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1、2019/4/20,1,2019/4/20,2,Arrangment of the course：,14 weeks, 3 class hours each week.,Examination: in the 14th week,Evaluation: Normal performance:40% Final exam: 60%,2019/4/20,3,Welcome to marketing! Your passport to success!,Philip Kotler,General Background Knowledge,2019/4/20,4,1. Definition of Ma
2、rketing,“Market” is derived from the Latin “mercari” which means “to buy or trade”. But marketing is more than just buying and trading.,2019/4/20,5,Definition of Marketing,“The process of building lasting relationships through planning, executing and controlling the conception, pricing, promotion an
3、d distribution of ideas, goods and services to create mutual exchange that satisfy individual and organizatonal needs and objectives.”,- S. Carter,2019/4/20,6,http:/ of Marketing in this book,2019/4/20,9,Definition of Marketing in this book,Marketing is the art and science of finding, retaining, and
4、 growing profitable customers.,2019/4/20,10,The purpose of a business is to create and maintain satisfied, profitable customers.,Customer satisfaction leading to profit is the central goal of marketing for hospitality and tourism.,2019/4/20,11,2019/4/20,12,2019/4/20,13,2. The marketing process 营销过程,
5、2019/4/20,14,2019/4/20,15,2019/4/20,16,A. Understand customers,Needs. (需要）Human beings have many complex needs. * basic physical needs for food, clothing, warmth, and safety; * social needs for belonging, affection, fun, and relaxation; * esteem needs for prestige, recognition and fame; * individual
6、 needs for knowledge and self-expression.,2019/4/20,17,A. Understand customers,(2) Wants. (欲求） Wants are how people communicate their needs.,(3) Demands. (需求） People have almost unlimited wants but limited resources. They choose products that produce the most satisfaction for their money. When backe
7、d by buying power, wants become demands.,2019/4/20,18,B. Market offerings. (市场供给）,Some combination of tangible products, services, information, or experiences that are offered to the market.,2019/4/20,19,C. Customer value, expectations and satisfaction,(a). Customer value (顾客价值) is the difference be
8、tween the benefits that the customer gains from owning and/or using a product and the costs of obtaining the product.,2019/4/20,20,C. Customer value, expectations and satisfaction,(b). Customer expectations (顾客期望) are based on past buying experiences, the opinions of friends, and market information.
9、,2019/4/20,21,C. Customer value, expectations and satisfaction,(c). Customer satisfaction (顾客满意度) Satisfaction with a product is determined by how well the product meets the customers expectations for that product.,2019/4/20,22,D. Exchanges and Relationships 交换和关系,(a). Exchange is the act of obtaini
10、ng a desired object from someone by offering something in return.,2019/4/20,23,D. Exchanges and Relationships 交换和关系,(b). Relationship marketing. Relationship marketing focuses on building a relationship with a companys prfitable customers. Most companies are finding that they earn a higher return fr
11、om resources invested in getting repeat sales from current customers than from money spent to attract new customers.,2019/4/20,24,D. Exchanges and Relationships 交换和关系,(c). Designing customer-driven marketing strategy. Marketing management is the art and science of choosing target markets and buildin
12、g profitable relationships with them. Selecting customers to serve. Choosing a value proposition.,2019/4/20,25, Selecting customers to serve. The company must select those market segments it wishes to serve,2019/4/20,26, Choosing a value proposition. The company must also decide how it will serve ta
13、rgeted customershow it will differentiate and position itself in the marketplace. A companys value proposition is the set of benefits or values it promises to deliver to consumers to satisfy their needs.,2019/4/20,27,E. Markets 市场,A market is a set of actual and potential buyers of a product. These
14、buyers share a particular need or want taht can be satisfied through exchange relationships.,2019/4/20,28,Marketing means managing markets to bring about profitable customer relationships.,2019/4/20,29,3. Five Marketing Management Philosophies,Production concept B. Product concept C. Selling concept
15、 D. Marketing concept E. Societal marketing concept,2019/4/20,30,Production concept,The production concept holds that customers will favor products that are available and highly affordable, and therefore management should focus on production and distribution efficiency.,2019/4/20,31,B. Product conce
16、pt,The product concept holds that customers prefer existing products and product forms, and the job of management is to develop good versions of these products.,2019/4/20,32,C. Selling concept,The selling concept holds that customers will not buy enough of the organizations prdcucts unless the organization undertakes a large selling and pormotion effort.,2019/4/20,33,D. Marketing c
