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

conclusionofthecourse,studentsshouldbecapableof:◼Understanding,listing,andexplainingthefactors,whichconstrainandprovideoppo

rtunitiesformarketing.◼Developingtheframeworksthatformulatesmarketingstrategies.◼Researchingmarketpotentials

.◼Designingmarketingmixtoentryandpenetratemarkets.◼…Methodology◼Thissubjectwillinvolvelectures,discus

sions,presentations,andworkshopactivities.Approachtolearning◼Facilitatelearningratherthanprescribing◼Learnbydoing◼Casestudies,andprojects>exa

m◼Groupwork,butdonotneglectindividualwork◼Relevant-realissuesratherthantextbookexamples◼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:◼BasicMarketing11ndedition.E.JeromeM

cCarthy,WilliamD.Perreault.IRWIN,1993.TextbookandreferenceslJournals:◼JournalofMarketing◼MarketingNews◼HarvardBusinessReview◼Internat

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

eevaluatedusingthefollowingmethods:◼Contributiontothecourse:+/-10%mark.◼Casestudy,30%mark.◼Assignment,2

0%mark.◼Finalexam,50%mark.ContactaddressYoucancontactmebyemailat:zunl@yahoo.comorbyphone65111000-3110,orpersonallyinmyoffice109.Par

tOneUnderstandingmarketingandthemarketingprocessLectureOneMarketinginachangingworldIntroductionObjectsinlecture1◼Understanding

theconceptofmarketing,includingitsdefinition,purpose,androleincreatingexchange.◼Distinguishkeymarketingconceptswhichar

eoftenmisunderstoodorconfused.◼Understandingmarketingmanagementtasks.◼Contrasttheperiodsofmarketingevolution.•Whatismarketing?CoreConceptsProductsNee

ds,wants,anddemandsExchange,transactions,andrelationshipsMarketsCoreMarketingConceptsValue,satisfaction,andq

uality1.Thepreliminaryconceptsofmarketing◼Needs,WantsandDemands◼Ahumanneedisastateoffeltdeprivationofsomebasicsatisfaction.◼Wantsaredesiresforspecif

icsatisfiersofthesedeeperneeds.(★)◼Demandsarewantsforspecificproductsthatarebackedbyanabilityandwillin

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

satisfyhisorherneeds.◼Costisthepayofconsumer.◼Assessingtheproductby“V/C”.◼Satisfactionisthestatethattherealproductcanbeequaltoorbetterthantheide

aproduct.◼Customerdeliveredvalue◼Totalcustomervalue◼productvalue,servicevalue,personalvalue,imagevalue◼Totalcustomercost◼Price,tim

e,energy,FasterBetterCheaperReliabilitySecurityCompetenceCredibilityEmpathyCommunicationStyleResponsivenessAccessAffordability

AvailabilityConveniencePerformanceFeaturesReliabilityConformanceServiceabilityAestheticsPerceivedQualityPriceCustomerDesiresCompanyDeliversTabl

e1-1:Satisfycustomerbybuildingvaluewithquality◼Market◼Amarketconsistsofallthepotentialcustomerssharinga

particularneedorwantwhomightbewillingandabletoengageinexchangetosatisfythatneedorwant.◼Number◼ability◼willing◼presentmarket/pote

ntialmarketM=N+W+ATheMarketingSystemSuppliersEndUserMarketMarketingIntermediariesCompetitorsCompany(Marketer)EnvironmentEnvironment2.Marketingis

…Marketingistheprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andserv

icetocreateexchangesthatsatisfyindividualandorganizationalgoals.◼Thefunctionofmarketingistoidentifychangingneedssotha

tinnovativeproductscanbedevelopedtomeetthembetterthancompetitors.Marketingis…Marketingisasocialandmanagerialprocess

bywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers.(Kotler1998)Marketingis…Marketingisgetting

therightgoodsandservicestotherightpeopleattherighttimeattherightpricewiththerightcommunicationandpromotion.(Kotler1994)◼TheaimofMark

etingistomakesellingsuperfluous.Theaimistoknowandunderstandthecustomersowellthattheproductorservicesfits…andsell

sitself.(Drucker,1973)◼consistsofallactivitiesthatbringbuyersandsellerstogether◼Analysis,Plan,implement,control◼Marketingmix(4p

s)◼ManagingProductsandServices(Product)◼DistributingProductsandServices(Place)◼PricingProductsandServices(Price)◼PromotionProd

uctsandServices(Promotion)(communicatingwithCustomers)Figure1-1MarketingConceptCustermerorientationAllmarketi

ngactivitiesarefocusedonprovidingsatisfactionIntergratedmarketingAllmarketingactivitiesarecoordinated.Profitsfollowcustomersatisfacti

onProfitaimswillbemetwhentheneedsaresuccessfullyserved.Themarketingconcept(Achievegoalsbymeetingcustomers'needs)ThepurposeofMarketingU

nderstandingtheneedsandwantsofcustomersandCreatecustomervaluethroughsatisfactionandqualityOperatemoreeffectivelyande

fficientlythancompetitorsFigure1-2MarketingPurpose◼Theeconomicroleofmarketing◼Marco-Marketingtheroleofmarketin

gindistributinggoodsandservicestobuyers.◼Micro-marketingtheprocessofformulatingandimplementingstrategythatenablesthefirm

toearnaprofit.GoalsofMarketingSystemsMaximizeConsumptionMaximizeChoiceMaximizeQualityofLifeMaximizeSatisfactionMarke

tingSystemGoalsDemandStateMarketingTasksFormalNameNegativedemandChangedemandPositiveMarketingNodemandCreatedemandStimulationalMarketingLatentdemandD

evelopdemandDevelopmentalmarketingDecliningdemandRevitalizedemandRemarketingIrregulardemandAlterdemandSynchromarketingdemandMain

tenanceMarketingOverfulldemandReducedemandDemarketingUnwholesomedemandDiscouragedemandAnti-marketing3.Marketingmanag

ementtasksDemandManagementCustomerLifetimeValueMarketingManagementDemandManagementKeyConceptsforManagingMarke

ting4.Theevolutionofmarketing◼ProductionOrientation◼ProductOrientation◼SalesOrientation◼CustomermarketingOrientation◼SocialMarketingOrientationFacto

ryExistingProductsSellingandPromotingProfitsthroughVolumeStartingPointFocusMeansEndsMarketCustomerne

edsTheSellingConceptpull-throughsystemIntegratedmarketingNotionofCustomerLifetimeValueMarketing&SalesCo

nceptsProfitsthroughCustomerSatisfactionTheSocietalMarketingConceptSociety(HumanWelfare)Consumers(Satisfaction)Company(Profits)SocietalMarketin

gConceptNewMarketingChallengesinchangingworldEmergingChallengesNonprofitMarketingNewMarketingLandscapeEthicalConcernsGlobalizationChangingWorl

dEconomy5.Extendingmarketingconcept◼Relationshipmarketing◼Customizemarketing◼Benchmarkmarketing◼SymbioticMarketi

ng◼Globalmarketing◼Megamarketing◼Extendedmarketing◼GreenmarketingConsumer(goods)marketingMajorareasofmarketingfocusRelations

hipsandCustomerRetentionBusiness-to-businessmarketing1950’s1960’s1970’s1980’s1990’sNon-profit&societalmarketingSe

rvicesmarketingCustomerSatisfaction,GlobalMarketing,SynchronousMarketingTheDevelopmentofMarketingScienceNextweek

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

tingconceptbyinternetconnections.(P38-39)◼gettinginformationandwritingtheoutletonthemarketingplanningandmarketingprocess◼Tex

tbook(chapter2)