現(xiàn)代營(yíng)銷(xiāo)學(xué)課件：Chapter 1 MARKETING IN A CHANGING WORLD CREATING CUSTOMER VALUE AND SATISFACTION

1、MARKETING An Introduction教材與參考書(shū)Textbook and References1.蘇亞民 主編，現(xiàn)代營(yíng)銷(xiāo)學(xué)（第5版）經(jīng)貿(mào)出版社 2007 2. Philip Kotler, Gary Armstrong，Contemporary Marketing, Prentice Hall, 19973. Willian D. Perreault, Jr.，E. Jerome McCarthy, Basic Marketing（12/e）, McGraw Hill, 2002導(dǎo)論1.營(yíng)銷(xiāo)在企業(yè)管理中的地位與作用2.營(yíng)銷(xiāo)的實(shí)質(zhì)？3.誰(shuí)在營(yíng)銷(xiāo)？4.營(yíng)銷(xiāo)的基本概念：需要5.營(yíng)銷(xiāo)的哲

2、學(xué) Whys marketing so important?市場(chǎng)營(yíng)銷(xiāo)是市場(chǎng)經(jīng)濟(jì)中重要的經(jīng)濟(jì)活動(dòng)市場(chǎng)營(yíng)銷(xiāo)是中國(guó)經(jīng)濟(jì)發(fā)展中最迫切的任務(wù) 也是最薄弱的環(huán)節(jié)市場(chǎng)營(yíng)銷(xiāo)人才是中國(guó)急需的人才市場(chǎng)營(yíng)銷(xiāo)是企業(yè)管理人員必須具備的知識(shí)后金融危機(jī)：新的發(fā)展方式、新的增長(zhǎng)點(diǎn) 案例：?jiǎn)滩妓古c伊士曼，蘋(píng)果與柯達(dá)喬布斯將創(chuàng)新轉(zhuǎn)變?yōu)槭袌?chǎng)價(jià)值蘋(píng)果產(chǎn)品：技術(shù)+藝術(shù)+營(yíng)銷(xiāo)的結(jié)合中國(guó)產(chǎn)業(yè)升級(jí)：OEAOEMODMOBM 中國(guó)的出口值被高估25%中國(guó)在整個(gè)產(chǎn)品價(jià)值中只有10%管理學(xué)的學(xué)科結(jié)構(gòu) 與管理者的知識(shí)結(jié)構(gòu)理論基礎(chǔ)：宏觀(guān)經(jīng)濟(jì)學(xué)、微觀(guān)經(jīng)濟(jì)學(xué)、管理經(jīng)濟(jì)學(xué)、國(guó)際經(jīng)濟(jì)學(xué)、管理心理學(xué)、運(yùn)籌學(xué)、企業(yè)管理核心課程：會(huì)計(jì)學(xué)、財(cái)務(wù)學(xué)、生產(chǎn)與作業(yè)管理（O

3、M）、組織行為學(xué)（MIS）、市場(chǎng)營(yíng)銷(xiāo)、戰(zhàn)略管理、企業(yè)倫理專(zhuān)業(yè)（業(yè)務(wù)）課程：庫(kù)存管理、物流管理、供應(yīng)鏈管理、質(zhì)量管理、生產(chǎn)過(guò)程控制消費(fèi)心理、廣告學(xué)、公共關(guān)系、商務(wù)溝通、服務(wù)營(yíng)銷(xiāo)、銷(xiāo)售管理、采購(gòu)與銷(xiāo)售、市場(chǎng)調(diào)研、零售學(xué)、國(guó)際市場(chǎng)營(yíng)銷(xiāo)、網(wǎng)絡(luò)營(yíng)銷(xiāo)市場(chǎng)營(yíng)銷(xiāo)在管理學(xué)科中的地位學(xué)科 研究對(duì)象和范疇財(cái)務(wù)管理 資金流、資本流 Cash/capital transformation生產(chǎn)與作業(yè) 物流、產(chǎn)品流 transaction, transmission 管理 Logistics, raw materials, products, services 營(yíng)銷(xiāo)在企業(yè)管理中的地位德魯克：管理實(shí)踐（Drucker， Th

4、e Practice of Management）Because it is its purpose to create a customer， any business enterprise has two and only those twobasic functions：marketing and innovationThey are the entrepreneurid functionMarketing is the distinguishing, the unique function of the business.Any organization that fulfills i

5、tself through marketing a product or service, is a business. 學(xué)科 研究對(duì)象和范疇信息管理 信息流 information, internet, intelligence組織行為學(xué) Human resource, OB/人力資源 Human capital, Hierarchy市場(chǎng)營(yíng)銷(xiāo)？ 價(jià)值流 Volume Value市場(chǎng)營(yíng)銷(xiāo)在管理學(xué)科中的地位人才流、知識(shí)流市場(chǎng)營(yíng)銷(xiāo)學(xué)的真諦通過(guò)顧客需求滿(mǎn)足顧客獲得產(chǎn)品價(jià)值實(shí)現(xiàn)企業(yè)的利潤(rùn)最大化企業(yè)實(shí)現(xiàn)市場(chǎng) 價(jià)值 市場(chǎng)營(yíng)銷(xiāo)市場(chǎng)價(jià)值的最大化價(jià)值判斷市場(chǎng)分析目標(biāo)市場(chǎng)市場(chǎng)定位價(jià)值設(shè)計(jì)產(chǎn)品/服務(wù)設(shè)計(jì) （營(yíng)運(yùn)模式

6、設(shè)計(jì)）概念測(cè)試價(jià)值創(chuàng)造產(chǎn)品研發(fā) 產(chǎn)品生產(chǎn)價(jià)值傳遞推廣/溝通配送通路價(jià)值實(shí)現(xiàn)銷(xiāo)售購(gòu)買(mǎi)服務(wù)產(chǎn)品供給價(jià)值回饋體驗(yàn)品牌信念/忠誠(chéng)誰(shuí)在進(jìn)行營(yíng)銷(xiāo)奧斯卡頒獎(jiǎng)晚會(huì)泰囧的票房營(yíng)銷(xiāo)策略面料展/車(chē)展NBA和CBA營(yíng)銷(xiāo)的職業(yè)生涯咨詢(xún)公司：戰(zhàn)略規(guī)劃/營(yíng)銷(xiāo)策劃/市場(chǎng)研究專(zhuān)業(yè)公司：廣告公司/推廣公司/品牌公司企事業(yè)：企業(yè)主管/營(yíng)銷(xiāo)經(jīng)理/營(yíng)銷(xiāo)總監(jiān)/ 品牌經(jīng)理營(yíng)銷(xiāo)部門(mén)：營(yíng)銷(xiāo)策劃/市場(chǎng)研究/銷(xiāo)售部門(mén)商業(yè)流通企業(yè)：批發(fā)/零售東華大學(xué)的營(yíng)銷(xiāo)專(zhuān)業(yè)具有特色的市場(chǎng)營(yíng)銷(xiāo)教育實(shí)踐/特長(zhǎng)具有創(chuàng)造精神的學(xué)生團(tuán)隊(duì)創(chuàng)造力/活力具有學(xué)術(shù)素養(yǎng)的教師梯隊(duì)研究/咨詢(xún)/教學(xué)PART 1UNDERSTANDING MARKETING AND THE MARKET

7、ING MANAGEMENT PROSESSChapter 1 MARKETING IN A CHANGING WORLD: CREATING CUSTOMER VALUE AND SATISFACTIONContentsWhat Is Marketing?Marketing ManagementMarketing Management PhilosophiesMarketing Challenges in a New CenturyWhat is Marketing/ Market EconomySupply Demand Value allocation of Resource&Profi

8、t(price)A system: markets of products(goods), services, labor, capital, Information A values: standard, priority, criteria，norm 不管黑貓、白貓，抓住老鼠就是好貓A mechanism: 分梨，分粥，rule，law，regulation， 契約What Is Marketing?Needs, Wants, and DemandsProductsValues and SatisfactionExchange, Transactions, and Relationship

9、sMarketsMarketingCore marketing conceptsNeeds, Wants and DemandsNeeds: States of felt deprivation.Wants: The form taken by human needs as they are shaped by culture and individual personality.Demands: Human wants that are backed by buying power.Products Anything that can be offered to a market for a

10、ttention , acquisition, use , or consumption that might satisfy a want or need. It includes physical objects, services, persons, places, organizations, and ideas. Value and SatisfactionCustomer value: The consumers assessment of the products overall capacity to satisfy his or her needs. The differen

11、ce between total customer benefit and total customer cost of a marketing offer-”profit” to the customer.Customer satisfaction: The extent to which a products perceived performance matches a buyers expectations. If the products performance falls short of expectations, the buyer is dissatisfied . If p

12、erformance matches or exceeds expectations, the buyer is satisfied or delighted. Exchange, Transactions, and RelationshipsExchange: The act of obtaining a desired object from someone by offering something in return.Transaction: A trade between two parties that involves at least two things of value,

13、agreed-upon conditions, a time of agreement, and a place of agreement.Relationship Marketing: The process of creating, maintaining, and enhancing strong,value-laden relationships with customers and other stakeholders. Markets and MarketingMarkets: The set of all actual and potential buyers of a prod

14、uct or service.Marketing: A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with othersCore marketing conceptsCore marketing conceptsNeeds, wants, and demandsProductsValue, satisfaction, and quality Excha

15、nge, transactions, and relationshipsMarkets Main actors and forces in a modern marketing system Figure 1-2SuppliersCompany(market)CompetitorsMarketing intermediariesEnd user marketMarketing ManagementMarketing management: The analysis, planning, implementation, and control of programs designed to cr

16、eate, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives. Demand ManagementBuilding Profitable Customer RelationshipsMarketing Management Philosophies(1)The Production Concept: The philosophy that consumers will favor products that are

17、available and highly affordable and that management should therefore focus on improving production and distribution efficiency.The Product Concept: The idea that consumers will favor products that offer the most quality, performance, and features and that the organization should therefore devote its

18、 energy to making continuous product improvements. A detailed version of the new-product idea stated in meaningful consumer terms.The Selling Concept: The idea that consumers will not buy enough of the organizations product unless the organization undertakes a large-scale selling and promotion effor

19、t.Marketing Management Philosophies(2)The Marketing Concept: The marketing management philosophy that holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do.(

20、Figure 1-3)The Societal Marketing Concept: The idea that the organization should determine the needs, wants, and interests of target markets and deliver the desired satisfactions more effectively and efficiently than competitors in a way that maintains or improves the consumers and societys well-bei

21、ng.(Figure 1-4)硬策略軟策略巧策略案例：環(huán)保設(shè)備如何營(yíng)銷(xiāo)？能回收廢水余熱的技術(shù)裝備如何營(yíng)銷(xiāo)？賣(mài)設(shè)備租設(shè)備，收取租金租設(shè)備提供服務(wù)收租金+服務(wù)費(fèi)送設(shè)備獲利（成本節(jié)約，能源節(jié)?。┑姆殖蓮膰?guó)家政府獲得政策支持保護(hù)環(huán)境獲得政策支持，社會(huì)聲譽(yù)Figure 1-3 The selling and marketing concepts contrastedStarting pointFocusMeansEndsFactoryExisting productsSelling and promotingProfits through sales volumeThe Selling ConceptMarketCustomer needsIntegrated marketingProfits through customer satisfactionThe mar