2019年“市场营销”讲义.ppt

Chapter 1;Objectives;Course/Text Organization;Defining Marketing;Core Concepts of Marketing;Simple Marketing System;Manufacturer markets;The Four Ps; Production Concept ;Market;Customers;Customer-Oriented Organization Chart;Evolving Views of Marketing’s Role;Evolving Views of Marketing’s Role;Evolving Views of Marketing’s Role;Review;Chapter 2;Objectives;Determinants of Customer Delivered Value;Satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome) in relation to his or her expectations.;;Margin;Levi Strauss’ Value-Delivery Network;Satisfied Customers:;Levels of Relationship Marketing;Inactive or ex-customers;Customer/Product Profitability Analysis;The Profit Triangle;Quality;Review;Chapter 3;Objectives;Market-Oriented Strategic Planning;Market-Oriented Strategic Planning;Corporate Headquarters Planning;Strategic-Planning, Implementation, and Control Process;Good Mission Statements:;The Boston Consulting Group’s Growth-Share Matrix;Market Attractiveness: Competitive- Position Portfolio Classification;Sales;Three Intensive Growth Strategies: Ansoff’s Product/Market Expansion Grid;1;Threat Matrix;The McKinsey 7-S Framework;Sell the product;The Marketing Plan;Competitors;Review;Chapter 4;Objectives;A marketing information system (MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.;Defining the Problem Research Objectives;Research Approaches;Secondary-Data Sources;The Marketing Research Process;Good Marketing Research:;Ninety Types of Demand Measurement (6 x 5 x 3);Demand;Estimating Current Demand;Estimating Future Demand;Review;Chapter 5;Objectives;Macroenvironmental Forces;Macroenvironmental Forces;Demographic Environment;Economic Environment;Natural Environment ;Accelerating Pace of Change;Political- Legal Environment;Social/Cultural Environment;Social/Cultural Env