[经管营销]01_-_Marketing_Orientation.ppt

University of Wales MBA (Mandarin) Marketing Management Mr. Georges W Beau 威尔士大学MBA课程（中文） 营销管理 博卓智先生 Marketing Orientation Marketing in The Strategic Context 3 营销导向 战略情景下的市场营销 4 Marketing and Marketing Orientation Today, to be effective in marketing, an organisation has to be marketing oriented It needs to adopt a marketing based business philosophy in all its functions Basic concepts: A market consists of buyers and sellers - trading in products/services The price is normally set by the supply of or the demand for, the product The market for any business consists of its actual and potential customers This market may be local (e.g. a street market), national (e.g. the mass market) or international 5 市场营销及营销导向 要有效实现市场营销，组织就应当以市场为导向 需要基于企业经营理念各方面进行营销 基本概念： 市场包括买方和卖方——进行产品/服务交易 价格通常由产品的供或求而定 任何企业的市场都包括现有客户以及潜在客户 市场可以是地方市场（如集市），国内市场（如大宗市场），或者是国际市场 6 Markets Markets may be classified as: Consumer markets (B2C) Business markets (B2B) Products are classified as: Products (physical objects) Services (intangible) 7 市场 市场可以分为： 消费者市场（B2C） 企业市场（B2B） 产品可以分为： 商品（实体产品） 服务（无形产品） 8 1-9 Key Customer Markets 1-10 主要消费者市场 1-11 What is Marketed? 1-12 出售何物？ Information Needed from the Markets To supply goods and services in a competitive environment a business needs to discover: What to make and sell How many to make and sell Who to sell to How to encourage people to buy How much to charge for what is sold Why people buy a particular product/service Where and when to do the selling 13 来自市场的所需信息 要在竞争环境下为企业提供所需的产品和服务，就需要了解： 生产什么，出售什么 产多少，售多少 售给谁 如何鼓励人群购买 出售的产品定价多少 为何人们会购买某类商品/服务 在何地出售，何时出售 14 Marketing Orientation The marketing function in any organisation must link production to consumption To do this, marketing must ensure that the demands of its customers are met by what is being produced; whether products or services or both If it achieves this, it will meet customer needs/wants and help the business make a profit 15 营销导向 任何组织的营销都将生产与消费联系起来 如此一来，不管生产的是产品还是服务还是两者兼有，营销必须要保证其能满足顾