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Marketing市场营销---theartofgettingandkeepingcustomers.AboutthecourseThegoodstartisanhalfofsuccess.OverallobjectivesAttheconclusionofthecourse,stu

dentsshouldbecapableof:◼Understanding,listing,andexplainingthefactors,whichconstrainandprovideopportun

itiesformarketing.◼Developingtheframeworksthatformulatesmarketingstrategies.◼Researchingmarketpotentials

.◼Designingmarketingmixtoentryandpenetratemarkets.◼…Methodology◼Thissubjectwillinvolvelectures,discussions,presentations,andworkshopactivities.Appr

oachtolearning◼Facilitatelearningratherthanprescribing◼Learnbydoing◼Casestudies,andprojects>exam◼Groupwork,butdonotneglectindividualwork◼Releva

nt-realissuesratherthantextbookexamples◼Contemporary–up-to-date◼UtilisetechnologyTextbookandreferences◼Textbook:◼PrinciplesofMa

rketing,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:◼BasicMarketing11ndedi

tion.E.JeromeMcCarthy,WilliamD.Perreault.IRWIN,1993.TextbookandreferenceslJournals:◼JournalofMarketin

g◼MarketingNews◼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.◼Assignment,20%mark.◼Finalexam,50%mark.ContactaddressYoucancontactmebyemailat:zunl@yahoo.comorbyphone65111000-3110,orpersonallyinmyoffice109

.PartOneUnderstandingmarketingandthemarketingprocessLectureOneMarketinginachangingworldIntroductionObjectsinlecture1◼Understandingtheconcep

tofmarketing,includingitsdefinition,purpose,androleincreatingexchange.◼Distinguishkeymarketingconceptswhichareoftenmisu

nderstoodorconfused.◼Understandingmarketingmanagementtasks.◼Contrasttheperiodsofmarketingevolution.•Whatismarke

ting?CoreConceptsProductsNeeds,wants,anddemandsExchange,transactions,andrelationshipsMarketsCoreMarketingConceptsValue,satisfaction

,andquality1.Thepreliminaryconceptsofmarketing◼Needs,WantsandDemands◼Ahumanneedisastateoffeltdeprivationof

somebasicsatisfaction.◼Wantsaredesiresforspecificsatisfiersofthesedeeperneeds.(★)◼Demandsarewantsforspecificproductsthatarebackedbyanabilityandwil

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

allcapacitytosatisfyhisorherneeds.◼Costisthepayofconsumer.◼Assessingtheproductby“V/C”.◼Satisfactionisthestatethattherealproductcanb

eequaltoorbetterthantheideaproduct.◼Customerdeliveredvalue◼Totalcustomervalue◼productvalue,servicevalue,personalvalue,imageva

lue◼Totalcustomercost◼Price,time,energy,FasterBetterCheaperReliabilitySecurityCompetenceCredibilityEmpathy

CommunicationStyleResponsivenessAccessAffordabilityAvailabilityConveniencePerformanceFeaturesReliabilityConformanceServiceabilityAestheticsPerceivedQ

ualityPriceCustomerDesiresCompanyDeliversTable1-1:Satisfycustomerbybuildingvaluewithquality◼Market◼Amarketconsistsofallthepotent

ialcustomerssharingaparticularneedorwantwhomightbewillingandabletoengageinexchangetosatisfythatneedorwant.◼Number◼abili

ty◼willing◼presentmarket/potentialmarketM=N+W+ATheMarketingSystemSuppliersEndUserMarketMarketingIntermediariesCompetitorsCompany(Marketer)Env

ironmentEnvironment2.Marketingis…Marketingistheprocessofplanningandexecutingtheconception,pricing,promot

ion,anddistributionofideas,goods,andservicetocreateexchangesthatsatisfyindividualandorganizationalgoals.◼Th

efunctionofmarketingistoidentifychangingneedssothatinnovativeproductscanbedevelopedtomeetthembetterthancompetitors.Marketin

gis…Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchan

gingproductsandvaluewithothers.(Kotler1998)Marketingis…Marketingisgettingtherightgoodsandservicestotherightpeopleattherigh

ttimeattherightpricewiththerightcommunicationandpromotion.(Kotler1994)◼TheaimofMarketingistomakesellingsuperfluous.Thea

imistoknowandunderstandthecustomersowellthattheproductorservicesfits…andsellsitself.(Drucker,1973)◼consistsof

allactivitiesthatbringbuyersandsellerstogether◼Analysis,Plan,implement,control◼Marketingmix(4ps)◼ManagingProductsandServices(Produ

ct)◼DistributingProductsandServices(Place)◼PricingProductsandServices(Price)◼PromotionProductsandServices(Promotion)(commun

icatingwithCustomers)Figure1-1MarketingConceptCustermerorientationAllmarketingactivitiesarefocusedonprovidingsatisfactionIntergratedmarketingAllmarke

tingactivitiesarecoordinated.ProfitsfollowcustomersatisfactionProfitaimswillbemetwhentheneedsaresuccessfullyserved.Themarketingconcept(Achievego

alsbymeetingcustomers'needs)ThepurposeofMarketingUnderstandingtheneedsandwantsofcustomersandCreatecustomervaluethroughsatisfactionandqualityOp

eratemoreeffectivelyandefficientlythancompetitorsFigure1-2MarketingPurpose◼Theeconomicroleofmarketing◼Marco-Marketing

theroleofmarketingindistributinggoodsandservicestobuyers.◼Micro-marketingtheprocessofformulatingandimplementingstrategythatenablesthefirmtoear

naprofit.GoalsofMarketingSystemsMaximizeConsumptionMaximizeChoiceMaximizeQualityofLifeMaximizeSatisfactionMarketingSystemGoalsDemandStateMarketing

TasksFormalNameNegativedemandChangedemandPositiveMarketingNodemandCreatedemandStimulationalMarketingLatentdeman

dDevelopdemandDevelopmentalmarketingDecliningdemandRevitalizedemandRemarketingIrregulardemandAlterdemandSynchromarketingdemandMaintenanceMarketing

OverfulldemandReducedemandDemarketingUnwholesomedemandDiscouragedemandAnti-marketing3.MarketingmanagementtasksDemandManagem

entCustomerLifetimeValueMarketingManagementDemandManagementKeyConceptsforManagingMarketing4.Theevolutiono

fmarketing◼ProductionOrientation◼ProductOrientation◼SalesOrientation◼CustomermarketingOrientation◼SocialMarketingOrientat

ionFactoryExistingProductsSellingandPromotingProfitsthroughVolumeStartingPointFocusMeansEndsMarketCustomerneedsTheSellingConceptpull-

throughsystemIntegratedmarketingNotionofCustomerLifetimeValueMarketing&SalesConceptsProfitsthroughCustomerSatis

factionTheSocietalMarketingConceptSociety(HumanWelfare)Consumers(Satisfaction)Company(Profits)SocietalMarketingConce

ptNewMarketingChallengesinchangingworldEmergingChallengesNonprofitMarketingNewMarketingLandscapeEthicalConcerns

GlobalizationChangingWorldEconomy5.Extendingmarketingconcept◼Relationshipmarketing◼Customizemarketing◼Benchmark

marketing◼SymbioticMarketing◼Globalmarketing◼Megamarketing◼Extendedmarketing◼GreenmarketingConsumer(goods)marketing

MajorareasofmarketingfocusRelationshipsandCustomerRetentionBusiness-to-businessmarketing1950’s1960’s197

0’s1980’s1990’sNon-profit&societalmarketingServicesmarketingCustomerSatisfaction,GlobalMarketing,SynchronousMarketingTheDevelopmen

tofMarketingScienceNextweek◼Strategicplanningandthemarketingprocess◼Assignment:◼Reviewingthelecture1◼Textbook(chapter1)/P36-37◼Orgnizingthefirstt

eamdiscussiononthemarketingconceptbyinternetconnections.(P38-39)◼gettinginformationandwritingtheoutletonthemarket

ingplanningandmarketingprocess◼Textbook(chapter2)