营销学教学课件（英文版）Just For Wavys classes only.docxVIP

Not-only-for-final-test knowledge points:Chapter 1Marketing: A social and managerial process by which individuals and organizations obtain what they need and want (and demand) through creating and exchangingvalue with others.Marketing’s key concepts, especially---Need, Want, Demand and their differences; Needs are states of felt deprivation, and cannot be created by society and culture.Wants are specific and individual desire; it can be shaped or reshaped by society, culture. Demand is an affordable want.Marketing strategy:DTPFive orientations: production(quantity)/product(quality)/selling(promotion)/marketing(needs wants and demand)/societal marketing(charity) Selling concept, marketing concept and their distinctionsSelling concept is the idea that consumers will not buy enough of the firm’s products unless it undertakes a large scale selling and promotion effortMarketing concept is the idea that achieving organizational goals depends on knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors doChapter 2managing the marketing effort(APIC)Analyzing( SWOT analysis: related to chapter 3)Planning (strategy plan: MOBS marketing plan )ImplementingControllingThe essential steps in strategic planning(MOBS)Designing the business portfolio:analyzing the current business portfolio:1.Identify key businesses (strategic business units, or SBUs) that make up the company2.Assess the attractiveness of its various SBUs3.Decide how much support each SBU deservesStrategic business unit (SBU) is a unit of the company that has a separate mission and objectives that can be planned separately from other company businessesGrowth share matrix is a portfolio-planning method that evaluates a company’s SBUs in terms of their market growth rate and relative share.Stars are high-growth, high-share businesses or products requiring heavy investment to finance rapid growth. They will eventually turn into cash cows.Cash cows are low-growt