某航空学院管理专业市场营销

1、 Marketing CAUC Management CollegeChapter One An introduction to Marketing 1、1 What is marketing？ It is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others。Important terms：Needs-The most basic c

2、oncept underlying marketing is that of human deeds。A human need is a state of felt deprivation。Want-The form taken by human needs as they are shaped by culture and individual personality。Demand-Human wants that are backed by buying power。Product-Anything that can be offered to a market for Attention

3、 ，acquisition，use or consumptionAnd that may satisfy a need or want。Exchange-It is the act of obtaining a desired object from someone by offering something in return.Market A market is the set of actual and potential buyers of a product. Marketing management-The analysis ,planning,implementation and

4、 control of programs designed to create,build and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.1、2 marketing management philosophies1、the production conceptThe philosophy that consumers favor products that are available and highly affordable

5、 and that management should therefore focus on improving production and distribution efficiency。To be effective when ：demand exceeds the supply；the products costs are too high。2、The product conceptThe idea that consumers favor products that offer the most quality，performance and that the organizatio

6、n should therefore devote its energy to making continuous product improvements。3、The selling conceptThe idea that consumers will not buy enough of the organizations products unless the organization undertakes a large-scale selling and promotion effort。 4、the marketing conceptIt holds that achieving

7、organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors。5、the social marketing conceptThe idea holds that the organization should determine the needs， wants and interests of target ma

8、rkets and deliver the desired satisfactions more effectively and efficiently than competitors in a way that maintains or improves the consumers and societys well-being。1、3 The goals of the marketing systemWhat should a society seek from its marketing system?Four alternative goals have been suggested

9、:maximize consumption,maximize consumer satisfaction,maximize choice and maximize quality of life.1.maximize consumptionMany business executives believe that marketings job should be to stimulate maximum consumption,which will in turn create maximum production,employment and wealth.2.maximize consum

10、er satisfactionThe goal of the marketing system is to maximize consumer satisfaction,not simply the quantity of consumption.3.maximize choiceSome marketers believe that the goal of a marketing system should be to maximize product variety and consumer choice.the system would enable consumers to find

11、goods that exactly satisfy their tastes.4.maximize life styleThe goal of a marketing system should be to improve the quality of life.This includes not only the quality,quantity,availability and cost of goods,but also the quality of the physical and cultural environments.Chapter Two Strategic Plannin

12、g All companies must look ahead and develop long-term strategies to meet the changing conditions in their industries. No one strategy is best for all companies. Each company must find the plan that makes the most sense given its situation, opportunities,objectives and resources.The hard task of sele

13、cting an overall company strategy for long-run survival and growth is called strategic planning.2.1 Strategic planningThe process of developing and maintaining a strategic fit between the organizations goals and capabilities and its changing marketing opportunities.It relies on developing a clear co

14、mpany mission,supporting objectives,a sound business portfolio and coordinated functional strategies.The strategic planning process are as following: Corporate level business unit, product and market levelSteps in strategic planning Defining the CompanymissionSetting CompanyObjectivesAnd goalsDesign

15、ingThe Business portfolioPlanning MarketingAnd otherFunctional strategies1.Defining the company missionWhat is our business?Who is the customer?What do customers value?What will our business be?What should our business be?Many organizations develop formal missionStatements that answer these question

16、s.A mission statement is a statement of the organizations purpose-what it wants to plish in the large environment.“To provide core banking and selected financial services professionally, effectively and competitively.To achieve a pre-eminent position in chosen markets.” Australian Bank“To provide a

17、safe and reliable supply of electrical power at reasonable cost to the people of New South Wales and to industrial and commercial undertakings throughout the state.” Pacific Power2、Setting company objectives and goalsThe companys mission needs to be turned into detailed supporting objectives for eac

18、h level of management.Each manager should have objectives and be responsible for reaching them.3、Designing the business portfolioA Companys business portfolio is the collection of businesses and products that make up the company.The company must:-analyze its current business portfolio and decide whi

19、ch business should receive more,less or no investment;-develop growth strategies for adding new products or businesses to the portfolio .4、Planning functional strategiesThe companys strategic plan establishes what kinds of businesses the company will be in and its objectives for each.The more detail

20、ed planning must take place within each business unit- marketing,finance,purchasing,manufacturing,personnel and others plays an important role in the strategic planning process.-First each department provides information for strategic planning ,-Then management in each business unit prepares a plan

21、that states the role each department will play.2.2Marketing Management ProcessMarketing is not simply some advertising and sales-force activity but rather a whole process for matching the company to its best market opportunities.1.Analyzing Market Opportunities Every company needs to be able to iden

22、tify new market opportunities.No company can depend on its present products and markets lasting forever. Companies may think that they have few opportunities,but this is signifies a failure to think strategically about what business they are in and what strengths they have.Every company faces, in fa

23、ct ,an abundance of market opportunities.(1)Market Opportunity Identification_casually:just keeping their ears and eyes open to the changing marketplace. _through the Product /Market Expansion grid: Existing Product New Product Existing Markets New Product 1.Market 3.productPenetration development2.Market 4.diversification development A.Market PenetrationB.Market DevelopmentC.Product DevelopmentD.DiversificationA list of indicators of an attractive industry:High barrier to entryWeak competitorsWeak substitutesWeak buyersWeak supplie