄》輝煌的紀錄 2004年《英雄》創(chuàng)造了有史以來中國電影市場最成功的票房，上市20天就創(chuàng)下了超過2億元的票房，而本年度風靡全球的《哈利總顧客成本則包括了貨幣價值、時間成本、精力成本和體力成本等四個方面。而總顧客成本(total customer cost)是在評估、獲得和使用該產(chǎn)品或服務(wù)時引起的顧客的預(yù)計費用。他認為,“顧客讓渡價值（customer delivered value）是指總顧客價值與總顧客成本之差。在顧客價值實現(xiàn)過程中，企業(yè)利益與顧客利益得到完美的統(tǒng)一：顧客的需求得到滿足，企業(yè)得以生存發(fā)展。更重要的是，這個需要是動態(tài)的，處在經(jīng)常不斷的變化之中。以上闡述的產(chǎn)品、價格、時間、地點，就是顧客需要四因素。④在顧客需要時能不能把產(chǎn)品送到顧客手里。時間對于企業(yè)來講就是機會，機不可失，失不再來。③在顧客需要的時候能不能把產(chǎn)品及時投放市場。這就需要我們?nèi)ハば难芯款櫩涂梢越邮艿膬r格?，F(xiàn)在要求的是事前的成本控制，而不是事后的成本核算。②第二就是產(chǎn)品的價格能不能被顧客所接受。世界有10億穆斯林教徒，日本研制生產(chǎn)了“穆斯林表”，能換算125個國家與麥加圣地的時間變換。 they are a basic part of the human makeup. Wants are the form human needs take as they are shaped by culture and individual personality, it include specific goods and services to satisfy needs, as well as additional goods and services that go beyond survival. When backed by buying power, wants bee demands. Given their wants and resources, people demand products with benefits that add up to the most value and satisfaction.Customer value is the difference between the values the customer gains from owning and using a product and the costs of obtaining the product. Customers form expectations about the value of various marketing offers and buy accordingly. How do buyers form their expectations? Customer expectations are based on past buying experiences, the opinions of friends, and marketer and petitor information and promises. Customer satisfaction is the feeling that a product has met or exceeded the customer’s expectations. Customer satisfaction is a key influence on future buying behavior. Satisfied customers buy again and tell others about their good experiences. Dissatisfied customers often switch to petitors and disparage the product to others. Customer value and customer satisfaction are key building blocks for developing and managing customer relationships.Relevant Links什么叫顧客的需要？所謂顧客的需要(市場的需要)：①首先是我們的產(chǎn)品能不能滿足顧客的需要。 social needs for belonging and affection。l 市場營銷的核心是滿足顧客需要。 Marketing What does the term marketing really mean?Many people think of marketing only as advertising and selling. Given the number of mercials on television, in magazines and newspapers and all the signs and offers in and around the shops, this is not surprising. However, advertising and selling are only two of several marketing functions, and not necessarily the most important ones. The most basic concept underlying marketing is that of human needs. Marketing has bee a key factor in the success of businesses. Today’s panies face stiff petition and the panies which can best satisfy customer needs are those which will survive and make the largest profits.There are many different definitions of marketing. Consider some of the following alternative definitions:“The allembracing function that links the business with customer needs and wants in order to get the right product to the right place at the right time”“The achievement of corporate goals through meeting and exceeding customer needs better than the petition”“The management process that identifies, anticipates and supplies customer requirements efficiently and profitably”“Marketing may be defined as a set of human activities directed at facilitating and consummating exchanges”Which definition is right? In short, they all are. Marketing has two facets. First, it is a philosophy, and attitude, a perspective, or a management orientation that stresses customer satisfaction. Second, marketing is a set of activities used to implement this philosophy. Marketing can thus be defined as any human activity which is directed at satisfying needs and wants by creating and exchanging goods and value with others.Knowledgesl 市場營銷可定義為通過創(chuàng)造產(chǎn)品與價值并與他人交換，旨在滿足人們需要的一切人類活動。其購買目的是為了保證這些非盈利性機構(gòu)的正常運轉(zhuǎn)。l 轉(zhuǎn)賣市場是指那些采購商品再轉(zhuǎn)賣以獲利潤的個人或組織，主要包括批發(fā)商、零售商、經(jīng)銷商或代理商。 The classification of marketThe pany needs to study five types of customer markets closely. Consumer markets consist of individuals and households that buy goods and services for personal consumption. Business markets buy goods and services for further processing or for use in their production process, whereas reseller markets buy goods and services to resell at a profit. Government markets are made up of government agencies that buy goods and services to produce public services or transfer the goods and services to others who need them. Finally, international markets consist of these buyers in