2市场营销-简.ppt

Objectives What are the tasks of marketing? What are the major concepts and tools of marketing? What orientations do companies exhibit in the marketplace? How are companies and marketers responding to new challenges? Marketing Channels Competition Think of examples of each type of competition: The Four Ps The Four Cs  Contrasts Between Selling and Marketing Concepts (a) The selling concept Marketing Concept The Marketing Concept stands on four pillars: Chapter 3 Objectives Define value and satisfaction and understand how to deliver them. Describe the nature of high-performance businesses. Explain how to attract and retain customers. Understand ways of improving customer profitability. Define total quality management. Customer Value Customers estimate which offer will deliver the most value. They then form an expectation of value and act upon it. Customer delivered value = total customer value minus total customer cost. Value Chain Firm infrastructure Customer Development Chapter 9 Identifying Market Segments and Selecting Target Markets 辨认市场细分和选择目标市场 ? Ramada Ramada Franchises Enterprises（拉梅达特许经营公司） offers lodging in a variety of niches(小生境): Ramada Limited for economy travelers, Ramada Inn for those seeking a mid-price full-service hotel; Ramada Plaza, a new offering in the upper-mid-price niche; Ramada Hotels offering three-star service; and Ramada Renaissance hotels, offering four-star service. 6.1 Product differentiation 产品差别(异)化 We can find physical products that allow little variation: chicken, steel, aspirin. Yet even here some meaningful differentiation is possible. Consider the many possible forms taken by products such as aspirin; it can be differentiated by dosage, size, shape, coating, action time and so on. On the other hand, some products can be highly differentiated, such as automobiles, commercial machinery, and furniture. Such products can be differentiated on features, perfor