Wells02_Basic 英文版《广告学：原理与 及实务》课件.ppt

* * Advertising’s Role in Marketing Part 1: Foundations Chapter 2 Chapter Outline Chapter Key Points What is Marketing? The Key Players and Markets The Marketing Process How Agencies Work International Marketing The Dynamics of Modern Marketing Key Points Define the role of advertising within marketing Explain how the four key concepts in marketing relate to advertising Identify the key players in marketing and how the organization of the industry affects advertising List and explain the six critical steps in the marketing process Summarize the structure of the advertising agency industry Analyze the changes in the marketing world and what they portend for advertising What is Marketing? The way a product is designed, tested, produced, branded, packaged, priced, distributed, and promoted Key Concepts in Marketing The marketing concept Exchange Branding Added value Marketing should focus first on identifying the needs and wants of the customer To compete effectively, marketers must focus on the customers’ problems and try to develop products to solve them Key Concepts in Marketing The marketing concept Exchange Branding Added value A marketing or advertising activity makes a product more valuable, useful, or appealing The Key Players and Markets The marketer Suppliers and vendors Distributors and retailers The organization, company, or manufacturer producing the product and offering it for sale The advertiser or client (from the agency’s point of view) The Key Players and Markets The marketer Suppliers and vendors Distributors and retailers Other companies that manufacture the materials and ingredients used in producing the product The Key Players and Markets The marketer Suppliers and vendors Distributors and retailers Various companies that are involved in moving a product from its manufacturer to the buyer Types of Markets Market Where the exchange between buyer and seller takes place A particular type of buyer Market share The percentage of the total market in a