英国大学场营销讲义一1课件.ppt

1、CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT BSP420:MARKETING MANAGEMENT Chanaka Jayawardhena Room.BE 2.19?(01509 22)8831?C.Jayawardhenalboro.ac.uk Session structure?A lecture(up to an hour)?Followed by a break(10-15 minutes)?A case study/video presentation scenario discussion/presentation in s

2、mall groups(up to an hour)?A concluding discussion(up to 45 minutes)CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT What is marketing?To attract and retain customers at a profit(Drucker,1999)?To establish,develop and commercialise long-term customer relationships so that the objectives of the part

3、ies involved are met(Gronroos,1989)CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT Efficiency and Effectiveness Ineffective Goes out of business quickly Dies Slowly Survives Does well Thrives Effective Efficient Inefficient 5 CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT 2 Marketing Concept Th

4、e achievement of corporate goals through meeting and exceeding customer needs better than the competition The Marketing Concept Customer orientation Corporate activities are focused upon providing customer satisfaction Integrated effort All staff accept the responsibility for creating customer satis

5、faction Goal achievement The belief that corporate goals can be achieved through customer satisfaction Marketing concept The achievement of corporate goals through meeting and exceeding customer needs better than the competition Customer orientation Corporate activities are focused upon providing cu

6、stomer satisfaction Integrated effort All staff accept the responsibility for creating customer satisfaction Goal achievement The belief that corporate goals can be achieved through customer satisfaction CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT 3 Production Orientation Customers Production

7、capabilities Manufacture product Aggressive sales effort CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT 4 Marketing Orientation Customer needs Potential market opportunities Marketing products and services Customers CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT Marketing Orientation Integrate

8、d customer focus Long run profits through customer satisfaction Sales Orientation Push!Push!Sell!Sell!by promotion Short term gains in profit via sales increases Evolution of the Marketing Concept Production Orientation Production&assembly line refinement Profits through production controls 6 CHANAK

9、A JAYAWARDHENA BSP 022 MARKETING MANAGEMENT 7 Market-driven Management Shared values and beliefs Customer focus Market-led strategy Structure and systems Implementation Market intelligence Shared values and beliefs?customer first Market intelligence Skills in understanding and responding to customer

10、s Structure and systems?structure based on strategy?team work Market-led strategy?Linking distinctive competencies to market opportunities?Competitive advantage the driving force Implementation?people?incentives?communications?persuasion CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT 8 Creating C

11、ustomer Value Product benefits Service benefits Relational benefits Image benefits Monetary costs Time costs Energy costs Psychological costs Customer value Perceived benefits Perceived sacrifice Positive Negative CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT 9 Creating Customer Satisfaction Del

12、ight Neutral Dissatisfaction Absent Fulfilled Presence of the characteristic Customer satisfaction Delighters More is better Must be CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT Brittany Ferries Brittany Ferries promote the benefit of relaxation 10 CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEM

13、ENT 11 An Effective Marketing Mix Effective marketing mix Matches customer needs Creates a competitive advantage Well balanced Matches corporate resources CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT 12 Marketing Mix and Customer Needs Customer needs Key customer requirements Competitive advant

14、age Marketing mix CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT 13 Marketing Mix and Customer Needs Customer needs Key customer requirements Competitive advantage Marketing mix Psychological Economic Customer needs?Performance?Availability?Reliability?Durability?Productivity?Self-image?Quiet lif

15、e?Pleasure?Convenience?Risk reduction CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT 14 Marketing Mix and Customer Needs Customer needs Key customer requirements Competitive advantage Marketing mix?Product?Price?Promotion?Place Marketing mix CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT Ericsson Style is an important choice criterion for brands that are conspicuous in use 15