第一章 定义2世纪的营销20个.ppt

*Marketing Management,13th ed 第一篇 理解营销管理 Marketing Management,13th ed * 1 Defining Marketing for the 21st Century定义21世纪的营销营销的观念、工具、框架和主题 Marketing Management, 13th ed 1 Chapter Questions Why is marketing important?（为什么营销是重要的） What is the scope of marketing（营销学的范畴有哪些） ? What are some fundamental marketing concepts（营销的基本概念有哪些）? How has marketing management changed（营销管理已经发生了哪些变化）? What are the tasks necessary for successful marketing management（成功营销管理的必要条件有哪些 ）? Marketing Management,13th ed * 一、营销的重要性 Good Marketing is No Accident（营销无处不在。良好的营销越来越成为商业成功的重要因素。成功的营销并非偶然，需要精细的规划和操作） Marketing Management,13th ed * Starbucks plans to ensure its marketing successes in countries around the world（星巴克努力使其营销在全球成功）. “星巴克顾客友情卡” Barista是该店为了提高顾客忠诚度而实行的一种营销手段。 顾客如果初次光临星巴克，或者老顾客初尝星巴克的某种以往未尝过的产品，则有可能在品尝之后对自己点的东西不满意。这时该店就会赠上一张星巴克顾客友情卡barista，顾客下次凭此卡可以在任何星巴克店免费换取各种饮料。 笔记本电脑免费无线上网。 Marketing Management,13th ed * 二、营销学的范畴1.What is Marketing?什么是营销？ Marketing is an organizational function and a set Of processes for creating, communicating, And delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. 营销是一项有组织的活动，它包括创造价值、将价值沟通 输送给顾客，以及维系管理公司与顾客之间的关系，从而使 得公司及其相关者受益的一系列过程。 Marketing is meeting needs profitably（营销是满足他人的 需求且自己也能赢利） Marketing Management,13th ed * What is Marketing Management? Marketing management is the art and science of choosing target markets and Getting ,Keeping, and growing customers through creating, delivering, and communicating Superior customer value. 营销管理作为一种艺术和科学的结合，它需要 选择目标市场，通过创造、传递和传播优质的 顾客价值，获得、保持和发展顾客。 Marketing Management,13th ed * Selling is only the tip of the iceberg（推销不过是营销冰山上的顶点） “There will always be a need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. Al