研讨会讲座2016年1月.pdf

Timetable for the Workshop Session 1 - Introductions - Introduction to marketing concepts (defining marketing; B2B B2C; the development of marketing; the marketing mix the 4Ps; marketing scope) - The marketing environment and environmental scanning Session 2 - Market segmentation and segmentation case study - Segmentation case debrief (and ) - Products and branding - Marketing communications - Distribution Timetable for the workshop (contin.) Session 3 - Workshop group assignment briefing (with ) Session 4 – Services marketing – Service quality – Service blueprinting Session 5 – Applications of service blueprinting – Business-to-Business case – Relationship marketing Session 6 – Workshop assignment preparation time – Group assignment presentations Introductions SESSION 1 Introduction to Marketing Concepts Academic and professional definitions Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and ly exchanging products and services of value with others. (Kotler, 2003). Marketing consists of individual and organisational activities that facilitate and expedite satisfying exchange relationships in a dynamic environment through creation, distribution, promotion and pricing of goods, services and ideas. (Dibb, et al., 2006). [Marketing is] the management process which identifies, anticipates and satisfies customers requirement efficiently and profitably . (CIM, 2001). Marketing is the process of nning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that sati