市場營銷第一節(jié)

市場營銷第一節(jié)PartOne:

UnderstandingofMarketing(Chapter1-Chapter4)Whataretheydoing?Whataretheyneed?

3WhatisMarketing?

Oldsense:makingasale–“tellingandselling”Newsense:satisfyingcustomerneeds

4

MarketingDefined(P.5)Asocialandmanagerialprocesswherebyindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers.市場營銷是個人或組織通過創(chuàng)造、提供并同他人交換價值的產(chǎn)品或價值，以滿足各自的需要和欲求的一種社會活動和管理過程。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

（生產(chǎn)觀念）

Themanagementshouldonlyfocusonimprovingproductionanddistributionefficiency.Productconcept

（產(chǎn)品觀念）

Theorganizationshoulddevoteitsenergytomakingcontinuousproductimprovements.

16

Sellingconcept

(推銷觀念）

Theconsumerswillnotbuyenoughoftheorganization’sproductsunlesstheorganizationundertakesalarge-scalesellingandpromotioneffort.Marketingconcept

（營銷觀念）

Toachievingorganization’sgoalsdependsondeterminingtheneedsandwantsoftargetmarketsanddeliveringthedesiredsatisfactionsmoreeffectivelyandefficientlythancompetitorsdo.17

Thesellingandmarketingconceptscontrasted(P.13)FactoryStartingpointFocusMeansEndsExistingproductsSellingandpromotingProfitthroughsalesvolumeMarketCustomerneedsIntegratedMarketing（整合營銷）ProfitthroughCustomersatisfactionThesellingconceptThemarketingconcept18

Societalmarketingconcept

(社會營銷觀念）

Theorganizationshoulddeliverthedesiredsatisfactionstotheirtargetmarketeffectivelyandefficientlyinawaythatmaintainsorimprovestheconsumer’sandsociety’swellbeing.19

SocietalMarketingconcept

（社會營銷觀念P.14）

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

Bionomicsmarketingconcept

(生態(tài)學(xué)營銷觀念）

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原始營銷FormulatedMarketing程式營銷IntrepreneurialMarketing創(chuàng)新營銷28

Thecompany’sstrategicplanning

(P.41)DefiningthecompanymissionSettingcompanyobjectivesandgoalsDesigningthebusinessportfolioPlanning,marketingAndotherFunctionalstrategies

CorporateleverBusinessunitProductandmarket明確公司使命設(shè)定公司目標(biāo)規(guī)劃業(yè)務(wù)組合制定營銷計劃29

TheBCGmatrix

(P.47)MarketinggrowthrateLowhighRelativemarketshareHighlowStarDogQuestionmarkCashcow3020181614108642010x4x2x1.5x1x0.5x0.4x0.3x0.2x0.1x市場成長率%654321178明星類問題類金牛類瘦狗類“波士頓矩陣”示意圖相對市場占有率31

Product-marketexpansiongrit

(P.48)ExistingmarketsExistingproductsNewmarketsNewproductsMarketpenetrationMarketdevelopmentDiversificationproductdevelopment32Themarketingprocess(P.54)

ProfitableCustomerrelationshipsMarketsegmentationTargetmarketingMarketpositioningProductPricePlacePromotionMarketinganalysisMarketingplanningMarketingimplementationMarketingcontrolMarketingintermediariesCompetitorsPublcsSuppliers33MajorForceShapingtheInternetAge(P.71)

TheDigitalAge

DigitalizationconnectivityTheexplosionoftheinternetNewtypesofintermediariesCustomizationandcustomerization34

Customization(定制化）involvestakingtheinitiativetocustomizethemarketo