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1、Marketing What Is Marketing? 什么是市场营销 The Marketing Concept 市场营销观念 The Marketing Mix (The 4Ps) 市场营销组合 The Product Life Cycle 产品生命周期 Understanding Buyer Behavior 理解消费者行为 Marketing Research 市场营销调研 Market Segmentation 市场细分What Is Marketing? the process of planning and executing the conception, pricing,
2、promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives. 市场营销是通过计划和执行关于商品、服务和点子的定价、促销和分销，从而创造交换，以实现个人的组织计划目标的过程。 Deciding what products to offer Setting prices Developing sales promotions and advertising campaigns Making prod
3、ucts readily available to customersThree Concepts The Production Concept 生产观念 The Selling Concept 推销观念 The Marketing Concept 市场营销观念The Production Concept 生产观念 Prevailed from the time of the industrial revolution until the early 1920 The idea that a firm should focus on those products that it could p
4、roduce most efficiently and that the low-cost products would create the demand for those products.The Selling Concept 推销观念 Recognized that personal selling and advertising were important selling methods. Placed emphasis on advertising products, expecting salespeople to contact customers and take the
5、ir orders.The Marketing Concept The Marketing Concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs,better than the competition. Focus on customer needs before developing the product Aligning all functions of the company to fo
6、cus on those needs Realizing a profit by successfully satisfying customer needs over the long-term.Difference Between Selling and MarketingSelling MarketingEmphasis is on the product. Emphasis is on customerss wants.Company first makes the product and then figures out how to sell it.Company first de
7、termines customers wants and then figures out how to make and deliver a product to satisfy those wants.Management is sales-volume-oriented. Management is profit-oriented.Planning is short-run, in terms of todays products and markets.Planning is long term, in the sense of new products, tomorrows mark
8、et, and future growth.Stresses needs of seller. Stresses wants of buyers.The Marketing Mix 市场营销组合 The 4Ps of MarketingMarketing Product Price Place Promotion 1.Product 产品 A good is a physical object that can be purchased. e.g. a radio, a house, a car A service is an action or activity done for other
9、s for a fee.e.g. Lawyers, taxi drivers perform services. Product refers to both goods and services. Consumer products are produced for and purchased by households for their use. Industrial products are sold primarily for use in producing other products.2. PricePrice refers to the value or worth of a
10、 product that attracts the buyer to exchange money or something of value for the product.a. cover any overheads (企业经常性费用）b. compete with rival companiesc. charge a price customers are willing to buy Loss Leader Pricing (亏本出售商品）involves lowering prices on a number of key products in order to attract
11、a customer to purchase the products. Penetration Pricing (渗透定价法）is a pricing strategy where the organization sets a low price to increase sales and market share. “introductory” Price Skimming（撇脂定价法） means the charging of relatively high prices that take advantage of early customers strong need for t
12、he new product, and then decreasing it slowly as sales begin to decline. Differential Pricing（区别定价法）involves allowing the same product to be priced differently.3. Place 分销 Place / Distribution refers to how you will sell your products to your customers. For a producer, the method of distribution is
13、extremely important as it could affect how their product is received and how it sells. The forms of Place / Distribution 1）Direct supply / sale selling direct to your customer2）Direct to retailer4. Promotion 促销To make your customers aware that your products exist, you may use:1. Personal selling(人员销
14、售）: personal communication of information to persuade a prospective customer to buy something 2. Advertising: television, magazine, Internet, radio, video, posters, cinema, catalogue, direct mail and so on.3. Sales promotion（销售促销）:coupons （赠券） , rebates（价格折扣） , premiums（赠品） , bonus packs（加量不加价） ,mon
15、ey-off-promotions（降价销售）4. Publicity（宣传）：public relationsThe Product Life Cycle 产品生命周期Product always go through what is known as a life cycle. Introduction Phase 引入期 Growth Phase 成长期 Maturity Phase 成熟期 Decline Phase 衰退期Introduction Phase 引入期The primary goal is to establish a market and build primary
16、demand for the product class. Product: one or few products, relatively undifferentiated. Price: a. skim pricing strategy for a high profit margin as the early adopters buy the product and the firm seeks to recoup development costs quickly.b. In some cases a penetration pricing strategy is used and prices are set low to gai
