Unit 2 marketing mix.doc

Unit 2 Developing the Marketing Mix warming-up 常识预习 （问题宽泛，可与讲座内容无关） Go to KFC and order a sandwich. Note the questions you are asked and observe how special orders are handled. Next, go to Pizza Hut or McDonald’s and order a hamburger or a pizza. Consider the differences you saw. Did you observe any significant differences in how orders are handled? Do you think the restaurants have different marketing concepts? Imagine you were a CEO of Coca-Cola, what kind of marketing strategy you will develop to compete with Pepsi Cola? What is the newest market for Lining? In which markets does Nike sell well? Why do you think IBM is a successful company? What other successful computer companies do you know? Why are they successful? What products do you think of when you see these brands? a. Google b. Sony c. Kappa d. Nokia What is your favorite advertisement? Why do you like it? lecturette专题讲座 （上课内容， 每个单元的篇幅要统一，五号字，8550个字符左右） （下面不计空格是8520字符） Developing the Marketing Mix Today’s companies are struggling in a war zone of rapidly changing competitors, technological processes, new laws, managed trade policies and diminishing customer loyalty. They must keep racing in spite of no permanent “winner”. It is urgent and critical that today’s companies reconsider their business mission and use their marketing strategies as a weapon. What Is Marketing? Marketing is the business function that identifies customer needs and wants, determines target markets and designs appropriate products, services and programs to effectively serve these markets. More than any other business functions, it deals with customers. Thus, the marketers must shift their ideas from pursuing a sale to creating a customer. Past marketing has been largely transaction-oriented or cost-driven; today’s marketing is more market-focused and customer-driven. In vigorously competitive marketplace, the goal of modern marketing is to win customers and retain customer loyalty through satisfying customer needs and