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1、 2000 Prentice Hall Objectives Course Organization Tasks of Marketing Major Concepts Tools of Marketing Marketplace Orientations Marketing s Responses to New Challenges 2000 Prentice Hall Course Text Organization Part I Understanding Marketing Management Part II Analyzing Marketing Opportunities Par
2、t III Developing Marketing Strategies Part IV Shaping the Market Offering Part V Managing Delivering Marketing Programs 2000 Prentice Hall Defining Marketing Marketing is a societal process by which individuals and groups obtain what they need and want through creating offering and freely exchanging
3、 products and services of value with others Philip Kotler p 7 2000 Prentice Hall Core Concepts of Marketing Product or Offering Value and Satisfaction Needs Wants and Demands Exchange and Transactions Relationships and Networks Target Markets Segmentation Marketing Channels Supply Chain Competition
4、Marketing Environment 2000 Prentice Hall Simple Marketing System Industry a collection of sellers Market a collection of Buyers Goods services Money Communication Information 2000 Prentice Hall Manufacturer markets Services Services moneymoney Government markets Services Services moneymoney Services
5、Services Services Services moneymoney TaxesTaxes Taxes Taxes goodsgoods Taxes Taxes goodsgoods Taxes Taxes goodsgoods MoneyMoneyMoneyMoney Consumer markets Intermediary markets Goods servicesGoods services Goods servicesGoods services ResourcesResources ResourcesResources Resource markets MoneyMoney
6、MoneyMoney Structure of Flows 2000 Prentice Hall The Four PsThe Four Ps Marketing Mix Product PricePromotion Place The Four Cs Customer Solution Customer Cost Communication Conven ience 2000 Prentice Hall Production Concept Product Concept Selling Concept Marketing Concept Consumers prefer products
7、that are widely available and inexpensive Consumers favor products that offer the most quality performance or innovative features Consumers will buy products only if the company aggressively promotes sells these products Focuses on needs wants of target markets delivering value better than competito
8、rs Company Orientations Towards the Marketplace 2000 Prentice Hall Market Integrated marketing Profits through customer satisfaction Customer needs b The marketing concept Factory Existing products Selling and promotion Profits through sales volume Starting point FocusMeansEnds a The selling concept
9、 Customer Delivered Value 2000 Prentice Hall Customers Front line people Middle Management Top Management Traditional Organization Chart 2000 Prentice Hall Customer Oriented Organization Chart Customers Front line people Middle management Top manage ment Customers Customers 2000 Prentice Hall Evolvi
10、ng Views of Marketing s Role a Marketing as an equal function Finance Production Marketing Human resources b Marketing as a more important function Finance Human resources Marketing Production 2000 Prentice Hall Evolving Views of Marketing s Role c Marketing as the major function Marketing Finance H
11、uman resources Production d The customer as the controlling factor Customer Human resources Finance Production Marketing 2000 Prentice Hall Evolving Views of Marketing s Role e The customer as the controlling function and marketing as the integrative function Customer Marketing Production Human resources Finance 2000 Prentice Hall Review Course Organization Tasks of Marketing Major Concepts Tools of Marketing Marketplace Orientations Marketing s Responses to New Challenges
