市场营销(英文版)课件.ppt

1、Marketing 市场营销市场营销-the art of getting and keeping customers.About the courseThe good star is an half of success.Overall objectivesAt the conclusion of the course,students should be capable of:nUnderstanding,listing,and explaining the factors,which constrain and provide opportunities for marketing.nD

2、eveloping the frameworks that formulates marketing strategies.nResearching market potentials.nDesigning marketing mix to entry and penetrate markets.nMethodologynThis subject will involve lectures,discussions,presentations,and workshop activities.Approach to learningnFacilitate learning rather than

3、prescribingnLearn by doingnCase studies,and projectsexamnGroup work,but do not neglect individual worknRelevant-real issues rather than text book examplesnContemporary up-to-datenUtilise technologyTextbook and referencesnTextbook:n Principles of Marketing,9th Ed.Philip Kotler and Gary Armstrong.Pren

4、tice Hall.n 市场营销学教程市场营销学教程晁钢令 主编，上海财经大学出版社，2000年。nRecommended references:nBasic Marketing 11nd edition.E.Jerome McCarthy,William D.Perreault.IRWIN,1993.Textbook and referencesl Journals:nJournal of Marketing nMarketing NewsnHarvard Business ReviewnInternational Journal of Research in MarketingnJourn

5、al of Advertising n营销导刊n销售与市场n市场营销（人大复印资料）nCourse evaluationnThe course will be evaluated using the following methods:nContribution to the course:+/-10%mark.nCase study,30%mark.nAssignment,20%mark.nFinal exam,50%mark.Contact addressYou can contact me by email at: or by phone 65111000-3110,or persona

6、lly in my office 109.Part OneUnderstanding marketing and the marketing process Lecture OneMarketing in a changing worldIntroductionObjects in lecture 1nUnderstanding the concept of marketing,including its definition,purpose,and role in creating exchange.nDistinguish key marketing concepts which are

7、often misunderstood or confused.nUnderstanding marketing management tasks.nContrast the periods of marketing evolution.What is marketing?Core ConceptsProductsNeeds,wants,and demandsExchange,transactions,and relationshipsMarketsCoreMarketingConceptsValue,satisfaction,and quality1.The preliminary conc

8、epts of marketingnNeeds,Wants and DemandsnA human need is a state of felt deprivation of some basic satisfaction.nWants are desires for specific satisfiers of these deeper needs.()nDemands are wants for specific products that are backed by an ability and willingness to buy them.()nValue,Cost and Sat

9、isfactionnValue is the consumers estimate of the products overall capacity to satisfy his or her needs.nCost is the pay of consumer.nAssessing the product by“V/C”.nSatisfaction is the state that the real product can be equal to or better than the idea product.nCustomer delivered valuenTotal customer

10、 valuenproduct value,service value,personal value,image valuenTotal customer costnPrice,time,energy,FasterBetterCheaperReliabilitySecurityCompetenceCredibilityEmpathyCommunicationStyleResponsivenessAccessAffordabilityAvailabilityConveniencePerformanceFeaturesReliabilityConformanceServiceabilityAesth

11、eticsPerceived QualityPriceCustomer DesiresCompany DeliversTable1-1:Satisfy customer by building value with qualitynMarketnA 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.nNumbernabili

12、ty nwilling npresent market/potential marketM=N+W+AThe Marketing SystemSuppliersEnd UserMarketMarketingIntermediariesCompetitorsCompany(Marketer)EnvironmentEnvironment2.Marketing is Marketing is the process of planning and executing the conception,pricing,promotion,and distribution of ideas,goods,an

13、d service to create exchanges that satisfy individual and organizational goals.nThe function of marketing is to identify changing needs so that innovative products can be developed to meet them better than competitors.Marketing isMarketing is a social and managerial process by which individuals and

14、groups obtain what they need and want through creating and exchanging products and value with others.(Kotler 1998)Marketing isMarketing 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)nThe aim of

15、 Marketing is to make selling superfluous.The aim is to know and understand the customer so well that the product or services fits and sells itself.(Drucker,1973)nconsists of all activities that bring buyers and sellers togethernAnalysis,Plan,implement,controlnMarketing mix(4ps)nManaging Products an

16、d Services(Product)nDistributing Products and Services(Place)nPricing Products and Services(Price)nPromotion Products and Services(Promotion)(communicating with Customers)Figure 1-1 Marketing ConceptCustermer orientationCustermer orientationAll marketing activities arefocused on providing satisfacti

17、onIntergrated marketingIntergrated marketingAll marketing activitiesare coordinated.Profits followProfits followcustomer satisfactioncustomer satisfactionProfit aims will be met when theneeds are successfully served.The marketing conceptThe marketing concept(Achieve goals by meeting customers needs)

18、The purpose of MarketingUnderstanding the needs and wants of customers andCreate customer value through satisfaction and qualityOperate more effectively and efficiently than competitorsFigure 1-2 Marketing PurposenThe economic role of marketingnMarco-MarketingMarco-Marketing the role of marketing in

19、 distributing goods and services to buyers.nMicro-marketingMicro-marketing the process of formulating and implementing strategy that enables the firm to earn a profit.GoalsofMarketingSystemsMaximizeConsumptionMaximizeChoiceMaximize Quality of LifeMaximizeSatisfactionMarketing System GoalsDemand Stat

20、eMarketing TasksFormal NameNegativedemandChange demand PositiveMarketingNo demandCreate demandStimulationalMarketingLatent demandDevelopdemandDevelopmentalmarketingDecliningdemandRevitalizedemandRemarketingIrregulardemandAlter demandSynchromarketingdemandMaintenanceMarketingOverfull demand Reduce de

21、mand DemarketingUnwholesomedemandDiscouragedemandAnti-marketing3.Marketing management tasksDemand ManagementCustomerLifetimeValueMarketingManagementDemandManagementKeyConceptsforManagingMarketing4.The evolution of marketingnProduction OrientationnProduct Orientation nSales Orientation nCustomer mark

22、eting Orientation nSocial Marketing OrientationFactoryExistingProductsSellingandPromotingProfitsthroughVolumeStartingPointFocusMeansEndsMarketCustomer needsThe Selling Conceptpull-through systemIntegratedmarketingNotion of CustomerLifetime ValueMarketing&Sales ConceptsProfits throughCustomer Satisfa

23、ctionThe Societal Marketing ConceptSociety(Human Welfare)Consumers(Satisfaction)Company(Profits)SocietalMarketingConceptNew Marketing Challenges in changing worldEmergingChallengesNonprofitMarketingNewMarketingLandscapeEthicalConcernsGlobalizationChangingWorld Economy5.Extending marketing conceptnRe

24、lationship marketingnCustomize marketingnBenchmark marketingnSymbiotic MarketingnGlobal marketingnMegamarketingnExtended marketingnGreen marketingConsumer(goods)marketingMajorareasof marketingfocusRelationshipsand CustomerRetentionBusiness-to-business marketing1960s1970sThe Development of Marketing

25、ScienceNext weeknStrategic planning and the marketing processnAssignment:nReviewing the lecture 1nText book(chapter 1)/P36-37nOrgnizing the first team discussion on the marketing concept by internet connections.(P38-39)ngetting information and writing the outlet on the marketing planning and marketing processnText book(chapter 2)