市场营销Concept.ppt

marketing市场营销 theartofgettingandkeepingcustomers aboutthecourse thegoodstarisanhalfofsuccess overallobjectives attheconclusionofthecourse studentsshouldbecapableof understanding listing andexplainingthefactors whichconstrainandprovideopportunitiesformarketing developingtheframeworksthatformulatesmarketingstrategies researchingmarketpotentials designingmarketingmixtoentryandpenetratemarkets methodology thissubjectwillinvolvelectures discussions presentations andworkshopactivities approachtolearning facilitatelearningratherthanprescribinglearnbydoingcasestudies andprojects examgroupwork butdonotneglectindividualworkrelevant realissuesratherthantextbookexamplescontemporary up to dateutilisetechnology textbookandreferences textbook 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 textbookandreferences ljournals journalofmarketingmarketingnewsharvardbusinessreviewinternationaljournalofresearchinmarketingjournalofadvertising 营销导刊 销售与市场 市场营销 人大复印资料 courseevaluation thecoursewillbeevaluatedusingthefollowingmethods contributiontothecourse 10 mark casestudy 30 mark assignment 20 mark finalexam 50 mark contactaddress youcancontactmebyemailat zunl orbyphone65111000 3110 orpersonallyinmyoffice109 partone understandingmarketingandthemarketingprocess lectureone marketinginachangingworld introduction objectsinlecture1 understandingtheconceptofmarketing includingitsdefinition purpose androleincreatingexchange distinguishkeymarketingconceptswhichareoftenmisunderstoodorconfused understandingmarketingmanagementtasks contrasttheperiodsofmarketingevolution whatismarketing coreconcepts 1 thepreliminaryconceptsofmarketing needs wantsanddemandsahumanneedisastateoffeltdeprivationofsomebasicsatisfaction wantsaredesiresforspecificsatisfiersofthesedeeperneeds demandsarewantsforspecificproductsthatarebackedbyanabilityandwillingnesstobuythem cdv tcv tcc value costandsatisfactionvalueistheconsumer sestimateoftheproduct soverallcapacitytosatisfyhisorherneeds costisthepayofconsumer assessingtheproductby v c satisfactionisthestatethattherealproductcanbeequaltoorbetterthantheideaproduct customerdeliveredvaluetotalcustomervalueproductvalue servicevalue personalvalue imagevaluetotalcustomercostprice time energy customerdesires companydelivers table1 1 satisfycustomerbybuildingvaluewithquality marketamarketconsistsofallthepotentialcustomerssharingaparticularneedorwantwhomightbewillingandabletoengageinexchangetosatisfythatneedorwant numberabilitywillingpresentmarket potentialmarket m n w a themarketingsystem 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 thepurposeofmarketing understandingtheneedsandwantsofcustomersand createcustomervaluethroughsatisfactionandquality operatemoreeffectivelyandefficientlythancompetitors figure1 2marketingpurpose theeconomicroleofmarketingmarco marketingtheroleofmarketingindistributinggoodsandservicestobuyers micro marketingtheprocessofformulatingandimplementingstrategythatenablesthefirmtoearnaprofit marketingsystemgoals demandstate marketingtasks formalname negative demand changedemand positive marketing nodemand createdemand stimulational marketing latentdemand develop demand developmental marketing declining demand revitalize demand remarketing irregular demand alterdemand synchromarketi ng demand maintenance marketing overfulldemand reducedemand demarketing unwholesome demand discourage demand anti marketing 3 marketingmanagementtasks demandmanagement 4 theevolutionofmarketing productionorientationproductorientationsalesorientationcustomermarketingorientationsocialmarketingorientation factory existingproducts sellingandpromoting profitsthroughvolume market customerneeds thesellingconcept pull throughsystem integratedmarketing notionofcustomerlifetimevalue marketing salesconcepts profitsthroughcustomersatisfaction thesocietalmarketingconcept newmarketingchallengesinchangingworld 5 extendingmarketingconcept relationshipmarketingcustomizemarketingbenchmarkmarketingsymbioticmarketingglobalmarketingmegamarketingextendedmarketinggreenmarketing consumer goods marketing majorareasofmarketingfocus relationshipsandcustomerretention business to businessmarketing 1950 s 1960 s 1970 s 1980 s 1990 s non profit societalmarketing servicesmarketing customersatisfaction globalmarketing synchronousmarketing thedevelopmentofmarketingscience ne