【文档说明】市场营销(英文版).pptx，共(36)页，346.294 KB，由精品优选上传

转载请保留链接：https://www.ichengzhen.cn/view-281160.html

以下为本文档部分文字说明：

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

onofthecourse,studentsshouldbecapableof:◼Understanding,listing,andexplainingthefactors,whichconstrai

nandprovideopportunitiesformarketing.◼Developingtheframeworksthatformulatesmarketingstrategies.◼Researchingmark

etpotentials.◼Designingmarketingmixtoentryandpenetratemarkets.◼…Methodology◼Thissubjectwillinvolvelectures,discussio

ns,presentations,andworkshopactivities.Approachtolearning◼Facilitatelearningratherthanprescribing◼Learn

bydoing◼Casestudies,andprojects>exam◼Groupwork,butdonotneglectindividualwork◼Relevant-realissuesratherthantextb

ookexamples◼Contemporary–up-to-date◼UtilisetechnologyTextbookandreferences◼Textbook:◼PrinciplesofMarketing,

9thEd.PhilipKotlerandGaryArmstrong.PrenticeHall.◼《市场营销学教程》晁钢令主编，上海财经大学出版社，2000年。◼Recommendedreferences:◼BasicMarke

ting11ndedition.E.JeromeMcCarthy,WilliamD.Perreault.IRWIN,1993.TextbookandreferenceslJournals:◼JournalofMarketing◼Ma

rketingNews◼HarvardBusinessReview◼InternationalJournalofResearchinMarketing◼JournalofAdvertising◼《营销导刊》◼《销售与市场》◼《市场营销》（人大复印

资料）◼……Courseevaluation◼Thecoursewillbeevaluatedusingthefollowingmethods:◼Contributiontothecourse:+/-10%mark.◼Casestudy,30%mark.◼Assign

ment,20%mark.◼Finalexam,50%mark.ContactaddressYoucancontactmebyemailat:zunl@yahoo.comorbyphone65111000-

3110,orpersonallyinmyoffice109.PartOneUnderstandingmarketingandthemarketingprocessLectureOneMarketinginachangingworldIntroductionObjec

tsinlecture1◼Understandingtheconceptofmarketing,includingitsdefinition,purpose,androleincreatingexchange.◼Distinguishkeymarketingconceptswhic

hareoftenmisunderstoodorconfused.◼Understandingmarketingmanagementtasks.◼Contrasttheperiodsofmarketingevolution.•Whatismarketing?CoreConceptsP

roductsNeeds,wants,anddemandsExchange,transactions,andrelationshipsMarketsCoreMarketingConceptsValue,satisfaction,andquality1.Theprelimin

aryconceptsofmarketing◼Needs,WantsandDemands◼Ahumanneedisastateoffeltdeprivationofsomebasicsatisfaction.◼Wantsaredesiresforsp

ecificsatisfiersofthesedeeperneeds.(★)◼Demandsarewantsforspecificproductsthatarebackedbyanabilityandwillingnesstobuythem.(★)CDV=TCV-TCC◼Value

,CostandSatisfaction◼Valueistheconsumer’sestimateoftheproduct’soverallcapacitytosatisfyhisorherneeds.◼Costisthepayofconsumer.◼Assessingtheproduct

by“V/C”.◼Satisfactionisthestatethattherealproductcanbeequaltoorbetterthantheideaproduct.◼Customerdeliver

edvalue◼Totalcustomervalue◼productvalue,servicevalue,personalvalue,imagevalue◼Totalcustomercost◼Price,time,energy,FasterBetterCheaperR

eliabilitySecurityCompetenceCredibilityEmpathyCommunicationStyleResponsivenessAccessAffordabilityAvailabilityConveniencePerformanceFeaturesRel

iabilityConformanceServiceabilityAestheticsPerceivedQualityPriceCustomerDesiresCompanyDeliversTable1-1:Satisfycu

stomerbybuildingvaluewithquality◼Market◼Amarketconsistsofallthepotentialcustomerssharingaparticularneedorwantwhomightbewillingandabletoengageine

xchangetosatisfythatneedorwant.◼Number◼ability◼willing◼presentmarket/potentialmarketM=N+W+ATheMarketingSystemSuppliersEndUserMarketMarketingIntermedi

ariesCompetitorsCompany(Marketer)EnvironmentEnvironment2.Marketingis…Marketingistheprocessofplanningandexecutingtheconception,pricing,pr

omotion,anddistributionofideas,goods,andservicetocreateexchangesthatsatisfyindividualandorganizationalgoals

.◼Thefunctionofmarketingistoidentifychangingneedssothatinnovativeproductscanbedevelopedtomeetthembetterth

ancompetitors.Marketingis…Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughc

reatingandexchangingproductsandvaluewithothers.(Kotler1998)Marketingis…Marketingisgettingtherightgoodsan

dservicestotherightpeopleattherighttimeattherightpricewiththerightcommunicationandpromotion.(Kotler1994)◼TheaimofMark

etingistomakesellingsuperfluous.Theaimistoknowandunderstandthecustomersowellthattheproductorservicesfits…andsellsitself.(Drucker,1973)◼con

sistsofallactivitiesthatbringbuyersandsellerstogether◼Analysis,Plan,implement,control◼Marketingmix(4ps)◼ManagingProductsand

Services(Product)◼DistributingProductsandServices(Place)◼PricingProductsandServices(Price)◼PromotionProductsandServices(Promotion)(communi

catingwithCustomers)Figure1-1MarketingConceptCustermerorientationAllmarketingactivitiesarefocusedonprovidingsatisfactionIntergratedm

arketingAllmarketingactivitiesarecoordinated.ProfitsfollowcustomersatisfactionProfitaimswillbemetwhentheneeds

aresuccessfullyserved.Themarketingconcept(Achievegoalsbymeetingcustomers'needs)ThepurposeofMarketingUnderstandingtheneedsandwantsof

customersandCreatecustomervaluethroughsatisfactionandqualityOperatemoreeffectivelyandefficientlythancompetitors

Figure1-2MarketingPurpose◼Theeconomicroleofmarketing◼Marco-Marketingtheroleofmarketingindistributinggoodsandse

rvicestobuyers.◼Micro-marketingtheprocessofformulatingandimplementingstrategythatenablesthefirmtoearnaprofit.Goalso

fMarketingSystemsMaximizeConsumptionMaximizeChoiceMaximizeQualityofLifeMaximizeSatisfactionMarketingSystemGoa

lsDemandStateMarketingTasksFormalNameNegativedemandChangedemandPositiveMarketingNodemandCreatedemandStimulationalMarketingLa

tentdemandDevelopdemandDevelopmentalmarketingDecliningdemandRevitalizedemandRemarketingIrregulardemandAlterdemandSynchromarketi

ngdemandMaintenanceMarketingOverfulldemandReducedemandDemarketingUnwholesomedemandDiscouragedemandAnti-marketing3.Marketingmanagem

enttasksDemandManagementCustomerLifetimeValueMarketingManagementDemandManagementKeyConceptsforManagingMarketing4.Theevolu

tionofmarketing◼ProductionOrientation◼ProductOrientation◼SalesOrientation◼CustomermarketingOrientation◼SocialMarketingOrientationFactoryExistingPr

oductsSellingandPromotingProfitsthroughVolumeStartingPointFocusMeansEndsMarketCustomerneedsTheSellingConceptpull-throughsystemIntegratedmarket

ingNotionofCustomerLifetimeValueMarketing&SalesConceptsProfitsthroughCustomerSatisfactionTheSocietalMarketingConceptSociety(HumanWel

fare)Consumers(Satisfaction)Company(Profits)SocietalMarketingConceptNewMarketingChallengesinchangingworldEmergingChalleng

esNonprofitMarketingNewMarketingLandscapeEthicalConcernsGlobalizationChangingWorldEconomy5.Extendingmarketingconcept◼Relationshipmarketing◼Customiz

emarketing◼Benchmarkmarketing◼SymbioticMarketing◼Globalmarketing◼Megamarketing◼Extendedmarketing◼GreenmarketingConsum

er(goods)marketingMajorareasofmarketingfocusRelationshipsandCustomerRetentionBusiness-to-businessmarketing1950’s1960’s1970’s1980’s1990

’sNon-profit&societalmarketingServicesmarketingCustomerSatisfaction,GlobalMarketing,SynchronousMarketingTheDevelopme

ntofMarketingScienceNextweek◼Strategicplanningandthemarketingprocess◼Assignment:◼Reviewingthelecture1◼Textbook(ch

apter1)/P36-37◼Orgnizingthefirstteamdiscussiononthemarketingconceptbyinternetconnections.(P38-39)◼gettinginformationandwritingtheoutletonth

emarketingplanningandmarketingprocess◼Textbook(chapter2)