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1、 2000 Prentice HallObjectivesCourse OrganizationTasks of MarketingMajor Concepts & Tools of MarketingMarketplace OrientationsMarketings Responses to New Challenges2000 Prentice HallCourse/Text OrganizationPart I - Understanding Marketing ManagementPart II - Analyzing Marketing OpportunitiesPart III
2、- Developing Marketing StrategiesPart IV - Shaping the Market OfferingPart V - Managing & Delivering Marketing Programs2000 Prentice HallDefining MarketingMarketing 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 HallCore Concepts of MarketingProduct or OfferingValue and SatisfactionNeeds, Wants, and DemandsExchange and TransactionsRelationships and NetworksTarget Markets & SegmentationMarketing ChannelsSupply ChainCompetitionMar
4、keting Environment2000 Prentice HallSimple Marketing SystemIndustry (a collection of sellers)Market (a collection of Buyers)Goods/servicesMoneyCommunicationInformation2000 Prentice HallManufacturer marketsServices,Services, moneymoneyGovernment marketsServices,Services, moneymoneyServicesServicesSer
5、vices,Services, moneymoneyTaxesTaxesTaxes,Taxes, goodsgoodsTaxes,Taxes, goodsgoodsTaxes,Taxes, goodsgoodsMoneyMoneyMoneyMoneyConsumer marketsIntermediary marketsGoods, servicesGoods, servicesGoods, servicesGoods, servicesResourcesResourcesResourcesResources Resource marketsMoneyMoneyMoneyMoneyStruct
6、ure of Flows2000 Prentice HallThe Four PsThe Four PsMarketing MixProductPricePromotionPlaceThe Four CsCustomer SolutionCustomer CostCommunicationConven- ience2000 Prentice HallProduction ConceptProduct ConceptSelling ConceptMarketing ConceptConsumers prefer products that are widely available and ine
7、xpensiveConsumers favor products thatoffer the most quality, performance,or innovative featuresConsumers will buy products only if the company aggressively promotes/sells these productsFocuses on needs/ wants of target markets & delivering value better than competitorsCompany Orientations Towards th
8、e Marketplace2000 Prentice HallMarketIntegrated marketingProfits through customersatisfactionCustomer needs(b) The marketing conceptFactoryExisting productsSelling and promotionProfits through sales volumeStarting pointFocusMeansEnds(a) The selling conceptCustomer Delivered Value2000 Prentice HallCu
9、stomersFront-line peopleMiddle ManagementTop ManagementTraditional Organization Chart2000 Prentice HallCustomer-Oriented Organization ChartCustomersFront-line peopleMiddle managementTop manage- mentCustomersCustomers2000 Prentice HallEvolving Views of Marketings Rolea. Marketing as anequal functionF
10、inanceProductionMarketingHumanresourcesb. Marketing as a moreimportant functionFinanceHumanresources MarketingProduction2000 Prentice HallEvolving Views of Marketings Rolec. Marketing as themajor functionMarketingFinanceHumanresourcesProductiond. The customer as the controlling factorCustomerHuman r
11、esourcesFinanceProductionMarketing2000 Prentice HallEvolving Views of Marketings Rolee. The customer as the controllingfunction and marketing as the integrative functionCustomerMarketingProductionHuman resourcesFinance2000 Prentice HallReviewCourse OrganizationTasks of MarketingMajor Concepts & Tool
12、s of MarketingMarketplace OrientationsMarketings Responses to New Challenges2000 Prentice Hall2000 Prentice HallObjectivesDefine value & satisfaction - understand how to deliver themThe nature of high-performance businessesHow to attract & retain customersImproving customer profitabilityTotal qualit
13、y management2000 Prentice HallDeterminants of Customer Delivered Value Image valuePersonnel valueServices valueProduct valueTotal customer valueMonetary costTime costEnergy costPsychic costTotal customer costCustomer delivered value2000 Prentice HallSatisfaction is a persons feelings of pleasure or
14、disappointment resulting from comparing a products perceived performance (or outcome) in relation to his or her expectations.2000 Prentice HallResourcesOrganizationand aligning.High Performance BusinessProcessesBy improving critical business.Stake- holdersSet strategies to satisfy key.2000 Prentice
15、HallMarginMarginThe Generic Value ChainPrimary ActivitiesSupport ActivitiesProcurementServ- iceTechnology DevelopmentHuman resource managementFirm infrastructureInbound LogisticsOpera- tionsOut- bound LogisticsMarket- ing and sales2000 Prentice HallLevi Strauss Value-Delivery NetworkCompetition is b
16、etween Competition is between networksnetworks, not companies., not companies. The winner is the company with the better network.The winner is the company with the better network.DeliverySears (Retail)Levis (Apparel)OrderDeliveryOrderCustomerDeliveryDu Pont (Fibers)OrderDeliveryOrderMilliken (Fabric)2000 Prentice HallSatisfied Customers:Are loyal longerBuy more (new products & upgrades)Spread favorable word-
