英国大学市场营销讲义1（PPT16页）.pptVIP

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 parties involved are met (Gronroos, 1989) Efficiency and Effectiveness The Marketing Concept Production Orientation Marketing Orientation Evolution of theMarketing Concept Market-driven Management Creating Customer Value Product benefits Service benefits Relational benefits Image benefits Monetary costs Time costs Energy costs Psychological costs Creating Customer Satisfaction Brittany Ferries Brittany Ferries promote the benefit of relaxation An Effective Marketing Mix Marketing Mix and Customer Needs Marketing Mix and Customer Needs Marketing Mix and Customer Needs Ericsson Style is an important choice criterion for brands that are conspicuous in use * CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT * CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT BSP420: MARKETING MANAGEMENT Chanaka Jayawardhena Room. BE 2.19 ? (01509 22) 8831 ? C.Jayawardhena@lboro.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 small groups (up to an hour) A concluding discussion (up to 45 minutes) Ineffective Goes out of business quickly Dies Slowly Survives Does well Thrives Effective Efficient Inefficient 5 2 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 customer 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 Marketing concept The achievement of corporate goals through meeting and exceeding customer needs better than the competition Customer orientation Corporate activities are focu