【文档说明】市场营销ch01.pptx，共(39)页，173.667 KB，由精品优选上传

转载请保留链接：https://www.ichengzhen.cn/view-281217.html

以下为本文档部分文字说明：

PartOne:UnderstandingofMarketing(Chapter1-Chapter4)2Whataretheydoing?Whataretheyneed?3•WhatisMarketing?Oldsense:makingasale–“telli

ngandselling”Newsense:satisfyingcustomerneeds4•MarketingDefined(P.5)•Asocialandmanagerialprocesswherebyindividualsandgroupsob

tainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers.•市场营销是个人或组织通过创造、提供并同他人交换价值的产品或价

值，以满足各自的需要和欲求的一种社会活动和管理过程。5•Coremarketingconcepts(P.6)CoreMarketingConceptsNeeds,Wants,andDemandsProductsandServicesValue,Satisfa

ction,MarketsExchange,Transactions,andrelationships6•Needs,WantsandDemands(P.6)•Statesoffeltdeprivation（或缺）.•Theformt

akenbyhumanneedsastheyareshapedbycultureandindividualpersonality.•Humanwantsthatarebackedbybuyingpower.

NeedsWandsDemands7•ProductandService(P.6-7)•Anythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyawant

orneed.•Anyactivityorbenefitthatonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultintheownershipofanything.ProductService

8•Value,Satisfaction(P.9)•Thedifferencebetweenthevaluesthecustomergainsfromowningandusingaproductandthecostofobtainingtheprod

uct.•Theextenttowhichaproduct’sperceivedperformancematchesabuyer’sexpectations.CustomervalueCustomersatisfa

ction9•Exchange,TransactionandRelationshipstheactofobtainingadesiredobjectfromsomeonebyofferingsometh

inginreturn.atradebetweentowpartiesthatinvolvesatleasttowthingsofagreement,andaplaceofagreement.ExchangeTransactions10•Relationshipmarketing

(P.9)Theprocessofcreating,maintaining,andenhancingstrong,value-ladenrelationshipswithcustomersandotherstakeholders.•Mar

ket(P.10)thesetofallactualandpotentialbuyersofaproductorservice.11•AsimplemarketingsystemIndustry(acollectionofsellers)Market(acollection

ofbuyers)Products-serviceMoneyCommunicationInformation12•Mainactorsandforcesinamodernmarketingsystem(P.10)SuppliersEn

dusermarketCompany(marketer)CompetitorsMarketingintermediariesEnvironment13•Demarketing(P.11)Marketingtoreduce

demandtemporarily;theaimisnottodestroydemandbutonlytoreduceorshiftit.14•Marketingmanagementphilosophies(P.12-14)Prod

uctionconceptProductconceptSellingconceptMarketingconceptSocialmarketingconcept15•Productionconcept（生产观念）

Themanagementshouldonlyfocusonimprovingproductionanddistributionefficiency.•Productconcept（产品观念）Theorganizationshoulddevoteitsenergytomakingc

ontinuousproductimprovements.16•Sellingconcept(推销观念）Theconsumerswillnotbuyenoughoftheorganization’sproductsunlesstheorganizat

ionundertakesalarge-scalesellingandpromotioneffort.•Marketingconcept（营销观念）Toachievingorganization’sgoalsdependsondeterminingtheneedsandwants

oftargetmarketsanddeliveringthedesiredsatisfactionsmoreeffectivelyandefficientlythancompetitorsdo.17•Thesellingandm

arketingconceptscontrasted(P.13)FactoryStartingpointFocusMeansEndsExistingproductsSellingandpromotingProfitthroughsalesvolumeMarketCustomer

needsIntegratedMarketing（整合营销）ProfitthroughCustomersatisfactionThesellingconceptThemarketingconcept18•Societalmarketingconcept(社会营销观念）Theor

ganizationshoulddeliverthedesiredsatisfactionstotheirtargetmarketeffectivelyandefficientlyinawaythatmaintainsorimprovesth

econsumer’sandsociety’swellbeing.19•SocietalMarketingconcept（社会营销观念P.14）SocialmarketingconceptSociety(Humanwelfa

re)Customers(Wantssatisfaction)Company(Profits)ThreeconsiderationsunderlyingtheSocietalmarketingconcept20•Bionomicsmarketingcon

cept(生态学营销观念）Tofindthemarketdemandsthatfirm’sresourcescanbematchto.“6R”:Righttime,Rightplace,Rightproduct,Rightprice,Rightway,toRightcusto

mer21•Marketingin“connected”millennium(P.23)ConnectingtechnologiesComputerInformationCommunicationTransportationConnectionswithCustome

rsConnectionswithWorldaroundusConnectionswithMarketingpartners22•MarketingconnectionsConnectionswithCustomerConnectingmoreselectivelyConn

ectingforlifeConnectingdirectlyConnectionswithMarketingpartnerConnectinginsideThecompanyConnectingwithoutside

partnersConnectionswiththeworldaroundusGlobalconnectionsConnectionswithvaluesAndresponsibilityBroadenedconnections23•M

arketingconnectionsintransition（P.33)TheOldMarketingThinkingTheNewMarketingThinkingConnectionswithcusto

mersBesalesandproductcenteredPracticemassmarketingFocusonproductsandsalesMakesalestocustomerGetnewcustomersGrow

shareofmarketServeanycustomerCommunicatethroughmassmediaMackstandardizedproductsConnectionswithcustomersBemarketandcustomercenteredTargetselec

tedmarketsegmentsorindividualsFocusoncustomersatisfactionandvalueDevelopcustomerrelationshipsKeepoldcustomersGrowshareofcustomerServeprofitablecusto

mer,“fire”losingonesConnectwithcustomersdirectlyDevelopcustomizedproductsConnectionswithmarketingpartnersLeavecu

stomersatisfactionandvaluetosalesandmarketingGoitaloneConnectionswithmarketingpartnersEnlistalldepartmentsinthecauseofcustomersatisfactionand

valuePartnerwithotherfirmConnectionwiththeworldaroundusMarketlocallyAssumeprofitresponsibilityMarketforpro

fitsConductcommerceinmarketplaceConnectionwiththeworldaroundusMarketlocallyandgloballyAssumesocialandenvironmentalresponsibilityMarketfornon

profitsConducte-commerceinmarketplace24•Marketingmanagement(olddefine)theanalysis,planning,implementati

on,andcontrolofprogramdesignedtocreate,build,andmaintainbeneficialexchangeswithtargetbuyersforthepurposeofachievingorganizationalo

bjectives.25Marketingmanagement(newdefineP.11)•Theartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththem.Thisinvo

lvesgetting,keeping,andgrowingcustomersthroughcreating,deliveringandcommunicatingsuperiorcustomervalue.Thusitinvolvesmanagingdemand,whichinturn

involvesmanagingcustomerrelationships.26•ThetasksofMarketingmanagement(P.14)DemandManagementBuildingProfitableCustomerRelationsh

ipsMarketingManagementPractice27•MarketingpracticestagesEntrepreneurialMarketing原始营销FormulatedMarketing程式营销IntrepreneurialMarketing创新营销28•Theco

mpany’sstrategicplanning(P.41)DefiningthecompanymissionSettingcompanyobjectivesandgoalsDesigningthebusinessportfolioPlanning,marketing

AndotherFunctionalstrategiesCorporateleverBusinessunitProductandmarket明确公司使命设定公司目标规划业务组合制定营销计划29•TheBCG

matrix(P.47)LowhighRelativemarketshareHighlowStarDogQuestionmarkCashcow3020181614108642010x4x2x1.5x1x0.5x

0.4x0.3x0.2x0.1x市场成长率%654321178明星类问题类金牛类瘦狗类“波士顿矩阵”示意图相对市场占有率31•Product-marketexpansiongrit(P.48)ExistingmarketsExistingproductsNewmarketsNewproductsM

arketpenetrationMarketdevelopmentDiversificationproductdevelopment32Themarketingprocess(P.54)ProfitableCustom

errelationshipsMarketpositioningProductPlacePromotionMarketingintermediariesCompetitorsPublcsSupplie

rs33MajorForceShapingtheInternetAge(P.71)TheDigitalAgeDigitalizationconnectivityTheexplosionoftheinternetNewtypesofintermedia

riesCustomizationandcustomerization34•Customization(定制化）involvestakingtheinitiativetocustomizethemarketoffering.•Customeriz

ation：leavingittoindividualcustomertodesignthemarketingoffering–allowingcustomertobeprosumersratherthanonlyconsumers.35•Marketingenvironment(P.106)

Theactorsandforcesoutsidemarketingthataffectmarketingmanagement’sabilitytodevelopandmaintainsuccessfultransactio

nswithitstargetcustomers.36•Marketingenvironment(P.107)MarketingdepartmentMicro-environmentMacro-environ

ment37•Themicroenvironment(P.107)Company’smarketingCompany’sInternalenvironmentSuppliersMarketingintermediariesCustomersCompetitorsPublics38•Thecomp

any’sinternalenvironmentMarketingTopmanagementFinanceR&DPurchasingManufacturingAccounting39•Themacro-environment（P.111）CompanyMicro

environmentDemographicforcesEconomicforcesNaturalforcesTechnologicalforcesPoliticalforcesCulturalforces