marketingmanagement1教学讲解课件.ppt

1、1.Learning issues for Chapter One:pWhy is marketing important?pWhat is the scope of marketing?pWhat are some fundamental marketing concepts?pHow has marketing management changed?pWhat are the tasks necessary for successful marketing management?2.What is Marketing?nThe American Marketing Association:

2、“Marketing is an organizational function and a set of processes for creating,communicating,and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders”.nEssentially:pMarketing deals with identifying and meeting human and social

3、 needs.It is essentially about“meeting needs profitably.”3.What is Marketing Management?Marketing management is theart and science of choosing target markets and getting,keeping,and growing customers throughcreating,delivering,and communicatingsuperior customer value.1-4.What is Marketed?GoodsServic

4、esEvents&ExperiencesPersonsPlaces&PropertiesOrganizationsInformationIdeas5.Ten entities of marketing:6.Ten entities(contd)7.Marketing of Places8.The Eight Demand StatesQuestion:What can marketers do to influence demand through each of the situations described above?Give examples to illustrate your p

5、oints.9.The concept of a marketpEconomists describe a market as a collection of buyers and sellers who transact over a particular product or product class.pMarketers use the term“market”to cover various groups of customers.The five basic markets are:A)Resource MarketsB)Government MarketsC)Manufactur

6、er MarketsD)Intermediary MarketsE)Consumer Markets 10.Figure 1.1 Structure of Flows in a Modern Exchange Economy11.The flows in a market systempSellers and buyers are connected by flows:nSeller sends goods,services,and communications to the market.nIn return they receive money and information.nThere

7、 is an exchange of money for goods and services.nThere is an exchange of information.12.Figure 1.2:A Simple Marketing System13.Key customer markets14.Global markets1-15.Marketplaces,Marketspaces,and MetamarketspThe marketplace is physical,pThe marketspace is digital,pThe metamarket is a cluster of c

8、omplementary products and services that are closely related in the consumers mind but spread across a diverse set of industries.16.Marketing in PracticepHow Is marketing done?pIncreasingly marketing is not done only by the marketing department.To create strong marketing organizations,marketers must

9、think like executives on other departments and other departments must think like marketers.pMarketing planning process consists of analyzing marketing opportunities,selecting target markets,designing marketing strategies,developing marketing programs,and managing the marketing effort.17.Functions of

10、 CMOs(chief marketing officers)pStrengthening the brandspMeasuring marketing effectivenesspDriving new product development based on customer needspGathering meaningful customer insightspUtilizing new marketing technologyQuestion:Do you think that the responsibility for marketing lie entirely in the

11、hands of the CMO?What about smaller organizations that have limited or no marketing specializations?How will marketing be managed then?18.Figure 1.3 Improving CMO Success19.Core Marketing ConceptspNeeds,wants,and demandspTarget markets,positioning,segmentationpOfferings and brandspValue and satisfac

12、tionpMarketing channelspSupply chainpCompetitionpMarketing environment20.I want it,I need itFive Types of NeedspStated needspReal needspUnstated needspDelight needspSecret needs21.pIdentify and profile distinct groups of buyers who might prefer or require varying products and services mixes by exami

13、ning:nDemographic informationnPsychographic informationnBehavioral information pTarget market:which segments do we focus on?pMarket offering what do we offer?What proposition should we make to customers?pOffering and BrandsnValue proposition:a set of benefits they offer to customers to satisfy their

14、 needsnBrand:is an offering from a known sourceCore Marketing Concepts22.An example of Positioning1-23.pValue and SatisfactionnSuccessful if it delivers value and satisfaction to the target buyernValue is a central marketing concept nSatisfaction reflects a persons judgment of a products perceived p

15、erformancepMarketing Channels:pCommunication channels:different media used in promotions and marketing communicationsnDistribution channels:intermediariesnService channels:banks,logistics firmsCore Marketing Concepts24.Core Marketing ConceptspSupply chain:nThe supply chain is a longer channel stretc

16、hing from raw materials to components to final products that are carried to final buyers.pCompetition and the Marketing Environment:pMarketing doesnt take place in a vacuum;there are many uncontrollable forces and stakeholders that will impact on the marketing firmpTypes of environmental factors:Com

17、petition,demographic,social-cultural,political-legal and technological25.The marketplace isnt what it used to beInformation technologyGlobalizationDeregulationPrivatizationCompetitionConvergenceConsumer resistanceRetail transformation26.New Consumer CapabilitiespA substantial increase in buying powe

18、rpA greater variety of available goods and servicespA great amount of information about practically anythingpGreater ease in interacting and placing and receiving orderspAn ability to compare notes on products and servicespAn amplified voice to influence public opinion27.Company OrientationsProducti

19、onSellingMarketingProduct1-28.Company OrientationspProduction ConceptnThe production concept holds that consumers will prefer products that are widely available and inexpensive.pProduct ConceptnThe product concept holds that consumers will favor those products that offer the most quality,performance

20、,or innovative features.pSelling ConceptnThe selling concept holds that consumers and businesses,will ordinarily not buy enough of the organizations products,therefore,the organization must undertake aggressive selling and promotion effort.29.The Marketing ConceptpThe marketing concept holds that th

21、e key to achieving organizational goals consists of the company being more effective than competitors in creating,delivering,and communicating superior customer value to its chosen target markets.nReactive market orientationunderstanding and meeting consumers expressed needs.nProactive marketing ori

22、entationresearching or imagining latent consumers needs through a“probe-and-learn”process.pCompanies that practice both reactive and proactive marketing orientation are implementing a total market orientation.30.Holistic Marketing ConceptpHolistic marketing can be seen as the development,design,and

23、implementation of marketing programs,processes,and activities that recognizes the breath and interdependencies of their efforts.pHolistic marketing recognizes that“everything matters”with marketingthe consumer,employees,other companies,competition,as well as society as a whole.nHolistic marketingnIn

24、ternal marketingnSocially responsible marketingnIntegrated marketingnRelationship marketing 31.Figure 1.4 Holistic Marketing Dimensions32.33.Relationship MarketingpRelationship marketing has the aim of building mutually satisfying long-term relationships with key partiescustomers,suppliers,distribut

25、ors,and other marketing partners.Relationship marketing builds strong economic,technical,and social ties among the parties.34.Relationship Marketing Marketing must not only do customer relationship management(CRM)but also partnership relationship management(PRM).Four key constituents for marketing a

26、re:Customers.Employees.Marketing partners(channel partners).Members of the financial community.The ultimate outcome of relationship marketing is the building of a unique company asset called a marketing network 35.36pGives the history of marketing by Nike,who is the top athletic apparel and footwear

27、 manufacturer in the world,with 2007 corporate revenues of$16 billion.pA marketing network consists of the company and its supporting stakeholders(customers,suppliers,distributors,retailers,ad agencies,university scientists,and others)with whom it has built mutually profitable business relationships

28、.Figure 1.5 The Four Ps37.Integrated MarketingnThe marketers task is to devise marketing activities and assemble fully integrated marketing programs to create,communicate,and deliver value for consumers.nThe Four Ps of Marketing:Product,Price,Place and PromotionnSIVApSolutionpInformationpValuepAcces

29、snTwo key themes of integrated marketing are:pMany different marketing activities communicate and deliver valuepWhen coordinated,marketing activities maximize their joint efforts.38.Marketing Mix Strategy1-39.40.Internal MarketingnHolistic marketing incorporates internal marketing,ensuring that ever

30、yone in the organization embraces appropriate marketing principles.nInternal marketing must take place on two levels:At one level,the various marketing functions(sales force,advertising,customer services,product management,and marketing research)must work together.Secondly,marketing must be embraced

31、 by the other departmentsthey must“think customer.”Marketing is not a department so much as a company orientation.41.An example of a coordination problem that requires effective internal marketing42Question:What would you do if you were the VP of marketing in this airline?How would internal marketin

32、g be of help?Show specific examples.Performance Marketing pFinancial AccountabilitypSocial Responsibility MarketingSocial InitiativespCorporate social marketingpCause marketingpCorporate philanthropypCorporate community involvementpSocially responsible business practicesHolistic marketing incorporat

33、es performance marketing and understanding the returns to the business from marketing activities.43.Social Responsibility MarketingpHolistic marketing incorporates social responsibility marketing and understanding broader concerns,and the ethical,environmental,legal,and social context of marketing a

34、ctivities and programs.pSocietal marketing concept:the organizations task is to determine the needs,wants,and interests of target markets and to deliver the desired satisfaction more effectively and efficiently than competitors.44.45.Marketing Management TaskspDevelop market strategies and planspCap

35、ture marketing insightspConnect with customerspBuild strong brandspShape market offeringspDeliver valuepCommunicate valuepCreate long-term growth46.Example of marketing management challenge task(text page 28)47.Marketing Management Tasks-text chapter referencednDeveloping marketing strategies and pl

36、ans(Chapter 2).nCapturing Marketing Insights(Chapters 3,and 4).nConnecting with Customers(Chapters 5,6,7)nBuilding strong brands(Chapters 9,10,and 11).nShaping the market offerings(Chapters 12 and 13).nDelivering value(Chapters 15 and 16).nCommunicating value(Chapters 17,18,and 19).nCreating Long-Te

37、rm Growth(Chapters 20,21,and 22).48.An important checklist for effective marketing management and building a customer A driven marketing organization49.Summary of learning issuespUnderstand why marketing is important pUnderstand what is the scope of marketing pUnderstand some of the fundamental marketing conceptspUnderstand how marketing management has changedpUnderstand what are the necessary tasks for successful marketing management50.