菲利普科特勒营销管理英文讲义-中国经济管理大学.docx

逡用教材 管桶管理成利普耕特勒着第十一版 上海经济出版社第一章导论：21世纪的市场营销学学习目的ffl明确从卖方角度定义的市场概念，掌握市场营销的内涵。由领会和理解与市场营销相关的一系列基本概念。由了解市场营销的产生和发展。由认识市场营销学的学科性质，明确宏观市场营销与微观市 场营销的研究思路和内容。H认识市场营销对企业经济活动的意义，知晓研究市场营销 的主要方法。教学重点：市场营销的内涵。教学难点：如何准确理解市场营销的内涵？教学时数：4 （讲授、案例、讨论）教学内容与步骤：Chapter 1Introduction to the MarketingKotler on MarketingThe future is not ahead of us, it has already happened. Unfortunately it is unequally distributed among companies, industries, and nationsChapter ObjectivesIn this chapter, we focus on two questions:What is the new economy like?What are the tasks of marketing?What are the major concepts and tools of marketing?How are companies and marketers responding to the new challenges?What are customer value and satisfaction, and how can companies deliver them?How can companies both attract and retain customers?How can companies improve both customer and company profitability?Today it is fashionable to talk about the new economy. We hear that businesses are operating in a globalizes economy; that things are moving at a nanosecond pace; that our markets are characterized by hyper-competition; that disruptive technologies are challenging every business; and that business must adapt to the empowered consumer.The old economy seemed simpler it was based on the Industrial Revolution and on man-aging manufacturing industries. Manufacturers applied certain principles and practices for the successful operation of their factories. They standardized products in order to bring down costs. They aimed to continually expand their market size to achieve economies of scale. They tended to replicate their procedures and policies in every geographic market. The goal was efficiency; and to accomplish this, the firm was managed hierarchically, with a boss on top issuing orders to middle managers, who in turn guided the workers.The new economy, in contrast, is based on the digital revolution and the management of information. Infbnnation has a number of attributes. It can be infinitely differentiated, customized, and personalized. It can be dispatched to a great number of people who are on a network and it can reach them with great speed. To the extent that the information is public and accessible, people will be better informed and able to make better choices.I Defining Marketing for the twenty-first century1. The new economyThe digital revolution has placed a whole neb* set of capabilities in the hands of consumers and businesses. Consider what consumers have today that they didn't have yesterday:A substantial increase in buying power. Buyers today are only a click away from comparing competitor prices and product attributes. They can get answers on the Internet in a mater of seconds. They don't need to drive to stores, park, wait on line, and hold discussions with salespeople. On P, consumers can even name the price the, wan t to pay from a hotel room airline ticket, or mortgage and see if there are any willing supplier.Business buyers can run a reverse auction where sellers compete during a given time period to capture the buyefs business. Buyers can join with others to aggregate their purchases to achieve deeper volume discounts.A greater variety of available goods and services. Today a person can order almost anything over the Internet: furniture (Ethan Allen), washing machines (Sears), management consulting ("Ernie), medical advice (cyberdocs). A advertises itself as the world's largest bookstore, with over 3 million hooks; no physical bookstore can match this. Furthermore, buyers can order these goods from anywhere in the world, which helps people living in countries with very limited local offerings to achieve great savings.A great amount of information about practically anything. People can read almost any new paper in any language from anywhere in the world. They can access on line encyclopedias, dictionaries, medical information, movie ratings, consumer reports, and countless other information sources.A greater case in interacting and placing and receiving orders. Today*s buyers can place orders from home, office, or mobile phone 24 hours a day; 7 days a week, and the orders will be delivered to their home or office quickly.An ability to compare notes on products and services. Today's customers can enter a chat room centered on some area of common interest and exchange information and opinions.Women can visit village to discuss common family problems; movie lovers can visit any number of movie chat rooms to share ideas.Today's companies so have a new set of capabilities:Companies can operate powerful new information and sales channel with augmented geographical reach to inform and promote their business and products.Companies can collect fuller and richer information about markets, customers, prospects, and competitors.Companies can facilitate and speed up internal communication among their employees.Companies can have two-way communications with customers and prospects, and more efficient transactions.Companies arc now able to sent ads, coupons, samples, and information to customers who have requested these items or have given the company permission to send them.Companies can customize offerings and services to individual customers.Companies can improve purchasing, recruiting, training, and internal and external communications.Companies can substantially improve logistics and operations for substantial cost savings while improving accuracy and service quality.The new capabilities unleashed by the information age will lead to substantially new forms of marketing and business. The industrial age was characterized by mass-production and mass-consumption, stores overstuffed with inventory, ads everywhere, and rampant discounting. The information age promises to lead to more accurate levels of production, more targeted communications, and more relevant pricing.2. Marketing TaskA recent book entitled Radical Marketing praises companies such as Harley-Davidson, Virgin Atlantic Airways, and Boston Beer for succeeding by breaking all the rules o f marketing. Instead of commissioning expensive marketing research, spending huge sums on mass advertising, and operating large marketing departments, these companies stretched their limited resources, stayed in close contact with their customers, and created more satisfying solutions to customer needs. They fbnned buyers* clubs, used creative public relations, and focused on delivering high product quality and winning long term customer loyalty. (See "Marketing Insight: The Ten Rules of Radical Marketing*)We can distinguish three stages through which marketing practice might pass:1. Entrepreneurial marketing: Most complies ate started by individuals who live by their wits. They visualize an opportunity and knock on every door to gain attention.2. Formulated marketing: As small companies achieve success, they inevitably move toward more formulated marketing.3. Entrepreneurial marketing; Many large companies get stuck in fbnnulated marketing, poring over the latest Nielsen numbers, scanning market search reports, trying to fine-tune dealer relations and advertising merges.3. The Scope of MarketingMarketing is typically seen as the task of creating, promoting, and delivering goods and services to consumers and businesses, Marketers alp skilled in stimulating demand fbr a company's products, but this is too limited a view of the tasks marketers perfbnns. Just as production and logistics professionals are responsible fbr supply management, marketers are responsible fbr demand management. Marketing managers seek to influence the level, timing, and composition of demand to meet the organization's objectives.Marketing people are involved in marketing 10 types of entities: goods, services, experiences, events, persons, places, properties, organizations, information, and ideas4. The Decisions Marketers MakeMarketing managers face a host of decisions, from major ones such as what product features to design into an product, how many salespeople to hire, or how much to spend on advertising, to minor decisions such as the exact wording or color fbr new packaging. The “Marketing Memo: Marketers* Frequently Asked Questions* lists many of the questions marketing managers ask, which will be examined in this bookThese questions vary in importance in different marketplaces. Consider the following four markets: consumer, business, global, and nonprofit.5. Marketing Concepts and ToolsMarketing boasts a rich array of concepts and tools. We will first define marketing, and then describe its major concepts and tools.Defining marketingWe can distinguish between a social and a managerial definition of marketing. A social definition shows the role marketing plays in society. One marketer said that marketing's role is to “deliver a higher standard of living". Here is a social definition that serves our purpose: Marketing is a societal process by which individuals and groups obtain what they need and want through creating, oflcring, and, freely exchanging products and services of value with others. For a managerial definition, marketing has often been described as "tile art of selling products,*' but people are surprised when they hear that the most important part of marketing is not selling! Selling is only tile tip of tile marketing iceberg.Core marketing conceptsMarketing can be further understood by defining several of its core concepts.TARGET MARKETS AND SEGMENTATION A marketer can rarely satisfy everyone in a market. Not everyone likes the same soft drink, hotel room, restaurant, automobile, college, and movie. Therefore, marketers start by dividing up tile market. They identify and profile distinct groups of buyers who might prefer or require varying product and services mixes. Market segments can be identified by examining demographic, psycho-graphic, and behavioral differences among buyers. The marketer then decides which segments present tile greatest opportunities-which are its target markets. For each chosen target market, the firm develops a market offering. The offering is positioned in the minds of the target buyers as delivering some central benefit(s).MARKETPLACE, MARKETSPACE, AND METAMARKET Businesspeople often use the term market to cover various groupings of customers They talk about need markets (the diet-seeking market), product markets (fire shoe market), demographic markets (the youth market), and geographic markets (the French market); or they extend the concept to cover other markets, such as voter markets, labor markets, and donor markets.MARKETERS AND PROSPECTS a marketer is someone seeking a response (attention, a purchase, a vote, a donation) from another party, called the prospect. If two parties arc seeking to sell something to each other, we call them both marketers.NEEDS, WANTS, AND DEMANDS The marketer must try to understand the target markefs needs, wants, and demands, Needs are the basic human requirements, People need food, air, water, clothing, and shelter to survive. People also have strong needs fbr recreation, education, and entertainment. These needs become wants when they arc directed to specific objects that might satisfy the need.PRODUCT OFFERING AND BRAND Companies address needs by putting forth a value proposition, a set of benefits they offer to customers to satisfy their needs. The intangible value proposition is made physical by an offering, which can be a combination of products, services, information, and experiences.VALUE AND SATISFACYION The oflering will be successful if it delivers value and satisfaction to the target buyer. The buyer chooses between different offerings on the basis of which is perceived to deliver the most value. Value can be seen as primarily a combination of quality, service, and price (QSP), called the customer value triad. Value increases with quality and service and decreases with price.RELATIONSHIPS AND NETWORKS Transaction marketing is part of a larger idea called relationship marketing. Relationship marketing has tile aim of building mutually satisfying long-term relations with key parries-customers, suppliers, distributors-in order to earn and retain their business.'* Marketers accomplish this by promising and delivering high-quality products and services at fair prices to the other parties over time, Relationship marketing builds strong economic, technical, and social tics among the parties, and it cuts down on transaction costs and time. In the most successful cases, transactions move from being negotiated each time to being a matter of routine.MARKETING CHANNELS to reach a target market, tile marketer uses three kinds of marketing channels. Communication channels deliver and receive messages from target buyers, and include newspapers, magazines, radio, television, mail telephone, bill-boards, posters, fliers, CDs, audiotapes, and tile Internet. Beyond these, communications arc conveyed by facial expressions and clothing, the look of retail stores, and many other media. Marketers are increasingly adding dialogue channels (e-marl and toll-free numbers) to counterbalance the more normal monologue channels (such as ads).SUPPLY CHAIN Whereas marketing channels connect the marketer to the target buyers, the supply chain describes a longer chapel stretching from raw materials to components to final products that are carried to final buyers. The supply chain for women's purses starts with hides, and moves through tanning operations, cutting operations, manufacturing, and the marketing channels bringing products to customers. The supply chain represents a value delivery system. Each company captures only a certain percentage of the total value generated by the supply chain. When a company acquires competitors or moves upstream or downstream, its aim is to capture a higher percentage of supply chain value.COMPETITION competition includes all the actual and potential rival oflerings and substitutes that a buyer might consider.MARKETING ENVIRONMENT Competition represents only one force in the environment in which the marketer operates. The marketing environment consists of the task environment and the broad environment.MARKEIING PROGRAM The marketer's task is to build a marketing program or plan to achieve the company's desired objectives. 33to marketing program consists of numerous decisions on the mix of marketing tools to use. The marketing mix is the set of marketing tools the firm uses to pursue its marketing objectives in the target market.6. Company Orientations towards the MarketplaceWe have defined marketing management as the conscious effort to achieve desired exchange outcomes with targets markets, but what philosophy should guide a company's marketing efforts? What relative weights should be given to the interests of the organization, the customers, and society? Ver