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1、Marketing 市场营销- the art of getting and keeping customers.About the courseThe good star is an half of success.Overall objectivesAt the conclusion of the course, students should be capable of:nUnderstanding, listing, and explaining the factors, which constrain and provide opportunities for marketing.n
2、Developing the frameworks that formulates marketing strategies.nResearching market potentials.nDesigning marketing mix to entry and penetrate markets.nMethodologynThis subject will involve lectures, discussions, presentations, and workshop activities.Approach to learningnFacilitate learning rather t
3、han prescribingnLearn by doingnCase studies, and projectsexamnGroup work, but do not neglect individual worknRelevant - real issues rather than text book examplesnContemporary up-to-datenUtilise technologyTextbook and referencesnTextbook:n Principles of Marketing, 9th Ed. Philip Kotler and Gary Arms
4、trong. Prentice Hall.n 市场营销学教程晁钢令 主编， 上海财经大学出版社 ，2000年。nRecommended references:nBasic Marketing 11nd edition. E. Jerome McCarthy, William D. Perreault. IRWIN,1993.Textbook and referencesl Journals:nJournal of Marketing nMarketing NewsnHarvard Business ReviewnInternational Journal of Research in Mark
5、etingnJournal of Advertising n营销导刊n销售与市场n市场营销（人大复印资料）nCourse evaluationnThe course will be evaluated using the following methods:nContribution to the course: +/-10%mark.nCase study, 30% mark. nAssignment, 20% mark.nFinal exam, 50% mark.Contact addressYou can contact me by email at : or by phone 651
6、11000- 3110, or personally in my office 109. Part OneUnderstanding marketing and the marketing process Lecture OneMarketing in a changing worldIntroductionObjects in lecture 1nUnderstanding the concept of marketing,including its definition,purpose,and role in creating exchange.nDistinguish key marke
7、ting concepts which are often misunderstood or confused.nUnderstanding marketing management tasks.nContrast the periods of marketing evolution.What is marketing?Core ConceptsProductsNeeds, wants, and demandsExchange, transactions, and relationshipsMarketsCore Marketing Concepts Value, satisfaction,
8、and quality1.The preliminary concepts of marketingnNeeds, Wants and DemandsnA human need is a state of felt deprivation of some basic satisfaction.nWants are desires for specific satisfiers of these deeper needs.()nDemands are wants for specific products that are backed by an ability and willingness
9、 to buy them.()CDV=TCV-TCCCDV=TCV-TCCnValue, Cost and SatisfactionnValue is the consumers estimate of the products overall capacity to satisfy his or her needs.nCost is the pay of consumer .nAssessing the product by “V/C”.nSatisfaction is the state that the real product can be equal to or better tha
10、n the idea product.nCustomer delivered valuenTotal customer valuenproduct value, service value, personal value, image valuenTotal customer costnPrice, time, energy, FasterBetterCheaperReliability Security Competence Credibility Empathy Communication StyleResponsiveness AccessAffordabilityAvailabilit
11、y ConveniencePerformance Features Reliability Conformance Serviceability Aesthetics Perceived QualityPriceCustomer DesiresCompany DeliversTable1-1: Satisfy customer by building value with qualitynMarketnA market consists of all the potential customers sharing a particular need or want who might be w
12、illing and able to engage in exchange to satisfy that need or want.nNumbernability nwillingnpresent market / potential marketM=N+W +AThe Marketing SystemSuppliersEnd User MarketMarketing IntermediariesCompetitorsCompany (Marketer)EnvironmentEnvironment2. Marketing is Marketing is the process of plan
13、ning and executing the conception,pricing, promotion,and distribution of ideas,goods,and service to create exchanges that satisfy individual and organizational goals.nThe function of marketing is to identify changing needs so that innovative products can be developed to meet them better than competi
14、tors.Marketing isMarketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. (Kotler 1998)Marketing isMarketing is getting the right goods and services to the right people at the right tim
15、e at the right price with the right communication and promotion. (Kotler 1994)nThe aim of Marketing is to make selling superfluous. The aim is to know and understand the customer so well that the product or services fits and sells itself. (Drucker, 1973)nconsists of all activities that bring buyers
16、and sellers togethernAnalysis, Plan, implement, controlnMarketing mix(4ps)nManaging Products and Services(Product)nDistributing Products and Services(Place)nPricing Products and Services(Price)nPromotion Products and Services(Promotion) (communicating with Customers)Figure 1-1 Marketing ConceptThe purpose of MarketingUnderstanding the needs and wants of custom
