营销管理课件introduction1-3周

,MarketingChannels,NewspapersPersonalSellingDirectMailFlyersRadioPostersTelevisionE-mailTelephoneInternet,3.1importantdefinitionofMARKETING3.1营销的定义,Marketingisasocialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreating,offering,andfreelyexchangeproductsandservicesofvaluewithothers.,PHLIPKOTLER,满足别人并获得利润。,市场营销是个人和集体通过创造、提供并同他人自由交换产品和价值以满足需求和欲望的一种社会过程。,Ismarketingequivalenttoselling?,SellingYoucareaboutsellingtheproduct-closingthesalewithapotentialcustomerMarketingYoucareaboutthewishesandtheneedsofyourclients-establisharelationwithyourclientSellingispartofmarketing,MultipleChoices,MichaelWang,themanagerofUnishirtCorporation,isconcernedwiththeplanningandconceptionofhisproduct,itspricingpolicy,andthedistributionstrategy.Theseactivitiesareallpartof_.A.managementB.productionC.accountingD.marketingInorderforexchangetooccur_.A.acomplexsocialsystemmustbeinvolvedB.EachpartymusthavesomethingofvaluetotheotherpartyC.Aprofit-orientedorganizationmustbeinvolvedD.Organizationmarketingactivitiesmustalsooccur,Supposesomeonerefusestobuyyourgoodsbysayingthattheyhavejustboughtthegoodsofanotherbrand,asamarketer,whatwillyoudo?,Inquirethecustomeraboutwhyhechoseanotherbrandsoastoknowcompetitorsbetter,Informthecustomerofadvantagesofyourbrandandhemayrecommendyourbrandtohisfriendsorrelatives.,Notedownthecustomersinformationtokeepintouchwithhimlater,Differencesbetweensellingandmarketing,DevelopmentofMarketingphilosophiesP.13,Productionconcept,Productconcept,sellingconcept,Marketingconcept,Societalmarketingconcept,1950s2000s,1920searly1950s,18501920s,relationshipconcept,Productionconcept,Buildproductsatlowerprices,Minimizecostsmassproductionbydevelopingassemblyline,Productconcept,Offerthebestqualitybutignorethecustomersneeds,Sellingconcept,Maximizesalesbyaggressiveselling“hardsell”,Marketingconcept,FillthecustomersneedsRequiresoundresearchintowhatcustomerswantandneed,Societalmarketing,Considertheethicalconsequencesandcollectiveneedsofsociety,Relationshipmarketing,Buildrelationshipwithbussnesspartners,ProductionOrientation(生产观念),ProductOrientation(产品观念),SellingOrientation(销售观念),MarketingOrientation(营销观念),Consumerspreferproductsthatarewidelyavailableandinexpensive,Consumersfavorproductsthatofferthemostquality,performance,orinnovativefeatures,Consumerswillbuyproductsonlyifthecompanyaggressivelypromotes/sellstheseproducts,Focusesonneeds/wantsoftargetmarkets&deliveringvaluebetterthancompetitors,Exercises,1.A“marketingconcept”businessseeslifefromtheperspectiveofwho?A.CustomersB.ThegovernmentC.SupplierstothebusinessD.Employees2.Thekeyfeatureofamarketing-originatedcompanywillbe_.A.theyinvestheavilyinadvertisingtooutperformtheircompetitorsB.theyusemarketintelligencetounderstandcompetitoractivitiesC.theyusefeedbackfromcustomerstooutperformtheircompetitorsD.theyselltheirproductsatalowerpricethantheircompetitors,3.PeterscompanydoesanexcellentandefficientjobofputtingthousandsofNitPickersontheassemblylineeveryday.Oneproblemwiththis_approachtomarketingisthefailuretoconsiderwhetherNit-Pickersalsomeettheneedsofthemarketplace.A.customerorientationB.salesorientationC.marketingorientationD.productionorientation,TheMarketingMix,WhatistheMarketingMix?Itisthesetofmarketingtoolsthattheorganizationusestopursueitsmarketingobjectives.2.Fromtheviewpointoftheorganizationisaself-centered“p”approach3.Fromtheviewpointoftheconsumeritisa“c”approach.,A,ThefourPsformthebasisofthemarketingmix.Ifyouwanttomarketaproductsuccessfully,youneedtogetthismixright.MatchthePs1to4tothedefinitionsa)tod),1Product2Price3Promotion4Place,a)thecosttothebuyerofgoodsorservicesb)informingcustomersaboutproductsandpersuadingthemtobuythemc)wheregoodsorservicesareavailabled)goodsorservicesthataresold,(1)Detailcontentsof4P（4p的基本内容）,MarketingMix(营销组合),Acomprehensiveplanorstrategy:4PsProduct:specialappealforconsumersinaspectslikequality,utilityorimage产品策略：要考虑在产品的质量、用途、外观等方面对消费者的吸引Price:takecosts,rivalspricesandpricingregulationsintoaccount定价策略：要考虑产品成本、竞争者定价、价格调整等方面Promotion:makingaproductanditsbenefitsknownandstimulatingconsumersdemandforit促销策略：以各种有效方式向目标市场传递信息，以刺激其购买欲望Place:channelsofdistributionandtimelytransportation,makegoodsandservicesavailable分销策略：将产品和服务及时送达到消费者手中的渠道和路径,Price(定价策略),CostRivalExampleforDangDangV.S.AmazonTheirpriceofthesamebooksarealmostthesame.Onefalls,theotherneverrises.customersExampleforIkeaForwhite-collarworkerswhocannotaffordthepricewhichhastopgrade.Pricemid-range,Europeandesign,butthepriceissuitableforurbanwhite-collarworkers,Factorsaffectingtheprice,Promotion(促销策略),Including：Advertising-themostcommonmeasurePersonalselling-themosteffectivemeasureSalespromotion-theshort-termeffectPeopleRelationship-themostreliablemeasureExampleforCoca-Cola,RobertLauterborn:Customersneedsandwants:whatarecustomerneeds?Costtothecustomer:howmuchwouldtheyliketopayfortheproduct?Conveniences:howtomaketheconvenientbuying?Communication:howtoconformcustomerneedswithcompanybenefit?,product,price,place,promotion,MarketingMix,4Psand4Cs,ProductPricePromotionPlace,CustomerneedsandwantsCostCommunicationConvenience,TheviewofSeller,TheviewofBuyer,Multiplechoices,1.Whichistheonlyelementofthemarketingmixwheredecisionsmadeimpactdirectlyonabusinessrevenues?PriceB.PromotionC.ProductD.Place2.Geoff,themarketingmanagerofamanufacturerofhearingaids,isconsideringtheuseofadirectmailingcampaigntoincreasesales.Whichelementofthemarketingmixisheconcernedabouthere?A.PlaceB.ProductC.PromotionD.Price,A,C,3.Ifacompanyscustomersareconcentratedinasmallgeographicareaandthecompanysellstechnicalproducts,whichpromotionmethodwillitmostlikelyuse?SalespromotionsB.PublicrelationsC.AdvertisingD.Personalselling4.Amarketerthatwantedtoincludedetailedexplanationsinadvertisementswouldbemostlikelytouse_.A.MagazineB.radioC.cinemaD.television,D,A,5.IntheweeksbeforeChristmas,Adasellsa12-packofabrandedlargerata305discountoffthenormalretailprice.Thisisanexampleof_.SalespromotionB.advertisingC.PricecompetitionD.point-of-saleselling销售网点6.Allofthefollowi