市场营销课件：Chapter 1The Induction and Marketing

1、Chapter 1 The Induction and Marketing: Managing Profitable Customer Relationships概论Learning Objective: Be able to define marketing and outline the steps in the marketing process.界定营销概念和了解市场营销的步骤。 Explain the importance of understanding customers and the marketplace, and identify the five core market

2、place concepts.掌握五种主要的营销理念 Understand customer relationship management and strategies which guided by marketing management orientations.理解顾客关系管理和营销理念影响下的战略 Analyze the marketing mix of company with the philosophies of marketing不同营销哲学指导下企业采用的营销组合策略1 Marketing Defined市场营销定义Kotlers social definition :

3、“Marketing is a societal process by which individuals and groups obtain what they need and want through creating(生产）, offering（提供）, and freely exchanging（交易） products and services of value with others.” The AMA managerial definition : “Marketing is the process of planning and executing the conceptio

4、n, pricing, promotion（促销）, and distribution（分销） of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”Simple definition : Marketing is managing profitable customer relationships顾客关系管理Goals : Attracting new customers & Retaining （保留）and growing curre

5、nt customers-“Marketing” is NOT synonymous 同义词with “sales” or “advertising” Difference between sales and marketing营销与销售的区别：营销的任务 :产品设定、价格决策、流通管理、促进销售（销售的工作：寻找销售对象、靠近、会见、介绍产品、示范、解答异议、促成交易、售后服务）企业中间商最终消费者【1-4】 2 Marketing Process营销过程2.1Understand the marketplace and customer needs and wants了解市场和客户需求 N

6、eeds, wants, demands需要、欲望和需求 Product offering and brand产品和品牌 Market 市场 Exchange and transactions交换和交易 Value and satisfaction价值和满意2.1.1 Needs, Wants & DemandsNeed: describe basic human requirements including physical, social, and individual needs.未满足的感受 Physical : Food, clothing, shelter, safety Soci

7、al : Belonging, affection Individual : Learning, knowledge, self-expressionThese needs are not created by marketing; they are intrinsic Needs become wants when they are directed to specific objects that might satisfy the need. Form that a human need takes, as shaped by culture and individual persona

8、lityWants + Buying Power = Demand.2.1.2 Exchange and Transaction Exchange 交换involves obtaining a desired product from someone by offering something in return. Five conditions must be satisfied for exchange to occur. Transactions 交易involve at least two things of value, agreed-upon conditions, a time

9、of agreement, and a place of agreement Exchange vs. TransactionExchange:Act of obtaining a desired object from someone by offering something in return.物物交换Transaction:（1）A trade of values between two parties.（2）One party gives X to another party and gets Y in return. Can include cash, credit, or che

10、ck.物钱交易2.1.3. Market The set of actual and potential buyers of a product.某产品的潜在和现实购买者 These people share a need or want that can be satisfied through exchange relationships2.2Designing a customer-driven marketing strategy设计客户导向的营销战略 Selecting customers选择目标客户：what customers will we serve?What is our

11、target market? Value proposition价值主张/定位：即公司通过其产品和服务所能向消费者提供的价值 The set of benefits or values a company promises to deliver to consumers to satisfy their needs2.3consutruct a marketing program构建营销方案 Marketing management orientation 确定营销理念Companies must decide on their philosophy to guide their market

12、ing strategy. Preparing marketing plan and program准备营销计划和方案2.3.1 Marketing Management OrientationsCase 1：sale problem on toasters烤面包机的销售问题 60年代末期，美国某著名家用电器企业在日本市场进行初步观察之后发现：日本市场几乎没有烤面包机出售。决定用自己在美国的畅销款型进入日本市场，同时为了配合销售，进行了一系列宣传和推介活动，结果销售不是十分理想，很难推进。 The orientation of the firm typically guides marketi

13、ng effortsProduction Concept生产理念 、 Product Concept产品理念 、 Selling Concept促销理念、Marketing Concept营销理念 、 Societal Marketing Concept社会营销理念(1) Production Concept 生产观点（the production concept)时间：20世纪初背景：生产力水平较低，市场状况基本上供不应求。大多数企业只能生产单一产品。特点： 企业认为消费者会喜欢那些价格低的和随处可买得到的产品，因此企业应致力于提高生产的效率和扩大配销的范围上。 企业生产经营的核心在生产环节

14、，而非消费需求上 有时也可以起到一定的作用(2) Product Concept 产品观点（the product concept)时间：20世纪20年代之前背景：单一产品市场基本均衡，生产处于饱和状态。经营者开始认为消费者喜欢高质量、多功能、具有多种特色的产品。Holds that consumers will favor products that offer the highest quality, performance and innovative features.Organisations focus on continuous product improvement (3) S

15、elling Concept 推销观点（the selling concept)时间：20世纪末到二次世界大战结束背景：产品供大于求。1929-1933年的经济大危机，产品过剩成为企业经营中的问题特点：认为消费者对于购买存在某种惰性和抗衡心理，需要有效的推销技术进行刺激。经营重点放在推销上，目前主要用于非盈利或者非渴求产品的经营中。The organization focuses on existing products and uses heavy promotion and selling technique to achieve profitable sales. It is an in

16、sidious orientationNormally unwanted product.会员卡购买前后The most successful promotion case from P>hey found people use tooth paste based on length instead of volume, so they change the package to increase the sales.(4) Marketing Concept 营销观点(marketing concept)时间：20世纪50年代背景：生产力迅速提高，产品丰富，消费需求不断更新，购买选择性增

17、强。市场主导权转移到卖方。企业的经营目标必须在满足顾客需求的基础上实现。日本三井家族的百货公司代客订购和无条件退货。特点：消费者导向，从买方需要出发设计生产产品。组合产品和耐克的销售模式。(5) Societal Marketing Concept 社会营销观点 societal marketing concept 时间：20世纪80年代以来背景：单纯重视市场的观点导致外部不经济，环境污染、道德问题等出现。特点：关注社会和消费者的长期利益。 一次性用品的起落社会营销观点 societal marketing concept The organizations task is to determ

18、ine the needs, wants and interests of target market Also to deliver the desired satisfaction more effectively and efficiently than competitors And in a way that preserves or enhances the customers and the societys well-being. Societal Marketing Concept总结：课后作业1Clip or photocopy 1 current print advert

19、isements and identify the marketing orientation that, in your opinion, the companies appear to be following.2.3.2 Marketing ProgramThe Four P Components of the Marketing Mix2.4 Building Customer Relationships客户关系管理【2.4Build profitable relationships and create customer delight与客户建立有件价值的关系】The process

20、 of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.通过提供卓越的顾客价值和满意度进行建设和维护有益顾客关系的过程Customer Perceived Value顾客感知价值 Customers evaluation of the difference between all the benefits and all the costs of a marketing offer relative to those

21、 of competing offers.Customer Satisfaction顾客满意 Dependent on the products perceived performance relative to a buyers expectations.Loyalty & Retention忠诚度和回头率【客户关系层次和工具】 Financial Benefits经济利益 Social Benefits社会利益 Structural Ties结构联系 Focus on profitable customers选择价值高的客户 How about the unprofitable customers? Relating with more carefully selected customers Relating for the long term Relating directlyPartner Relationship Marketing合作关系管理 Partners inside the firm All employees customer focused Teams coordinate efforts toward customers Partners outsi