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1、Marketing: An Introduction,Name:安书芳 Tel:5011621 Email:, Copyright 2005 Pearson Education Canada Inc.,What Is Marketing?,Chapter 1,Chapter Objectives,When you have completed your study of this chapter, you should be able to: 1、Define marketing and outline the steps in the marketing process. 2、Explain
2、 the importance of understanding customers and the marketplace, and identify the five core marketplace concepts.,3,3、Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. 4、Discuss customer relationship mana
3、gement and strategies for building lasting customer relationships.,Chapter Objectives,4,5、Describe the major trends and forces that are changing the marketing landscape in this new age of relationships.,Chapter Objectives,5,What is Marketing?,Simple Definition: Marketing is managing profitable custo
4、mer relationships. Goals: Attract new customers by promising superior value. Keep and grow current customers by delivering satisfaction.,6,Marketing Defined,A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and val
5、ue with others.,7,The marketing process,1、understangding the marketplace and consumer needs 2、desiging a customer-driven marketing strategy 3、construct a marketing program that delivers superior value 4、building profitable relationships and create consumer velues 5、capture value from customers to cr
6、eate profits and customer quality,8,Understangding the marketplace and consumer needs,The marketing process begins，continues，and ends with consumers. as a first step,marketers need to understand customer needs and wants and the marketplace.,9,Needs, Wants, & Demands,Need: State of felt deprivation i
7、ncluding physical, social, and individual needs. Physical: Food, clothing, shelter, safety Social: Belonging, affection Individual: Learning, knowledge, self-expression,10,Wants: Form that a human need takes, as shaped by culture and individual personality. Wants + Buying Power = Demand (456班）,Needs
8、, Wants, & Demands,11,Marketing Offer（products）,Needs and Wants Fulfilled through a Marketing Offer : Some combination of products, services, information, or experiences offered to a market to satisfy a need or want. 产品：企业提供给市场的能够满足人类需要和欲望的所有的物品。,12, Copyright 2005 Pearson Education Canada Inc.,A pr
9、oduct can be: A tangible good A service An idea A person A place,Anything Can Be Marketed,Value & Satisfaction（价值和满意）,If performance is lower than expectations, satisfaction is low If performance is higher than expectations, satisfaction is high,14,创造价值让顾客满意,以麦当劳例，人们不会仅仅因为喜欢汉堡包而涌向全世界11，000个麦当劳快餐店。其他
10、一些餐馆制作的汉堡包味道也许更好。人们是冲着某个系统而来，并不仅仅是汉堡包。这是一个有效运转的系统，该系统向全世界传送一个高标准，即麦当劳公司所谓的QSCV质量（Quality）、服务（Service）、清洁（Cleanliness）和价值（Value）。麦当劳公司的有效就在于它和它的供应商、特许经营店业主、雇员以及其他有关人员共同向顾客提供了他们所期望的高价值。,15,Exchange vs. Transaction（交换和交易）,Exchange: Act of obtaining a desired object from someone by offering something in
11、 return. （以某物作为回报，从别人那里获得所需之物的行为。）,Transaction: A trade of values between two parties. One party gives X to another party and gets Y in return. Can include cash, credit, or check.,16,What is a Market?,The set of actual and potential buyers of a product. （某产品的现实和潜在的购买者的集合。） These people share a need
12、or want that can be satisfied through exchange relationships. （这些人拥有共同的需要和欲望，并且能够通过交换关系得到满足。）,17,Desiging a customer-driven marketing strategy（制定以顾客为导向的营销战略）,Marketing Management（市场营销管理） The art and process of choosing target markets and building profitable relationships with them. （是选择目标市场并和之建立可赢利性
13、关系的艺术和过程。） The marketing managers aim is to get, keep, and grow target customers by creating, delivering and communicating superior customer value. （市场营销的目的在于通过创造、交付并沟通优异的顾客价值，来获得、保持并发展目标顾客。）,18,To design a winning marketing strategy,Questions to ask: What customers will we serve? What is our target
14、 market? How can we best serve these customers? What is our value proposition?,19,Segmentation & Target Marketing,Market Segmentation（市场细分）: Divide the market into segments of customers Target Marketing（目标市场）: Select the segment to cultivate,20,Marketing Management（营销管理）,Demand Management Finding an
15、d increasing demand, also changing or reducing demand, such as in demarketing. Demarketing Temporarily or permanently reducing the number of customers or shifting their demand,21,不同需求情况下企业市场营销管理的任务,负需求,无需求,潜在需求,下降需求,无序需求,充分需求,过量需求,有害需求,扭转性营销,刺激性营销,开发性营销,恢复性营销,同步性营销,维持性营销,限制性营销,抵制性营销,22,1、负需求指绝大多数人对某
16、种产品或服务不仅没有需求，而且有厌恶情绪的一种需求状况。 例如：素食主义者对所有肉类有负需求；有些顾客害怕冒险而不敢乘飞机等。 营销任务扭转型营销。调查研究，寻找产生负需求的原因，对症下药。分析人们为什么不喜欢这些产品，并针对目标顾客的需求重新设计产品、订价，作更积极的促销，或改变顾客对某些产品或服务的信念等，把负需求变为正需求。诸如宣传老年人适当吃甜食可促进脑血液循环，乘坐飞机出事的概率比较小等。,23,案例：,欧美人对动物内脏很反感，不喜欢吃动物内脏。怎样把这个负需求变为正需求呢？专家做了个实验：他们找来了40个家庭主妇，将之分为两个小组。专家告诉第一小组的20个人，运用传统的方式怎样把动物的内脏做成菜，怎样做才好吃。而他们则和第二小组的20个家庭主妇围坐在一块座谈，在聊天中告诉她们动物内脏富含哪些矿物质，对人体有哪些好处，并赠送了相应的菜谱。一个月后，第一小组只有3%的家庭妇女开始食用动物内脏，第二小组有30%的妇女食用动物内脏。,24,2、无需求市场上对某种产品或
