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1、ChaptChapter 1er 1Marketingin the Twenty-first CenturyMarketing ManagementTenth Edition2000 Prentice HallObjectivesCourse OrganizationTasks of MarketingMajor Concepts & Tools of MarketingMarketplace OrientationsMarketings Responses to New Challenges2000 Prentice HallCourse/Text OrganizationPart I -
2、Understanding Marketing ManagementPart II - Analyzing Marketing OpportunitiesPart III - Developing Marketing StrategiesPart IV - Shaping the Market OfferingPart V - Managing & Delivering Marketing Programs2000 Prentice HallDefining MarketingMarketing is a societal process by which individuals and gr
3、oups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. - Philip Kotler (p. 7)2000 Prentice HallCore Concepts of Marketing Product or Offering Value and SatisfactionNeeds, Wants, and Demands Exchange and Transactions Relations
4、hips and Networks Target Markets & Segmentation Marketing Channels Supply Chain Competition Marketing Environment2000 Prentice HallSimple Marketing SystemIndustry(a collection of sellers)Market(a collection of Buyers)Goods/servicesMoneyCommunicationInformation2000 Prentice HallManufacturermarketsSer
5、vices,Services,moneymoneyGovernmentmarketsServices,Services,moneymoneyServicesServicesServices,Services,moneymoneyTaxesTaxesTaxes,Taxes,goodsgoodsTaxes,Taxes,goodsgoodsTaxes,Taxes,goodsgoodsMoneyMoneyMoneyMoneyConsumermarketsIntermediarymarketsGoods, servicesGoods, servicesGoods, servicesGoods, serv
6、icesResourcesResourcesResourcesResourcesResourcemarketsMoneyMoneyMoneyMoneyStructure of Flows2000 Prentice HallThe Four PsThe Four PsMarketingMixProductPricePromotionPlaceThe Four CsCustomerSolutionCustomerCostCommunicationConven-ience2000 Prentice HallProduction ConceptProduct ConceptSelling Concep
7、tMarketing ConceptConsumers prefer products that are widely available and inexpensive Consumers favor products that offer the most quality, performance, or innovative featuresConsumers will buy products only ifthe company aggressivelypromotes/sells these productsFocuses on needs/ wants of target mar
8、kets & delivering value better than competitorsCompany Orientations Towards the Marketplace2000 Prentice HallMarketIntegratedmarketingProfits throughcustomersatisfactionCustomerneeds(b) The marketing conceptFactoryExistingproductsSelling andpromotionProfits throughsales volumeStartingpointFocusMeans
9、Ends(a) The selling conceptCustomer Delivered Value2000 Prentice HallCustomersFront-line peopleMiddle ManagementTopManagementTraditional Organization Chart2000 Prentice HallCustomer-Oriented Organization ChartCustomersFront-line peopleMiddle managementTopmanage-mentCustomersCustomers2000 Prentice Ha
10、llEvolving Views of Marketings Rolea. Marketing as anequal functionFinanceProductionMarketingHumanresourcesb. Marketing as a moreimportant functionFinanceHumanresourcesMarketingProduction2000 Prentice HallEvolving Views of Marketings Rolec. Marketing as themajor functionMarketingFinanceHumanresource
11、sProductiond. The customer as thecontrolling factorCustomerHumanresourcesFinanceProductionMarketing2000 Prentice HallEvolving Views of Marketings Rolee. The customer as the controllingfunction and marketing as theintegrative functionCustomerMarketingProductionHumanresourcesFinance2000 Prentice HallReviewCourse OrganizationTasks of MarketingMajor Concepts & Tools of MarketingMarketplace OrientationsMarketings Responses to New Challenges
