MARKETING(国际营销PPT).ppt

MARKETINGMANAGEMENT Feb. 2004 PART 1Understanding Marketing Management Marketing in the Twenty-First Century Building Customer Satisfaction, Value, and Retention Winning Markets: Market-Oriented Strategic Planning Ch.1 Marketing in the Twenty-First Century21世纪的营销 Marketing Tasks Marketing Concepts and Tools Company Orientations Toward the Marketplace How Business and Marketing Are Changing Marketing Tasks 市场营销的任务 The scope of marketing A broadened view of marketing tasks The decisions marketers make The scope of marketing 市场营销的范围 (P3) In fact,marketing people are involved in marketing 10 types of entities: - Goods　商品 　　 - Places　地点 - Services　服务 - Properties　财产权 - Experiences　经历 - Organizations　组织 - Events　事件 - Information　信息 - Persons　个人 - Ideas　观念 A broadened view of marketing tasks对营销任务的一个更拓宽的观点 (P5) Demand states and marketing tasks: Negative demand (负需求) :　 to analyze why the market dislikes the product and whether a marketing program consisting of product redesign, lower prices, and more positive promotion can change beliefs and attitudes. No demand (无需求)： to find ways to connect the benefits of the product with the person’s natural needs and interests. Latent demand (潜在需求):　to measure the size of the potential market and develop goods and services to satisfy the demand. A broadened view of marketing tasks对营销任务的一个更拓宽的观点 Declining demand (下降需求):　to reverse declining demand through creative remarketing. Irregular demand (不规则需求):　to find ways to alter the pattern of demand through flexible pricing, promotion, and other incentives. (Synchromarketing) Full demand (充分需求): 　to maintain the current level of demand in the face of changing consumer preferences and increasing competition. A broadened view of marketing tasks对营销任务的一个更拓宽的观点 Overfull demand（超饱和需求）:　 to discourage overall demand and takes such steps as raising prices and reducing promotion and service. (demarketing) Unwholesome de