市场营销基础篇（英文）（PPT 370页）课件.pptx

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1、2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 Chapter 1Defining Marketing for the Twenty-First CenturyPowerPoint by Karen E.JamesPowerPoint by Karen E.JamesLouisiana State University-ShreveportLouisiana State University-Shreveport0To accompany A Framework for Marketing Management,2nd Edition2003

2、Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 ObjectivesUnderstand the new economy.Learn the tasks of marketing.Become familiar with the major concepts and tools of marketing.Understand the orientations exhibited by companies.1To accompany A Framework for Marketing Management,2nd Edition2003 Prentice

3、Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 ObjectivesLearn how companies and marketers are responding to new challenges.2To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 The New EconomyConsumer benefits from the digital revolution include:Increase

4、d buying power.Greater variety of goods and services.Increased information.Enhanced shopping convenience.Greater opportunities to compare product information with others.3To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 The New EconomyFirm

5、 benefits from the digital revolution include:New promotional medium.Access to richer research data.Enhanced employee and customer communication.Ability to customize promotions.4To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 Marketing Ta

6、sksMarketing practices may pass through three stages:Entrepreneurial marketingFormulated marketingIntrepreneurial marketingAs marketing becomes more formulated,creativity is inhibited.5To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 What

7、Can Be Marketed?GoodsServicesExperiencesEventsPersonsPlacesPropertiesOrganizationsInformationIdeas6To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 Marketing DefinedKotlers social definition:“Marketing is a societal process by which indivi

8、duals and groups obtain what they need and want through creating,offering,and freely exchanging products and services of value with others.”7To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 Marketing DefinedThe AMA managerial definition:“M

9、arketing is the process of planning and executing the conception,pricing,promotion,and distribution of ideas,goods,and services to create exchanges that satisfy individual and organizational objectives.”8To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料

10、库下载中国最大的资料库下载 Core Marketing ConceptsTarget markets and market segmentationMarketplace,market-space,metamarketsMarketers&prospectsNeeds,wants,demandsProduct offering and brandValue and satisfactionExchange and transactionsRelationship and networksMarketing channelsSupply chainCompetitionMarketing en

11、vironmentMarketing program9To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 Core Marketing ConceptsTarget markets&segmentationDifferences in needs,behavior,demographics or psychographics are used to identify segments.The segment served by

12、the firm is called the target market.The market offering is customized to the needs of the target market.10To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 Core Marketing ConceptsShopping can take place in a:Marketplace(physical entity,Low

13、es)Marketspace(virtual entity,Amazon)Metamarkets refer to complementary goods and services that are related in the minds of consumers.Marketers seek responses from prospects.11To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 Core Marketing

14、 ConceptsNeeds describe basic human requirements such as food,air,water,clothing,shelter,recreation,education,and entertainment.Needs become wants when they are directed to specific objects that might satisfy the need.(Fast food)Demands are wants for specific products backed by an ability to pay.12T

15、o accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 Core Marketing ConceptsA Product is any offering that can satisfy a need or want,while a brand is a specific offering from a known source.When offerings deliver value and satisfaction to the

16、buyer,they are successful.13To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 Enhancing ValueMarketers can enhance the value of an offering to the customer by:Raising benefits.Reducing costs.Raising benefits while lowering costs.Raising ben

17、efits by more than the increase in costs.Lowering benefits by less than the reduction in costs.14To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 Core Marketing ConceptsExchange involves obtaining a desired product from someone by offering

18、 something in return.Five conditions must be satisfied for exchange to occur.Transaction involves at least two things of value,agreed-upon conditions,a time of agreement,and a place of agreement.15To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大

19、的资料库下载 Core Marketing ConceptsRelationship marketing aims to build long-term mutually satisfying relations with key parties,which ultimately results in marketing network between the company and its supporting stakeholders.16To accompany A Framework for Marketing Management,2nd Edition2003 Prentice H

20、all,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 Core Marketing ConceptsMarketing ChannelsCommunication channelsDistribution channelsService channelsDeliver messages to and receive messages from target buyers.Includes traditional media,non-verbal communication,and store atmospherics.17To accompany A Framework for

21、Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 Core Marketing ConceptsMarketing ChannelsCommunication channelsDistribution channelsService channelsDisplay or deliver the physical products or services to the buyer/user.18To accompany A Framework for Marketing Managem

22、ent,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 Core Marketing ConceptsMarketing ChannelsCommunication channelsDistribution channelsService channelsCarry out transactions with potential buyers by facilitating the transaction.19To accompany A Framework for Marketing Management,2nd Edi

23、tion2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 Core Marketing ConceptsA supply chain stretches from raw materials to components to final products that are carried to final buyers.Each company captures only a certain percentage of the total value generated by the supply chain.20To accompany A F

24、ramework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 Core Marketing ConceptsFour levels of competition can be distinguished by the level of product substitutability:Brand competitionIndustry competitionForm competitionGeneric competition21To accompany A Frame

25、work for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 Core Marketing ConceptsThe following forces in the broad environment have a major impact on the task environment:DemographicsEconomicsNatural environmentTechnological environmentPolitical-legal environmentSocia

26、l-cultural environment22To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 Core Marketing ConceptsThe marketing program is developed to achieve the companys objectives.Marketing mix decisions include:Product:provides customer solution.Price:

27、represents the customers cost.Place:customer convenience is key.Promotion:communicates with customer.23To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 Company OrientationsThe orientation or philosophy of the firm typically guides marketin

28、g efforts.Several competing orientations exist:Production conceptProduct conceptSelling conceptMarketing conceptCustomer conceptSocietal marketing concept24To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 The Marketing ConceptAchieving org

29、anizational goals requires that company be more effective than competitors in creating,delivering,and communicating customer value.Four pillars of the marketing concept:Target marketCustomer needsIntegrated marketingProfitability25To accompany A Framework for Marketing Management,2nd Edition2003 Pre

30、ntice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 Changes in the MarketplaceGlobalization,technological advances,and deregulation have created many challenges:CustomersBrand manufacturersStore-based retailersBoth companies and marketers have been forced to respond and adjust.26To accompany A Framework for Ma

31、rketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 Chapter 2Adapting Marketing to the New EconomyPowerPoint by Karen E.JamesPowerPoint by Karen E.JamesLouisiana State University-ShreveportLouisiana State University-Shreveport27To accompany A Framework for Marketing Manage

32、ment,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 ObjectivesIdentify the major forces driving the new economy.Understand how business and marketing practices are changing as a result of the new economy.28To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,I

33、nc.来自来自 中国最大的资料库下载中国最大的资料库下载 ObjectivesExplore how the Internet has changed the way marketers use customer databases.Understand how marketers practice customer relationship management.29To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 Driv

34、ers of the New EconomyDigitalization and connectivityThe Internet,intranets&extranets are keyDisintermediation and reintermediationCustomization and customerizationIndustry convergence30To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 Chan

35、ges in Business Practices Old EconomyProduct unit organizationProfitable transactionsFinancial scorecardStockholdersMarketing does the marketing New EconomyCustomer segment organizationLifetime value of customerMarketing scorecardStakeholdersEveryone does the marketing31To accompany A Framework for

36、Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 Changes in Business Practices Old EconomyBuild brands via advertisingCustomer acquisitionNo customer satisfaction measurementOverpromise,underdeliver New EconomyBuild brands via performanceCustomer retentionMeasure cust

37、omer satisfaction and retention ratesUnderdeliver,overpromise 32To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 How Marketing Practices are ChangingE-BusinessSetting up web sitesCustomer relationship marketing33To accompany A Framework fo

38、r Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 How Marketing Practices are Changing:E-businessBusiness practices are changing.E-business uses electronic means and platforms to conduct business.E-commerce web sites facilitate the online sale of products and service

39、s.E-purchasing from online suppliers.E-marketing efforts include those that inform,communicate,promote,and sell products and services over the Internet.34To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 How Marketing Practices are Changing

40、:E-businessInternet DomainsB2CB2BC2CC2BB2C=Business-to-ConsumerBenefits include:greater ordering convenience,lower cost,easier information and price gathering 35To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 How Marketing Practices are C

41、hanging:E-businessInternet DomainsB2CB2BC2CC2BB2B=Business-to-BusinessVolume is 10-15%higher than B2C.Benefits include:lower costs via B2B auctions,buying alliances,greater access to information.36To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大

42、的资料库下载 How Marketing Practices are Changing:E-businessInternet DomainsB2CB2BC2CC2BC2C=Consumer-to-ConsumerTransactions occur via online trading sites such as eBay.Consumers are creating online product information via newsgroup and chat room dialogues.37To accompany A Framework for Marketing Manageme

43、nt,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 How Marketing Practices are Changing:E-businessInternet DomainsB2CB2BC2CC2BC2B=Consumer-to-BusinessFacilitate communication between customer and businesses.38To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall

44、,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 How Marketing Practices are Changing:E-businessBrick and click firms have often faced channel conflict issuesBrick and click firms tend to be more successful than pure click e-tailer competitors because.Customer acquisition costs are lowerResources,knowledge,customer b

45、ase,supplier relationships are superior39To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 How Marketing Practices are Changing:Web Site DesignContextContentCommunityCommunicationConnectionCommerceCustomizationThe Seven“Cs”of Web Site Desig

46、n40To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 How Marketing Practices are Changing:Web Site DesignPlacing Ads and Promotions OnlineBanner adsSponsorshipsMicrositeInterstitialsBrowser adsAlliances and affiliate programs41To accompany

47、A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 How Marketing Practices are Changing:Web Site DesignAdvertising incomeSponsorship incomeAlliance incomeMembership and subscription incomeProProduct and service sales incomeTransaction commissions and fee

48、sMarket research/informationReferral incomeD revenue and profit models:42To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 How Marketing Practices are Changing:CRMCustomer Relationship Marketing(CRM)allows companies to:Deliver real-time cus

49、tomer service Customize market offerings,products,services,media,and messages43To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最大的资料库下载 How Marketing Practices are Changing:CRMEffective Customer Relationship Marketing requires:Reducing customer de

50、fection ratesExtending the life of the customer relationshipEnhancing customer sales/profit potentialMaking low-profit customers MORE profitable or terminating themFocusing on high value customers44To accompany A Framework for Marketing Management,2nd Edition2003 Prentice Hall,Inc.来自来自 中国最大的资料库下载中国最