文档介绍：[市场营销学]  第一章  营销学基础
一、需要,欲望和需求(Needs, Wants, and Demands)
1、需要(Needs)
人类的需要是指没有得到某些基本满足的感受状态。(A human needs is a state of deprivation of some basic satisfaction.)
2、欲望(Wants)
欲望是指想得到基本需要的具体满足物时的愿望。(Wants are desires for satisfiers of needs.)
而在另一个社会,这些欲望用不同的方式来满足(In another society these needs might be satisfied differently.)
3、需求(Demands)
需求是指对于有能力购买并且愿意购买的某个具体产品的欲望。(Demands are wants for specific products that are backed by an ability and willingness to buy them.)
当具有购买能力时,欲望便转化成需求。(Wants e demands when supported by purchasing power .)
二、产品(Products)
人们靠产品来满足自己的各种需要和愿望。(People satisfy their needs and wants with products.)
产品是能够用以满足人类某种需要或欲望的任何东西。( A product is anything that can be offered to satisfy a need or want.)  
商品    good(s)  服务  Service(s)   创意   Idea(s)
营销者常常用商品和服务这两种表述来区别有形产品和无形产品. (Marketers often use the expressions goods and services to distinguish between physical products and intangible ones.)
产品的层次:
核心产品(Core product ):核心利益或服务(Core benefit or service )。
有形产品(Actual   product):品牌(Brand); 品质(Quality); 设计(Design);特征(Features) ;包装(Packaging)。
附加产品( Augment   product) :安装(Installation);保证(Warranty);售后服务(After sale service);交货方式与优惠条件(Delivery and credit)。
三、价值,满意和质量(Value,Satisfaction,and Quality)
1、价值(Value)
价值是指消费者对产品满足各种需要的能力的评估。(Value is the consumer’s estimate of the product’s overall capacity to satisfy his or her needs.)
一般来说,顾客是根据产品和服务对其提供价值的感知做出购买选择的。(Consumers make buying choices based on their perceptions of the value that  various  products  and  services  deliver.)
顾客价值是指顾客拥有和使用某种产品所获利益与获得该种产品所需成本之间的差别。(Customer value is the difference between  the values the Customer gains from owning and using a product and the costs of obtaining the product.)
2、满意(Satisfaction)
满意是指一个人通过一个产品的可感知的效果,与他的期望值相比较后,所形成的愉悦或失望的感觉状态.
顾客满意取决于产品的感知使用效果,这种感知效果与顾客的期望有密切关系。(Customer satisfaction  depends on a  product’s perceived performance in delivering value relative to a buyer’s expectations.)
顾客的满意度与质量的关系十分密切.(Customer satisfaction is cl