菲利普科特勒的“市场营销”讲义》全.pptx

PowerPoint by;Chapter 1;Objectives;Course/Text Organization;Defining Marketing;Simple Marketing System;;Core Concepts of Marketing;The Four Ps; Production Concept ;;Customers;Customer-Oriented Organization Chart;The Societal Marketing Concept;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.;;Levi Strauss’ Value-Delivery Network;Attracting and Retaining customers;Satisfied Customers:;Chapter 3;Objectives;Market-Oriented Strategic Planning;Market-Oriented Strategic Planning;Strategic-Planning, Implementation, and Control Process;Corporate Headquarters Planning;What is our business? Who is the customer? What is of value to the customer? What will our business be? ;Good Mission Statements:;Company;What is strategic business unit (SBU)?;Establishing Strategic Business Units;The Boston Consulting Group’s Growth-Share Matrix;Possible SBU strategies;Planning new business and downsizing older business;Three Intensive Growth Strategies: Ansoff’s Product/Market Expansion Grid;Business strategic-planning process;Business Strategic Planning;The Marketing Plan;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.;;The marketing research process;Defining the Problem Research Objectives;Developing the research plan;Research Approaches Research Instruments;Good Marketing Research:;Defining market demand;Demand;Chapter 5;Objectives;Macro environment;Demographic Environment;Economic Environment;Natural Environment ;;;Social/Cultural Environment;Social/Cultural Environment;Social/Cultural Environment;Chapter 6;Objectives;Model of Buying Behavior;Cultural Culture Subculture Social class;;Social Factors;Reference groups;Influen