Principlesofmarketing学习教案

1、会计学1Principles of marketing第一页，共34页。第1页/共34页第二页，共34页。第2页/共34页第三页，共34页。第3页/共34页第四页，共34页。We help you organize the worlds information and make it universally accessible and useful.第4页/共34页第五页，共34页。CompanyProduct-Oriented DefinitionMarket-Oriented DefinitionAWe sell books, videos, CDs, toys, consumer el

2、ectronics and other products onlineWe make the Internet buying experience fast, easy, and enjoyable were the place where you can find and discover anything you want to buy onlineDisneyWe run theme parksWe create fantasiesa place where dreams come true and America still works the way its supposed toN

3、ikeWe sell athletic shoes and apparelWe bring inspiration and innovation to every athlete* in the world (* if you have a body, you are an athlete)第5页/共34页第六页，共34页。Business objectives Build profitable customer relationshipsInvest in researchImprove profitsMarketing objectivesIncrease market shareCrea

4、te local partnershipsIncrease promotion第6页/共34页第七页，共34页。第7页/共34页第八页，共34页。第8页/共34页第九页，共34页。Identify key businesses (strategic business units, or SBUs) that make up the companyAssess the attractiveness of its various SBUsDecide how much support each SBU deserves第9页/共34页第十页，共34页。第10页/共34页第十一页，共34页。第11页

5、/共34页第十二页，共34页。第12页/共34页第十三页，共34页。Market penetrationMarket developmentProduct developmentDiversification第13页/共34页第十四页，共34页。第14页/共34页第十五页，共34页。第15页/共34页第十六页，共34页。第16页/共34页第十七页，共34页。第17页/共34页第十八页，共34页。products第18页/共34页第十九页，共34页。第19页/共34页第二十页，共34页。第20页/共34页第二十一页，共34页。第21页/共34页第二十二页，共34页。第22页/共34页第二十三页，

6、共34页。第23页/共34页第二十四页，共34页。第24页/共34页第二十五页，共34页。第25页/共34页第二十六页，共34页。第26页/共34页第二十七页，共34页。第27页/共34页第二十八页，共34页。Executive summaryMarketing situationThreats and opportunitiesObjective and issuesMarketing strategyAction programsBudgetsControls第28页/共34页第二十九页，共34页。第29页/共34页第三十页，共34页。Functional organizationGeog

7、raphic organizationProduct management organizationMarket or customer management第30页/共34页第三十一页，共34页。第31页/共34页第三十二页，共34页。第32页/共34页第三十三页，共34页。All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, wi