营销概述.pptx

Mianyang Normal UniversityWhy do we study marketing?1.有利于掌握市场经济的基本规律。有利于掌握市场经济的基本规律。2.有利于提高个人适应市场经济的能力。有利于提高个人适应市场经济的能力。3.有利提高企业适应市场变化、获取市场机会有利提高企业适应市场变化、获取市场机会和实现企业经营目标的能力。和实现企业经营目标的能力。4.有利于国家经济建设的健康发展。有利于国家经济建设的健康发展。Mianyang Normal UniversitySimply put,Building and managing profitable customer relationships.What will Marketing tell us?Mianyang Normal UniversityOutline of chapter 1:1.Define what marketing is;2.Discuss marketings core concepts;3.Define marketing management;4.Compare the five marketing management orientations.Mianyang Normal University Emphases:1.What is marketing?2.The core concepts of marketing.3.the five marketing management orientations.Mianyang Normal UniversityWhat is Marketing?oMarketing Defined:n“Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others”Mianyang Normal UniversityGoals:Marketing is about managing profitable customer relationshipsAttracting new customersRetaining and growing current customersMianyang Normal UniversitySimply put:Marketing is the delivery of customer satisfaction at a profit.Mianyang Normal UniversityThe Marketing Process1-8Mianyang Normal University.Core marketing concepts:1.needs,2.wants,3.demands,4.marketing offers,5.value,6.satisfaction,7.exchange,8.transaction,9.market.Mianyang Normal UniversityNeeds:the state of deprivation of some satisfaction.Mianyang Normal UniversityThis very successful campaign reminds the consumer of a need1-11Mianyang Normal UniversityWants:the form taken by a human need as shaped by culture and individual personality.Mianyang Normal UniversityDemands:wants backed by ability and willingness to buy.Mianyang Normal University Marketing offers:Some combination of products,services,information,or experiences offered to a market to satisfy a need or want.Mianyang Normal UniversityThis ad offers a product to meet“sensitive”needs of the older child.Marketing in Action1-15Mianyang Normal University Value:the difference between the values the customer gains from owning and using a product and the costs of obtaining the product.Mianyang Normal UniversityDiscussion Questions Customer SatisfactionoWhen have you,personally,been extremely satisfied or dissatisfied with a product?Why?oWhy is it so difficult for companies to deliver value to consumers?Marketing in Action1-17Mianyang Normal University Satisfaction:that depends on how well the products performance lives up to the customers expectations.Mianyang Normal University Exchange:the act of obtaining a desired object from someone by offering something in return.Mianyang Normal University Transaction:a trade of values between two parties.Mianyang Normal University Market:the set of all actual and potential buyers of a product or service.Mianyang Normal UniversityNeeds、wants,demandsMarketing offersValue and satisfactionExchange,trasactions,and relationshipsMarketsMianyang Normal UniversityMianyang Normal University.Marketing Management orientations1、怎样看待顾客和市场？、怎样看待顾客和市场？2、企业应以怎样的观念和思想、企业应以怎样的观念和思想去指导生产经营活动？去指导生产经营活动？Mianyang Normal UniversityoProduction conceptoProduct conceptoSelling concept oMarketing conceptoSocietal marketing conceptMarketing OrientationsMianyang Normal UniversityProduction ConceptProduct ConceptSelling ConceptMarketing ConceptSocietal Marketing ConceptMarketing OrientationsMianyang Normal University the production concepts:It holds that consumers will favor products that are available and highly affordalble.Management should focus on improving production and distribution efficiency.Mianyang Normal University the product concept:It holds that consumers will favor products that offer the most in quality,performance,and innovative features.Management should devote energy to making continuous product improvement.Mianyang Normal University the selling concept:It holds that consumers will not buy enough of the firms products unless it undertakes a large-scale selling and promotion effort.It is typically practiced with unsought goods-those that buyers do not normally think of buying,such as insureance or blood donations.Mianyang Normal University The marketing concept:It holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions better than competitors do.Under the marketing concept,customer focus and value are the paths to sales and profits.Mianyang Normal UniversityThe societal marketing concept:It holds that the organization should determine the needs,wants,and interests of target markets.It delivers superior value to customers in a way that maitains or improves the consumers and the society well-being.Mianyang Normal UniversityMarketing&Sales Orientations ContrastedFactoryExistingProductsSellingandPromotingProfitsthroughVolumeMarketCustomerNeedsIntegratedMarketingProfitsthroughSatisfactionThe Selling ConceptThe Marketing ConceptStartingPointFocusMeansEndsMianyang Normal UniversityWhether are there some limitations to a marketing orientation or not?Mianyang Normal UniversityLimitations to a Marketing OrientationoMay not be appropriate when demand greater than or less than supply.oMay overemphasize customers at expense of employees and suppliers.oIgnores competitors.Mianyang Normal UniversityImplement&ControlAn Overview of Marketing ManagementUnderstand Customers&MarketDevelop Marketing MixesProduct PricePlacement PromotionDevelop Marketing Plans&StrategiesMianyang Normal UniversityThe Marketing PlanoTransforms the marketing strategy into actionoIncludes the marketing mix and the 4Ps of marketingnProductnPricenPlacenPromotionMianyang Normal UniversityBuilding Customer RelationshipsoCRM Customer relationship management.“is the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.It deals with all aspects of acquiring,keeping and growing customers.”Mianyang Normal UniversityMarketing LandscapeoDigital ageoGlobalizationoEthics and social responsibilityoNot-for-profit marketingoMarketing relationshipsAdvances in computers,telecommunications information,transportationnCustomer research and trackingnProduct developmentnDistributionnNew advertising toolsn24/7 marketing through the InternetChallengesMianyang Normal UniversityMarketing LandscapeoDigital ageoGlobalizationoEthics and social responsibilityoNot-for-profit marketingoMarketing relationshipsGeographical and cultural distances have shrunknGreater market coveragenMore options for purchasing and manufacturingnIncreased competition from foreign competitorsChallengesMianyang Normal UniversityMarketing LandscapeoDigital ageoGlobalizationoEthics and social responsibilityoNot-for-profit marketingoMarketing relationshipsMarketers need to take great responsibility for the impact of their actionsnCaring capitalism is a way to differentiate your companyChallengesMianyang Normal UniversityHomework:1,Definations.marketing;demands;transaction;consumer value;marketing concept.2,Answer the following questions.In your own words,what does marketing mean for a firm?Discuss the concept of consumer value and how it relate to successful marketing?3,Read the material in page 35,and answer the last question for this topic.