市场营销讲义Lect1_presentation_student.ppt

,BSP420: MARKETING MANAGEMENT,Chanaka Jayawardhena Room. BE 2.19 (01509 22) 8831 C.Jayawardhenalboro.ac.uk,Session structure A lecture (up to an hour) Followed by a break (10-15 minutes) A case study/video presentation scenario discussion/ presentation in small groups (up to an hour) A concluding discussion (up to 45 minutes),What is marketing?,To attract and retain customers at a profit (Drucker, 1999) To establish, develop and commercialise long-term customer relationships so that the objectives of the parties involved are met (Gronroos, 1989),Efficiency and Effectiveness,Ineffective,Goes out of business quickly,Dies Slowly,Survives,Does well Thrives,Effective,Efficient,Inefficient,5,2,Marketing Concept The achievement of corporate goals through meeting and exceeding customer needs better than the competition,The Marketing Concept,Customer orientation Corporate activities are focused upon providing customer satisfaction,Integrated effort All staff accept the responsibility for creating customer satisfaction,Goal achievement The belief that corporate goals can be achieved through customer satisfaction,3,Production Orientation,Production capabilities,Manufacture product,Aggressive sales effort,4,Marketing Orientation,Potential market opportunities,Marketing products and services,Evolution of the Marketing Concept,6,7,Market-driven Management,Shared values and beliefs,Customer focus,Market-led strategy,Structure and systems,Implementation,Market intelligence,8,Creating Customer Value,Product benefits Service benefits Relational benefits Image benefits,Monetary costs Time costs Energy costs Psychological costs,Positive,Negative,9,Creating Customer Satisfaction,Delight,Neutral,Dissatisfaction,Presence of the characteristic,Customer satisfaction,Delighters,More is better,Must be,Brittany Ferries,Brittany Ferries promote the benefit of relaxation,10,11,An Effective Marketing Mix,Effective marketing mix,Matches customer needs,Creates a competitive advantage,Well balanced,Matches corporate resources,12,Marketing Mix and Customer Needs,Customer needs,Key customer requirements,Competitive advantage,Marketing mix,13,Marketing Mix and Customer Needs,Customer needs,Key customer requirements,Competitive advantage,Marketing mix,Psychological,Economic,Customer needs,Performance Availability Reliability Durability Productivity,Self-image Quiet life Pleasure Convenience Risk reduction,14,Marketing Mix and Customer Needs,Customer needs,Key customer requirements,Competitive advantage,Marketing mix,Pr