11市场营销讲义-菲利普。科特勒.pptVIP

Chapter1MarketingintheTwenty-firstCenturyMarketingManagementTenthEdition

ObjectivesCourseOrganizationTasksofMarketingMajorConceptsToolsofMarketingMarketplaceOrientationsMarketing’sResponsestoNewChallenges

Course/TextOrganizationPartI-UnderstandingMarketingManagementPartII-AnalyzingMarketingOpportunitiesPartIII-DevelopingMarketingStrategiesPartIV-ShapingtheMarketOfferingPartV-ManagingDeliveringMarketingPrograms

DefiningMarketing Marketingisasocietalprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreating,offering,andfreelyexchangingproductsandservicesofvaluewithothers. -PhilipKotler(p.7)

CoreConceptsofMarketingProductorOfferingValueandSatisfactionNeeds,Wants,andDemandsExchangeandTransactionsRelationshipsandNetworksTargetMarketsSegmentationMarketingChannelsSupplyChainCompetitionMarketingEnvironment

SimpleMarketingSystemIndustry(acollectionofsellers)Market(acollectionofBuyers)Goods/servicesMoneyCommunicationInformation

ManufacturermarketsServices,moneyGovernmentmarketsServices,moneyServicesServices,moneyTaxesTaxes,goodsTaxes,goodsTaxes,goodsMoneyMoneyConsumermarketsIntermediarymarketsGoods,servicesGoods,servicesResourcesResourcesResourcemarketsMoneyMoneyStructureofFlows

TheFourPsMarketingMixProductPricePromotionPlaceTheFourCsCustomerSolutionCustomerCostCommunicationConven-ience

ProductionConceptProductConceptSellingConceptMarketingConceptConsumerspreferproductsthatarewidelyavailableandinexpensiveConsumersfavorproductsthatofferthemostquality,performance,orinnovativefeaturesConsumerswillbuyproductsonlyifthecompanyaggressivelypromotes/sellstheseproductsFocusesonneeds/wantsoftargetmarketsdeliveringvaluebetterthancompetitorsCompanyOrientationsTowardstheMarketplace

MarketIntegratedmarketingProfitsthroughcustomersatisfactionCustomerneeds(b)ThemarketingconceptFactoryExisti