marketing management - 欢迎访问南京师范大学 .ppt

Marketing Management Spring 2003 Some Abouts About me About this course About the textbook About the assignment About class participation About the exam Text Structure Marketing environment The marketing process The consumer The marketing mix: Product, Place, Promotion, and Price. Marketing Today A new era Technology advances Consumer needs and wants Globalization What is marketing? Utility Utility: The want-satisfying power of a good or service. Form Time Place Ownership Marketing Manager’s Job Identifying customer needs Designing goods and services that meet those needs Communicating information about those goods and services to prospective buyers Making the goods or services available at times and places that meet customers’ needs Pricing goods and services to reflect costs, competition, and customers’ ability to buy Providing for the necessary service and follow-up ensure customer satisfaction after the purchase Define Marketing The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives. Evolution of Marketing Specialization Division of labor Production Surplus Exchange Process: the origin of marketing Good, Service, Donation? Four Marketing Eras The production era(-1925) “A mouse trap that kills sells itself.” The sales era(1925-1950s) “We must sell everything we make.” Four Marketing Eras cont. The marketing era(1950s-1990s) Sellers market-Buyers market The marketing concept Company-wide consumer orientation The relationship era(1990s-) Relationship marketing Strategic Alliances Marketing Myopia Management’s failure to recognize the scope of its business. NIKE’s approach NFP Marketing Public sector Private sector Difference between NFP mktg and FP mktg Audience Control Measurement of success Nontraditional Marketing Person Marketing efforts designed to cu