Marketingchapter1--teachingnotes分解.pptx

Marketing ;Before Starting….;The significance of studying marketing;Significance of study marketing knowledge;The Important Changes of modern marketing;The ways of studying:;About the text book:;Assessment method of the study in the end of semester;A question for you: ;Chapter1.Marketing : Managing profitable customer relationships; Lead-in Case: ?;1. Introduction;1.1.What is Marketing?;Marketing is all around you. ; Yet there is much more to marketing than meets the consumer’s causal eye. Behind it all massive network of people and activities competing for your attention and money, also keep the needs and wants of people to be satisfied. ;Definition of Marketing: ;1 - 17;1 - 18;The Core Thoughts of Modern Marketing;The Marketing Process;1.2 Important concepts:;Needs, wants, and demands;Marketing OfferingsProducts, services and experiences;Values and satisfaction;Exchanges, transactions, and relationships;Transaction marketing is a part a large idea of relationship marketing. [2]. Ultimately, a company wants to build a unique company asset called marketing network ( the company and all its supporting stakeholders, and interest parties). The relationship marketing is to deliver long-term value to the customer and thereby secure customer satisfaction and retention of patronage (惠顾）.; Market ;Marketing ;1 - 29;The major forces in modern marketing system ;1.3. designing a customer-driven marketing strategy ;;Selecting customers to serve ;;Choosing a value proposition;1.3.3 Marketing Management Orientations;1 - 37;The Product Concept;The Selling Concept It is the idea that consumers will not buy enough of the organization’s products unless the organization undertakes a large-scale selling and promotion effort. [1, 2 ] The Marketing Concept The marketing concept holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfaction more effectively and efficiently than competitors do. ; Th