市场营销PPT5780563962课件.pptx

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1、backback第一节第一节 市场营销概述市场营销概述1本节导入本节导入本节导入本节导入2本节导入本节导入freshfamilyfastfriedfantasyfordisorm 快餐航母？快餐航母？快餐航母？快餐航母？fillingMcDonalds overall product concepts backback3Marketing overview Marketing concept Marketing process Marketing management philosophys evolution 4Marketing refers to create consumer sati

2、sfaction of goods and services,and to make them from the enterprise teleport to consumer hands of all business activities.backbackMarketing concept5Find evaluation Find evaluation market opportunitiesmarket opportunities Market segmentationMarket segmentation choose target market choose target marke

3、t Development of marketing mix andDevelopment of marketing mix and decide the market marketing budget decide the market marketing budget Implementation and Implementation and control marketing plancontrol marketing plan 二、市场营销过程二、市场营销过程 backback67Marketing idea Selling concept Product concepts Socia

4、l marketing concept backbackProduction concept 三、市场营销管理哲学的演变三、市场营销管理哲学的演变 7A basic principle,market research(一一)Market research concept(二二)Market survey characteristics(三三)Market survey role(四四)Market investigation procedure(五五)market survey method 8purpose diversity The whole process binding Specia

5、l duty social scientific universality limitations(二二)Market survey characteristics 9(3)(3)Market survey role 1,can communicate information message and recipients between the information transmission and exchange.2,may know and grasp the market development and change rules.3,can for management decisi

6、on-making provide market information.4,can help enterprises to exploit market,develop new products.5,can help enterprises to improve the market competitiveness.7,can enrich and perfect the enterprise marketing information system.7,can study and predict the actions of human beings 8,can urge enterpri

7、ses to improve management and improve the economic benefit 10market forecast basic principle（1）the market forecast content(2)market forecast method(3)market forecast programs 11market forecast content 1,market environment prediction.2,market demand forecasting.3,the market supply forecasts.4,market

8、supply and demand condition forecasting.5,consumers purchase behavior prediction.6,product market forecast.7,product sales forecast.8,market forecast.9,market competition pattern forecast.10,business situation forecast.12quantitative qualitative Combination forecast method(2)market forecast method 1

9、3(三三)市场预测程序市场预测程序目标、资料目标、资料内容、规律内容、规律期限、经验期限、经验技术、费用技术、费用经济理论分析经济理论分析统计检验统计检验调整、修正调整、修正目的性原则目的性原则约束性原则约束性原则可行性原则可行性原则历史的、现实历史的、现实的的总括的、分类总括的、分类的的主体的、相关主体的、相关的的综合分析综合分析计算比较计算比较模型估计模型估计预测推断预测推断确定预测目标确定预测目标明确预测内容明确预测内容收集整理资料收集整理资料选择预测方法选择预测方法作出预测推断作出预测推断评价预测结果评价预测结果编写预测报告编写预测报告对象、课题对象、课题目的、期限目的、期限划分构面划

10、分构面选择变量选择变量backback14market demand forecasting(1)market demand forecasting meanings and its status(2)market demand forecasting type(3)market demand forecasting effect 151、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。14:42:4214:42:4214:424/23/2023 2:42:42 PM3、越是没有本领的就越加自命不凡。4

11、月-2314:42:4214:42Apr-2323-Apr-234、越是无能的人，越喜欢挑剔别人的错儿。14:42:4214:42:4214:42Sunday,April 23,20235、知人者智，自知者明。胜人者有力，自胜者强。4月-234月-2314:42:4214:42:42April 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20232:42:42下午14:42:424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。2023/4/2314:42:4214:42

12、:4223 April 20239、一个人即使已登上顶峰，也仍要自强不息。2:42:42下午2:42下午14:42:424月-2310、你要做多大的事情，就该承受多大的压力。4/23/2023 2:42:42 PM14:42:4223-4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-2314:42:4223 April 202314:42谢谢大家谢谢大家