CH01 中山大学吴柏林教授,Philip Kotler 营销管理,绝密资料.pptVIP

Objectives Course Organization Tasks of Marketing Major Concepts Tools of Marketing Marketplace Orientations Marketing’s Responses to New Challenges Course/Text Organization Part I - Understanding Marketing Management Part II - Analyzing Marketing Opportunities Part III - Developing Marketing Strategies Part IV - Shaping the Market Offering Part V - Managing Delivering Marketing Programs Defining Marketing 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. - Philip Kotler (p. 7) Core Concepts of Marketing Simple Marketing System Structure of Flows The Four Ps Company Orientations Towards the Marketplace Customer Delivered Value Traditional Organization Chart Customer-Oriented Organization Chart Evolving Views of Marketing’s Role Evolving Views of Marketing’s Role Evolving Views of Marketing’s Role Review Course Organization Tasks of Marketing Major Concepts Tools of Marketing Marketplace Orientations Marketing’s Responses to New Challenges * ?2000 Prentice Hall * Product or Offering Value and Satisfaction Needs, Wants, and Demands Exchange and Transactions Relationships and Networks Target Markets Segmentation Marketing Channels Supply Chain Competition Marketing Environment Industry (a collection of sellers) Market (a collection of Buyers) Goods/services Money Communication Information Manufacturer markets Services, money Government markets Services, money Services Services, money Taxes Taxes, goods Taxes, goods Taxes, goods Money Money Consumer markets Intermediary markets Goods, services Goods, services Resources Resources Resource markets Money Money Marketing Mix Product Price Promotion Place The Four Cs Customer Solution Customer Cost Communication Conven- ience Production Concept Product Concept Selling Concept Marketing Concept Consumers prefer products that are widely available and inexpensive C