市场营销管理手册(英文版)(共16页).ppt

1、ObjectivesCourse/Text OrganizationDefining MarketingCore Concepts of Marketing Product or Offering Value and SatisfactionNeeds, Wants, and Demands Exchange and Transactions Relationships and Networks Target Markets & Segmentation Marketing Channels Supply Chain Competition Marketing EnvironmentS

2、imple Marketing SystemIndustry(a collection of sellers)Market(a collection of Buyers)Goods/servicesMoneyCommunicationInformationManufacturermarketsGovernmentmarketsConsumermarketsIntermediarymarketsResourcemarketsStructure of FlowsMarketingMixProductPricePromotionPlaceThe Four CsCustomerSolutionCust

3、omerCostCommunicationConven-ienceProduction ConceptProduct ConceptSelling ConceptMarketing ConceptConsumers prefer products that are widely available and inexpensive Consumers favor products that offer the most quality, performance, or innovative featuresConsumers will buy products only ifthe compan

4、y aggressivelypromotes/sells these productsFocuses on needs/ wants of target markets & delivering value better than competitorsCompany Orientations Towards the MarketplaceMarketIntegratedmarketingProfits throughcustomersatisfactionCustomerneeds(b) The marketing conceptFactoryExistingproductsSell

5、ing andpromotionProfits throughsales volumeStartingpointFocusMeansEnds(a) The selling conceptCustomer Delivered ValueTraditional Organization ChartCustomer-Oriented Organization ChartCustomersFront-line peopleMiddle managementTopmanage-mentCustomersCustomersEvolving Views of Marketings Rolea. Market

6、ing as anequal functionFinanceProductionMarketingHumanresourcesb. Marketing as a moreimportant functionFinanceHumanresourcesMarketingProductionEvolving Views of Marketings Rolec. Marketing as themajor functionMarketingFinanceHumanresourcesProductiond. The customer as thecontrolling factorCustomerHumanresourcesFinanceProductionMarketingEvolving Views of Marketings Rolee. The customer as the controllingfun