营销权威教程Lecture 1 Concept

1、Marketing 市场营销,- the art of getting and keeping customers.,About the course,The good start is an half of success.,Overall objectives,At the conclusion of the course, students should be capable of: Understanding, listing, and explaining the factors, which constrain and provide opportunities for marke

2、ting. Developing the frameworks that formulates marketing strategies. Researching market potentials. Designing marketing mix to entry and penetrate markets. ,Methodology,This subject will involve lectures, discussions, presentations, and workshop activities.,Approach to learning,Facilitate learning

3、rather than prescribing Learn by doing Case studies, and projectsexam Group work, but do not neglect individual work Relevant - real issues rather than text book examples Contemporary up-to-date Utilise technology,Textbook and references,Textbook: Principles of Marketing, 9th Ed. Philip Kotler and G

4、ary Armstrong. Prentice Hall. 市场营销学教程晁钢令 主编， 上海财经大学出版社，2000年。 Recommended references: Basic Marketing 11nd edition. E. Jerome McCarthy, William D. Perreault. IRWIN,1993.,Textbook and references,l Journals: Journal of Marketing Marketing News Harvard Business Review International Journal of Research

5、in Marketing Journal of Advertising 营销导刊 销售与市场 市场营销（人大复印资料） ,Course evaluation,The course will be evaluated using the following methods: Contribution to the course: +/-10%mark. Case study, 30% mark. Assignment, 20% mark. Final exam, 50% mark.,Contact address,You can contact me by email at : or by ph

6、one 65111000-3110, or personally in my office 109.,Part One,Understanding marketing and the marketing process,Lecture One,Marketing in a changing world,Introduction,Objects in lecture 1,Understanding the concept of marketing,including its definition,purpose,and role in creating exchange. Distinguish

7、 key marketing concepts which are often misunderstood or confused. Understanding marketing management tasks. Contrast the periods of marketing evolution.,What is marketing?,Core Concepts,1.The preliminary concepts of marketing,Needs, Wants and Demands A human need is a state of felt deprivation of s

8、ome basic satisfaction. Wants are desires for specific satisfiers of these deeper needs.() Demands are wants for specific products that are backed by an ability and willingness to buy them.(),CDV=TCV-TCC,Value, Cost and Satisfaction Value is the consumers estimate of the products overall capacity to

9、 satisfy his or her needs. Cost is the pay of consumer . Assessing the product by “V/C”. Satisfaction is the state that the real product can be equal to or better than the idea product. Customer delivered value Total customer value product value, service value, personal value, image value Total cust

10、omer cost Price, time, energy,Customer Desires,Company Delivers,Table1-1: Satisfy customer by building value with quality,Market A market consists of all the potential customers sharing a particular need or want who might be willing and able to engage in exchange to satisfy that need or want. Number

11、 ability willing present market / potential market,M=N+W +A,The Marketing System,2. Marketing is ,Marketing is the process of planning and executing the conception,pricing, promotion,and distribution of ideas,goods,and service to create exchanges that satisfy individual and organizational goals. The

12、 function of marketing is to identify changing needs so that innovative products can be developed to meet them better than competitors.,Marketing is,Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products an

13、d value with others. (Kotler 1998),Marketing is,Marketing is getting the right goods and services to the right people at the right time at the right price with the right communication and promotion. (Kotler 1994) The aim of Marketing is to make selling superfluous. The aim is to know and understand

14、the customer so well that the product or services fits and sells itself. (Drucker, 1973),consists of all activities that bring buyers and sellers together Analysis, Plan, implement, control Marketing mix(4ps) Managing Products and Services(Product) Distributing Products and Services(Place) Pricing P

15、roducts and Services(Price) Promotion Products and Services(Promotion) (communicating with Customers),Figure 1-1 Marketing Concept,The purpose of Marketing,Understanding the needs and wants of customers and,Create customer value through satisfaction and quality,Operate more effectively and efficient

16、ly than competitors,Figure 1-2 Marketing Purpose,The economic role of marketing Marco-Marketing the role of marketing in distributing goods and services to buyers. Micro-marketing the process of formulating and implementing strategy that enables the firm to earn a profit.,Marketing System Goals,Dema

17、nd State,Marketing Tasks,Formal Name,Negative,demand,Change demand,Positive,Marketing,No demand,Create demand,Stimulational,Marketing,Latent demand,Develop,demand,Developmental,marketing,Declining,demand,Revitalize,demand,Remarketing,Irregular,demand,Alter demand,Synchromarketi,ng,demand,Maintenance

18、,Marketing,Overfull demand,Reduce demand,Demarketing,Unwholesome,demand,Discourage,demand,Anti-marketing,3.Marketing management tasks,Demand Management,4.The evolution of marketing,Production Orientation Product Orientation Sales Orientation Customer marketing Orientation Social Marketing Orientatio

19、n,Factory,Existing Products,Selling and Promoting,Profits through Volume,Market,Customer needs,The Selling Concept,pull-through system,Integrated marketing,Notion of Customer Lifetime Value,Marketing & Sales Concepts,Profits through Customer Satisfaction,The Societal Marketing Concept,New Marketing Challenges in changing world,5.Extending marketing concept,Relationship marketing Customize marketing Benchmark marketing Symbiotic Marketing Global marketing Megamarketing Extended marketi