市场营销第一章

1、 Copyright 2021 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/IrwinDefine marketing and identify the diverse factors influencing marketing activities.LO1Explain how marketing discovers and satisfies consumer needs.Distinguish between marketing mix factors and environmental force

2、s.LO3LO2LEARNING OBJECTIVES (LO)AFTER READING CHAPTER 1, YOU SHOULD BE ABLE TO: 1-2Explain how organizations build strong customer relationships and customer value through marketing.Describe how todays customer relationship era differs from prior eras.LO4LO5LEARNING OBJECTIVES (LO)AFTER READING CHAP

3、TER 1, YOU SHOULD BE ABLE TO: 1-3RESEARCHING HOW COLLEGE STUDENTS STUDY TO LAUNCH A NEW PRODUCT AT 3M 1-4INNOVATION AND MARKETING AT 3M DISCOVERING & SATISFYING STUDENT STUDY NEEDS+Felt Tip Highlighters=3M product thatwill combinePost-it Notes or Post-it Flags andHighlighters3M Post-it Notes or Post

4、-it Flags 1-5Marketing is NOT EasyWHAT IS MARKETING ?LO1You Are a Marketing Expert AlreadyInvolved in 1,000s of Buying DecisionsMay Be Involved in Selling Decisions 1-6TrueTrue(c) plastic bottlesFIGURE 1-1 The see-if-youre-really-a-marketing-expert test 1-7MARKETING MATTERSPayoff for the Joys (!) an

5、d Sleepless Nights (?)of Starting Your Own Small Business: YouTube!LO1 1-8Marketing Seeks to:ExchangeDiscover Needs and Wants of CustomersSatisfy ThemWHAT IS MARKETING?DELIVERING BENEFITSLO1AMA Definition of Marketing 1-9WHAT IS MARKETING?DIVERSE FACTORS INFLUENCE MARKETING ACTIVITIESLO1The Organiza

6、tion Itself and Its DepartmentsSocietyEnvironmental Forces 1-10FIGURE 1-2 A marketing department relates to many people, organizations, and environmental forces 1-11HOW MARKETINGDISCOVERS CONSUMER NEEDSTHE CHALLENGE: NEW PRODUCTSLO2Consumers May Not Know or Cannot Describe What They Need or WantMost

7、 New Products Fail“Focus on the Consumer Benefit“Learn From the PastThe Challenge: 1-12Dr. Care Vanilla-Mint Aerosol ToothpasteWhat “benefits and what “showstoppers?LO2 1-13Hot Pockets Sideshots Microwaveable SnacksWhat “benefits and what “showstoppers?LO2 1-14AT&T CruiseCastWhat “benefits and what

8、“showstoppers?LO2 1-15Pepsi MaxWhat “benefits and what “showstoppers?LO2 1-16NeedWantDoes Marketing PersuadePeople to Buy the“Wrong Things? MarketHOW MARKETINGDISCOVERS CONSUMER NEEDSNEEDS VS. WANTSLO2 1-17FIGURE 1-3 Marketing seeks to discover consumer needs through research and then satisfy them w

9、ith a marketing program 1-18HOW MARKETINGSATISFIES CONSUMER NEEDSLO3PromotionPlaceTarget MarketThe 4 Ps: Controllable Marketing Mix FactorsProductPrice $199 1-19HOW MARKETINGSATISFIES CONSUMER NEEDSLO3TechnologicalRegulatoryUncontrollable Environmental ForcesSocialEconomicCompetitive 1-20THE MARKETI

10、NG PROGRAMCUSTOMER VALUE AND RELATIONSHIPSLO4Best PriceBest ServiceCustomer ValueBest ProductValue Strategies 1-21Southwest Airlines, Starbucks, and Home DepotWhat customer value strategy?LO4 1-22THE MARKETING PROGRAMRELATIONSHIP MARKETINGLO4Easy to UnderstandRelationship MarketingHard to DoMarketin

11、g Program 1-233MS STRATEGY & MARKETING PROGRAMHELPING STUDENTS STUDYLO4Move from Ideas toa Marketable Highlighter Product Add the Post-itFlag PenDevelop a Marketing Program for thePost-it Flag Highlighter and Pen 1-24FIGURE 1-4 Marketing programs for two new 3M Post-it brand products targeted at two

12、 distinct customer segments: college students and office workers 1-253M STRATEGY & MARKETING PROGRAMMARKETPLACE SUCCESS?LO4Developed SecondGeneration Post-itFlag Highlighter Appeared onThe Oprah Winfrey Show 1-26FIGURE 1-A Four different orientations in the history of American businessProduction Era

13、Sales EraMarketing Concept EraCustomer Relationship EraMarket Orientation 1-27HOW MARKETING BECAME IMPORTANTEVOLUTION OF THE MARKET ORIENTATIONLO5Customer RelationshipManagement (CRM)Customer ExperienceDirect Contact from Buying the ServiceIndirect Contact via Unplanned “Touches 1-28HOW MARKETING BE

14、CAME IMPORTANTETHICS AND SOCIAL RESPONSIBILITYLO5EthicsSocial ResponsibilitySocietal Marketing ConceptSocial Entrepreneurship 1-29HOW MARKETING BECAME IMPORTANTBREADTH AND DEPTH OF MARKETINGLO5Who Markets?What Is Marketed?GoodsServicesIdeas 1-30HOW MARKETING BECAME IMPORTANTBREADTH AND DEPTH OF MARK

15、ETINGLO5Who Benefits?Who Buys & Uses What Is Marketed?Ultimate ConsumersOrganizational BuyersHow Do Consumers Benefit?: UtilityForm UtilityPlace UtilityTime UtilityPossession Utility 1-313MS POST-IT FLAG HIGHLIGHTER: EXTENDING THE CONCEPT!VIDEO CASE 1 1-32VIDEO CASE 13Ms Post-it Flag Highlighter1. (

16、a) How did 3Ms David Windorski get ideas from college students to help him in designing the final commercial version of the Post-it Flag Highlighter?(b) How were these ideas important to the success of the product? 1-332. What (a) special advantages and (b) potential problems did 3M have in introduc

17、ing a new highlighter-with-flags product for college students?VIDEO CASE 13Ms Post-it Flag Highlighter 1-343. Visit your college bookstore before you answer. (a) Where would you display the Post-it Flag Highlighter in a college bookstore, and (b) How can the display increase student awareness of the

18、 product?VIDEO CASE 13Ms Post-it Flag Highlighter 1-354. In what ways might 3M try to promote its Post-it Flag Highlighter and make students more aware of the product?VIDEO CASE 13Ms Post-it Flag Highlighter 1-365. What are (a) the special opportunities and (b) potential challenges for 3M in taking

19、its Post-it Flag Highlighter into international markets? (c) On which countries should 3M focus its marketing efforts?VIDEO CASE 13Ms Post-it Flag Highlighter 1-37MarketingMarketing is the activity for creating, communicating, delivering, and exchanging offerings that benefit the organization, its s

20、takeholders,and society at large. 1-38ExchangeExchange is the trade of thingsof value between buyer and seller so that each is better off after the trade. 1-39MarketA market consists of people with both the desire and the ability to buy a specific offering. 1-40Target MarketA target market consists

21、ofone or more specific groups of potential consumers towardwhich an organization directs its marketing program. 1-41Marketing MixThe marketing mix consists of the controllable factorsproduct, price, promotion, and placethat can be used by the marketing manager to solve a marketing problem. 1-42Envir

22、onmental ForcesEnvironmental forces consistof the uncontrollable social, economic, technological, competitive, and regulatoryforces that affect the results ofa marketing decision. 1-43Customer ValueCustomer value is the unique combination of benefits received by targeted buyers that includes quality

23、, convenience, on-time delivery, and both before-saleand after-sale service at aspecified price. 1-44Relationship MarketingRelationship marketing linksthe organization to its individual customers, employees, suppliers, and other partners for theirmutual long-term benefit. 1-45Marketing ProgramA mark

24、eting program is a plan that integrates the marketing mix to provide a product, service, or idea to prospective buyers. 1-46Marketing ConceptA marketing concept is theidea that an organization should strive to satisfy the needs of consumers while also trying to achieve the organizations goals. 1-47Market OrientationA market orientation occurs when an organization focuses its effo