教材第31页 32页

教材的这两页是解释市场营销的几个重要概念，可以读多几遍，配合例子好好地理解一下。

Needs are the basic human requirements such as for air, food, water, clothing, and shelter. Humans also have strong needs for recreation, education, and entertainment. These needs become wants when directed to specific objects that might satisfy the need. A U.S. consumer needs food but may want a Chicago-style “deep-dish” pizza and a craft beer. A person in Afghanistan needs food but may want rice, lamb, and carrots. Our wants are shaped by our society.

Demands are wants for specific products backed by an ability to pay. Many people want a Mercedes; only a few can buy one. Companies must measure not only how many people want their product, but also how many are willing and able to buy it.

Needs：需要，就譬如说口渴了需要喝水

Wants：欲望， 需要喝什么水呢，农夫山泉还是恒大冰泉水？Needs具体到某个产品了就是Wants

Demands：需求，你只有能买得起那个东西，Wants才能变成Demands，很多人想要奔驰车，但不是每个人能买得起...

Target Markets, Positioning, and Segmentation 

STP 是市场营销里经常用到的概念，Segmentation就是细分市场，譬如学英语的人群那么多，从小孩到学生到成人，你想瞄准（Target）哪个人群呢？像我就很想给英语专业学生提供一条更有效更快乐的途径，所以我在不断地阅读和写文章来吸引这些学生，他们就是我的Target Markets。 最后Positioning就是你的定位，你怎么定位你的产品或者服务？ 你要做市场的第一还是只是要做个一般的就行？

这三个词语会在市场营销里会用到很多...

Value proposition 价值主张

这里没有很接地气地解释这个概念，在另外一本书看到了非常好的解释：

Some examples of poor and excellent value propositions are

P: I have a six-step sales process that I teach the audience.

E: I dramatically decrease sales closing time at less cost of acquisition.

P: I provide humor and entertainment throughout the conference.

E: I reduce stress and create superior learning environments.

You get the idea. Your value is in the outcome, not the input. 

所以你的价值主张不是你能帮你的客户做什么，而是你的客户能获得什么～ 就譬如英语老师，不是教他们听说读写语法，而是让他们找到学英语的乐趣，快乐学英语？

Marketing Channels 营销渠道

这里讲到了三个渠道，沟通渠道就是你用什么方式和你的客户沟通，邮件，电话，电视等手段；分销渠道就是批发商零售商等中间商，网站和直营店等；服务渠道就是你和客户要做成生意，中间怎么付款，有没有保险快递等中间服务商。

Paid, Owned, and Earned Media

很好理解的三个媒介，付费媒介就是广播电视等付费的，自家媒介就是你的网站官微等，赢得的媒介就是客户的口口相传等。

下期再见～