Principle of Marketing Kotler 科特勒市场营销 - Introduction 第一课

1、.1IntroductionDr. Millissa Cheung*Powerpoint refined from Pearson 14th edition.2What is Marketing?2012 Pearson Education.3Marketing process2012 Pearson EducationDetermine needs and wantsDesign customer driven marketing strategyConstruct marketing program that delivers superior valueBuild relationshi

2、ps and delight the customerCapture value from customer to achieve profits.4NeedWant2012 Pearson EducationDemand.5GOODSPAYMENTMarketerCustomer2012 Pearson EducationExchange.6Marketing system2012 Pearson EducationCompanyCompetitorsIntermediariesENVIRONMENTAL FORCESConsumers.7Customer driven marketing

3、StrategyMARKETING MANAGEMENT2012 Pearson EducationSELECTING CUSTOMERSCHOOSE VALUE PROPOSITION.82012 Pearson EducationMarketing management.92012 Pearson EducationSelecting customersSegmentationTargeting.10Value proposition2012 Pearson Education.112012 Pearson EducationPRODUCTION CONCEPTManagement ori

4、entationsPRODUCT CONCEPTSELLING CONCEPTMARKETING CONCEPTSOCIETAL CONCEPT.12Production ConceptConsumers will favor products that are available and affordable2012 Pearson Education.13Product ConceptConsumers will favor products that offer the most in quality, performance, and innovative features2012 P

5、earson Education.14Consumers will not buy enough without a large scale selling and promotion effortSelling Concept2012 Pearson Education.15Focus on satisfying the needs and wants of target markets2012 Pearson EducationMarketing Concept.162012 Pearson Education.17Building customer relationships2012 P

6、earson Education.182012 Pearson EducationValue.19Customer SatisfactionExpected levelPerformanceSATISFACTIONDISSATISFACTION2012 Pearson Education.202012 Pearson EducationRelationship LevelsBASIC RELATIONSHIPFULL PARTNERSHIP.212012 Pearson EducationPartner relationship management.222012 Pearson Educat

7、ionPartner relationship managementOUTSIDE.232012 Pearson EducationCapturing Value from Customers.24Share of customerSales to your firm2012 Pearson Education.252012 Pearson EducationCustomer Equity.262012 Pearson EducationThe Changing Marketing Landscapeage.272012 Pearson EducationGlobalization.28201