萝卜家园PartOneUnderstandingofMarketing获奖公开课课件.pptx

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Part One:Understanding of Marketing,(Chapter1-Chapter4),1,What are they doing?,What are they need?,2,What is Marketing?,Old sense:making a sale “telling and selling”,New sense:satisfying customer needs,3,Marketing Defined,(P.5),A social and managerial process 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经过发明、提供并同别人互换价值旳产品或价值，以满足各自旳需要和欲求旳一种社会活动和管理过程。,4,Core marketing concepts,(,P.6,),Core,Marketing,Concepts,Needs,Wants,and Demands,Products and,Services,Value,Satisfaction,Markets,Exchange,Transactions,and relationships,5,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,Wands,Demands,6,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.,Product,Service,7,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 value,Customer satisfaction,8,Exchange,Transaction 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,Transactions,9,Relationship marketing,(P.9),The process of creating,maintaining,and enhancing 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.,10,A simple marketing system,Industry,(a collection,of sellers),Market,(a collection,of buyers),Products-service,Money,Communication,Information,11,Main actors and forces in a modern marketing system,(P.10),Suppliers,End user,market,Company,(marketer),Competitors,Marketing,intermediaries,Environment,12,Demarketing,(P.11),Marketing to reduce demand temporarily;the aim is not to destroy demand but only to reduce or shift it.,13,Marketing management philosophies,(P.12-14),Production concept,Product concept,Selling concept,Marketing concept,Social marketing concept,14,Production concept,（生产观念）,The management should only focus on improving production and distribution efficiency.,Product concept,（产品观念）,The organization should devote its energy to making continuous product improvements.,15,Selling concept,(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）,To achieving organizations goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do.,16,The selling and marketing concepts contrasted,(P.13),Factory,Starting,point,Focus,Means,Ends,Existing,products,Selling and,promoting,Profit through,sales volume,Market,Customer,needs,Integrated,Marketing,（整合营销）,Profit through,Customer,satisfaction,The selling concept,The marketing concept,17,Societal marketing concept,(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 well being.,18,Societal Marketing concept,（社会营销观念,P.14,）,Social,marketing,concept,Society,(Human welfare),Customers,(Wants satisfaction),Company,(Profits),Three considerations underlying the Societal marketing concept,19,Bionomics marketing concept,(,生态学营销观念）,To find the market demands that firms resources can be match to.,“6R”:,Right time,Right place,Right product,Right price,Right way,to Right customer,20,Marketing in“connected”millennium,(P.23),Connecting technologies,Computer,Information,Communication,Transportation,Connections with,Customers,Connections with,World around us,Connections with,Marketing partners,21,Marketing connections,Connections with,Customer,Connecting more,selectively,Connecting for life,Connecting directly,Connections with,Marketing partner,Connecting inside,The company,Connecting with,outside partners,Connections with the,world around us,Global connections,Connections with values,And responsibility,Broadened connections,22,Marketing connections in transition,（P.33),The Old Marketing Thinking,The,New,Marketing Thinking,Connections with customers,Be,sales and product centered,Practice mass marketing,Focus on products and sales,Make sales to customer,Get new customers,Grow share of market,Serve any customer,Communicate through mass media,Mack standardized products,Connections with customers,Be market and customer centered,Target selected market segments or individuals,Focus on customer satisfaction and value,Develop customer relationships,Keep old customers,Grow share of customer,Serve profitable customer,“fire”losing ones,Connect with customers directly,Develop customized products,Connections with marketing partners,Leave customer satisfaction and value to sales and marketing,Go it alone,Connections with marketing partners,Enlist all departments in the cause of customer satisfaction and value,Partner with other firm,Connection with the world around us,Market locally,Assume profit responsibility,Market for profits,Conduct commerce in marketplace,Connection with the world around us,Market locally and globally,Assume social and environmental responsibility,Market for nonprofits,Conduct e-commerce in marketplace,23,Marketing management,(old define),the,analysis,planning,implementation,and control,of program designed to create,build,and maintain,beneficial exchanges,with target buyers for the purpose of achieving,organizational objectives,.,24,Marketing management,(,new define,P.11),The art and,science of choosing target markets and building profitable relationships 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.,25,The tasks of Marketing management,(P.14),Demand,Management,Building,Profitable,Customer,Relationships,Marketing,Management,Practice,26,Marketing practice stages,Entrepreneurial,Marketing,原始营销,Formulated,Marketing,程式营销,Intrepreneurial,Marketing,创新营销,27,The companys strategic planning,(P.41),Defining,the company,mission,Setting,company,objectives,and goals,Designing,the business,portfolio,Planning,marketing,And other,Functional strategies,Corporate lever,Business unit,Product and market,明确企业使命,设定企业目的,规划业务组合,制定营销计划,28,The BCG matrix,(P.47),Marketing growth rate,Low high,Relative market share,High low,Star,Dog,Question mark,Cash cow,29,20,18,16,14,10,8,6,4,2,0,10 x 4x 2x 1.5x 1x 0.5x 0.4x 0.3x 0.2x 0.1x,市场成长率,%,6,5,4,3,2,1,1,7,8,明星类,问题类,金牛类,瘦狗类,“波士顿矩阵”示意图,相对市场拥有率,30,Product-market expansion grit,(P.48),Existing,markets,Existing,products,New,markets,New,products,Market,penetration,Market,development,Diversification,product,development,31,The marketing process,(P.54),Profitable,Customer,relationships,Market,segmentation,Target,marketing,Market,positioning,Product,Price,Place,Promotion,Marketing,analysis,Marketing,planning,Marketing,implementation,Marketing,control,Marketing,intermediaries,Competitors,Publcs,Suppliers,32,Major Force Shaping the Internet Age,(P.71),The Digital,Age,Digitalization,connectivity,The explosion of,the internet,New types of,intermediaries,Customization and,customerization,33,Customization(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 rather than only consumers.,34,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.,35,Marketing environment,(P.107),Marketing,department,Micro-environment,Macro-environment,36,The microenvironment,(P.107),Companys,marketing,Company,s,Internal,environment,Suppliers,Marketing,intermediaries,Customers,Competitors,Publics,37,The companys internal environment,Marketing,Top,management,Finance,R&D,Purchasing,Manufacturing,Accounting,38,The macro-environment,（P.111）,Company,Microenvironment,Demographic,forces,Economic,forces,Natural,forces,Technological,forces,Political,forces,Cultural,forces,39,