研究生商务英语3.ppt

Unit 2 Marketing,Market vs. Marketing,Market The place where buyers and sellers gathered to exchange their goods. The set of all actual and potential buyers of a product or service. Marketing Managing markets to bring about exchanges and relationships for the purpose of creating value and satisfying needs and wants.,Some terms,Marketing concept Marketing strategy Marketing management Marketing budget Marketing research Market demand Market fluctuation Market positioning Market segmentation Market share Market coverage rate,What is marketing?,Selling and advertising? Making a sale-telling and selling? Satisfying customer needs?,Marketing deals with customers. The twofold goal of marketing: to attract new customers by promising superior value; to keep current customers by delivering satisfaction. Customer is the king (queen)! Customer satisfaction-customer delight-customer loyalty CRM,What is marketing?,The delivery of customer satisfaction at a profit.,the ultimate goal of marketing in a company,Customers value and satisfaction are at the very heart of modern marketing thinking and practice.,Good sayings,“We dont have a Marketing Department; we have a Customer Department.” “It is an almost blind, passionate commitment to taking care of customers.” “Were not satisfied until our customers are.” “If we are not customer driven, our cars wont be either.”,Core marketing concepts,Needs, wants and demands,Need: a state of felt deprivation. Want: the form taken by a human need as shaped by culture and individual personality. Demands: human wants that are backed by buying power.,Industry (a collection of sellers),Market (a collection of buyers),Products-services,money,information,A simple marketing system,communication,Selling vs. Marketing,What is the difference b/w Selling and Marketing? Time Focus Perspective,Selling occurs only after a product is produced; Marketing starts long before a company has a product.,Selling focuses on the needs of the sellers; Marketing focuses on the needs of the buyers.,The selling concept takes an inside-out perspective: factory products selling and promoting profits through sales volume The marketing concept takes an outside-in perspective: target market customer needs integrated marketing profits through customer satisfaction,product first,customer first,Market customer integrated profits through needs marketing customer satisfaction,Factory existing selling and profits through products promoting sales volume,Starting focus means ends point,Selling concept,Marketing concept,Marketing Management,Strategic planning “If you fail to plan, youre planning to fail.” Marketing research collecting and analyzing data to identify a market or a market segment Market segmentation Dividing a market into segments according to customers needs, wants and other factors Market targeting Selecting target segments Market positioning Setting competitive positioning for the product and creating a detailed marketing mix Marketing mix,Marketing Mix A set of marketing tools that enable the company to satisfy wants of its target markets and to achieve its market goals.,4Ps