营销概述课程学习

Simplyput,

Buildingandmanagingprofitablecustomerrelationships.

WhatwillMarketingtellus?第1页/共41页第一页，共42页。Outlineofchapter1:1.Definewhatmarketingis;

2.Discussmarketing’scoreconcepts;

3.Definemarketingmanagement;

4.Comparethefivemarketingmanagementorientations.第2页/共41页第二页，共42页。Emphases:1.Whatis

marketing?2.Thecoreconceptsofmarketing.3.

thefivemarketingmanagementorientations.第3页/共41页第三页，共42页。WhatisMarketing?MarketingDefined:

“Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingvaluewithothers”第4页/共41页第四页，共42页。Goals:

Marketingisaboutmanagingprofitablecustomerrelationships

Attractingnewcustomers

Retainingandgrowingcurrentcustomers

第5页/共41页第五页，共42页。

Simplyput:Marketingisthedeliveryofcustomersatisfactionataprofit.第6页/共41页第六页，共42页。TheMarketingProcess

1-7第7页/共41页第七页，共42页。Ⅱ.Coremarketingconcepts:1.needs,2.wants,3.demands,4.marketingoffers,5.value,6.satisfaction,7.exchange,8.transaction,9.market.第8页/共41页第八页，共42页。Needs:thestateofdeprivationofsomesatisfaction.第9页/共41页第九页，共42页。Thisverysuccessfulcampaignremindstheconsumerofaneed1-10第10页/共41页第十页，共42页。Wants:

theformtakenbyahumanneedasshapedbycultureandindividualpersonality.第11页/共41页第十一页，共42页。

Demands:

wantsbackedbyabilityandwillingnesstobuy.第12页/共41页第十二页，共42页。

Marketingoffers:

Somecombinationofproducts,services,information,orexperiencesofferedtoamarkettosatisfyaneedorwant.第13页/共41页第十三页，共42页。Thisadoffersaproducttomeet“sensitive”needsoftheolderchild.MarketinginAction1-14第14页/共41页第十四页，共42页。

Value:

thedifferencebetweenthevaluesthecustomergainsfromowningandusingaproductandthecostsofobtainingtheproduct.第15页/共41页第十五页，共42页。DiscussionQuestionsCustomerSatisfaction

Whenhaveyou,personally,beenextremelysatisfiedordissatisfiedwithaproduct?Why?Whyisitsodifficultforcompaniestodelivervaluetoconsumers?MarketinginAction1-16第16页/共41页第十六页，共42页。Satisfaction:

thatdependsonhowwelltheproduct’sperformancelivesuptothecustomer’sexpectations.第17页/共41页第十七页，共42页。Exchange:

theactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.第18页/共41页第十八页，共42页。Transaction:

atradeofvaluesbetweentwoparties.第19页/共41页第十九页，共42页。

Market:

thesetofallactualandpotentialbuyersofaproductorservice.第20页/共41页第二十页，共42页。

Needs、wants,demandsMarketingoffersValueandsatisfactionExchange,trasactions,andrelationshipsMarkets第21页/共41页第二十一页，共42页。Whatismarketing?第22页/共41页第二十二页，共42页。Ⅲ.MarketingManagementorientations1、怎样看待顾客和市场？2、企业应以怎样的观念和思想去指导生产经营活动？第23页/共41页第二十三页，共42页。ProductionconceptProductconceptSellingconceptMarketingconceptSocietalmarketingconceptMarketingOrientations第24页/共41页第二十四页，共42页。ProductionConceptProductConceptSellingConceptMarketingConceptSocietalMarketingConceptCustomer-DrivenMarketingOrientations第25页/共41页第二十五页，共42页。theproductionconcepts:

Itholdsthatconsumerswillfavorproductsthatareavailableandhighlyaffordalble.Managementshouldfocusonimprovingproductionanddistributionefficiency.第26页/共41页第二十六页，共42页。

theproductconcept:Itholdsthatconsumerswillfavorproductsthatofferthemostinquality,performance,andinnovativefeatures.Managementshoulddevoteenergytomakingcontinuousproductimprovement.第27页/共41页第二十七页，共42页。

thesellingconcept:

Itholdsthatconsumerswillnotbuyenoughofthefirm’sproductsunlessitundertakesalarge-scalesellingandpromotioneffort.Itistypicallypracticedwithunsoughtgoodsthosethatbuyersdonotnormallythinkofbuying,suchasinsureanceorblooddonations.第28页/共41页第二十八页，共42页。Themarketingconcept:Itholdsthatachievingorganizationalgoalsdependsonknowingtheneedsandwantsoftargetmarketsanddeliveringthedesiredsatisfactionsbetterthancompetitorsdo.Underthemarketingconcept,customerfocusandvaluearethepathstosalesandprofits.第29页/共41页第二十九页，共42页。Thesocietalmarketingconcept:Itholdsthattheorganizationshoulddeterminetheneeds,wants,andinterestsoftargetmarkets.Itdeliverssuperiorvaluetocustomersinawaythatmaitainsorimprovestheconsumer’sandthesociety’well-being.第30页/共41页第三十页，共42页。Marketing&SalesOrientationsContrastedFactoryExistingProductsSellingandPromotingProfitsthroughVolumeMarketCustomerNeedsIntegratedMarketingProfitsthroughSatisfactionTheSellingConceptTheMarketingConceptStartingPointFocusMeansEnds第31页/共41页第三十一页，共42页。Whetheraretheresomelimitationstoamarketingorientationornot?第32页/共41页第三十二页，共42页。LimitationstoaMarketingOrientationMaynotbeappropriatewhendemandgreaterthanorlessthansupply.Mayoveremphasizecustomersatexpenseofemployeesandsuppliers.Ignorescompetitors.第33页/共41页第三十三页，共42页。Implement&ControlAnOverviewofMarketingManagementUnderstandCustomers&MarketDevelopMarketingMixesProduct PricePlacement PromotionDevelopMarketingPlans&Strategies第34页/共41页第三十四页，共42页。TheMarketingPlanTransformsthemarketingstrategyintoactionIncludesthemarketingmixandthe4P’sofmarketingProductPricePlacePromotion第35页/共41页第三十五页，共42页。BuildingCustomerRelationshipsCRM–Customerrelationshipmanagement...

“istheoverallprocessofbuildingandmaintainingprofitablecustomerrelationshipsbydeliveringsuperiorcustomervalueandsatisfaction.Itdealswithallaspectsofacquiring,keepingandgrowingcustomers.”第36页/共41页第三十六页，共42页。MarketingLandscapeDigitalageGlobalizationEthicsandsocialresponsibilityNot-for-profitmarketingMarketingrelationshipsAdvancesincomputers,telecommunicationsinformation,transportationCustomerresearchandtrackingProductdevelopmentDistributionNewadvertisingtools24/7marketingthroughtheInternetChallenges第37页/共41页第三十七页，共42页。MarketingLandscapeDigitalageGlobalizationEthicsandsocialresponsibilityNot-for-profitmarketingMarketingrelationshipsGeographicalandculturaldistanceshaveshrunkGreatermarketcoverageMoreoptionsforpurchasingandmanufacturingIncreasedcompetitionfromforeigncompetitorsChallenges第38页/共41页第三十八页，共42页。MarketingLandscapeDigitalageGlobalizationEthicsandsocialresponsibilityNot-for-profitmarketingMarketingrelationshipsMarketersneedtotakegreatresp