市场营销(2) 36页

Marketing市场营销---theartofgettingandkeepingcustomers.\nAboutthecourseThegoodstarisanhalfofsuccess.\nOverallobjectivesAttheconclusionofthecourse,studentsshouldbecapableof:Understanding,listing,andexplainingthefactors,whichconstrainandprovideopportunitiesformarketing.Developingtheframeworksthatformulatesmarketingstrategies.Researchingmarketpotentials.Designingmarketingmixtoentryandpenetratemarkets.…\nMethodologyThissubjectwillinvolvelectures,discussions,presentations,andworkshopactivities.\nApproachtolearningFacilitatelearningratherthanprescribingLearnbydoingCasestudies,andprojects>examGroupwork,butdonotneglectindividualworkRelevant-realissuesratherthantextbookexamplesContemporary–up-to-dateUtilisetechnology\nTextbookandreferencesTextbook:PrinciplesofMarketing,9thEd.PhilipKotlerandGaryArmstrong.PrenticeHall.《市场营销学教程》晁钢令主编，上海财经大学出版社，2000年。Recommendedreferences:BasicMarketing11ndedition.E.JeromeMcCarthy,WilliamD.Perreault.IRWIN,1993.\nTextbookandreferenceslJournals:JournalofMarketingMarketingNewsHarvardBusinessReviewInternationalJournalofResearchinMarketingJournalofAdvertising《营销导刊》《销售与市场》《市场营销》（人大复印资料）……\nCourseevaluationThecoursewillbeevaluatedusingthefollowingmethods:Contributiontothecourse:+/-10%mark.Casestudy,30%mark.Assignment,20%mark.Finalexam,50%mark.\nContactaddressYoucancontactmebyemailat:orbyphone65111000-3110,orpersonallyinmyoffice109.\nPartOneUnderstandingmarketingandthemarketingprocess\nLectureOneMarketinginachangingworldIntroduction\nObjectsinlecture1Understandingtheconceptofmarketing,includingitsdefinition,purpose,androleincreatingexchange.Distinguishkeymarketingconceptswhichareoftenmisunderstoodorconfused.Understandingmarketingmanagementtasks.Contrasttheperiodsofmarketingevolution.\nWhatismarketing?\nCoreConceptsProductsNeeds,wants,anddemandsExchange,transactions,andrelationshipsMarketsCoreMarketingConceptsValue,satisfaction,andquality\n1.ThepreliminaryconceptsofmarketingNeeds,WantsandDemandsAhumanneedisastateoffeltdeprivationofsomebasicsatisfaction.Wantsaredesiresforspecificsatisfiersofthesedeeperneeds.(★)Demandsarewantsforspecificproductsthatarebackedbyanabilityandwillingnesstobuythem.(★)\nCDV=TCV-TCCValue,CostandSatisfactionValueistheconsumer’sestimateoftheproduct’soverallcapacitytosatisfyhisorherneeds.Costisthepayofconsumer.Assessingtheproductby“V/C”.Satisfactionisthestatethattherealproductcanbeequaltoorbetterthantheideaproduct.CustomerdeliveredvalueTotalcustomervalueproductvalue,servicevalue,personalvalue,imagevalueTotalcustomercostPrice,time,energy,\nFasterBetterCheaperReliabilitySecurityCompetenceCredibilityEmpathyCommunicationStyleResponsivenessAccessAffordabilityAvailabilityConveniencePerformanceFeaturesReliabilityConformanceServiceabilityAestheticsPerceivedQualityPriceCustomerDesiresCompanyDeliversTable1-1:Satisfycustomerbybuildingvaluewithquality\nMarketAmarketconsistsofallthepotentialcustomerssharingaparticularneedorwantwhomightbewillingandabletoengageinexchangetosatisfythatneedorwant.Numberabilitywillingpresentmarket/potentialmarketM=N+W+A\nTheMarketingSystemSuppliersEndUserMarketMarketingIntermediariesCompetitorsCompany(Marketer)EnvironmentEnvironment\n2.Marketingis…Marketingistheprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicetocreateexchangesthatsatisfyindividualandorganizationalgoals.Thefunctionofmarketingistoidentifychangingneedssothatinnovativeproductscanbedevelopedtomeetthembetterthancompetitors.\nMarketingis…Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers.(Kotler1998)\nMarketingis…Marketingisgettingtherightgoodsandservicestotherightpeopleattherighttimeattherightpricewiththerightcommunicationandpromotion.(Kotler1994)TheaimofMarketingistomakesellingsuperfluous.Theaimistoknowandunderstandthecustomersowellthattheproductorservicesfits…andsellsitself.(Drucker,1973)\nconsistsofallactivitiesthatbringbuyersandsellerstogetherAnalysis,Plan,implement,controlMarketingmix(4ps)ManagingProductsandServices(Product)DistributingProductsandServices(Place)PricingProductsandServices(Price)PromotionProductsandServices(Promotion)(communicatingwithCustomers)\nFigure1-1MarketingConcept\nThepurposeofMarketingUnderstandingtheneedsandwantsofcustomersandCreatecustomervaluethroughsatisfactionandqualityOperatemoreeffectivelyandefficientlythancompetitorsFigure1-2MarketingPurpose\nTheeconomicroleofmarketingMarco-Marketingtheroleofmarketingindistributinggoodsandservicestobuyers.Micro-marketingtheprocessofformulatingandimplementingstrategythatenablesthefirmtoearnaprofit.\nGoalsofMarketingSystemsMaximizeConsumptionMaximizeChoiceMaximizeQualityofLifeMaximizeSatisfactionMarketingSystemGoals\nDemandStateMarketingTasksFormalNameNegativedemandChangedemandPositiveMarketingNodemandCreatedemandStimulationalMarketingLatentdemandDevelopdemandDevelopmentalmarketingDecliningdemandRevitalizedemandRemarketingIrregulardemandAlterdemandSynchromarketingdemandMaintenanceMarketingOverfulldemandReducedemandDemarketingUnwholesomedemandDiscouragedemandAnti-marketing3.Marketingmanagementtasks\nDemandManagementCustomerLifetimeValueMarketingManagementDemandManagementKeyConceptsforManagingMarketing\n4.TheevolutionofmarketingProductionOrientationProductOrientationSalesOrientationCustomermarketingOrientationSocialMarketingOrientation\nFactoryExistingProductsSellingandPromotingProfitsthroughVolumeStartingPointFocusMeansEndsMarketCustomerneedsTheSellingConceptpull-throughsystemIntegratedmarketingNotionofCustomerLifetimeValueMarketing&SalesConceptsProfitsthroughCustomerSatisfaction\nTheSocietalMarketingConceptSociety(HumanWelfare)Consumers(Satisfaction)Company(Profits)SocietalMarketingConcept\nNewMarketingChallengesinchangingworldEmergingChallengesNonprofitMarketingNewMarketingLandscapeEthicalConcernsGlobalizationChangingWorldEconomy\n5.ExtendingmarketingconceptRelationshipmarketingCustomizemarketingBenchmarkmarketingSymbioticMarketingGlobalmarketingMegamarketingExtendedmarketingGreenmarketing\nConsumer(goods)marketingMajorareasofmarketingfocusRelationshipsandCustomerRetentionBusiness-to-businessmarketing1950’s1960’s1970’s1980’s1990’sNon-profit&societalmarketingServicesmarketingCustomerSatisfaction,GlobalMarketing,SynchronousMarketingTheDevelopmentofMarketingScience\nNextweekStrategicplanningandthemarketingprocessAssignment:Reviewingthelecture1Textbook(chapter1)/P36-37Orgnizingthefirstteamdiscussiononthemarketingconceptbyinternetconnections.(P38-39)gettinginformationandwritingtheoutletonthemarketingplanningandmarketingprocessTextbook(chapter2)