出口行销学chapter 1.pptVIP

Market Marketer Marketing Customer Change Risk Competition Passionate Needs, wants Always Listen To The Consumer What The Customer Needs How The Consumer Feels How The Market Is Evolving And What That Means To The Consumer Don’t Be Too Far Ahead Of The Customer The Second Best Idea Cost of failure Ensure that your team feels empowered to try new concepts Always know what your competitor will do Always do it first Never underestimate your competition If you dream it you can believe it If you can believe it ,you can do it Golden rule Treat others as you would like them treat you Reference books Olympic Marketing Chapter 1: Marketing’s Role within Organizations “Marketing is an art; marketing is a science.” objectives Know what marketing is . Understand the difference between micro-marketing and macro-marketing. Know what the marketing concept is. Understand how the marketing concept relates to customer value. Understand the important new terms. What do we learn about marketing? Marketing: a set of decisions and processes that every organization uses to carry out an exchange with others, both inside and outside the organization. Goal of marketing: identifying and meeting human and social needs to achieve the goal of an organization. How marketing relates to production Production: Actually making goods or performing services. Products don’t sell themselves. Utility: The power to satisfy human needs. Products do not automatically provide utility. Coca-Cola or Pepsi or New Coke? Utility and Marketing By Production with guidance of marketing by Marketing The 5 types of utility Utility: the power to satisfy human needs. Form utility is provided when someone produces something tangible. Task utility is provided when someone performs a task for someone else. Possession utility: obtaining a good or service and having the right to use or consume it. Time utility: having the product available when the customer wants it. Place utility: having the product av