市场营销英文4

Marketing

市场营销---theartofgettingandkeepingcustomers.AboutthecourseThegoodstartisanhalfofsuccess.OverallobjectivesAttheconclusionofthecourse,studentsshouldbecapableof:Understanding,listing,andexplainingthefactors,whichconstrainandprovideopportunitiesformarketing.Developingtheframeworksthatformulatesmarketingstrategies.Researchingmarketpotentials.Designingmarketingmixtoentryandpenetratemarkets.…MethodologyThissubjectwillinvolvelectures,discussions,presentations,andworkshopactivities.ApproachtolearningFacilitatelearningratherthanprescribingLearnbydoingCasestudies,andprojects>examGroupwork,butdonotneglectindividualworkRelevant-realissuesratherthantextbookexamplesContemporary–up-to-dateUtilisetechnologyTextbookandreferencesTextbook:

PrinciplesofMarketing,9thEd.PhilipKotlerandGaryArmstrong.PrenticeHall.

《市场营销学教程》晁钢令主编，上海财经大学出版社，2000年。Recommendedreferences:BasicMarketing

11ndedition.E.JeromeMcCarthy,WilliamD.Perreault.IRWIN,1993.Textbookandreferencesl

Journals:JournalofMarketingMarketingNewsHarvardBusinessReviewInternationalJournalofResearchinMarketingJournalofAdvertising《营销导刊》《销售与市场》《市场营销》（人大复印资料）……CourseevaluationThecoursewillbeevaluatedusingthefollowingmethods:Contributiontothecourse:+/-10%mark.Casestudy,30%mark.Assignment,20%mark.Finalexam,50%mark.

ContactaddressYoucancontactmebyemailat:orbyphone65111000-3110,orpersonallyinmyoffice109.Part

OneUnderstandingmarketingandthemarketingprocess

LectureOneMarketinginachangingworldIntroductionObjectsinlecture1Understandingtheconceptofmarketing,includingitsdefinition,purpose,androleincreatingexchange.Distinguishkeymarketingconceptswhichareoftenmisunderstoodorconfused.Understandingmarketingmanagementtasks.Contrasttheperiodsofmarketingevolution.Whatismarketing?CoreConceptsProductsNeeds,wants,anddemandsExchange,transactions,andrelationshipsMarketsCoreMarketingConceptsValue,satisfaction,andquality1.ThepreliminaryconceptsofmarketingNeeds,WantsandDemandsAhumanneedisastateoffeltdeprivationofsomebasicsatisfaction.Wantsaredesiresforspecificsatisfiersofthesedeeperneeds.(★)Demandsarewantsforspecificproductsthatarebackedbyanabilityandwillingnesstobuythem.(★)CDV=TCV-TCCValue,CostandSatisfactionValueistheconsumer’’sestimateoftheproduct’soverallcapacitytosatisfyhisorherneeds.Costisthepayofconsumer.Assessingtheproductby“V/C”.Satisfactionisthestatethattherealproductcanbeequaltoorbetterthantheideaproduct.CustomerdeliveredvalueTotalcustomervalueproductvalue,servicevalue,personalvalue,imagevalueTotalcustomercostPrice,time,energy,FasterBetterCheaperReliabilitySecurityCompetenceCredibilityEmpathyCommunicationStyleResponsivenessAccessAffordabilityAvailabilityConveniencePerformanceFeaturesReliabilityConformanceServiceabilityAestheticsPerceivedQualityPriceCustomerDesiresCompanyDeliversTable1-1:SatisfycustomerbybuildingvaluewithqualityMarketAmarketconsistsofallthepotentialcustomerssharingaparticularneedorwantwhomightbewillingandabletoengageinexchangetosatisfythatneedorwant.Numberabilitywillingpresentmarket/potentialmarketM=N+W+ATheMarketingSystemSuppliersEndUserMarketMarketingIntermediariesCompetitorsCompany(Marketer)EnvironmentEnvironment2.Marketingis……Marketingistheprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicetocreateexchangesthatsatisfyindividualandorganizationalgoals.Thefunctionofmarketingistoidentifychangingneedssothatinnovativeproductscanbedevelopedtomeetthembetterthancompetitors.Marketingis…Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers.(Kotler1998)Marketingis…Marketingisgettingtherightgoodsandservicestotherightpeopleattherighttimeattherightpricewiththerightcommunicationandpromotion.(Kotler1994)TheaimofMarketingistomakesellingsuperfluous.Theaimistoknowandunderstandthecustomersowellthattheproductorservicesfits……andsellsitself.(Drucker,1973)consistsofallactivitiesthatbringbuyersandsellerstogetherAnalysis,Plan,implement,controlMarketingmix(4ps)ManagingProductsandServices(Product)DistributingProductsandServices(Place)PricingProductsandServices(Price)PromotionProductsandServices(Promotion)(communicatingwithCustomers)Figure1-1MarketingConceptThepurposeofMarketingUnderstandingtheneedsandwantsofcustomersandCreatecustomervaluethroughsatisfactionandqualityOperatemoreeffectivelyandefficientlythancompetitorsFigure1-2MarketingPurposeTheeconomicroleofmarketingMarco-Marketingtheroleofmarketingindistributinggoodsandservicestobuyers.Micro-marketingtheprocessofformulatingandimplementingstrategythatenablesthefirmtoearnaprofit.GoalsofMarketingSystemsMaximizeConsumptionMaximizeChoiceMaximizeQualityofLifeMaximizeSatisfactionMarketingSystemGoalsDemandStateMarketingTasksFormalNameNegativedemandChangedemandPositiveMarketingNodemandCreatedemandStimulationalMarketingLatentdemandDevelopdemandDevelopmentalmarketingDecliningdemandRevitalizedemandRemarketingIrregulardemandAlterdemandSynchromarketingdemandMaintenanceMarketingOverfulldemandReducedemandDemarketingUnwholesomedemandDiscouragedemandAnti-marketing3.MarketingmanagementtasksDemandManagementCustomerLifetimeValueMarketingManagementDemandManagementKeyConceptsforManagingMarketing4.TheevolutionofmarketingProductionOrientationProductOrientationSalesOrientationCustomermarketingOrientationSocialMarketingOrientationFactoryExistingProductsSellingandPromotingProfitsthroughVolumeStartingPointFocusMeansEndsMarketCustomerneedsTheSellingConceptpull-throughsystemIntegratedmarketingNotionofCustomerLifetimeValueMarketing&SalesConceptsProfitsthroughCustomerSatisfactionTheSocietalMarketingConceptSociety(HumanWelfare)Consumers(Satisfaction)Company(Profits)SocietalMarketingConceptNewMarketingChallengesinchangingworldEmergingChallengesNonprofitMarketingNewMarketingLandscapeEthicalConcernsGlobalizationChangingWorldEconomy5.ExtendingmarketingconceptRelationshipmarketingCustomizemarketingBenchmarkmarketingSymbioticMarketingGlobalmarketingMegamarketingExtendedmarketingGreenmarketingConsumer(goods)marketingMajorareasofmarketingfocusRelationshipsandCustomerRetentionBusiness-to-businessmarketing1950’’s1960’’s1970’’s1980’’s1990’’sNon-profit&societalmarketingServicesmarketingCustomerSatisfaction,GlobalMarketing,SynchronousMarketingTheDevelopmentofMarketingScienceNextweekStrategicplanningandthemarketingprocessAssignment:Reviewingthelecture1Textbook(chapter1)/P36-37Orgnizingthefirstteamdiscussiononthemarketingconceptbyinternetconnections.(P38-39)gettinginformationandwritingtheoutletonthemarketingplanningandmarketingprocessTextbook(chapter2)9、静夜四无无邻，荒居居旧业贫。。。12月-2212月-22Saturday,December31,202210、雨中黄黄叶树，，灯下白白头人。。。08:58:1208:58:1208:5812/31/20228:58:12AM11、以以我我独独沈沈久久，，愧愧君君相相见见频频。。。。12月月-2208:58:1208:58Dec-2231-Dec-2212、故故人人江江海海别别，，几几度度隔隔山山川川。。。。08:58:1208:58:1208:58Saturday,December31,202213、乍见见翻疑疑梦，，相悲悲各问问年。。。12月月-2212月月-2208:58:1208:58:12December31,202214、他乡生生白发，，旧国见见青山。。。31十十二月20228:58:12上午午08:58:1212月-2215、比不了得得就不比，，得不到的的就不要。。。。十二月228:58上上午12月-2208:58December31,202216、行行动动出出成成果果，，工工作作出出财财富富。。。。2022/12/318:58:1208:58:1231December202217、做前，，能够环环视四周周；做时时，你只只能或者者最好沿沿着以脚脚为起点点的射线线向前。。。8:58:12上午午8:58上午午08:58:1212月-229、没有失败败，只有暂暂时停止成成功！。12月-2212月-22Saturday,December31,202210、很多事事情努力力了未必必有结果果，但是是不努力力却什么么改变也也没有。。。08:58:1208:58:1208:5812/31/20228:58:12AM11、成功功就是是日复复一日日那一一点点点小小小努力力的积积累。。。12月月-2208:58:1208:58Dec-2231-Dec-2212、世世间间成成事事，，不不求求其其绝绝对对圆圆满满，，留留一一份份不不足足，，可可得得无无限限完完美美。。。。08:58:1208:58:1208:58Saturday,December31,202213、不知香积寺寺，数里入云云峰。。12月-2212月-2208:58:1208:58:12December31,202214、意志坚强强的人能把把世界放在在手中像泥泥块一样任任意揉捏。。31十二二月20228:58:12上上午08:58:1212月-2215、楚塞三湘接接，荆门九派派通。。。十二月228:58上上午12月-2208:58December31,202216、少年十五二二十时，步行行夺得胡马骑骑。。2022/12/318:58:1208:58:1231December202217、空空山山新新雨雨后后，，天天气气晚晚来来秋秋。。。。8:58:12上上午午8:58上上午午08:58:1212月月-229