市场营销--美国--MARKETING-课件PPT

1、 2006 McGraw-Hill Ryerson Ltd. All rights reserved. 2006 McGraw-Hill Ryerson Ltd. All rights reserved.Marketing6th Canadian Edition 2006 McGraw-Hill Ryerson Ltd. All rights reserved.Marketing: Customer Value, Satisfaction, and Customer Relationships1 2006 McGraw-Hill Ryerson Ltd. All rights reserved

2、.Define Marketing.Know the basic requirements for successful marketing to occur.Understand the breadth and depth of marketing.Explain how marketing discovers and satisfies consumer needs and wants.Learning ObjectivesAfter reading this chapter, you should be able to: 2006 McGraw-Hill Ryerson Ltd. All

3、 rights reserved.Distinguish between marketing mix elements and environmental factors.Describe how market orientation in the present era focuses on creating customer value, satisfaction, and customer relationships.Understand the meaning of ethics and social responsibility and how they relate to the

4、individual, organizations, and society.Learning ObjectivesAfter reading this chapter, you should be able to: 2006 McGraw-Hill Ryerson Ltd. All rights reserved. Marketing is not: advertising selling common sense hucksterism manipulatingWHAT MARKETING IS AND WHAT IT IS NOT 2006 McGraw-Hill Ryerson Ltd

5、. All rights reserved.Marketing is:an organizational functiona set of processes for creating, communicating, and delivering value to customersmanaging customer relationships in ways that benefit the organization and its stakeholdersWHAT MARKETING IS AND WHAT IT IS NOT 2006 McGraw-Hill Ryerson Ltd. A

6、ll rights reserved.Requirements for Marketing to OccurTwo or More Parties with Unsatisfied NeedsDesire and Ability to Satisfy These NeedsA Way for the Parties to CommunicateSomething to ExchangeWHAT MARKETING IS AND WHAT IT IS NOT 2006 McGraw-Hill Ryerson Ltd. All rights reserved.The Breadth and Dep

7、th of MarketingWhat is a Market?Who Markets?What is Marketed?Social MarketingWHAT MARKETING IS AND WHAT IT IS NOT 2006 McGraw-Hill Ryerson Ltd. All rights reserved.The Breadth and Depth of Marketing (cont.)Who Buys and Uses What is Marketed?Ultimate CustomersOrganizational BuyersWho Benefits?WHAT MA

8、RKETING IS AND WHAT IT IS NOT 2006 McGraw-Hill Ryerson Ltd. All rights reserved.The Diverse Factors Influencing Marketing ActivitiesWHAT MARKETING IS AND WHAT IT IS NOT 2006 McGraw-Hill Ryerson Ltd. All rights reserved. An organizations marketing department relates to many people, groups, and forces

9、 2006 McGraw-Hill Ryerson Ltd. All rights reserved. Concept CheckWhat is marketing?Answer: According to the American Marketing Association, marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relation

10、ships in ways that benefit the organization and its stakeholders. 2006 McGraw-Hill Ryerson Ltd. All rights reserved.Concept CheckMarketing focuses on _ and _ prospective customers needs and wants.discoveringsatisfying 2006 McGraw-Hill Ryerson Ltd. All rights reserved. Concept CheckWhat four factors

11、are needed for marketing to occur?Answer:(1) Two or more parties with unsatisfied needs, (2) a desire and ability on their part be satisfied, (3) a way for the parties to communicate, and (4) something to exchange. 2006 McGraw-Hill Ryerson Ltd. All rights reserved.Discovering Consumer NeedsConsumer

12、Needs and Consumer WantsHOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS 2006 McGraw-Hill Ryerson Ltd. All rights reserved.Marketings first task: discovering consumer needs 2006 McGraw-Hill Ryerson Ltd. All rights reserved.Satisfying Consumer NeedsTarget marketThe Four Ps: Controllable Marketing

13、 Mix FactorsProductPricePromotion PlaceThe Uncontrollable, Environmental FactorsHOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS 2006 McGraw-Hill Ryerson Ltd. All rights reserved.The Marketing ProgramTHE MARKETING PROGRAM 2006 McGraw-Hill Ryerson Ltd. All rights reserved. Marketings second task:

14、 satisfying consumer needs 2006 McGraw-Hill Ryerson Ltd. All rights reserved. Marketing Program for Curves 2006 McGraw-Hill Ryerson Ltd. All rights reserved.Concept CheckAn organization cant satisfy the needs of all consumers, so it must focus on one or more subgroups, which are its _.target markets

15、 2006 McGraw-Hill Ryerson Ltd. All rights reserved. Concept CheckWhat are the four marketing mix elements that make up the organizations marketing program? Answer:The four marketing mix elements that make up the organizations marketing program are product, price, promotion, and place, or otherwise k

16、nown as the 4 Ps. This portion of the marketing program is controllable by the marketing departments and its organization. 2006 McGraw-Hill Ryerson Ltd. All rights reserved. Concept CheckWhat are uncontrollable variables?Answer:Uncontrollable factors are largely beyond the control of the marketing d

17、epartment and its organization. These are the environmental factors in a marketing decision involving social, economic, technological, competitive, and regulatory forces. 2006 McGraw-Hill Ryerson Ltd. All rights reserved.Evolution of Market OrientationProduction EraSales EraThe Marketing Concept Era

18、Marketing conceptHOW MARKETING BECAME SO IMPORTANT 2006 McGraw-Hill Ryerson Ltd. All rights reserved.Evolution of Market Orientation (cont.)The Market Orientation EraCustomer ValueCustomer SatisfactionCustomer relationship management (CRM)Customer lifetime value (CLV)eCRMHOW MARKETING BECAME SO IMPO

19、RTANT 2006 McGraw-Hill Ryerson Ltd. All rights reserved. Four different orientations in the history of North American business 2006 McGraw-Hill Ryerson Ltd. All rights reserved.What type of value does Starbucks offer their customers? 2006 McGraw-Hill Ryerson Ltd. All rights reserved.Ethics and Socia

20、l Responsibility:Balancing the Interests of Different GroupsEthicsSocial ResponsibilitySocietal marketing conceptMacromarketingMicromarketingHOW MARKETING BECAME SO IMPORTANT 2006 McGraw-Hill Ryerson Ltd. All rights reserved.Concept CheckMany firms have gone through four distinct orientations for th

21、eir businesses: starting with the _ era and ending with todays _ era. productionmarket orientation 2006 McGraw-Hill Ryerson Ltd. All rights reserved. Concept CheckAn organization that has a marketing orientation focuses its efforts on what 3 things?Answer: (1) continuously collecting information abo

22、ut customers needs and competitors capabilities,(2) sharing this information throughout the organization, and (3) using the information to create value, ensure customer satisfaction, and develop customer relationships. 2006 McGraw-Hill Ryerson Ltd. All rights reserved. Concept CheckThe process of bu

23、ilding and developing long-term relationships with customers by delivering customer value and satisfaction is called _.Answer: Customer relationship management (CRM) 2006 McGraw-Hill Ryerson Ltd. All rights reserved.Marketing is the process of planning and executing the conception, pricing, promotio

24、n, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.Marketing 2006 McGraw-Hill Ryerson Ltd. All rights reserved.A market is people with the desire and with the ability to buy a specific product.Market 2006 McGraw-Hill Ryerson Lt

25、d. All rights reserved.Environmental factors are the uncontrollable factors involving social, economic, technological, competitive, and regulatory forces.Environmental Factors 2006 McGraw-Hill Ryerson Ltd. All rights reserved.One or more specific groups of potential customers toward which an organiz

26、ation directs its marketing program.Target Market 2006 McGraw-Hill Ryerson Ltd. All rights reserved.The marketing mix is product, price, promotion, and place.Marketing Mix 2006 McGraw-Hill Ryerson Ltd. All rights reserved.Customer value is the unique combination of benefits received by targeted buye

27、rs that includes quality, price, convenience, on-timer delivery and both before-sale and after-sale service.Customer Value 2006 McGraw-Hill Ryerson Ltd. All rights reserved.The marketing program is a plan that integrates the marketing mix to provide a good, service, or idea to prospective buyers.Mar

28、keting Program 2006 McGraw-Hill Ryerson Ltd. All rights reserved.The marketing concept is the idea that an organization should strive to satisfy the needs of consumers, while also trying to achieve the organizations goals.Marketing Concept 2006 McGraw-Hill Ryerson Ltd. All rights reserved.An organiz

29、ation that has a market orientation focuses its efforts on continuously collecting information about customers needs and competitors capabilities, sharing this information across departments, and using the information to create customer value.Market Orientation 2006 McGraw-Hill Ryerson Ltd. All righ

30、ts reserved.Customer relationship management is the process of identifying prospective buyers, understanding them intimately, and developing long-term perceptions of the organization and its offering so that buyers will choose them in the marketplace.Customer Relationship Management (CRM) 2006 McGra

31、w-Hill Ryerson Ltd. All rights reserved.The societal marketing concept is the view that an organization should discover and satisfy the needs of its consumer in a way that also provides for societys well-being.Societal Marketing Concept 2006 McGraw-Hill Ryerson Ltd. All rights reserved.Macromarketin

32、g looks at how the aggregate flow of a nations goods and services benefits society.Macromarketing 2006 McGraw-Hill Ryerson Ltd. All rights reserved.Micromarketing is how an individual organization directs its marketing activities and allocates its resources to benefit its customers.Micromarketing 20

33、06 McGraw-Hill Ryerson Ltd. All rights reserved.Ultimate consumers are the people who use the goods and services purchased for a household.Ultimate Consumer 2006 McGraw-Hill Ryerson Ltd. All rights reserved.Organizational buyers are units such as manufacturers, retailers, or government agencies that buy goods and services for their own use of for resale.Organizational Buyers 2006 McGraw-Hill Ryerson Ltd. All rights reserved.The profit g