萝卜家园-PartOneUnderstandingofMarketing.ppt
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1、Part One: Understanding of Marketing,( Chapter1-Chapter4),2,What are they doing?,What are they need?,3,What is Marketing ? Old sense: making a sale “telling and selling” New sense: satisfying customer needs,4,Marketing Defined (P.5) A social and managerial process whereby individuals and groups obta
2、in what they need and want through creating and exchanging products and value with others. 市场营销是个人或组织通过创造、提供并同他人交换价值的产品或价值,以满足各自的需要和欲求的一种社会活动和管理过程。,5,Core marketing concepts(P.6),Core Marketing Concepts,Needs,Wants, and Demands,Products and Services,Value, Satisfaction,Markets,Exchange, Transactions
3、, and relationships,6,Needs,Wants and Demands(P.6) States of felt deprivation(或缺). The form taken by human needs as they are shaped by culture and individual personality. Human wants that are backed by buying power .,Needs,Wands,Demands,7,Product and Service (P.6-7) Anything that can be offered to a
4、 market for attention,acquisition,use,or consumption that might satisfy a want or need. Any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything.,Product,Service,8,Value, Satisfaction (P.9) The difference between the
5、values the customer gains from owning and using a product and the cost of obtaining the product. The extent to which a products perceived performance matches a buyers expectations.,Customer value,Customer satisfaction,9,Exchange, Transaction and Relationships the act of obtaining a desired object fr
6、om someone by offering something in return. a trade between tow parties that involves at least tow things of agreement, and a place of agreement.,Exchange,Transactions,10,Relationship marketing (P.9) The process of creating, maintaining, and enhancing strong, value-laden relationships with customers
7、 and other stakeholders. Market (P.10) the set of all actual and potential buyers of a product or service.,11,A simple marketing system,Industry (a collection of sellers),Market (a collection of buyers),Products-service,Money,Communication,Information,12,Main actors and forces in a modern marketing
8、system (P.10),Suppliers,End user market,Company (marketer),Competitors,Marketing intermediaries,Environment,13,Demarketing (P.11) Marketing to reduce demand temporarily; the aim is not to destroy demand but only to reduce or shift it.,14,Marketing management philosophies (P.12-14),Production concept
9、,Product concept,Selling concept,Marketing concept,Social marketing concept,15,Production concept (生产观念) The management should only focus on improving production and distribution efficiency. Product concept (产品观念) The organization should devote its energy to making continuous product improvements.,1
10、6,Selling concept (推销观念) The consumers will not buy enough of the organizations products unless the organization undertakes a large-scale selling and promotion effort. Marketing concept (营销观念) To achieving organizations goals depends on determining the needs and wants of target markets and deliverin
11、g the desired satisfactions more effectively and efficiently than competitors do.,17,The selling and marketing concepts contrasted(P.13),Factory,Starting point,Focus,Means,Ends,Existing products,Selling and promoting,Profit through sales volume,Market,Customer needs,Integrated Marketing (整合营销),Profi
12、t through Customer satisfaction,The selling concept,The marketing concept,18,Societal marketing concept (社会营销观念) The organization should deliver the desired satisfactions to their target market effectively and efficiently in a way that maintains or improves the consumers and societys well being.,19,
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