marketing 市场学.pptVIP

5.1 Marketing Concept Definition Marketing refers to: Human activity directed at satisfying needs and wants through exchanges Business activity concerned with providing goods and services to satisfy human wants and needs at a profit Main Points Customers must be satisfied with your goods more than your competitors There must be enough profit to keep the business in operation The employees will satisfied with their wages and working conditions Key Characteristics The customer is at the center of all of the company’s activities All functions are responsible for customer satisfaction Organizational goal are achieved through satisfied customers Identification of customer needs 5.1.2 The Marketing Mix Main Marketing Tools: Product Price Promotion Place 5.1.9 The Marketing Environment Internal Environment The environment within the company is called systems which include system of personnel, production, accounting and so on. Microenvironment Microenvironment comprises all those factors which lie outside the company, like the distributors ,customers ,competitors and public Macroenvironment The macroenvironment consists of the factors of PEST which affect an organization operates. Political/legal Economic Sociocultural Technological 5.2 Marketing and Organizations The Process of Strategic Planning Where are we now Where are we going How do we get there Adding detail to the plan Are we on the right track Marketing plans are parts of the whole process of control. Standard for Plan SMART Specific Measurable Achievable Realistic Time The main stages of the planning process Corporate Objectives Marketing Audit SWOT Analysis Marketing Objectives Marketing Strategies Marketing Programmes Budgets Control and Evaluation Marketing Orientation Segmentation A technique which breaks down the market into ‘segments’ like an orange, so the company can specifically target those who need their product seg