武汉理工大学汽车营销与策划英文课件 Introduction.pptVIP

Introduction Resume Class 1.Introduction of the teacher 2.Introduction of the course 3.Target 4.Teaching idea 5.Reference 1.Introduction of the Teacher Name Resume Phone number Habit 2.Introduction of the Course 2.1 What Is “Marketing” 2.2 The Theory System 2.3 The Development of “Marketing” 2.4 The Applying Field of “Marketing” Some Typical cases Automobile market PSA SVW SGM 奇瑞 Hunan TV Election 2.1 What is marketing Review of The Concept Managerial Process Transaction Value Q:Marketing by whom? Everybody in the organization Marketing Management Philosophies The Production Concept The Product Concept The Selling Concept The Marketing Concept The Societal Marketing Concept Marketing management philosophies The Production Concept Consumers will favor products that are available and highly affordable. The Product Concept Consumers will favor products that offer the most quality,performance,and features. Selling Concept Consumers will not buy enough of the organization’s products unless the organization undertake a large-scale selling and promotion effort. Marketing management philosophies The Marketing Concept Achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do. The Societal Concept The organization should determining the needs, wants and interests of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do in a way that maintains or improve the consumer’s and society’s well being. 2.2 The Theory System Custom orientation Target market Integrated marketing 2.3 The Development of Marketing Appeared in America at the beginning of 20th century Get great development in 1950s Marketing mix Custom orient New ideas emerged in endlessly from 1980s 2.4 The Applying Field of “Marketing” Goods Services Experience Evens Persons Places Properties Organizations Inform