英国大学市场营销讲义(一)1

1、CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT BSP420: MARKETING MANAGEMENTChanaka JayawardhenaRoom. BE 2.19 (01509 22) 8831 Session structure A lecture (up to an hour) Followed by a break (10-15 minutes) A case study/video presentation scenario discussion/ presentation in small groups (up to an h

2、our) A concluding discussion (up to 45 minutes)CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT What is marketing?nTo attract and retain customers at a profit (Drucker, 1999)nTo establish, develop and commercialise long-term customer relationships so that the objectives of the parties involved are m

3、et (Gronroos, 1989)CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Efficiency and EffectivenessIneffectiveGoes out of business quicklyDies SlowlySurvivesDoes wellThrivesEffectiveEfficientInefficient5CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 2Marketing ConceptThe achievement of corporate goal

4、s through meeting and exceeding customer needs better than the competitionThe Marketing ConceptCustomer orientationCorporate activities are focused upon providing customer satisfactionIntegrated effortAll staff accept the responsibility for creating customer satisfactionGoal achievementThe belief th

5、at corporate goals can be achieved through customer satisfactionMarketing conceptThe achievement of corporate goals through meeting and exceeding customer needs better than the competitionCustomer orientationCorporate activities are focused upon providing customer satisfactionIntegrated effortAll st

6、aff accept the responsibility for creating customer satisfactionGoal achievementThe belief that corporate goals can be achieved through customer satisfactionCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 3Production OrientationCustomersProduction capabilitiesManufacture productAggressive sales eff

7、ortCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 4Marketing OrientationCustomer needsPotential market opportunitiesMarketing products and servicesCustomersCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT MarketingOrientationIntegrated customer focusLong run profitsthrough customersatisfactionSale

8、sOrientationPush! Push!Sell! Sell!by promotionShort term gains in profit via sales increasesEvolution of theMarketing ConceptProductionOrientationProduction & assembly line refinementProfits throughproduction controls6CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 7Market-driven ManagementShar

9、ed values and beliefsCustomer focusMarket-led strategyStructure and systemsImplementationMarket intelligenceShared values and beliefscustomer firstMarket intelligenceSkills in understanding and responding to customersStructure and systemsstructure based on strategyteam workMarket-led strategyLinking

10、 distinctive competencies to market opportunitiesCompetitive advantage the driving forceImplementationpeopleincentivescommunicationspersuasionCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 8Creating Customer ValueProduct benefitsService benefitsRelational benefitsImage benefitsMonetary costsTime c

11、ostsEnergy costsPsychological costsCustomer valuePerceived benefitsPerceived sacrificePositiveNegativeCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 9Creating Customer SatisfactionDelightNeutralDissatisfactionAbsentFulfilledPresence of the characteristicCustomer satisfactionDelightersMore is bette

12、rMust beCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT Brittany FerriesBrittany Ferries promote the benefit of relaxation10CHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 11An Effective Marketing MixEffective marketing mixMatches customer needsCreates a competitive advantageWell balancedMatches c

13、orporate resourcesCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 12Marketing Mix and Customer NeedsCustomer needsKey customer requirementsCompetitive advantageMarketing mixCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 13Marketing Mix and Customer NeedsCustomer needsKey customer requirementsCompetitive advantageMarketing mixPsychologicalEconomicCustomer needsPerformanceAvailabilityReliabilityDurabilityProductivitySelf-imageQuiet lifePleasureConvenienceRisk reductionCHANAKA JAYAWARDHENABSP 022 MARKETING MANAGEMENT 14Marketing Mix and Customer NeedsCustomer needsKey customer re