Marketing-Ch1(SE)PPT课件

1、1,School of Management Su， Yu Fall 2011,Principles of Marketing,Su,Yu Fall 2010 School of Management,2,Chapter 1 Marketing Managing profitable customer relationship,Outline Definition of marketing The five core marketing concepts. Evolution of marketing concept and philosophy,Su,Yu Fall 2010 School

2、of Management,3,I. What is Marketing,Marketing is a science of management Which originated from U.S. a century ago. （市场营销学是一门100年前产生于美国的管理科学，是研究市场营销活动及其规律的应用科学。,Su,Yu Fall 2010 School of Management,4,市场学 市场行销 行销学,Su,Yu Fall 2010 School of Management,5,Marketing is considered a business activity or f

3、unction. （市场营销是有意识有目的企业活动,Su,Yu Fall 2010 School of Management,6,Definition of marketing,Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and offering and freely exchanging products and services of value with others - Philip

4、 Kolter 个人和团体通过创造和交换产品以及价值， 从而满足欲望和需要的社会和管理过程。 -菲利普 科特勒,Su,Yu Fall 2010 School of Management,7,Marketing Defined: Marketing is process by which company create value for customers and build customer relationships in order to capture value from customers in return. 市场营销是一项有组织的活动，它包括创造“价值”，将“价值”沟通输送给顾客

5、，以及维系管理公司与顾客间关系，从而使得公司及其相关者受益的社会和管理过程,Su,Yu Fall 2010 School of Management,8,Marketing is about managing profitable customer relationships. 管理赢利性客户关系,Su,Yu Fall 2010 School of Management,9,The mission of marketing is satisfying customer needs （以消费者需求为中心,Su,Yu Fall 2010 School of Management,10,II. Co

6、re marketing concepts,4Ps of Marketing Needs, wants, and demands Marketing offers Value and satisfaction Exchange, transactions and relationships Markets,Core Concepts,Su,Yu Fall 2010 School of Management,11,Su,Yu Fall 2010 School of Management,12,II. Core marketing concepts,Needs, wants, and demand

7、s Marketing offers Value and satisfaction Exchange, transactions and relationships Markets,Need （ 需要） State of felt deprivation Physical need Social need Individual need,Core Concepts,Su,Yu Fall 2010 School of Management,13,Those needs are not created by marketers. They are usually boosted by market

8、ing campaign. Those needs will be shaped into wants （欲望.,Su,Yu Fall 2010 School of Management,14,II. Core marketing concepts,Needs, wants, and demands Marketing offers: Value and satisfaction Exchange, transactions and relationships Markets,Need （需要） Wants （欲望） Described as objects that will satisfy

9、 need. Shaped by culture and individual personality,Core Concepts,Su,Yu Fall 2010 School of Management,15,II. Core marketing concepts,Needs, wants, and demands Marketing offers: including products, services and experiences Value and satisfaction Exchange, transactions and relationships Markets,Need

10、Wants Demands （需求） Human Wants which are backed by buying power,Core Concepts,Su,Yu Fall 2010 School of Management,16,Outstanding marketing companies understand customer needs even better than customer themselves do,Su,Yu Fall 2010 School of Management,17,Core marketing concepts,Marketing offer Comb

11、ination of products, services, information or experiences that satisfy a need or want Offer may include services, activities, people, places, information or ideas,Core Concepts,Needs, wants, and demands Marketing offers营销供给: products, services and experiences Value and satisfaction Exchange, transac

12、tions and relationships Markets,Su,Yu Fall 2010 School of Management,18,II. Core marketing concepts,Company must deliver value (价值）and satisfaction （满意） to consumers,Core Concepts,Needs, wants, and demands Marketing offers: Value and satisfaction Exchange, transactions and relationships Markets,Su,Y

13、u Fall 2010 School of Management,19,Marketing is process by which company create value for customers and build customer relationships in order to capture value from customers in return. 市场营销是一项有组织的活动，它包括创造“价值”，将“价值”沟通输送给顾客，以及维系管理公司与顾客间关系，从而使得公司及其相关者受益的社会和管理过程,Su,Yu Fall 2010 School of Management,20,

14、Discussion Questions,1 - 20,Su,Yu Fall 2010 School of Management,21,Value reflects the sum of perceived tangible and intangible benefits and costs to customers,Su,Yu Fall 2010 School of Management,22,Customer value is the difference between the values the customers gains from owning and using a prod

15、uct and the costs of obtaining the product,Su,Yu Fall 2010 School of Management,23,Discussion Questions Customer Satisfaction,What is satisfaction? Why the same product attracts different level of satisfaction,1 - 23,Su,Yu Fall 2010 School of Management,24,Customer satisfaction depends on the produc

16、ts performance relative to a customers expectation. Fall short of the expectation Dissatisfied Match the expectation Satisfied Exceed expectation Highly satisfied/ Delighted,Su,Yu Fall 2010 School of Management,25,Marketer must be careful to set the right level of expectation. Smart company aims to

17、delight customers by promising only what they can deliver, then delivering more than they promise,Su,Yu Fall 2010 School of Management,26,Customer retention顾客维系,On average, it costs 5 to 10 times as much to attract a new customers as it does to keep a current customer satisfied. Losing a customer me

18、ans losing more than a single sale,Su,Yu Fall 2010 School of Management,27,The average satisfied customers tells three others about good experiences, the average dissatisfied customer tells ten others about his or her bad experiences,Su,Yu Fall 2010 School of Management,28,Core marketing concepts,Ex

19、change(交换） is the act of obtaining a desired object from someone by offering something in return. Transaction（交易） is a trade of values between two parties,Core Concepts,Needs, wants, and demands Marketing offers Value and satisfaction Exchange/transactions and relationships Markets,Su,Yu Fall 2010 S

20、chool of Management,29,One exchange/transaction is not the goal, retain the relationships with several exchanges/transaction are the goal. Relationships are built through delivering value and satisfaction,Su,Yu Fall 2010 School of Management,30,CRM,The overall process of building and maintaining pro

21、fitable customer relationships by delivering superior customer value an satisfaction,Su,Yu Fall 2010 School of Management,31,客户关系管理(Customer Relationship Management, CRM)是一个不断加强与顾客交流，不断了解顾客需求，并不断对产品及服务进行改进和提高以满足顾客的需求的连续的过程。其内含是企业利用信息技（IT）术和互联网技术实现对客户的整合营销，是以客户为核心的企业营销的技术实现和管理实现,Su,Yu Fall 2010 Schoo

22、l of Management,32,Core marketing concepts,Market (市场） Set of actual and potential buyers of a product. The size of a market depends on the number of actual and potential buyers,Core Concepts,Needs, wants, and demands Marketing offers Value and satisfaction Exchange, transactions and relationships M

23、arkets; marketing; marketer,Su,Yu Fall 2010 School of Management,33,What is the market? （1）市场是商品交换的场所 （古老的、狭义的概念）（2）市场是商品所有者全部交换关系的总和（经济学上的概念） （3）市场是商品的需求（通常的理解）（4）指具有特定的需求或欲望而且愿意并能够通过交换来满足这种需要和欲望的全部潜在顾客（市场营销学上的概念,Su,Yu Fall 2010 School of Management,34,Core marketing concepts,Market Set of actual a

24、nd potential buyers of a product Consumer market 消费者市场 Business market 产业市场 Government market 政府市场 International Market 国际市场,Core Concepts,Needs, wants, and demands Marketing offers Value and satisfaction Exchange, transactions and relationships Markets; marketing; marketer,Su,Yu Fall 2010 School of

25、 Management,35,The five core marketing concepts,Marketing Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and offering and freely exchanging products and services of value with others,Core Concepts,Needs, wants, and demands

26、 Marketing offers Value and satisfaction Exchange, transactions and relationships Markets; marketing; marketer,Su,Yu Fall 2010 School of Management,36,Expanded model of the marketing process,1 - 36,Su,Yu Fall 2010 School of Management,37,Core marketing concepts,Marketer A marketer is someone whose j

27、ob involves marketing,Core Concepts,Needs, wants, and demands Marketing offers Value and satisfaction Exchange, transactions and relationships Markets; marketing; marketer,Su,Yu Fall 2010 School of Management,38,III. Marketing Management Orientation,Production Concept 生产观念,Product Concept 产品观念,Selli

28、ng Concept 推销观念,Su,Yu Fall 2010 School of Management,39,The Production concept 生产观念,One of the oldest management philosophy Believe consumer will buy if the product are available and highly affordable Put the factory first; focus on production efficiency; lack of consideration for customer requireme

29、nt Typical objectives: improving production and distribution efficiency 注重企业的内部生产能力而不注重消费者需求,Su,Yu Fall 2010 School of Management,40,Production concept is useful in two situation When the demand for a product exceeds the supply. （产品供不应求） When the products cost is too high. （产品成本过高,Su,Yu Fall 2010 Sc

30、hool of Management,41,The Product Concept 产品观念,Believe that if provide a good quality product, at a reasonable price, then people will buy it.酒香不怕巷子深” Putting the product first; Focuses on product quality and features. Typical objectives: Devote energy to make continuous product improvements,Su,Yu F

31、all 2010 School of Management,42,The Selling Concept 推销观念,Believe that consumer will not buy enough unless undertakes a large scale selling and promotion effort. Seller Focuses on selling techniques and Promotion effort. Typical objectives: increase sales volume,Su,Yu Fall 2010 School of Management,43,III. Marketing Management Orientation,Production Concept