市场营销基础篇.ppt

Chapter 1 Defining Marketing for the Twenty-First Century Objectives Understand the new economy. Learn the tasks of marketing. Become familiar with the major concepts and tools of marketing. Understand the orientations exhibited by companies. Objectives Learn how companies and marketers are responding to new challenges. The New Economy Consumer benefits from the digital revolution include: Increased buying power. Greater variety of goods and services. Increased information. Enhanced shopping convenience. Greater opportunities to compare product information with others. The New Economy Firm benefits from the digital revolution include: New promotional medium. Access to richer research data. Enhanced employee and customer communication. Ability to customize promotions. Marketing Tasks Marketing practices may pass through three stages: Entrepreneurial marketing Formulated marketing Intrepreneurial marketing As marketing becomes more formulated, creativity is inhibited. What Can Be Marketed? Goods Services Experiences Events Persons Places Properties Organizations Information Ideas Marketing Defined Kotler’s social definition: “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 Defined The AMA managerial definition: “Marketing is 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.” Core Marketing Concepts Target markets and market segmentation Marketplace, market-space, metamarkets Marketers prospects Needs, wants, demands Product offering and brand Value and satisfaction Exchange and transactions Relationship and networks Marketing channels Supply chain Competition Marketing environment Marketing program Core Marketing Concepts Target markets segmentation Differences in ne