通识课市场营销

1、Copyright 2007 岳海龙1-1Chapter 1 导论导论21世纪的营销世纪的营销Copyright 2007 岳海龙1-2德鲁克论营销德鲁克论营销Copyright 2007 岳海龙1-3本章学习目标本章学习目标Copyright 2007 岳海龙1-4第一节第一节 市场营销在现代经济生活市场营销在现代经济生活中的作用中的作用Copyright 2007 岳海龙1-5Copyright 2007 岳海龙1-6Copyright 2007 岳海龙1-7营销对企业的作用营销对企业的作用Copyright 2007 岳海龙1-8市场营销对社会经济发展的作用市场营销对社会经济发展的作用C

2、opyright 2007 岳海龙1-9Copyright 2007 岳海龙1-10第二节第二节 市场与市场营销市场与市场营销Copyright 2007 岳海龙1-11Copyright 2007 岳海龙1-12市场的简单结构图市场的简单结构图Copyright 2007 岳海龙1-13现代市场的结构图现代市场的结构图Copyright 2007 岳海龙1-14Copyright 2007 岳海龙1-15Copyright 2007 岳海龙市场相关词汇市场相关词汇1-16Copyright 2007 岳海龙1-17二、市场营销的含义二、市场营销的含义Copyright 2007 岳海龙1-1

3、8Copyright 2007 岳海龙1-19 Copyright 2007 岳海龙1-20Copyright 2007 岳海龙1-21三、市场营销的对象和实质三、市场营销的对象和实质创业式营销 (Entrepreneurial Marketing)制式化营销 (Formulated Marketing)守成创业式营销 (Intrepreneurial Marketing)Copyright 2007 岳海龙1-22营销的对象营销的对象1-22货物货物服务服务体验体验&事件事件人员人员地点地点财产财产组织组织信息信息观念观念Copyright 2007 岳海龙1-23 思想或观念的营销

4、思想或观念的营销： Friends Dont Let Friends Drive DrunkThis is the watch Stephen Hollingshead, Jr. was wearing when he encountered a drunk driver. Time of death 6:55 p.m.Copyright 2007 岳海龙推销只是营销的冰山一角推销只是营销的冰山一角1-24CHP: 1&5-24“There will always be need for some selling. But the aim of marketing is to make

5、 selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed is to make the product or service available.”Peter DruckerCop

6、yright 2007 岳海龙1-25Table 1.1需求状态需求状态和和营销任务营销任务 Copyright 2007 岳海龙1-26Copyright 2007 岳海龙1-27Copyright 2007 岳海龙1-28Copyright 2007 岳海龙1-29Copyright 2007 岳海龙1-30四、市场营销学的含义四、市场营销学的含义Copyright 2007 岳海龙1-31Copyright 2007 岳海龙1-32五、市场营销的核心概念Copyright 2007 岳海龙1-33Copyright 2007 岳海龙1-34Copyright 2007 岳海龙1-35Co

7、pyright 2007 岳海龙1-36Copyright 2007 岳海龙1-37Copyright 2007 岳海龙1-38Copyright 2007 岳海龙1-39Copyright 2007 岳海龙1-40Copyright 2007 岳海龙1-41Copyright 2007 岳海龙CHP: 1&5-42营销组合和顾客营销组合和顾客Copyright 2007 岳海龙The New Four PsCHP: 1&5-43流程流程Processes人员人员People项目项目Programs绩效绩效PerformanceCopyright 2007 岳海龙1-44第三节

8、第三节 企业经营哲学的演变企业经营哲学的演变Copyright 2007 岳海龙CHP: 1&5-45Production ConceptProduct ConceptSelling ConceptMarketing ConceptHolistic Marketing ConceptConsumers favor products that are available and highly affordable.Improve production and distribution.Consumers favor products that offer the most quality

9、, performance, and innovative features.Consumers will buy products only if the company promotes/ sells these products.Focuses on needs/ wants of target markets & delivering satisfaction better than competitors.Focuses on needs/ wants of target markets & delivering superior value.Marketing Ma

10、nagement PhilosophiesCopyright 2007 岳海龙1-46Copyright 2007 岳海龙1-47福特和福特和T型车型车Copyright 2007 岳海龙1-48Copyright 2007 岳海龙1-49Copyright 2007 岳海龙1-50Copyright 2007 岳海龙1-51Copyright 2007 岳海龙1-52Copyright 2007 岳海龙1-53银行银行Copyright 2007 岳海龙1-54观念的比较观念的比较Copyright 2007 岳海龙1-55Copyright 2007 岳海龙1-56Copyright 20

11、07 岳海龙1-57Copyright 2007 岳海龙1-58Copyright 2007 岳海龙彪马利用全面营销重新振兴彪马利用全面营销重新振兴1-59Copyright 2007 岳海龙关系营销关系营销Relationship Marketing: 与关键伙伴（如顾客、供应商等）保与关键伙伴（如顾客、供应商等）保持相互满意的长期合作关系持相互满意的长期合作关系 1-60Copyright 2007 岳海龙关系营销的最终结果是建立一个独特的营关系营销的最终结果是建立一个独特的营销网络销网络1-611-61Copyright 2007 岳海龙整合营销整合营销Integrated Market

12、ing ，营销者，营销者的任务是设计营销活动并采用整合的营销的任务是设计营销活动并采用整合的营销计划为消费者创造、沟通和传递价值。计划为消费者创造、沟通和传递价值。1-62Copyright 2007 岳海龙1-63Copyright 2007 岳海龙绩效营销绩效营销Performance Marketing 盈利盈利社会责任营销社会责任营销Copyright 2007 岳海龙社会责任营销社会责任营销Social Responsibility Marketing1-65Copyright 2007 岳海龙1-66Copyright 2007 岳海龙网友观点网友观点1-67Copyright 2007 岳海龙1-68第四节第四节 市场营销学的历史市场营销学的历史Copyright 2007 岳海龙1-69Copyright 2007 岳海龙1-70Copyright 2007 岳海龙1-71Copyright 2007 岳海龙1-72Copyright 2007 岳海龙1-73Copyright 2007 岳海龙1-74主要的社会因素主要的社会因素Copyright