CH01 中山大学吴柏林教授,Kotler营销管理(第11版),绝密资料.ppt

1-*PowerPoint byMilton M. PressleyCreative Assistance byD. Carter and S. Koger Copyright ? 2003 Prentice-Hall, Inc. 1-*PowerPoint byMilton M. PressleyCreative Assistance byD. Carter and S. Koger 1-* Chapter 1 Defining Marketing for the 21st Centuryby PowerPoint by Milton M. Pressley University of New Orleans 1-* The future is not ahead of us. It has already happened. Unfortunately, it is unequally distributed among companies, industries and nations. Kotler on Marketing 1-* Chapter Objectives In this chapter we will address the following questions: What is the new economy like? 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 the new challenges1-* The New Economy Substantial increase in buying power A greater variety of goods and services A greater amount of information about practically anything A greater ease in interacting and placing and receiving orders An ability to compare notes on products and services 1-* The New Economy Websites can provide companies with powerful new information and sales channels. Companies can collect fuller and richer information about markets, customers, prospects and competitors. Companies can facilitate and speed up communications among employees. Companies can have 2-way communication with customers and prospects 1-* The New Economy Companies can send ads, coupons, samples, information to targeted customers. Companies can customize offerings and services to individual customers. The Internet can be used as a communication channel for purchasing, training, and recruiting. Companies can improve logistics and operations for cost savings while improving accuracy and service quality. 1-* The three major challenges faced by businesses today are globalization, advances in technology, and deregulation. Which of these affords the greatest opportunity for established businesses? Which af