营销权威教程课件.ppt

1、Marketing 市场营销市场营销-the art of getting and keeping customers.About the courseThe good star is an half of success.Overall objectivesAt the conclusion of the course,students should be capable of:nUnderstanding,listing,and explaining the factors,which constrain and provide opportunities for marketing.nD

2、eveloping the frameworks that formulates marketing strategies.nResearching market potentials.nDesigning marketing mix to entry and penetrate markets.nMethodologynThis subject will involve lectures,discussions,presentations,and workshop activities.Approach to learningnFacilitate learning rather than

3、prescribingnLearn by doingnCase studies,and projectsexamnGroup work,but do not neglect individual worknRelevant-real issues rather than text book examplesnContemporary up-to-datenUtilise technologyTextbook and referencesnTextbook:n Principles of Marketing,9th Ed.Philip Kotler and Gary Armstrong.Pren

4、tice Hall.n 市场营销学教程市场营销学教程晁钢令 主编，上海财经大学出版社，2000年。nRecommended references:nBasic Marketing 11nd edition.E.Jerome McCarthy,William D.Perreault.IRWIN,1993.Textbook and referencesl Journals:nJournal of Marketing nMarketing NewsnHarvard Business ReviewnInternational Journal of Research in MarketingnJourn

5、al of Advertising n营销导刊n销售与市场n市场营销（人大复印资料）nCourse evaluationnThe course will be evaluated using the following methods:nContribution to the course:+/-10%mark.nCase study,30%mark.nAssignment,20%mark.nFinal exam,50%mark.Contact addressYou can contact me by email at: or by phone 65111000-3110,or persona

6、lly in my office 109.Part OneUnderstanding marketing and the marketing process Lecture OneMarketing in a changing worldIntroductionObjects in lecture 1nUnderstanding the concept of marketing,including its definition,purpose,and role in creating exchange.nDistinguish key marketing concepts which are

7、often misunderstood or confused.nUnderstanding marketing management tasks.nContrast the periods of marketing evolution.What is marketing?Core ConceptsProductsNeeds,wants,and demandsExchange,transactions,and relationshipsMarketsCoreMarketingConceptsValue,satisfaction,and quality1.The preliminary conc

8、epts of marketingnNeeds,Wants and DemandsnA human need is a state of felt deprivation of some basic satisfaction.nWants are desires for specific satisfiers of these deeper needs.()nDemands are wants for specific products that are backed by an ability and willingness to buy them.()nValue,Cost and Sat

9、isfactionnValue is the consumers estimate of the products overall capacity to satisfy his or her needs.nCost is the pay of consumer.nAssessing the product by“V/C”.nSatisfaction is the state that the real product can be equal to or better than the idea product.nCustomer delivered valuenTotal customer

10、 valuenproduct value,service value,personal value,image valuenTotal customer costnPrice,time,energy,FasterBetterCheaperReliabilitySecurityCompetenceCredibilityEmpathyCommunicationStyleResponsivenessAccessAffordabilityAvailabilityConveniencePerformanceFeaturesReliabilityConformanceServiceabilityAesth

11、eticsPerceived QualityPriceCustomer DesiresCompany DeliversTable1-1:Satisfy customer by building value with qualitynMarketnA market consists of all the potential customers sharing a particular need or want who might be willing and able to engage in exchange to satisfy that need or want.nNumbernabili

12、ty nwilling npresent market/potential marketM=N+W+AThe Marketing SystemSuppliersEnd UserMarketMarketingIntermediariesCompetitorsCompany(Marketer)EnvironmentEnvironment2.Marketing is Marketing is the process of planning and executing the conception,pricing,promotion,and distribution of ideas,goods,an

13、d service to create exchanges that satisfy individual and organizational goals.nThe function of marketing is to identify changing needs so that innovative products can be developed to meet them better than competitors.Marketing isMarketing is a social and managerial process by which individuals and

14、groups obtain what they need and want through creating and exchanging products and value with others.(Kotler 1998)Marketing isMarketing is getting the right goods and services to the right people at the right time at the right price with the right communication and promotion.(Kotler 1994)nThe aim of

15、 Marketing is to make selling superfluous.The aim is to know and understand the customer so well that the product or services fits and sells itself.(Drucker,1973)nconsists of all activities that bring buyers and sellers togethernAnalysis,Plan,implement,controlnMarketing mix(4ps)nManaging Products an

16、d Services(Product)nDistributing Products and Services(Place)nPricing Products and Services(Price)nPromotion Products and Services(Promotion)(communicating with Customers)Figure 1-1 Marketing ConceptCustermer orientationCustermer orientationAll marketing activities arefocused on providing satisfacti

17、onIntergrated marketingIntergrated marketingAll marketing activitiesare coordinated.Profits followProfits followcustomer satisfactioncustomer satisfactionProfit aims will be met when theneeds are successfully served.The marketing conceptThe marketing concept(Achieve goals by meeting customers needs)

18、The purpose of MarketingUnderstanding the needs and wants of customers andCreate customer value through satisfaction and qualityOperate more effectively and efficiently than competitorsFigure 1-2 Marketing PurposenThe economic role of marketingnMarco-MarketingMarco-Marketing the role of marketing in

19、 distributing goods and services to buyers.nMicro-marketingMicro-marketing the process of formulating and implementing strategy that enables the firm to earn a profit.GoalsofMarketingSystemsMaximizeConsumptionMaximizeChoiceMaximize Quality of LifeMaximizeSatisfactionMarketing System GoalsDemand Stat

20、eMarketing TasksFormal NameNegativedemandChange demand PositiveMarketingNo demandCreate demandStimulationalMarketingLatent demandDevelopdemandDevelopmentalmarketingDecliningdemandRevitalizedemandRemarketingIrregulardemandAlter demandSynchromarketingdemandMaintenanceMarketingOverfull demand Reduce de

21、mand DemarketingUnwholesomedemandDiscouragedemandAnti-marketing3.Marketing management tasksDemand ManagementCustomerLifetimeValueMarketingManagementDemandManagementKeyConceptsforManagingMarketing4.The evolution of marketingnProduction OrientationnProduct Orientation nSales Orientation nCustomer mark

22、eting Orientation nSocial Marketing OrientationFactoryExistingProductsSellingandPromotingProfitsthroughVolumeStartingPointFocusMeansEndsMarketCustomer needsThe Selling Conceptpull-through systemIntegratedmarketingNotion of CustomerLifetime ValueMarketing&Sales ConceptsProfits throughCustomer Satisfa

23、ctionThe Societal Marketing ConceptSociety(Human Welfare)Consumers(Satisfaction)Company(Profits)SocietalMarketingConceptNew Marketing Challenges in changing worldEmergingChallengesNonprofitMarketingNewMarketingLandscapeEthicalConcernsGlobalizationChangingWorld Economy5.Extending marketing conceptnRe

24、lationship marketingnCustomize marketingnBenchmark marketingnSymbiotic MarketingnGlobal marketingnMegamarketingnExtended marketingnGreen marketingConsumer(goods)marketingMajorareasof marketingfocusRelationshipsand CustomerRetentionBusiness-to-business marketing1960s1970sThe Development of Marketing

25、ScienceNext weeknStrategic planning and the marketing processnAssignment:nReviewing the lecture 1nText book(chapter 1)/P36-37nOrgnizing the first team discussion on the marketing concept by internet connections.(P38-39)ngetting information and writing the outlet on the marketing planning and marketi

26、ng processnText book(chapter 2)Part OneUnderstanding marketing and the marketing process Lecture ThreeThe marketing EnvironmentAt a glancenDescribe the environmental forces that affect the economys ability to serve its customersnExplain how changes in the demographic and economic environments affect

27、 marketing decisionsnIdentify the major trends in the firms natural and technological environmentsnExplain the key changes in the political and cultural environmentsnDiscuss how companies can react to the marketing environments The Companys Micro-environmentDirect(Micro-)Environments:ninternal struc

28、turensuppliersncompetitorsnmarketing intermediariesncustomers and general publicsThe MicroenvironmentSuppliersCustomerMarketsPublicsCompanyCompetitors IntermediariesKey Forces in theMicroenvironmentSuppliersIntermediariesFirmpublicsCompetitorsCustomersThe Companys micro-environmentInternal Environme

29、ntTop ManagementManufacturingFinanceR&DAccountingPurchasingMarketingCustomer MarketsCompanyConsumerMarketsInternationalMarketsGovernmentMarketsBusinessMarketsResellerMarketsTypes of PublicsGovernmentInternalFinancialMediaCitizenActionLocalGeneralThe Companys Macro-environmentIndirect(Macro-)Environm

30、ents:nDemographic environmentnEconomic environmentnNatural environmentnTechnological environmentnPolitical environmentnCultural environmentThe Macro-environmentDemographicTechnologicalCulturalEconomicPoliticalNaturalKey Forces in theMacroenvironmentDemographic environmentnChanging age structure of t

31、he populationnThe changing familynGeographic shifts in populationnbetter-educated and more white-collar populationnIncreasing ethic diversityDemographic EnvironmentGeographicShiftsEducation GrowingEthnicDiversity Changing Family StructureAgeStructuresKeyDemographicTrendsEconomic environmentnChanges

32、in incomenincome distributionnupper-classnmiddle-classnunder-classnChanging consumer spending patternsnEngels lawsEconomic EnvironmentChangesin ConsumerSpending PatternsEconomicDevelopmentChangesin IncomeKeyEconomicConcerns forMarketersNatural environmentnShortages of raw materialsnIncreased cost of

33、 energynIncreased pollutionnGovernment intervention in natural resource managementNatural EnvironmentKey Areasof Concernin the NaturalEnvironmentShortage ofRaw MaterialsIncreasedPollutionGovernmentInterventionEnergyCostsTechnological environmentnFast pace of technological changenHigh R&D budgetnConc

34、entration on minor improvementsnIncreased regulationTechnological EnvironmentFast Pace of ChangeHigh R&DBudgetsFocus on MinorImprovementsIncreasedRegulationIssues in the Technological EnvironmentPolitical environmentnLegislation regulating businessnprotect organizationnproduct consumersnprotect the

35、interests of societynChanging government agency enforcementnIncreased emphasis on ethics and socially responsible actionsPolitical EnvironmentGreaterConcern forEthicsLegislationEnforcementKeyTrends in thePoliticalEnvironmentCultural environmentnPersistence of cultural valuesnCore culturalnSecondary

36、culturalnSubculturesnShifts in secondary cultural valuesnpeoples view of themselves,others,organizations,society,nature,universe.Cultural EnvironmentOfOrganizationsOfNatureOfOneselfOfSocietyOfthe UniverseOfOthersViewsThat ShowValuesMacro-environmentMicro-environmentFirmsinternal environmentThe marke

37、ting environmentsNext weeknMarketing research and information systemsnAssignment:nReviewing the lecture 3nText book(chapter3)/P85-117nOrgnizing the discussion of the company case Page122-124ngetting information and writing the outlet on the marketing research and information systemnText book(chapter

38、 4 and appendix 1)Part TwoDeveloping marketing opportunities and strategies Lecture FourMarketing researchAt a glanceExplain the importance of information to the companyDefine the marketing information system(MIS)and discuss its partsOutline the steps in the marketing research processCompare the met

39、hods of collecting informationmarketing information systemTarget marketsmarketing channelcompetitorsmacroenvironmental forcesMarketing EnvironmentAnalysisPlanningImplementationOrganizationControlMarketing managersThe marketing information systemInternal recordsMarketing intelligenceInformation analy

40、sisMarketing researchThe marketing research processDefining the problem and research objectivesDeveloping the research plan for collecting informationImplementing the research plan-collecting and analyzing the dataInterpreting and reporting the findingsMail questionnairesTelephone interviewingFocus

41、group interviewingContact methodsPrimary dataSecondary dataType of dataExploratoryDescriptiveCausal Type of researchSampling unitSample sizeSampling procedureSampling planObservational researchSurvey researchCheckout scannersExperimental researchResearch approachPlanning primary data collectionDefin

42、ing market demandnMarket demandnfor a product or servicentotal volumenbought by defined consumer groupndefined geographical areandefined time periodndefined marketing environmentndefined level and mix of industry marketing effortsMarket demand in the specified periodIndustry marketing expendituresMa

43、rket demand as a function of industry marketing expenditures Market potentialMarket forecastMarket minimumPlanned expenditureIndustry marketing expendituresMarket demand in the specified periodMarket potential(prosperity)Market potential(recession)prosperityrecessionMarket demand as a function of in

44、dustry marketing expenditures(under prosperity vs.recession)Company demandQ i=si QQ i company is demand si company is market share Q total market demandSale-response functionncompany sales potentialncompany sales forecastnsales quotansales budgetCompany demand in the specified periodCompany marketin

45、g expendituresCompany potentialCompany sales forecastCompany minimumPlanned expenditureForecasting future demandThree information basesnWhat people say?nsurvey of buyers intentionncomposite of sales force opinionnexpert opinionnWhat people do?ntest-market methodnWhat people have done?nTime series an

46、alysisnleading indicatorsnstatistical demand analysisNext weeknConsumer behaviorsnAssignment:nReviewing the lecture 4nText book(chapter 4)/P128-161;A1-8nOrgnizing discussion of case on page 165-167.ngetting information and writing the outlet on the Consumer behaviornText book(chapter 5-6)Part ThreeD

47、eveloping the marketing mixLecture SevenProduct StrategyAt a glanceDefine product and major classifications of products and servicesUnderstanding individual product decisionsExplain the decisions of developing product lines and mixesDefine the steps in the new-product development processDescribe the

48、 stages of the product life cycleProduct Anything that can be offered to a market for attention,acquisition,use,or consumption that might satisfy a want or need.Three levels of productQualityStylingPackagingBrand nameFeaturesAfter-sale serviceInstallationWarrantyDelivery and creditRepairingCore,bene

49、fit or serviceThree levels of product(Airline)In-flight servicesDuty free shoppingMealsSeat allocationSchedulesSafetyrecordQantas ClubPrioritybaggageFrequent flyer schemeHoliday PackagesToursTime-critical transportFlight booking systemGeneric ProductStores,preserves,cools,and otherwise helps to sati

50、sfy home food-consumption needsTangible ProductColorDesignQualitySizeWeightFeaturesMaterial used in constructionEfficiency in usePower sourceBrand nameAugmented productImage StatusGuarantee/warrantyDeliveryInstallationRepair facilitiesInstructions and technical adviceCreditReturn policyFollow-up ser