项目经理教程第五周.ppt

ProjectManagement

4.MarketingandProjectManagement

week5

AnthonyF.Tardugno;ThomasR.DiPasquale;RobertE.Matthews(2000)ITServices:Costs,Metrics,Benchmarking,andMarketingbyPrenticeHall,ISBN-10:0-13-019195-7PrintISBN-13:978-0-13-019195-3,Chapter5

JamesCadleandDonaldYeates(2004)ProjectManagementforInformationSystems,PearsonEducation,ISBN0273685805,Chapter17

Whyismarketingimportant?

WhatisMarketing?EvolutionofMarketingImplementingMarketingMarketClassificationDevelopingMarketingStrategiesMarketingResearchSellingtheProject

WhatisMarketing?

WhatisMarketing?Marketingisaprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goodsandservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives

WhatisMarketing?PlanExecuteExchangeSatisfactionConceptionPricingPromotionDistributionPeopleOrganisationsGoodsandServices

8

SellingBuyingExchange

DistributionTransportStorageSellingBuying

SellingBuyingTransportStorageFacilitatingfunctionsFinanceRiskTakingStandardizeGatherMarketInfo

SellingBuyingTransportStorageFinanceGatherMarketInfo8StandardizeRiskTaking

ThemarketingmixPricePromotionProductPlace

ThemarketingmixPricePromotionProductPlacePeopleProcessPhysicals

ThemarketingmixPricePromotionProductPlacePeopleProcessPhysicalsPersonalizationPeertoPeerParticipationPredictivemodels

2.EvolutionofMarketing

19CWW120’s30’sWW250’s60’s70’s80’s90’sNowAdvertisingindustrydevelopsCustomerorientationWhatNext?IndustrialRevolutionDemandoutpacedsupplyProductionexceedssupplyMarketingMix(4Ps)

Figure11.2Evolutionofthecustomerorientation

(Pride,HughesKapoor,1998,p321)20’s30’s50’s60’s19CNow

PermissionmarketingNow

TheMarketingConceptisabusinessphilosophythatinvolvestheentireorganizationintheprocessofsatisfyingcustomersneedswhileachievingorganizationalgoals

TheAmericanMarketingAssociation(AMA)states,Marketingisa