市场营销（双语教学）PPT.ppt

Objectives What are the tasks of marketing? What are the major concepts and tools of marketing? What orientations do companies exhibit in the marketplace? How are companies and marketers responding to new challenges? Marketing Channels Competition Think of examples of each type of competition: The Four Ps The Four Cs  Contrasts Between Selling and Marketing Concepts (a) The selling concept Marketing Concept The Marketing Concept stands on four pillars: Chapter 3 Objectives Define value and satisfaction and understand how to deliver them. Describe the nature of high-performance businesses. Explain how to attract and retain customers. Understand ways of improving customer profitability. Define total quality management. Customer Value Customers estimate which offer will deliver the most value. They then form an expectation of value and act upon it. Customer delivered value = total customer value minus total customer cost. Customer Development Chapter 9 Identifying Market Segments and Selecting Target Markets 辨认市场细分和选择目标市场 ? Chapter 13 Retailing and Wholesaling 零售,批发 Coca-Cola Battered(接连重击) by competition from the sweeter Pepsi-Cola, Coca-Cola decided in 1985 to replace its old formula(配方) with a sweeter variation(变化), dubbed(授与...以称号) the New Coke. Coca-Cola spent $4 million on market research. Blind taste tests showed that Coke drinkers preferred the company’s new sweeter formula. But the launch of New Coke provoked a national uproar(骚动). Market researchers had measured the taste but had failed to measure the emotional attachment(爱慕) consumers had to Coca-Cola. There were angry letters, formal protests, and even lawsuit(诉讼) threats, to force the retention of “The Real Thing.” Ten weeks later, the company withdrew New Coke and reintroduced its century-old formula as “Classic Coke,” giving the old formula even stronger status in the marketplace. 3) Marketi