营销管理过程【16页】.pptVIP

Chapter 2 The Marketing Management Process The Evolution of Marketing Marketing Concept Non-profit Organisations and the Marketing Concept Both public and private non-profit organisations are turning to the marketing concept Some non-profit organisations differ from business in important ways: those who get benefits may not provide the support may be difficult to agree on objectives volunteers tend to do what they want to do! Marketing in Government and Non-Profit Organisations Can adopt the marketing concept and marketing principles Government sector consists of both profit (commercial) and non-profit organisations Non-profit organisations face special marketing challenges may have to serve different target public groups Must also identify and satisfy needs Marketing Management Process Marketing strategy =Target market + marketing mix Marketing Strategy—showing the synergy of the four Ps Marketing plan flow chart 2 Basic Marketing A Managerial Perspective 3rd Australasian edition Copyright ? 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al. ‘Basic Marketing’ 3rd Aust edn * Simple trade orientation Production orientation Sales orientation Marketing Department orientation Societal Marketing orientation Marketing Company orientation CUSTOMER SATISFACTION TOTAL COMPANY EFFORT PROFIT (or other measurable objective) MARKETING CONCEPT Marketing v Production Oriented Managers Attitude to Customer Customer needs determine company plans They should be glad we exist, keeping costs low and bringing out better products Product Offering Company makes what it can sell Company sells what it can make Market Research To determine customer needs and how well company satisfies them To determine customer reaction (if used at all) Interest in Innovation Focus on locating new opportunities Focus is on technology and cost cutting Marketing v Production Oriented Managers Importance of Profit A critical objective A residual; what is left after costs covered Customer Cr