营销概念与的计划.pptVIP

Team10 Marketing99 by Rona 讨 论 提 纲 营销学基本概念 推销观念与营销观念的对比 社会营销观念 企业经营全球化 市场驱动 企业应当从顾客的角度审视自己的业务，而不是从自己业务的角度去观察顾客。 创新—— 竞争能力的终极源泉 营销无处不在 营销学面临的新挑战 营销管理的任务 扩展的营销组合决策 制定战略计划的步骤 企业使命 业务组合 GE 计划方格 产品 /市场增长战略 Marketing based on knowledge and experience. Knowledge: 1) Integrate customer into design process to guarantee a product that is tailored not only to needs and desires but also to strategies. 2) Generating niche thinking to use the companies knowledge of channels and markets to identify segments of the market the company can own. 3) Developing infrastructure. Experience: interactivity, connectivity, and creativity. Core Concepts Needs. These emerge from a state of felt deprivation. Ask students to distinguish among physical, social, and individual needs. Wants. These are the form taken by human needs as they are shaped by culture and individual experience. Have students provide examples for different wants based upon geographical differences, gender, age, wealth. Link culture to social-economic standing, education. Demands. These are wants backed by buying power. Discuss such popular items as dream vacations or favorite cars to illustrate the difference between wants and demands. Some may want an Honda Legend but drive a Subaru Impreza. Introduce the idea that demands are often for a bundle or group of benefits and may address a number of related needs and wants. Products. These are anything offered for sale to satisfy a need or want. Have students discuss an extended view of products to include services and ideas. Discuss the role of value in distinguishing products. Discussion Note: Ask students to identify their product choice set for cars, holiday destinations, dating partners, and, if you are daring, instructors. Exchanges. These are the act of obtaining desired objects by offering something in return. Link to barter economies and promises to pay (i.e., credit, checks). Transactions. These are an actual trade of value