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Marketing市场营销---theartofgettingandkeepingcustomers.AboutthecourseThegoodstarisanhalfofsuccess.OverallobjectivesAttheconclusio

nofthecourse,studentsshouldbecapableof:◼Understanding,listing,andexplainingthefactors,whichconstrainandprovideoppor

tunitiesformarketing.◼Developingtheframeworksthatformulatesmarketingstrategies.◼Researchingmarketpotentials.◼Des

igningmarketingmixtoentryandpenetratemarkets.◼…Methodology◼Thissubjectwillinvolvelectures,discussions,pr

esentations,andworkshopactivities.Approachtolearning◼Facilitatelearningratherthanprescribing◼Learnbydoing◼Casestudies,a

ndprojects>exam◼Groupwork,butdonotneglectindividualwork◼Relevant-realissuesratherthantextbookexamples◼Contemporary–up-to-date◼Utilisetec

hnologyTextbookandreferences◼Textbook:◼PrinciplesofMarketing,9thEd.PhilipKotlerandGaryArmstrong.Prentic

eHall.◼《市场营销学教程》晁钢令主编，上海财经大学出版社，2000年。◼Recommendedreferences:◼BasicMarketing11ndedition.E.JeromeMcCarthy,WilliamD.Perreault.IRWIN,1993.Textbook

andreferenceslJournals:◼JournalofMarketing◼MarketingNews◼HarvardBusinessReview◼InternationalJournalofResearchinMarketing◼Jour

nalofAdvertising◼《营销导刊》◼《销售与市场》◼《市场营销》（人大复印资料）◼……Courseevaluation◼Thecoursewillbeevaluatedusingthefoll

owingmethods:◼Contributiontothecourse:+/-10%mark.◼Casestudy,30%mark.◼Assignment,20%mark.◼Finalexam,50%mark.Con

tactaddressYoucancontactmebyemailat:zunl@yahoo.comorbyphone65111000-3110,orpersonallyinmyoffice109.PartOneUndersta

ndingmarketingandthemarketingprocessLectureOneMarketinginachangingworldIntroductionObjectsinlecture1◼Understanding

theconceptofmarketing,includingitsdefinition,purpose,androleincreatingexchange.◼Distinguishkeymarketingconcep

tswhichareoftenmisunderstoodorconfused.◼Understandingmarketingmanagementtasks.◼Contrasttheperiodsofmarketingevolution.•Whatismarketing?CoreCon

ceptsProductsNeeds,wants,anddemandsExchange,transactions,andrelationshipsMarketsCoreMarketingConceptsValue,satisfaction,an

dquality1.Thepreliminaryconceptsofmarketing◼Needs,WantsandDemands◼Ahumanneedisastateoffeltdeprivationofsomebasicsatisfac

tion.◼Wantsaredesiresforspecificsatisfiersofthesedeeperneeds.(★)◼Demandsarewantsforspecificproductsthatarebackedbyanabilityandwillin

gnesstobuythem.(★)CDV=TCV-TCC◼Value,CostandSatisfaction◼Valueistheconsumer’sestimateoftheproduct’soverallca

pacitytosatisfyhisorherneeds.◼Costisthepayofconsumer.◼Assessingtheproductby“V/C”.◼Satisfactionisthestatetha

ttherealproductcanbeequaltoorbetterthantheideaproduct.◼Customerdeliveredvalue◼Totalcustomervalue◼productvalue,servicevalue,

personalvalue,imagevalue◼Totalcustomercost◼Price,time,energy,FasterBetterCheaperReliabilitySecurityCompetenceCredibi

lityEmpathyCommunicationStyleResponsivenessAccessAffordabilityAvailabilityConveniencePerformanceFeaturesReliabilityConformanceServiceabil

ityAestheticsPerceivedQualityPriceCustomerDesiresCompanyDeliversTable1-1:Satisfycustomerbybuildingvaluewithquality◼Market◼Amarketconsistso

fallthepotentialcustomerssharingaparticularneedorwantwhomightbewillingandabletoengageinexchangetosatisfythatneedorwant.◼Number◼ability◼willing◼p

resentmarket/potentialmarketM=N+W+ATheMarketingSystemSuppliersEndUserMarketMarketingIntermediariesCompetitorsCompany(Markete

r)EnvironmentEnvironment2.Marketingis…Marketingistheprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andse

rvicetocreateexchangesthatsatisfyindividualandorganizationalgoals.◼Thefunctionofmarketingistoidentifychangingnee

dssothatinnovativeproductscanbedevelopedtomeetthembetterthancompetitors.Marketingis…Marketingisasocialandmanageria

lprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewi

thothers.(Kotler1998)Marketingis…Marketingisgettingtherightgoodsandservicestotherightpeopleattherighttimeattherigh

tpricewiththerightcommunicationandpromotion.(Kotler1994)◼TheaimofMarketingistomakesellingsuperfluous.Theai

mistoknowandunderstandthecustomersowellthattheproductorservicesfits…andsellsitself.(Drucker,1973)◼consistsofa

llactivitiesthatbringbuyersandsellerstogether◼Analysis,Plan,implement,control◼Marketingmix(4ps)◼ManagingProductsandServices(Product)◼Distrib

utingProductsandServices(Place)◼PricingProductsandServices(Price)◼PromotionProductsandServices(Promotion)(communicatingwithCus

tomers)Figure1-1MarketingConceptCustermerorientationAllmarketingactivitiesarefocusedonprovidingsatisfactionIntergratedmarke

tingAllmarketingactivitiesarecoordinated.ProfitsfollowcustomersatisfactionProfitaimswillbemetwhentheneedsaresuccessfullyserved.Themarketingconcep

t(Achievegoalsbymeetingcustomers'needs)ThepurposeofMarketingUnderstandingtheneedsandwantsofcustomersandCreatecustome

rvaluethroughsatisfactionandqualityOperatemoreeffectivelyandefficientlythancompetitorsFigure1-2MarketingPurpose◼Theeconomicroleofmarketing◼Ma

rco-Marketingtheroleofmarketingindistributinggoodsandservicestobuyers.◼Micro-marketingtheprocessofformulatingandimplementingstrategythatena

blesthefirmtoearnaprofit.GoalsofMarketingSystemsMaximizeConsumptionMaximizeChoiceMaximizeQualityofLifeMaximizeSatisfacti

onMarketingSystemGoalsDemandStateMarketingTasksFormalNameNegativedemandChangedemandPositiveMarketingNodemandCreatedemandStimu

lationalMarketingLatentdemandDevelopdemandDevelopmentalmarketingDecliningdemandRevitalizedemandRemarketingIrregulardemandAlterdem

andSynchromarketingdemandMaintenanceMarketingOverfulldemandReducedemandDemarketingUnwholesomedemandDiscouragedemandAnti-marketing3.Marketingmanageme

nttasksDemandManagementCustomerLifetimeValueMarketingManagementDemandManagementKeyConceptsforManagingMarketing4.Theevolu

tionofmarketing◼ProductionOrientation◼ProductOrientation◼SalesOrientation◼CustomermarketingOrientation◼SocialMar

ketingOrientationFactoryExistingProductsSellingandPromotingProfitsthroughVolumeStartingPointFocusMeansEndsMarketCustomerneedsTheSell

ingConceptpull-throughsystemIntegratedmarketingNotionofCustomerLifetimeValueMarketing&SalesConceptsProfitsthroughCustomerSatisfaction

TheSocietalMarketingConceptSociety(HumanWelfare)Consumers(Satisfaction)Company(Profits)SocietalMarke

tingConceptNewMarketingChallengesinchangingworldEmergingChallengesNonprofitMarketingNewMarketingLandscapeEthicalConcernsGlobalizationChang

ingWorldEconomy5.Extendingmarketingconcept◼Relationshipmarketing◼Customizemarketing◼Benchmarkmarketing◼SymbioticMarketing◼Globalmarketing◼

Megamarketing◼Extendedmarketing◼GreenmarketingConsumer(goods)marketingMajorareasofmarketingfocusRelationshipsandCustomerRetentionB

usiness-to-businessmarketing1950’s1960’s1970’s1980’s1990’sNon-profit&societalmarketingServicesmarketing

CustomerSatisfaction,GlobalMarketing,SynchronousMarketingTheDevelopmentofMarketingScienceNextweek◼Strategicplanningandthemarketingprocess◼Assignment

:◼Reviewingthelecture1◼Textbook(chapter1)/P36-37◼Orgnizingthefirstteamdiscussiononthemarketingconceptbyinternetconnections.(P38-39)◼gettinginf

ormationandwritingtheoutletonthemarketingplanningandmarketingprocess◼Textbook(chapter2)