市场营销1（英文PPT36 36页

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)