市场营销语课件1.ppt

Needs:-requirement Wants:-competition Demands:-money Exchange Transactions Relationships Markets Buyers Actual Potential competition Brand competition Industry competition Form competition Generic competition An uncontinue era Global competition :metro、carryfore Digital revolution Knowledge economics :not land and fund Best commons but high quality and service Mass-market customization Marketing Management Defined The analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives——not only money！！！ cover：enterprise（B2C and B2B），non-profit organize，government，and church And yourself ！！！ The role of marketing verse production、finance、personnel？ Marketing Management——Demand Management Nature of demand Negative demand No demand Latent demand Declining demand Irregular demand Full demand Overfull demand Unwholesome demand Marketing Management Philosophies (5-1) The Production Concept Management focus on production and distribution efficiency Consumers favor Readily available products Affordable products Marketing Management Philosophies (5-2) The Product Concept Consumers favor products offering Highest quality Best performance Most innovative features Marketing myopia Focus on their product rather than the consumer need, and overlook the competition Marketing Management Philosophies (5-3) The Selling Concept Consumer, if left along, will not buy enough, so, undertake an aggressive selling and promotion. Character: Sell what you make Typically for unsought goods Focus on sales transactions Driven by excess capacity Assumes hard sell customers are satisfied Marketing Management Philosophies (5-4) The Marketing Concept ——because of the high marketing fee!!! Be more effective than competitors in creating, delivering, communication customer value to its chosen targets Focus on customer wants and needs Delivering satisfaction More effec