营销英语课件第1-2章

1、 Chapter 1Marketing in a Changing World: Creating Customer Value and Satisfaction Chapter 1Marketing in 1-2Road Map: Previewing the ConceptsDefine what marketing is and discuss its core concepts.Explain the relationships between customer value, satisfaction, and quality.Define marketing management a

2、nd understand how marketers manage demand and build profitable customer relationships.Compare the five marketing management philosophies.Analyze the major challenges facing marketers heading into the new “connected” millennium.1-2Road Map: Previewing the Co1-3 What is Marketing?Simply put: Marketing

3、 is the delivery of customer satisfaction at a profit.Goals: Attract new customers by promising superior value andkeep and grow current customers by delivering satisfaction.1-3 What is Marketing?Simply 1-4Core Marketing Concepts (Fig. 1-1)1-4Core Marketing Concepts (F1-5Marketing DefinedProcess by w

4、hich individuals and groups obtain what they need and want through creating and exchanging products and value with others.1-5Marketing DefinedProcess by1-6What are Consumers Needs, Wants, and Demands?Needs - state of felt deprivation including physical, social, and individual needs i.e hungerWants -

5、 form that a human need takes as shaped by culture and individual personality i.e. breadDemands - human wants backed by buying power i.e. money1-6What are Consumers Needs, 1-7ExperiencesPersonsProductsAnything that can be Offered to a Market to Satisfy a Need or WantPlacesOrganizationsIdeasActivitie

6、sWhat Will Satisfy Consumers Needs and Wants?ServicesActivity or Benefit Offered for Sale That is EssentiallyIntangible and Doesnt Result in the Ownership of Anything1-7ExperiencesPersonsProductsP1-8How Do Consumers ChooseAmong Products and Services? Total Quality Management Involves Improving the Q

7、uality of Products, Services, and Business ProcessesProducts Perceived Performance in Delivering Value Relative to Buyers Expectations is Customer SatisfactionValue Gained From Owning a Product and Costs of Obtaining the Product is Customer ValueCustomer-Driven Quality1-8How Do Consumers ChooseAmo1-

8、9ExchangesTransactionsRelationships Building a MarketingNetwork by Adding:Financial BenefitsSocial BenefitsStructural TiesProfitable CustomersHow Do Consumers Obtain Products and Services?1-9TransactionsRelationships H1-10Consider the following thought questions, formulate an answer, pair with the s

9、tudent on your right, share your thoughts with one another, and respond to questions from your instructor.When was the last time you were completely satisfied with something you purchased? What was it? Why were you satisfied? What did a marketer have to do with this?Interactive Student Assignments1-

10、10Consider the following tho1-11Modern Marketing System (Fig. 1-2)1-11Modern Marketing System 1-12Marketing ManagementAttracting new customers and retaining and building relationships with current customersProfitableCustomerRelationshipsFinding and increasing demand, also changing or reducing demand

11、 such as in DemarketingDemandManagementInvolves managing demand, which involves managing customer relationshipsMarketingManagement1-12Marketing ManagementAttrac1-13Stage 1. Entrepreneurial MarketingStage 2. Formulated MarketingStage 3. Intrepreneurial MarketingMarketing Management Practice1-13Stage

12、1. Entrepreneurial 1-14Production ConceptProduct ConceptSelling ConceptMarketing ConceptSocietal Marketing ConceptCustomer-Driven Marketing Management Philosophies1-14Product ConceptSelling Con1-15Marketing and Sales Concepts Contrasted (Fig. 1-3)1-15Marketing and Sales Concep1-16Societal Marketing

13、Concept (Fig. 1-4)/1-16Societal Marketing Concept1-17What are the major differences between the Marketing Concept and the Societal Marketing Concept?Discussion Question1-17What are the major differe1-18Marketing Challenges in the New “Connected” Millennium (Fig. 1-5)1-18Marketing Challenges in th1-1

14、9Learn About &Track CustomersWith Databases Communicate WithCustomers in GroupsOr One-on-OneCreate Products &Services Tailored toMeet Customer NeedsDistribute Products More Efficiently &EffectivelyConnecting Technologies in Computers,Telecommunications,Information, & TransportationHelp To:Technologi

15、es for Connecting1-19Learn About & Communica1-20The InternetThe Internet has been hailed as the technology behind a New Economy.New applications include:“click-and-mortar” companies“click-only” companiesBusiness-to-business e-commerceBusiness-to-business transactions online are expected to reach $3.

16、6 trillion in 2003.By 2005, 500,000 companies will use the Internet to do business.1-20The InternetThe Internet 1-21Connections With CustomersMost marketers are targeting fewer, potentially more profitable customers.Asking:What value does the customer bring to the organization?Are they worth pursuin

17、g?Connecting for a customers lifetime.1-21Connections With Customers1-22BankOne (Marketing at Work 1-3)BankOne focuses on connecting with customers they can serve profitably.Premier One customers know that they are “special, exclusive, privileged, valued.”/1-22BankOne (Marketing at Work1-23Direct Co

18、nnections With CustomersMany companies use technologies to let them connect more directly with their customers.Products available via telephone, mail-order catalogs, kiosks and e-commerce.Some firms sell only via direct channels (i.e. Dell Computer, /), others use a combination.Direct marketing is r

19、edefining the buyers role in connecting with sellers.Buyers are active participants in shaping the marketing offer and process; some buyers design their own products online such as at /.1-23Direct Connections With Cu1-24Connections With Marketings PartnersConnecting Inside the CompanyEvery employee

20、must be customer-focusedTeams coordinate efforts toward customersConnecting With Outside PartnersSupply Chain ManagementStrategic Alliances1-24Connections With Marketing1-25Connections With the World Around UsGlobal ConnectionsValue Connections Social Responsibility ConnectionsBroadening Connections

21、1-25Connections With the World1-26Rest Stop: Reviewing the ConceptsDefine what marketing is and discuss its core concepts.Explain the relationships between customer value, satisfaction, and quality.Define marketing management and examine how marketers manage demand and build profitable customer rela

22、tionships.Compare the five marketing management philosophies.Analyze the major challenges facing marketers heading into the next millennium.1-26Rest Stop: Reviewing the C2-27 Chapter 2Strategic Planning and the Marketing Process2-27 Chapter 2Strategic 2-28Road Map: Previewing the ConceptsExplain com

23、panywide strategic planning and its four steps.Discuss how to design business portfolios and growth strategies.Explain functional planning strategies and asses marketings role in strategic planning.Describe the marketing process and the forces that influence it.List the marketing management function

24、s, including the elements of a marketing plan.2-28Road Map: Previewing the C2-29Strategic PlanningMany companies operate without formal plans, yet these plans can provide many benefits such as:encouraging management to think ahead systematically,forcing managers to clarify objectives and policies, a

25、ndhelping the company to anticipate and respond quickly to environmental changes and sudden developments.2-29Strategic PlanningMany com2-30Strategic PlanningStrategic Planning is the Process of Developing and Maintaining a Strategic Fit Between the Organizations Goals and Capabilities and Its Changi

26、ng Marketing Opportunities.2-30Strategic PlanningStrategi2-31Steps in Strategic Planning(Fig. 2-1)2-31Steps in Strategic Plannin2-323MA mission statement is a statement of an organizations purpose.“ 3M solves peoples problems by putting innovation to work for them.”/2-323MA mission statement is 2-33

27、Setting Company Objectives and Goals 2-33Setting Company Objectives2-34Designing the Business PortfolioThe business portfolio is the collection of businesses and products that make up the company.The company must:analyze its current business portfolio or Strategic Business Units (SBUs),decide which

28、SBUs should receive more, less, or no investment,develop growth strategies for adding new products or businesses to the portfolio.2-34Designing the Business Por2-35 Question Marks High growth, low share Build into Stars or phase out Require cash to hold market shareStars High growth & share Profit p

29、otential May need heavy investment to grow Cash Cows Low growth, high share Established, successful SBUs Produce cashDogs Low growth & share Low profit potential Relative Market ShareHigh LowMarket Growth Rate Low HighAnalyzing Current SBUs:BCG Growth-Share Matrix (Fig. 2-2)?2-35 Question MarksStars

30、 2-36Can be Difficult, Time-Consuming, Costly to ImplementDifficult to Define SBUs & Measure Market Share/GrowthFocus on Current Businesses, But Not Future PlanningCan Lead to Unwise Expansion or Diversification Problems With Matrix Approaches2-36Can be Difficult, Time-Con2-37Form students into grou

31、ps of three to five members. Each group should answer the following questions pertaining to the opening chapter material on Intel, then discuss in class:Why has Intel been so successful?What has been the companys primary strategy?What role has innovation played in Intels success? Interactive Student

32、 Assignments2-37Form students into groups 2-38 1. Market Penetration 2. Market Development 3. Product Development4. DiversificationExistingMarketsNewMarketsExistingProductsNewProductsProduct/Market Expansion Grid (Fig. 2-3)2-38 1. Market 2. Market 3.2-39Product/Market Expansion Grid Based on Starbuc

33、ksMarket Penetration: making more sales to current customers without changing its products. How? Add new stores in current market areas, improvements in advertising, prices, etc.Market Development: identify and develop new markets for its current products. How? Review new demographic (senior consume

34、rs) or geographic (Asian, European & Australian) markets.2-39Product/Market Expansion G2-40Product/Market Expansion Grid Based on StarbucksProduct Development: offering modified or new products to current markets. How? Increasing food offerings, sell coffee in supermarkets, extend to Frappuccino dri

35、nks.Diversification: start up or buy businesses outside current products and markets.How? Currently testing two new restaurant concepts Cafe Starbucks and Circadia, or branded casual clothing.2-40Product/Market Expansion G2-41GuidingPhilosophyInputs to StrategicPlannersMarketings Role in Strategic P

36、lanningDesignStrategiesPlanning Cross-Functional StrategiesCustomer Satisfaction2-41GuidingInputs to Marketing2-42Value Delivery NetworkCompanys Value ChainSuppliersDistributorsCustomers2-42Value Delivery NetworkComp2-43The Marketing Process (Fig. 2-4)2-43The Marketing Process (Fi2-44Connecting With

37、 Customers Market Segmentation: determining distinct groups of buyers (segments) with different needs, characteristics, or behavior.Market Targeting: evaluating each segments attractiveness and selecting one or more segments to enter.Market Positioning: arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. i.e. Chevy Blazer is “like a rock.”2-44Connecting With Customers 2-45What is the difference between a market segment and a market target? Discussion Question2-45What is