英文原版拆书之菲利普·科特勒《市场营销原理》第15版（Chapter 1）

读英文原版书，一开始有很大的心理压力，阅读遇到不理解的地方或者速度提不起来都会令人想要放弃，但坚持下去，会有收获。我最喜欢的是读艺术相关的原版书，文字优美，插图赏心悦目。不过，因为工作的关系，有一部分业余时间还是会读跟营销相关的书籍，甚至畅销书，读这类工具书相对比较容易，因为不用逐字逐句欣赏，只需把握重点知识即可，这次我选择读的是营销大师菲利普·科特勒（Philip Kotler）的市场营销原理（Principles of Marketing）。

开篇必须要说的是，此书不愧为经典再版无数次的教材。全书的逻辑结构清晰，每个章节编排合理，便于理顺思路以及查询知识点。虽然是600多页的大部头，属于我近期想要做的“书越厚越拆”系列。

拆书要先拆结构。摸清楚骨骼的构成，才能进一步吸收养分。

全书分为四大部分，个人觉得阅读前三部分即可。第一部分讲解营销的定义，第2，3部分围绕客户价值，介绍营销全过程。是什么？怎么做？逻辑非常清晰！！每一章节的编排顺依次是：Preview, Objective Outline, Main Context, Reviewing the concepts, Discussion and Critical thinking, Application and Cases. 不禁感叹这也太方便阅读了吧！！

第一章 知识点吸收

1. The definition of Marketing: In short, creating and capturing customer value.

2. The marketing process：（第一章后面对营销过程有一个扩展应用，我觉得就这个基础框架够用了）

Step 1: Understand the marketplace and customer needs and wants.

Step 2: Design a customer-driven marketing strategy.

Step 3: Construct an integrated marketing program that delivers superior value.

Step 4: Build profitable relationships and create customer delight.

Step 5: Capture value from customers to create profits and customer equity.

3. Needs, wants and demand?

Needs: states of felt deprivation;

Wants: the form human needs take as they are shaped by culture and individual personality;

Demand: human wants that are backed by buying power.

可能翻译的话都是需求，但举个栗子：You are hungry, you need something to eat. a Chinese probably wants rice, while a British wants bread. So there is a huge demand for rice in China and bread in British.

4. You can offer: products, services, and experiences for customers. 你给消费者的不仅可以是产品，还可以是服务，体验。

5. Marketing strategy: Market segmentation (what?) + a value proposition (how?)

6. Customer-perceived value (CPV): the customer’s evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those of competing offers.

7. Customer relationship levels. 并不是所有客户都要一视同仁（大白话） It says that companies can build customer relationships at many levels, depending on the nature of the target market.

Basic relationships (low-margin customers) / Full partnerships

由于新工具的应用，也催生了一些新的客户关系类型，但核心并未改变。New approaches about customer relationship： (1) Related with selected customers; (2) Related deeply and interactively: customer-managed relationships/ customer-generated relationships

8. Customer relationship groups: building the right relationships with the right customers. （金句，我很喜欢的一句话，新型客户关系，不是所有客户都是上帝啦）

（未完待续）