营销英语课件第1-2章.ppt

1、 Chapter 1Marketing in a Changing World:Creating Customer Value and Satisfaction1-2Road Map:Previewing the ConceptsDefine what marketing is and discuss its core concepts.Explain the relationships between customer value,satisfaction,and quality.Define marketing management and understand how marketers

2、 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.1-3 What is Marketing?Simply put:Marketing is the delivery of customer satisfaction at a profit.Goals:

3、Attract new customers by promising superior value andkeep and grow current customers by delivering satisfaction.1-4Core Marketing Concepts(Fig.1-1)1-5Marketing DefinedProcess by which individuals and groups obtain what they and through creating and and value with others.1-6What are Consumers Needs,W

4、ants,and Demands?-state of felt deprivation including physical,social,and individual needs i.e hunger-form that a human need takes as shaped by culture and individual personality i.e.bread-human wants backed by buying power i.e.money1-7ExperiencesPersonsProductsAnything that can be Offered to a Mark

5、et to Satisfy a Need or WantPlacesOrganizationsIdeasActivitiesWhat Will Satisfy Consumers Needs and Wants?ServicesActivity or Benefit Offered for Sale That is EssentiallyIntangible and Doesnt Result in the Ownership of Anything1-8How Do Consumers ChooseAmong Products and Services?Total Quality Manag

6、ement Involves Improving the Quality 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 Value1-9Building a MarketingNet

7、work by Adding:Financial BenefitsSocial BenefitsStructural TiesProfitable CustomersHow Do Consumers Obtain Products and Services?1-10Consider the following thought questions,formulate an answer,pair with the student on your right,share your thoughts with one another,and respond to questions from you

8、r 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?1-11Modern Marketing System (Fig.1-2)1-12Marketing ManagementAttracting new customers and retaining and building relationships wi

9、th current customersProfitableCustomerRelationshipsFinding and increasing demand,also changing or reducing demand such as in DemarketingDemandManagementInvolves managing demand,which involves managing customer relationshipsMarketingManagement1-13Stage 1.Entrepreneurial MarketingStage 2.Formulated Ma

10、rketingStage 3.Intrepreneurial MarketingMarketing Management Practice1-14Production ConceptProduct ConceptSelling ConceptMarketing ConceptSocietal Marketing ConceptMarketing Management Philosophies1-15Marketing and Sales Concepts Contrasted(Fig.1-3)1-16Societal Marketing Concept(Fig.1-4)http:/ are t

11、he major differences between the Marketing Concept and the Societal Marketing Concept?1-18Marketing Challenges in the New“Connected”Millennium(Fig.1-5)1-19Learn About&Track CustomersWith Databases Communicate WithCustomers in GroupsOr One-on-OneCreate Products&Services Tailored toMeet Customer Needs

12、Distribute Products More Efficiently&EffectivelyConnecting Technologies in Computers,Telecommunications,Information,&TransportationHelp To:Technologies for Connecting1-20The InternetThe Internet has been hailed as the technology behind a New Economy.New applications include:“click-and-mortar”compani

13、es“click-only”companiesBusiness-to-business e-commerceBusiness-to-business transactions online are expected to reach$3.6 trillion in 2003.By 2005,500,000 companies will use the Internet to do business.1-21Connections With CustomersMost marketers are targeting fewer,potentially more profitable custom

14、ers.Asking:What value does the customer bring to the organization?Are they worth pursuing?Connecting for a customers lifetime.1-22BankOne(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

15、,valued.”http:/ Connections 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,http:/ use a combination.Direct marke

16、ting is redefining 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 http:/ With Marketings PartnersConnecting Inside the CompanyEvery employee must be customer-focusedTeams coo

17、rdinate efforts toward customersConnecting With Outside PartnersSupply Chain ManagementStrategic Alliances1-25Connections With the World Around UsGlobal ConnectionsValue Connections Social Responsibility ConnectionsBroadening Connections1-26Rest Stop:Reviewing the ConceptsDefine what marketing is an

18、d 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 relationships.Compare the five marketing management philosophies.Analyze the major challenges facing

19、 marketers heading into the next millennium.2-27 Chapter 2Strategic Planning and the Marketing Process2-28Road Map:Previewing the ConceptsExplain companywide strategic planning and its four steps.Discuss how to design business portfolios and growth strategies.Explain functional planning strategies a

20、nd asses marketings role in strategic planning.Describe the marketing process and the forces that influence it.List the marketing management functions,including the elements of a marketing plan.2-29Strategic PlanningMany companies operate without formal plans,yet these plans can provide many benefit

21、s such as:encouraging management to think ahead systematically,forcing managers to clarify objectives and policies,andhelping the company to anticipate and respond quickly to environmental changes and sudden developments.2-30Strategic PlanningStrategic Planning is the Process of Developing and Maint

22、aining a Strategic Fit Between the Organizations Goals and Capabilities and Its Changing Marketing Opportunities.2-31Steps in Strategic Planning(Fig.2-1)2-323MA is a statement of an organizations purpose.“3M solves peoples problems by putting innovation to work for them.”http:/ Company Objectives an

23、d Goals MarketingStrategyMarketingStrategyMarketingObjective#1MarketingStrategyMarketingObjective#2MarketingStrategyMarketingStrategyMarketingObjective#3MissionStatement2-34Designing the Business PortfolioThe business portfolio is the collection of businesses and products that make up the company.Th

24、e company must:analyze its current business portfolio or Strategic Business Units(SBUs),decide which SBUs should receive more,less,or no investment,develop growth strategies for adding new products or businesses to the portfolio.2-35 Question Marks High growth,low share Build into Stars or phase out

25、 Require cash to hold market shareStars High growth&share Profit potential 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 SB

26、Us:BCG Growth-Share Matrix(Fig.2-2)?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 Approaches2-37Form students into grou

27、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?2-38 1.Market Penetrat

28、ion 2.Market Development 3.Product Development4.DiversificationExistingMarketsNewMarketsExistingProductsNewProductsProduct/Market Expansion Grid(Fig.2-3)2-39Product/Market Expansion Grid Based on StarbucksMarket Penetration:making more sales to current customers without changing its products.How?Add

29、 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 consumers)or geographic(Asian,European&Australian)markets.2-40Product/Market Expansion Grid Based on StarbucksProd

30、uct Development:offering modified or new products to current markets.How?Increasing food offerings,sell coffee in supermarkets,extend to Frappuccino drinks.Diversification:start up or buy businesses outside current products and markets.How?Currently testing two new restaurant concepts Cafe Starbucks

31、 and Circadia,or branded casual clothing.2-41GuidingPhilosophyInputs to StrategicPlannersMarketings Role in Strategic PlanningDesignStrategiesPlanning Cross-Functional Strategies2-42Value Delivery NetworkCompanys Value ChainSuppliersDistributorsCustomers2-43The Marketing Process(Fig.2-4)2-44Connecti

32、ng With 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,dist

33、inctive,and desirable place relative to competing products in the minds of target consumers.i.e.Chevy Blazer is“like a rock.”2-45What is the difference between a market segment and a market target?2-46Developing the Marketing Mix(Fig.2-5)2-47The 4 Ps&4 Cs of the Marketing Mix4 PsProductPricePlacePro

34、motion4 CsCustomer SolutionCustomer CostConvenienceCommunication2-48Managing the Marketing Effort (Fig.2-6)2-49Executive SummaryCurrent Marketing SituationThreats and Opportunity AnalysisObjectives and IssuesMarketing StrategyAction ProgramsBudgetsControlsContents of a Marketing Plan(Table 2-2)2-50F

35、ormats for Organizing the DepartmentInclude:GeographicOrganizationCombination PlanMarket or CustomerOrganizationFunctionalOrganizationProduct ManagementOrganizationMarketing Department Organization2-51Marketing Control Process(Fig.2-7)2-52Review of Concept ConnectionsExplain companywide strategic pl

36、anning and its four steps.Discuss how to design business portfolios and growth strategies.Explain functional planning strategies and assess marketings role in strategic planning.Describe the marketing process and the forces that influence it.List the marketing management functions,including the elements of a marketing plan.