市场营销的本质讲义资料.pptxVIP

市 场 营 销 管 理;案例B founded in 1997 by Scott Blum; 许多人常常问，当设计出一个新技术时，这个技术在市场上有没有需求？其实，他们把这个问题问颠倒了。 现代市场，是需求(demand)决定产品(product)，而不是产品决定需求。摩托罗拉的“铱星通信系统”，是世界上最先进的技术，被评为美国最佳科技成果。但“铱星”运行一年，损失100亿美元，悲情陨落. 技术并不先进的小灵通，为什么会有人买？ 因为铱星没有市场需求，而小灵通能满足客户的需求。; 一、什么是市场营销? What’s Marketing?;它的主要功能是发掘消费者的需要和欲望，寻求相对于竞争对手来说最适合于本企业发展的目标市场，设计合理的产品和服务项目，通过有效的价格，分销和推广手段来服务于这些目标市场。 Business function that identifies customer needs and wants, determines which target markets the organization can serve best (relative to competitors), and designs appropriate products, services, and programs (and use effective pricing, promotion, and distribution strategies) to serve these markets.;市场营销提供顾客满意并从中盈利。Marketing is the delivery of customer satisfaction at a profit. 市场营销是管理可盈利的顾客关系。Marketing is managing profitable customer relationships 吸引新顾客（通过提供激励）Attracting new customers (by offering incentives) 保留并增加现有顾客（通过提供满意）Retaining and growing current customers (by delivering satisfaction) ;Bringing Buyers and Sellers Together联系买方与卖方;二、营销的核心概念  Core marketing concepts; 市场Markets ;需要——指人们感到缺乏的一种状态, 如生理需要，社会需要及自我实现的需要。 Needs - states of felt deprivation including physical needs for food, social needs for belonging and individual needs for self-expression. (e.g., I am thirsty.) 欲望——由需要派生出的一种形式，它受社会文化和人们个性的限制。 Wants - form that a human need takes as shaped by culture and individual personality. (e.g., I want a Coca-Cola.) 需求——有支付能力的欲望。 Demands - human wants backed by buying power. (e.g., I have money to buy a Coca-Cola.) ;什么可以满足消费者的需要和欲望？ What Will Satisfy Consumer’s Needs and Wants?;服务——供销售的活动或利益，一般来说是无形的，不能导致对其的所有权。 Services - activities or benefits offered for sale that are essentially intangible and don’t result in the ownership of anything. 例如：银行服务，航空，理发和旅馆业。 Examples: banking, airlines, haircuts, and hotels.;顾客如何选择产品和服务？ How Do Consumers Choose Among Many Products and Services?;顾客满意度——取决于产品的感知使用效果和顾客期望的比较。 S=V-E Customer Sat