英国大学市场营销的讲义1（PPT 16页）.pptVIP

CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT CHANAKA JAYAWARDHENA BSP 022 MARKETING MANAGEMENT * * * 2 * 7 * 8 * 15 16 * 10 * 16 * 17 * * 18 * 19 * 19 * 19 * * BSP420: MARKETING MANAGEMENT Chanaka Jayawardhena Room. BE 2.19 ? (01509 22) 8831 ? C.Jayawardhena@lboro.ac.uk Session structure A lecture (up to an hour) Followed by a break (10-15 minutes) A case study/video presentation scenario discussion/ presentation in small groups (up to an hour) A concluding discussion (up to 45 minutes) * What is marketing? To attract and retain customers at a profit (Drucker, 1999) To establish, develop and commercialise long-term customer relationships so that the objectives of the parties involved are met (Gronroos, 1989) * Efficiency and Effectiveness Ineffective Goes out of business quickly Dies Slowly Survives Does well Thrives Effective Efficient Inefficient 5 * 2 Marketing Concept The achievement of corporate goals through meeting and exceeding customer needs better than the competition The Marketing Concept Customer orientation Corporate activities are focused upon providing customer satisfaction Integrated effort All staff accept the responsibility for creating customer satisfaction Goal achievement The belief that corporate goals can be achieved through customer satisfaction Marketing concept The achievement of corporate goals through meeting and exceeding customer needs better than the competition Customer orientation Corporate activities are focused upon providing customer satisfaction Integrated effort All staff accept the responsibility for creating customer satisfaction Goal achievement The belief that corporate goals can be achieved through customer satisfaction * 3 Production Orientation Customers Production capabilities Manufacture product Aggressive sales effort * 4 Marketing Orientation Customer needs Potential market opportunities Marketing products and services Customers * Marketing Orientation Integrated customer focus Long run p