营销管理introduction13周.pptx

Marketing ChannelsNewspapersPersonal SellingDirect Mail FlyersRadio PostersTelevisionE-mailTelephoneInternet3.1 important definition of MARKETING3.1 营销的定义营销的定义vMarketing is a social process by which individuals and groups obtain what they need and want through creating,offering,and freely exchange products and services of value with others.PHLIP KOTLER满足别人并获得利润。满足别人并获得利润。市场营销是个人市场营销是个人和集体通过创造、提和集体通过创造、提供并同他人自由交换供并同他人自由交换产品和价值以满足需产品和价值以满足需求和欲望的一种社会求和欲望的一种社会过程。过程。Is marketing equivalent to selling?vSelling You care about selling the product-closing the sale with a potential customer vMarketing You care about the wishes and the needs of your clients-establish a relation with your clientvSelling is part of marketing Multiple ChoicesvMichael Wang,the manager of Unishirt Corporation,is concerned with the planning and conception of his product,its pricing policy,and the distribution strategy.These activities are all part of _.A.managementB.productionC.accountingD.marketingvIn order for exchange to occur _.A.acomplexsocialsystemmustbeinvolvedB.EachpartymusthavesomethingofvaluetotheotherpartyC.Aprofit-orientedorganizationmustbeinvolvedD.OrganizationmarketingactivitiesmustalsooccurvSuppose someone refuses to buy your goods by saying that they have just bought the goods of another brand,as a marketer,what will you do?Inquire the customer about why he chose another brand so as to know competitors betterInform the customer of advantages of your brand and he may recommend your brand to his friends or relatives.Note down the customers information to keep in touch with him laterDifferences between selling and marketingstarting pointfocusmeansendsSellingfactoryproductsselling through promotionProfit throughSales volumeMarketingTarget market Customer needs and wants Integrated marketing Profit throughcustomer satisfaction Development of Marketing philosophies P.13Production conceptProductconceptsellingconceptMarketingconceptSocietalmarketingconcept 1950s 2000s 1920s early 1950s1850 1920srelationship conceptvProduction conceptBuild products at lower prices Minimize costsmass production by developing assembly linevProduct conceptOffer the best quality but ignore the customers needsvSelling conceptMaximize sales by aggressive selling“hard sell”vMarketing conceptFill the customers needsRequire sound research into what customers want and needvSocietal marketingConsider the ethical consequences and collective needs of societyvRelationship marketingBuild relationship with bussness partnersProduction Orientation(生产观念生产观念)Product Orientation(产品观念产品观念)Selling Orientation(销售观念销售观念)Marketing Orientation(营销观念营销观念)Consumers prefer products that are widely available and inexpensive Consumers favor products that offer the most quality,performance,or innovative featuresConsumers will buy products only ifthe company aggressivelypromotes/sells these productsFocuses on needs/wants of target markets&delivering value better than competitorsExercisesv1.A“marketing concept”business sees life from the perspective of who?A.Customers B.The government C.Suppliers to the business D.Employees 2.The key feature of a marketing-originated company will be _.A.they invest heavily in advertising to outperform their competitors B.they use market intelligence to understand competitor activities C.they use feedback from customers to outperform their competitors D.they sell their products at a lower price than their competitorsv3.Peters company does an excellent and efficient job of putting thousands of NitPickers on the assembly line every day.One problem with this _ approach to marketing is the failure to consider whether Nit-Pickers also meet the needs of the marketplace.vA.customer orientationvB.sales orientationvC.marketing orientationvD.production orientation The Marketing Mix1.What is the Marketing Mix?It is the set of marketing tools that the organization uses to pursue its marketing objectives.2.From the viewpoint of the organization is a self-centered“p”approach3.From the viewpoint of the consumer it is a“c”approach.AThe four Ps form the basis of the marketing mix.If you want to market a product successfully,you need to get this mix right.Match the Ps 1 to 4 to the definitions a)to d)1 Product2 Price3 Promotion4 Placea)the cost to the buyer of goods or servicesb)informing customers about products and persuading them to buy themc)where goods or services are availabled)goods or services that are sold(1)Detail contents of 4P（4p的基本内容）的基本内容）Product variety;Quality;Design;Features;Brand name;Packaging;Sizes;Services;Warranties;ReturnsProduct List price Discounts Allowances Payment period Credit termsPrice Sales promotion Advertising Sales force Public relations Direct marketingPromotion Channels;Coverage Assortments;Locations InventoryTransportPlace Product variety;Quality;Design;Features;Brand name;Packaging;Sizes;Services;Warranties;ReturnsProduct List price Discounts Allowances Payment period Credit termsPrice Sales promotion Advertising Sales force Public relations Direct marketingPromotion Channels;Coverage Assortments;Locations InventoryTransportPlaceMarketing Mix(营销组合)vA comprehensive plan or strategy:4P4PsvProduct:special appeal for consumers in aspects like quality,utility or imagev产品策略：要考虑在产品的质量、用途、外观等方面对消费者的吸引产品策略：要考虑在产品的质量、用途、外观等方面对消费者的吸引vPrice:take costs,rivals prices and pricing regulations into account v定价策略：要考虑产品成本、竞争者定价、价格调整等方面定价策略：要考虑产品成本、竞争者定价、价格调整等方面vPromotion:making a product and its benefits known and stimulating consumers demand for itv促销策略：以各种有效方式向目标市场传递信息，以刺激其购买欲望促销策略：以各种有效方式向目标市场传递信息，以刺激其购买欲望vPlace:channels of distribution and timely transportation,make goods and services availablev分销策略：将产品和服务及时送达到消费者手中的渠道和路径分销策略：将产品和服务及时送达到消费者手中的渠道和路径Price(定价策略)vCostvRivalExampleforDangDangV.S.AmazonTheirpriceofthesamebooksarealmostthesame.Onefalls,theotherneverrises.vcustomers ExampleforIkeaForwhite-collarworkerswhocannotaffordthepricewhichhastopgrade.Pricemid-range,Europeandesign,butthepriceissuitableforurbanwhite-collarworkersFactors affecting the pricePromotion(促销策略)vIncluding：vAdvertising-the most common measurevPersonal selling-the most effective measure vSales promotion-the short-term effectvPeople Relationship-the most reliable measurevExample for Coca-ColaRobert Lauterborn:vCustomers needs and wants:what are customer needs?vCost to the customer:how much would they like to pay for the product?vConveniences:how to make the convenient buying?vCommunication:how to conform customer needs with company benefit?productpriceplacepromotionMarketing Mix4Ps and 4CsProductPricePromotionPlaceCustomer needs and wantsCostCommunicationConvenienceThe view of SellerThe view of BuyerMultiple choices1.Which is the only element of the marketing mix where decisions made impact directly on a business revenues?A.Price B.Promotion C.Product D.Place2.Geoff,the marketing manager of a manufacturer of hearing aids,is considering the use of a direct mailing campaign to increase sales.Which element of the marketing mix is he concerned about here?A.Place B.Product C.Promotion D.PriceAC3.If a companys customers are concentrated in a small geographic area and the company sells technical products,which promotion method will it most likely use?A.Sales promotions B.Public relationsC.Advertising D.Personal selling4.A marketer that wanted to include detailed explanations in advertisements would be most likely to use _.A.Magazine B.radio C.cinema D.televisionDA5.In the weeks before Christmas,Ada sells a 12-pack of a branded larger at a 305 discount off the normal retail price.This is an example of _.A.Sales promotion B.advertising C.Price competition D.point-of-sale selling销售网点销售网点 6.All of the following are examples of publicity-based public relations tools except _.A.News stories B.press conferenceC.Annual report&accounts D.news releaseAC7.Which promotion mix ingredient costs considerably more than advertising to reach on person but can provide more immediate feedback?A.Sponsorship B.public relationsC.Personal selling D.Sales promotion 8.The basic role of promotion is _.A.Interpretation B.communicationC.Information D.manipulationCBMatching1.Marketing myopia2.Marketing hyperopia3.Marketing macropiaa.Make marketing decisions with a better vision of distant issues than of near onesb.Make marketing decisions based on current circumstancesc.Make marketing decisions with an overly broad view of your industry.营销近视症营销近视症营销远视症营销远视症营销营销 宏观症宏观症