菲利普科特勒“市场营销”讲义1

1、Chapter 1Marketingin the Twenty-first CenturyMarketing ManagementTenth Edition1ObjectivesCourse OrganizationTasks of MarketingMajor Concepts & Tools of MarketingMarketplace OrientationsMarketings Responses to New Challenges2Course/Text OrganizationPart I - Understanding Marketing ManagementPart II -

2、 Analyzing Marketing OpportunitiesPart III - Developing Marketing StrategiesPart IV - Shaping the Market OfferingPart V - Managing & Delivering Marketing Programs3Defining MarketingMarketing is a societal process by which individuals and groups obtain what they need and want through creating, offeri

3、ng, and freely exchanging products and services of value with others. - Philip Kotler (p. 7)4Core Concepts of Marketing Product or Offering Value and SatisfactionNeeds, Wants, and Demands Exchange and Transactions Relationships and Networks Target Markets & Segmentation Marketing Channels Supply Cha

4、in Competition Marketing Environment5Simple Marketing SystemIndustry(a collection of sellers)Market(a collection of Buyers)Goods/servicesMoneyCommunicationInformation6ManufacturermarketsServices,moneyGovernmentmarketsServices,moneyServicesServices,moneyTaxesTaxes,goodsTaxes,goodsTaxes,goodsMoneyMone

5、yConsumermarketsIntermediarymarketsGoods, servicesGoods, servicesResourcesResourcesResourcemarketsMoneyMoneyStructure of Flows7The Four PsMarketingMixProductPricePromotionPlaceThe Four CsCustomerSolutionCustomerCostCommunicationConven-ience8Production ConceptProduct ConceptSelling ConceptMarketing C

6、onceptConsumers prefer products that are widely available and inexpensiveConsumers favor products thatoffer the most quality, performance,or innovative featuresConsumers will buy products only ifthe company aggressivelypromotes/sells these productsFocuses on needs/ wants of target markets & deliveri

7、ng value better than competitorsCompany Orientations Towards the Marketplace9MarketIntegratedmarketingProfits throughcustomersatisfactionCustomerneeds(b) The marketing conceptFactoryExistingproductsSelling andpromotionProfits throughsales volumeStartingpointFocusMeansEnds(a) The selling conceptCusto

8、mer Delivered Value10CustomersFront-line peopleMiddle ManagementTopManagementTraditional Organization Chart11Customer-Oriented Organization ChartCustomersFront-line peopleMiddle managementTopmanage-mentCustomersCustomers12Evolving Views of Marketings Rolea. Marketing as anequal functionFinanceProduc

9、tionMarketingHumanresourcesb. Marketing as a moreimportant functionFinanceHumanresourcesMarketingProduction13Evolving Views of Marketings Rolec. Marketing as themajor functionMarketingFinanceHumanresourcesProductiond. The customer as thecontrolling factorCustomerHumanresourcesFinanceProductionMarketing14Evolving Views of Marketings Rolee. The customer as the controllingfunction and marketing as theintegrative functionCustomerMarketingProductionHumanresourcesF