市场营销第一节

市场营销第一节PartOne:

UnderstandingofMarketing(Chapter1-Chapter4)Whataretheydoing?Whataretheyneed?

3WhatisMarketing?

Oldsense:makingasale–“tellingandselling”Newsense:satisfyingcustomerneeds

4

MarketingDefined(P.5)Asocialandmanagerialprocesswherebyindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers.市场营销是个人或组织通过创造、提供并同他人交换价值的产品或价值，以满足各自的需要和欲求的一种社会活动和管理过程。5

Coremarketingconcepts(P.6)CoreMarketingConceptsNeeds,Wants,andDemandsProductsandServicesValue,Satisfaction,

MarketsExchange,Transactions,andrelationships6

Needs,WantsandDemands(P.6)Statesoffeltdeprivation（或缺）.Theformtakenbyhumanneedsastheyareshapedbycultureandindividualpersonality.Humanwantsthatarebackedbybuyingpower.

NeedsWandsDemands7

ProductandService

(P.6-7)Anythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyawantorneed.Anyactivityorbenefitthatonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultintheownershipofanything.ProductService8

Value,Satisfaction

(P.9)Thedifferencebetweenthevaluesthecustomergainsfromowningandusingaproductandthecostofobtainingtheproduct.Theextenttowhichaproduct’sperceivedperformancematchesabuyer’sexpectations.CustomervalueCustomersatisfaction9

Exchange,TransactionandRelationships

theactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.

atradebetweentowpartiesthatinvolvesatleasttowthingsofagreement,andaplaceofagreement.ExchangeTransactions10

Relationshipmarketing(P.9)

Theprocessofcreating,maintaining,andenhancingstrong,value-ladenrelationshipswithcustomersandotherstakeholders.Market(P.10)thesetofallactualandpotentialbuyersofaproductorservice.11

AsimplemarketingsystemIndustry(acollectionofsellers)Market(acollectionofbuyers)Products-serviceMoneyCommunicationInformation12

Mainactorsandforcesinamodernmarketingsystem

(P.10)SuppliersEndusermarketCompany(marketer)CompetitorsMarketingintermediariesEnvironment13

Demarketing

(P.11)Marketingtoreducedemandtemporarily;theaimisnottodestroydemandbutonlytoreduceorshiftit.14

Marketingmanagementphilosophies(P.12-14)ProductionconceptProductconceptSellingconceptMarketingconceptSocialmarketingconcept15

Productionconcept

（生产观念）

Themanagementshouldonlyfocusonimprovingproductionanddistributionefficiency.Productconcept

（产品观念）

Theorganizationshoulddevoteitsenergytomakingcontinuousproductimprovements.

16

Sellingconcept

(推销观念）

Theconsumerswillnotbuyenoughoftheorganization’sproductsunlesstheorganizationundertakesalarge-scalesellingandpromotioneffort.Marketingconcept

（营销观念）

Toachievingorganization’sgoalsdependsondeterminingtheneedsandwantsoftargetmarketsanddeliveringthedesiredsatisfactionsmoreeffectivelyandefficientlythancompetitorsdo.17

Thesellingandmarketingconceptscontrasted(P.13)FactoryStartingpointFocusMeansEndsExistingproductsSellingandpromotingProfitthroughsalesvolumeMarketCustomerneedsIntegratedMarketing（整合营销）ProfitthroughCustomersatisfactionThesellingconceptThemarketingconcept18

Societalmarketingconcept

(社会营销观念）

Theorganizationshoulddeliverthedesiredsatisfactionstotheirtargetmarketeffectivelyandefficientlyinawaythatmaintainsorimprovestheconsumer’sandsociety’swellbeing.19

SocietalMarketingconcept

（社会营销观念P.14）

SocialmarketingconceptSociety(Humanwelfare)Customers(Wantssatisfaction)Company(Profits)ThreeconsiderationsunderlyingtheSocietalmarketingconcept20

Bionomicsmarketingconcept

(生态学营销观念）

Tofindthemarketdemandsthatfirm’sresourcescanbematchto.“6R”:Righttime,Rightplace,Rightproduct,Rightprice,Rightway,toRightcustomer

21

Marketingin“connected”millennium

(P.23)ConnectingtechnologiesComputerInformationCommunicationTransportationConnectionswithCustomersConnectionswithWorldaroundusConnectionswithMarketingpartners22

MarketingconnectionsConnectionswithCustomerConnectingmoreselectivelyConnectingforlifeConnectingdirectlyConnectionswithMarketingpartnerConnectinginsideThecompanyConnectingwithoutsidepartners

ConnectionswiththeworldaroundusGlobalconnectionsConnectionswithvaluesAndresponsibilityBroadenedconnections23

Marketingconnectionsintransition

（P.33)TheOldMarketingThinking

TheNewMarketingThinkingConnectionswithcustomersBesalesandproductcenteredPracticemassmarketingFocusonproductsandsalesMakesalestocustomerGetnewcustomersGrowshareofmarketServeanycustomerCommunicatethroughmassmediaMackstandardizedproductsConnectionswithcustomersBemarketandcustomercenteredTargetselectedmarketsegmentsorindividualsFocusoncustomersatisfactionandvalueDevelopcustomerrelationshipsKeepoldcustomersGrowshareofcustomerServeprofitablecustomer,“fire”losingonesConnectwithcustomersdirectlyDevelopcustomizedproductsConnectionswithmarketingpartnersLeavecustomersatisfactionandvaluetosalesandmarketingGoitaloneConnectionswithmarketingpartnersEnlistalldepartmentsinthecauseofcustomersatisfactionandvaluePartnerwithotherfirmConnectionwiththeworldaroundusMarketlocallyAssumeprofitresponsibilityMarketforprofitsConductcommerceinmarketplaceConnectionwiththeworldaroundusMarketlocallyandgloballyAssumesocialandenvironmentalresponsibilityMarketfornonprofitsConducte-commerceinmarketplace24

Marketingmanagement

(olddefine)theanalysis,planning,implementation,andcontrolofprogramdesignedtocreate,build,andmaintainbeneficialexchangeswithtargetbuyersforthepurposeofachievingorganizationalobjectives.25Marketingmanagement

(newdefineP.11)Theartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththem.Thisinvolvesgetting,keeping,andgrowingcustomersthroughcreating,deliveringandcommunicatingsuperiorcustomervalue.Thusitinvolvesmanagingdemand,whichinturninvolvesmanagingcustomerrelationships.26

ThetasksofMarketingmanagement

(P.14)DemandManagementBuildingProfitableCustomerRelationshipsMarketingManagementPractice27

Marketingpracticestages

EntrepreneurialMarketing原始营销FormulatedMarketing程式营销IntrepreneurialMarketing创新营销28

Thecompany’sstrategicplanning

(P.41)DefiningthecompanymissionSettingcompanyobjectivesandgoalsDesigningthebusinessportfolioPlanning,marketingAndotherFunctionalstrategies

CorporateleverBusinessunitProductandmarket明确公司使命设定公司目标规划业务组合制定营销计划29

TheBCGmatrix

(P.47)MarketinggrowthrateLowhighRelativemarketshareHighlowStarDogQuestionmarkCashcow3020181614108642010x4x2x1.5x1x0.5x0.4x0.3x0.2x0.1x市场成长率%654321178明星类问题类金牛类瘦狗类“波士顿矩阵”示意图相对市场占有率31

Product-marketexpansiongrit

(P.48)ExistingmarketsExistingproductsNewmarketsNewproductsMarketpenetrationMarketdevelopmentDiversificationproductdevelopment32Themarketingprocess(P.54)

ProfitableCustomerrelationshipsMarketsegmentationTargetmarketingMarketpositioningProductPricePlacePromotionMarketinganalysisMarketingplanningMarketingimplementationMarketingcontrolMarketingintermediariesCompetitorsPublcsSuppliers33MajorForceShapingtheInternetAge(P.71)

TheDigitalAge

DigitalizationconnectivityTheexplosionoftheinternetNewtypesofintermediariesCustomizationandcustomerization34

Customization(定制化）involvestakingtheinitiativetocustomizethemarketo