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Marketing市场营销---theartofgettingandkeepingcustomers.
AboutthecourseThegoodstartisanhalfofsuccess.
OverallobjectivesAttheconclusionofthecourse,studentsshouldbecapableof:Understanding,listing,andexplainingthefactors,whichconstrainandprovideopportunitiesformarketing.Developingtheframeworksthatformulatesmarketingstrategies.Researchingmarketpotentials.Designingmarketingmixtoentryandpenetratemarkets.…
MethodologyThissubjectwillinvolvelectures,discussions,presentations,andworkshopactivities.
ApproachtolearningFacilitatelearningratherthanprescribingLearnbydoingCasestudies,andprojects>examGroupwork,butdonotneglectindividualworkRelevant-realissuesratherthantextbookexamplesContemporary–up-to-dateUtilisetechnology
TextbookandreferencesTextbook:PrinciplesofMarketing,9thEd.PhilipKotlerandGaryArmstrong.PrenticeHall.《市场营销学教程》晁钢令主编,上海财经大学出版社,2000年。Recommendedreferences:BasicMarketing11ndedition.E.JeromeMcCarthy,WilliamD.Perreault.IRWIN,1993.
TextbookandreferenceslJournals:JournalofMarketingMarketingNewsHarvardBusinessReviewInternationalJournalofResearchinMarketingJournalofAdvertising《营销导刊》《销售与市场》《市场营销》(人大复印资料)……
CourseevaluationThecoursewillbeevaluatedusingthefollowingmethods:Contributiontothecourse:+/-10%mark.Casestudy,30%mark.Assignment,20%mark.Finalexam,50%mark.
ContactaddressYoucancontactmebyemailat:orbyphone65111000-3110,orpersonallyinmyoffice109.
PartOneUnderstandingmarketingandthemarketingprocess
LectureOneMarketinginachangingworldIntroduction
Objectsinlecture1Understandingtheconceptofmarketing,includingitsdefinition,purpose,androleincreatingexchange.Distinguishkeymarketingconceptswhichareoftenmisunderstoodorconfused.Understandingmarketingmanagementtasks.Contrasttheperiodsofmarketingevolution.
Whatismarketing?
CoreConceptsProductsNeeds,wants,anddemandsExchange,transactions,andrelationshipsMarketsCoreMarketingConceptsValue,satisfaction,andquality
1.ThepreliminaryconceptsofmarketingNeeds,WantsandDemandsAhumanneedisastateoffeltdeprivationofsomebasicsatisfaction.Wantsaredesiresforspecificsatisfiersofthesedeeperneeds.(★)Demandsarewantsforspecificproductsthatarebackedbyanabilityandwillingnesstobuythem.(★)
CDV=TCV-TCCValue,CostandSatisfactionValueistheconsumer’sestimateoftheproduct’soverallcapacitytosatisfyhisorherneeds.Costisthepayofconsumer.Assessingtheproductby“V/C”.Satisfactionisthestatethattherealproductcanbeequaltoorbetterthantheideaproduct.CustomerdeliveredvalueTotalcustomervalueproductvalue,servicevalue,personalvalue,imagevalueTotalcustomercostPrice,time,energy,
FasterBetterCheaperReliabilitySecurityCompetenceCredibilityEmpathyCommunicationStyleResponsivenessAccessAffordabilityAvailabilityConveniencePerformanceFeaturesReliabilityConformanceServiceabilityAestheticsPerceivedQualityPriceCustomerDesiresCompanyDeliversTable1-1:Satisfycustomerbybuildingvaluewithquality
MarketAmarketconsistsofallthepotentialcustomerssharingaparticularneedorwantwhomightbewillingandabletoengageinexchangetosatisfythatneedorwant.Numberabilitywillingpresentmarket/potentialmarketM=N+W+A
TheMarketingSystemSuppliersEndUserMarketMarketingIntermediariesCompetitorsCompany(Marketer)EnvironmentEnvironment
2.Marketingis…Marketingistheprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicetocreateexchangesthatsatisfyindividualandorganizationalgoals.Thefunctionofmarketingistoidentifychangingneedssothatinnovativeproductscanbedevelopedtomeetthembetterthancompetitors.
Marketingis…Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers.(Kotler1998)
Marketingis…Marketingisgettingtherightgoodsandservicestotherightpeopleattherighttimeattherightpricewiththerightcommunicationandpromotion.(Kotler1994)TheaimofMarketingistomakesellingsuperfluous.Theaimistoknowandunderstandthecustomersowellthattheproductorservicesfits…andsellsitself.(Drucker,1973)
consistsofallactivitiesthatbringbuyersandsellerstogetherAnalysis,Plan,implement,controlMarketingmix(4ps)ManagingProductsandServices(Product)DistributingProductsandServices(Place)PricingProductsandServices(Price)PromotionProductsandServices(Promotion)(communicatingwithCustomers)
Figure1-1MarketingConcept
ThepurposeofMarketingUnderstandingtheneedsandwantsofcustomersandCreatecustomervaluethroughsatisfactionandqualityOperatemoreeffectivelyandefficientlythancompetitorsFigure1-2MarketingPurpose
TheeconomicroleofmarketingMarco-Marketingtheroleofmarketingindistributinggoodsandservicestobuyers.Micro-marketingtheprocessofformulatingandimplementingstrategythatenablesthefirmtoearnaprofit.
GoalsofMarketingSystemsMaximizeConsumptionMaximizeChoiceMaximizeQualityofLifeMaximizeSatisfactionMarketingSystemGoals
DemandStateMarketingTasksFormalNameNegativedemandChangedemandPositiveMarketingNodemandCreatedemandStimulationalMarketingLatentdemandDevelopdemandDevelopmentalmarketingDecliningdemandRevitalizedemandRemarketingIrregulardemandAlterdemandSynchromarketingdemandMaintenanceMarketingOverfulldemandReducedemandDemarketingUnwholesomedemandDiscouragedemandAnti-marketing3.Marketingmanagementtasks
DemandManagementCustomerLifetimeValueMarketingManagementDemandManagementKeyConceptsforManagingMarketing
4.TheevolutionofmarketingProductionOrientationProductOrientationSalesOrientationCustomermarketingOrientationSocialMarketingOrientation
FactoryExistingProductsSellingandPromotingProfitsthroughVolumeStartingPointFocusMeansEndsMarketCustomerneedsTheSellingConceptpull-throughsystemIntegratedmarketingNotionofCustomerLifetimeValueMarketing&SalesConceptsProfitsthroughCustomerSatisfaction
TheSocietalMarketingConceptSociety(HumanWelfare)Consumers(Satisfaction)Company(Profits)SocietalMarketingConcept
NewMarketingChallengesinchangingworldEmergingChallengesNonprofitMarketingNewMarketingLandscapeEthicalConcernsGlobalizationChangingWorldEconomy
5.ExtendingmarketingconceptRelationshipmarketingCustomizemarketingBenchmarkmarketingSymbioticMarketingGlobalmarketingMegamarketingExtendedmarketingGreenmarketing
Consumer(goods)marketingMajorareasofmarketingfocusRelationshipsandCustomerRetentionBusiness-to-businessmarketing1950’s1960’s1970’s1980’s1990’sNon-profit&societalmarketingServicesmarketingCustomerSatisfaction,GlobalMarketing,SynchronousMarketingTheDevelopmentofMarketingScience
NextweekStrategicplanningandthemarketingprocessAssignment:Reviewingthelecture1Textbook(chapter1)/P36-37Orgnizingthefirstteamdiscussiononthemarketingconceptbyinternetconnections.(P38-39)gettinginformationandwritingtheoutletonthemarketingplanningandmarketingprocessTextbook(chapter2)