Marketing 商务英语函电课件PPT培训讲解.pptVIP

Introduction to Buisiness Marketing: Background Concepts What is Marketing Social definition 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. What is Marketing? Management Definition It is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals. Objectives of Marketing Increase the number of customers Increase the average transaction amount Increase the frequency of repurchase Build company image, credulation, etc. Company Orientations Towards the Marketplace Orientation Description Relative Time Span Basic Managerial Objective Production Transition from home manufacturing to factories Industrial Revolution Profit maximization via economies of scale Product Financial Focus on product development, performance and features and the growth of large scale industrial empires Profit maximization through superior product performance Sales Transition from scarcity of goods to scarcity of market; market saturation with basics Profit maximization via demand generation Marketing Transition from Internal (Organization) to External (Customer) basis for guiding marketing decisions 1990s Profit maximization via matching of products to customer wants Marketing Focus vs. Sales Focus The focus of marketing concept is on customers’ needs and wants, not the product itself. Sales Marketing Scott “We sell grass seeds and fertilizer.” “We offer you a green, healthy yard.” Disney “We run theme parks.” “We offer you a dreamy, fantastic experience.” Customer Satisfaction Dow Jones Customer Satisfaction Profits Profits through customer satisfaction (one customer) Normal profits Normal profits Increased usage Increased usage Reduced selling efforts Reduced selling efforts Price premium Price premium Referrals Referral