当代商学概论 2.pptVIP

当代商业概论 Fundamentals of Business Lecture 2: Marketing: An Overview What to cover today： What is marketing? Marketing mix: the 4 P’s Functions/procedures of marketing Marketing environment Marketing research Market segmentation Exercises 1. What is marketing? Case study: General Motors’ Marketing Approach Read the story of GM’s marketing efforts over time, and try to capture as many key concepts about marketing as you can. What do you think led to GM’s success in selling their cars before the 1980s, and why did their market share fall in recent decades? Key marketing concepts: customer needs price ranges brands styles and identity marketing strategy customer loyalty market segment design, quality, cost… Marketing is: -- finding the needs of the customers and satisfying them at a profit -- how you design and define your products, distribute your products, promote your products, and maintain a relationship with your customers -- the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives (Source: The American Marketing Association, Marketing News, September 15, 2004, p.17) How does 市场营销differ from 销售? the marketing concept 营销理念 -- the belief that a whole company must be coordinated to serve its present and potential customers and to do so at a profit What does the needs of customers mean to a company? “Kodak’s future is in total customer satisfaction.” -- Eastman Kodak “I (the CEO) want everyone in IBM to be obsessed with satisfying our customers.” -- IBM “We aim to redouble our efforts … toward one simple goal: meeting the needs of our customers.” -- Apple Computer (Source: annual reports) 2. Marketing mix 营销组合: the 4 P’s Product 产品 Price 价格 Promotion 促销 Place/distribution 分销 Listening: Developing a marketing mix (07: