CH01Defining-Marketing-for-the-21st-Century(市场营销-科特勒-英文版).pptVIP

MARKETINGMANAGEMENT

12thedition1DefiningMarketingforthe21stCentury Kotler Keller1-1

ChapterQuestionsWhyismarketingimportant?Whatisthescopeofmarketing?Whataresomeofthefundamentalmarketingconcepts?Howhasmarketingmanagementchanged?Whatarethetasksnecessaryforsuccessfulmarketingmanagement?2

WhatisMarketing?Marketingisanorganizationalfunctionandasetofprocessesforcreating,communicating,anddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders.3

WhatisMarketingManagement?Marketingmanagementistheartandscienceofchoosingtargetmarketsandgetting,keeping,andgrowingcustomersthroughcreating,delivering,andcommunicatingsuperiorcustomervalue.4

Foranexchangetooccur…..Thereareatleasttwoparties.Eachpartyhassomethingthatmightbeofvaluetotheotherparty.Eachpartyiscapableofcommunicationanddelivery.Eachpartyisfreetorejecttheexchangeoffer.Eachpartybelievesitisappropriateordesirabletodealwiththeotherparty.5

WhatisMarketed?GoodsServicesEventsExperiencesPersonsPlacesPropertiesOrganizationsInformationIdeas6

DemandStatesNegativeNonexistentLatentDecliningIrregularUnwholesomeFullOverfull7

KeyCustomerMarketsConsumermarketsBusinessmarketsGlobalmarketsNonprofit/Governmentmarkets8

Themarketplaceisn’twhatitusedtobe….ChangingtechnologyGlobalizationDeregulationPrivatizationEmpowermentCustomizationConvergenceDisintermediation9

CompanyOrientationsProductionProductSellingMarketing10

MarketingMixandtheCustomerFourPsProductPricePlacePromotionFourCsCustomersolutionCustomercostConvenienceCommunication11

CoreConceptsNeeds,wants,anddemandsTargetmarkets,positioning,segmentationOfferingsandbrandsValueandsatisfactionMarketingchannelsSupplychainCompetitionMarketingenvironmentMarketingplanning12

Iwantit,Ineedit…..5TypesofNeedsStatedneedsRealneedsUnstatedneedsDelightne