营销核心概念讲义英文版.ppt

Fig. 1.02 Core Concepts of Marketing Needs, wants, and demands Products (goods, services, and ideas) Value, cost, and satisfaction Exchange and transactions T1 Relationships and networks Markets Marketers and prospects Fig. 1.05 Flow Structure in a Modern Exchange Economy Resources Money T2 Resource markets Resources Money Manufacturer markets Taxes, goods Services, money Services, money Taxes Taxes, goods Services, money Government markets Services Taxes, goods Consumer markets Intermediary Goods, services markets Goods, services Money Money Fig. 1.06 Actors and Forces in a Modern Marketing System Environment T3 Company (marketer) Suppliers Marketing inter- mediaries End-user market Competitors Fig. 1.07 Selling and Marketing Concepts Contrasted Focus Existing products T4 Starting point Factory Means Selling and promotion Ends Profits through sales volume (a) The selling concept Target market Customer needs Integrated marketing Profits through customer satisfaction (b) The marketing concept Fig. 1.09 Evolving Views of Marketing's Role Finance T5a Production Finance Human Marketing resources Production Human resources Marketing a. Marketing as an equal function b. Marketing as a more important function Fig. 1.09 Evolving Views of Marketing's Role Production T5b Marketing Customer c. Marketing as the major function d. The customer as the controlling factor Fig. 1.09 Evolving Views of Marketing's Role Production Marketing Customer T5c e. The customer as the controlling function and marketing as the integrative function Fig. 2.01 Determinants of Customer Delivered Value Total customer value T6 T6 Product value Services value Personnel value Image value Monetary cost Customer delivered value Total customer cost Time cost Energy cost Psychic cost Fig. 2.03 The Generic Value Chain Firm infrastructure Human r