中国科技大学MBA市场营销课件.ppt

Principles of Marketing;Dr. Wei song; Marketing in a Changing world:;What is Marketing?;What is Marketing?;Needs,WantsDemands;Value,Satisfactionand Quality;Exchange,Transactions and Relationships;Markets ;Marketing;Building Profitable Customer Relationships;Marketing Management Philosophies;The Social Marketing Concept;Marketing Challenges into the Next Century;THE CALL FOR MORE ETHICS AND SOCIAL RESPONSIBILITY ;Strategic Planning the Marketing Process;Strategic Planning;Strategic Planning;Designing the Business Portfolio;Problems with Matrix Approaches;Developing Growth Strategies Beyond evaluating current businesses, designing the business portfolio involves finding businesses and products the company should consider in the future. Planning Functional Strategies Marketing’s Role in Strategic Planning Marketing and the Other Business Functions Conflict between Departments;The Marketing Process;Target Consumers;Developing the Marketing Mix;Managing the Marketing Effort;Marketing Analysis;Marketing Control; The Marketing Environment;The Company’s Microenvironment ;The Company’s Microenvironment;Suppliers;Consumer;The Company’s Macro environment;Demographic Environment;Natural Environment;Political Environment;Responding to the Marketing Environment;Marketing Research Information Systems;The Marketing Information Systems;Marketing Managers Analysis Planning Implementation Organization Control ;Assessing Information Needs;The Marketing Research Process;Defining the problem and research objective;Implementing the research plan ; Consumer Marketing ;Model of Consumer Behavior;Model of Consumer Behavior;Characteristics Affecting Consumer Behavior;Consumer Buying Roles;Types of Buying Decision Behavior;Complex buying behavior ;Variety-seeking buying behavior ;The Buying Decision Process;Need recognition;Post purchase behavior ;The Buying Decision Process For New Product;Individual differences in innovativeness;Influence o