营销管理kotler_mm14_ch01_dppt-bb.pptxVIP

Marketing Management ? 14e Defining Marketing for the 21st Century Chapter 1 Discussion Questions Why is marketing important? What is the scope of marketing? What are some fundamental marketing concepts? How has marketing management changed in recent years? What are the task necessary for successful marketing management? 1.市场营销为什么很重要？ 2. 市场营销学的范畴是什么？ 3. 基本的营销理念包括什么？ 4. 营销管理是怎样演化的？ 5. 成功的营销管理必须完成的任务有哪些？ Marketing Demand Revenue Jobs Profits Giving Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offers that have value for customers, clients, partners, and society at large. 营销是一项有组织的活动，包括创造、传播和交付顾客价值和管理顾客关系的一系列过程，从而使利益相关者和企业都从中受益。p6 Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. 营销管理是艺术和科学的结合——选择目标市场，并通过创造、交付和传播优质的顾客价值来获得顾客、挽留顾客和提升顾客的科学与艺术。p6 Experiences 体验 Events 事件 Properties 产权 Organizations 组织 Information 信息 Ideas 想法 What is Marketed? 营销什么 Places 场所 Persons 人物 Who markets? 谁是营销者p8 Marketer 营销者 Prospect 潜在顾客 Response响应 Types of Demand 需求类型p8 Negative 负需求 Nonexistent 无需求 Latent 潜在需求 Full 充分需求 Overfull 过度需求 下降需求 Markets 市场流程结构p9 Figure 1.1 Simple Marketing System简单的营销系统p9 Figure 1.2 Key Customer Markets主要的顾客市场p9 Global Markets全球市场 Business Markets Government Market 政府市场 Consumer Market 消费者市场 Markets 市场p10 Marketplacess市场地点 Marketspaces 市场空间 Metamarkets 大市场 Core Marketing Concepts市场营销中的核心概念p10 Needs, Wants, and Demands 需要、欲望和需求 Target Markets, Positioning, and Segmentation 目标市场、市场定位和市场细分 Offerings and Brands 供应物和品牌 Value and Satisfaction 价值与满意 Core Marketing Concepts市场营销中的核心概念p10 Marketing Channels 营销渠道 Competition竞争 Marketing Environment 营销环境 Supply Chain供应链 The New Marketing Realities 新的营销现实p14-16 Information Technology 信息技术 Globalization 全球化 Increased Competition 激烈的竞争 Consumer Information 消费者信息 Communicate w/Customer 消费者沟通 Collect Information 收集信息 Di