市场营销ch01课件.pptx

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1、Part One:Part One:Understanding of MarketingUnderstanding of Marketing(Chapter1-Chapter4)(Chapter1-Chapter4)2What are they doing?What are they need?3What is Marketing?Old sense:making a sale “telling and selling”New sense:satisfying customer needs 4 Marketing Defined(P.5)A social and managerial proc

2、ess whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others.市场营销是个人或组织通过创造、提供并同他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。和欲求的一种社会活动和管理过程。5 Core marketing concepts(P.6)Core MarketingConceptsNeeds,W

3、ants,and DemandsProducts andServicesValue,Satisfaction,Markets Exchange,Transactions,and relationships 6 Needs,Wants and Demands(P.6)States of felt deprivation（或缺）.The form taken by human needs as they are shaped by culture and individual personality.Human wants that are backed by buying power.Needs

4、 WandsDemands7 Product and Service(P.6-7)Anything that can be offered to a market for attention,acquisition,use,or consumption that might satisfy a want or need.Any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything

5、.Product Service 8 Value,Satisfaction (P.9)The difference between the values the customer gains from owning and using a product and the cost of obtaining the product.The extent to which a products perceived performance matches a buyers expectations.Customer valueCustomer satisfaction9 Exchange,Trans

6、action and Relationships the act of obtaining a desired object from someone by offering something in return.a trade between tow parties that involves at least tow things of agreement,and a place of agreement.Exchange Transactions10 Relationship marketing(P.9)The process of creating,maintaining,and e

7、nhancing strong,value-laden relationships with customers and other stakeholders.Market(P.10)the set of all actual and potential buyers of a product or service.11 A simple marketing systemIndustry(a collectionof sellers)Market(a collectionof buyers)Products-serviceMoneyCommunicationInformation12 Main

8、 actors and forces in a modern marketing system(P.10)SuppliersEnd usermarketCompany(marketer)CompetitorsMarketingintermediariesEnvironment13 Demarketing(P.11)Marketing to reduce demand temporarily;the aim is not to destroy demand but only to reduce or shift it.14 Marketing management philosophies(P.

9、12-14)Production conceptProduct conceptSelling conceptMarketing conceptSocial marketing concept15 Production concept（生产观念）（生产观念）The management should only focus on improving production and distribution efficiency.Product concept（产品观念）（产品观念）The organization should devote its energy to making continuo

10、us product improvements.16 Selling concept(推销观念）推销观念）The consumers will not buy enough of the organizations products unless the organization undertakes a large-scale selling and promotion effort.Marketing concept（营销观念）（营销观念）To achieving organizations goals depends on determining the needs and wants

11、of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do.17 The selling and marketing concepts contrasted(P.13)FactoryStartingpointFocus Means Ends ExistingproductsSelling andpromoting Profit throughsales volumeMarket CustomerneedsIntegratedMark

12、eting（整合营销）Profit throughCustomersatisfactionThe selling conceptThe marketing concept18 Societal marketing concept(社会营销观念）社会营销观念）The organization should deliver the desired satisfactions to their target market effectively and efficiently in a way that maintains or improves the consumers and societys

13、 well being.19 Societal Marketing concept（社会营销观念（社会营销观念P.14）SocialmarketingconceptSociety(Human welfare)Customers(Wants satisfaction)Company(Profits)Three considerations underlying the Societal marketing concept 20 Bionomics marketing concept(生态学营销观念）生态学营销观念）To find the market demands that firms res

14、ources can be match to.“6R”:Right time,Right place,Right product,Right price,Right way,to Right customer 21 Marketing in“connected”millennium(P.23)Connecting technologiesComputerInformationCommunicationTransportation Connections withCustomersConnections withWorld around usConnections withMarketing p

15、artners 22 Marketing connectionsConnections withCustomerConnecting more selectivelyConnecting for lifeConnecting directlyConnections withMarketing partnerConnecting inside The companyConnecting with outside partners Connections with the world around usGlobal connectionsConnections with valuesAnd res

16、ponsibilityBroadened connections23 Marketing connections in transition（P.33)The Old Marketing ThinkingThe Old Marketing Thinking The The NewNew Marketing Thinking Marketing ThinkingConnections with customers Connections with customers Be sales and product centeredPractice mass marketingFocus on prod

17、ucts and salesMake sales to customerGet new customersGrow share of marketServe any customerCommunicate through mass mediaMack standardized productsConnections with customersConnections with customersBe market and customer centeredTarget selected market segments or individualsFocus on customer satisf

18、action and valueDevelop customer relationshipsKeep old customers Grow share of customerServe profitable customer,“fire”losing onesConnect with customers directlyDevelop customized productsConnections with marketing partnersConnections with marketing partnersLeave customer satisfaction and value to s

19、ales and marketing Go it aloneConnections with marketing partnersConnections with marketing partnersEnlist all departments in the cause of customer satisfaction and valuePartner with other firmConnection with the world around usConnection with the world around usMarket locallyAssume profit responsib

20、ility Market for profitsConduct commerce in marketplaceConnection with the world around usConnection with the world around usMarket locally and globallyAssume social and environmental responsibility Market for nonprofitsConduct e-commerce in marketplace24 Marketing management(old define)the analysis

21、,planning,implementation,and control of program designed to create,build,and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.25Marketing management(new define P.11)The art and science of choosing target markets and building profitable relations

22、hips with them.This involves getting,keeping,and growing customers through creating,delivering and communicating superior customer value.Thus it involves managing demand,which in turn involves managing customer relationships.26 The tasks of Marketing management(P.14)DemandManagementBuildingProfitabl

23、eCustomerRelationshipsMarketingManagementPractice27 Marketing practice stages EntrepreneurialMarketing原始营销原始营销FormulatedMarketing程式营销程式营销IntrepreneurialMarketing创新营销创新营销28 The companys strategic planning(P.41)Definingthe companymissionSetting companyobjectivesand goalsDesigningthe businessportfolioP

24、lanning,marketingAnd other Functional strategies Corporate leverBusiness unitProduct and market明确公司使命明确公司使命设定公司目标设定公司目标规划业务组合规划业务组合制定营销计划制定营销计划29 The BCG matrix(P.47)Marketing growth rateLow highRelative market shareHigh lowStarDogQuestion markCash cow302018161410 8 6 4 2 010 x 4x 2x 1.5x 1x 0.5x 0.

25、4x 0.3x 0.2x 0.1x市市场场成成长长率率%654321178明星类明星类问题类问题类金牛类金牛类瘦狗类瘦狗类“波士顿矩阵波士顿矩阵”示意图示意图相对市场占有率相对市场占有率31 Product-market expansion grit(P.48)ExistingmarketsExistingproductsNew marketsNew productsMarketpenetrationMarketdevelopmentDiversification productdevelopment32The marketing process(P.54)ProfitableCustomer

26、relationshipsMarketsegmentationTargetmarketingMarketpositioningProductPrice Place Promotion MarketinganalysisMarketingplanningMarketingimplementationMarketingcontrolMarketingintermediariesCompetitors Publcs Suppliers 33Major Force Shaping the Internet Age(P.71)The DigitalAge Digitalizationconnectivi

27、ty The explosion ofthe internetNew types ofintermediariesCustomization andcustomerization34 Customization(定制化）定制化）involves taking the initiative to customize the market offering.Customerization：leaving it to individual customer to design the marketing offering allowing customer to be prosumers rathe

28、r than only consumers.35 Marketing environment(P.106)The actors and forces outside marketing that affect marketing managements ability to develop and maintain successful transactions with its target customers.36 Marketing environment(P.107)MarketingdepartmentMicro-environmentMacro-environment 37 The

29、 microenvironment(P.107)CompanysmarketingCompanysInternalenvironmentSuppliers MarketingintermediariesCustomersCompetitors Publics 38 The companys internal environment Marketing TopmanagementFinanceR&DPurchasing Manufacturing Accounting 39 The macro-environment（P.111）CompanyMicroenvironmentDemographi

30、cforcesEconomicforcesNaturalforcesTechnologicalforcesPoliticalforcesCulturalforces1、有时候读书是一种巧妙地避开思考的方法。4月-234月-23Sunday,April 23,20232、阅读一切好书如同和过去最杰出的人谈话。14:42:0414:42:0414:424/23/2023 2:42:04 PM3、越是没有本领的就越加自命不凡。4月-2314:42:0414:42Apr-2323-Apr-234、越是无能的人，越喜欢挑剔别人的错儿。14:42:0414:42:0414:42Sunday,April 2

31、3,20235、知人者智，自知者明。胜人者有力，自胜者强。4月-234月-2314:42:0414:42:04April 23,20236、意志坚强的人能把世界放在手中像泥块一样任意揉捏。23四月20232:42:04下午14:42:044月-237、最具挑战性的挑战莫过于提升自我。四月232:42下午4月-2314:42April 23,20238、业余生活要有意义，不要越轨。2023/4/2314:42:0414:42:0423 April 20239、一个人即使已登上顶峰，也仍要自强不息。2:42:04下午2:42下午14:42:044月-2310、你要做多大的事情，就该承受多大的压力。4/23/2023 2:42:04 PM14:42:0423-4月-2311、自己要先看得起自己，别人才会看得起你。4/23/2023 2:42 PM4/23/2023 2:42 PM4月-234月-2312、这一秒不放弃，下一秒就会有希望。23-Apr-2323 April 20234月-2313、无论才能知识多么卓著，如果缺乏热情，则无异纸上画饼充饥，无补于事。Sunday,April 23,202323-Apr-234月-2314、我只是自己不放过自己而已，现在我不会再逼自己眷恋了。4月-2314:42:0423 April 202314:42谢谢大家谢谢大家