世纪的营销管理.docVIP

21世纪的营销管理 1 The concept of Marketing 1.1 The basic meaning of MARKETING Marketing = Market + ing Marketing is activities facing to customer (market) . 例 Figure1.1 1.2 Defining Marketing Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. Marketing is a societal exchanging process by which individuals and groups obtain what they need and want through creating, communicating, and delivering valuable offers to others. Marketing Management Marketing management is the management that marketer manages the marketing activities . It includes that marketers(esp. companies) plan, organize, inspire and control all the marketing activities and all the staffs in order to realize the purposes and goals of the marketer. All the activities of creating customer value which are conducted company to gain sustainable competitive advantage. 2 The Evolution of Company Marketing Management Orientations 2.1 Company Orientation (Maximizing Company Profit) 2.1.1 Production Orientation The assuming (Understanding) for Market : Product availability is low, Consumer buying ability is low, So, consumer want to buy the products which are with low price and get them easily. The strategy: Reduce cost through mass production, Increase availability through mass distribution. Market Condition: Supply is less than demand 2.1.2 Product Orientation The assuming (Understanding) for Market : Product quality is high, Product is innovative feature, So, consumer admire well-made the products and can appraise quality and performance . Market Condition: Supply is less than demand Pitfall: Not realize what the market needs, no customer input. Market myopia, such as railroad overlook 2.1.3 Selling Orientation The assuming (Understanding) for Market :The consumers ,if let alone,will not buy enough o