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Principles of Marketing. 市场营销学原理 主讲 晁钢令. Part One: Understanding of Marketing. ( Chapter1-Chapter3). What are they doing?. What are they need?. What is Marketing ? Old sense: making a sale – “telling and selling” New sense: satisfying customer needs.

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principles of marketing

Principles of Marketing

市场营销学原理

主讲 晁钢令

what are they doing
What are they doing?

What are they need?

slide4
What is Marketing ?

Old sense: making a sale – “telling and selling”

New sense: satisfying customer needs

slide5
Marketing Defined (broadly defined P.5)
  • A social and managerial process whereby individuals and groups obtain 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。
slide6

Marketing Defined (nerrow defined P.5)

  • The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.
  • 市场营销是企业为了从顾客身上获得利益回报,创造顾客价值和建立牢固顾客关系的过程。
slide7
Understanding the marketplace and consumer needs
  • Five core concepts (P.6)

Needs,Wants,

and Demands

Core

Marketing

Concepts

Markets

Marketing

Offers

Exchange and

Relationships

Customer Value

& Satisfaction

slide8

市场营销的核心概念

  • 营销是个人或集体通过创造、提供出售,并同别人自由交换产品和价值,已获得所需所欲之物的一种社会过程。
  • ——菲利普.科特勒《营销管理》(12版)P.6.

需要、

欲望和

需求

产品

(商品、

服务与

创意)

价值、

成本和

满意

交换

和交易

关系

和网络

市场

营销者

与顾客

slide9

Needs

  • Needs,Wants and Demands(P.6)
  • States of felt deprivation(或缺).
  • The form human needs take as shaped by culture and individual personality.
  • Human wants that are backed by buying

power .

Wands

Demands

slide10
Marketing offer (P.6)
  • Some combination of products, service, information , or experiences offered to a market to satisfy a need or want.
slide11

Customer value

  • Customer Value and Satisfaction (P.7)
  • The difference between the values the customer gains from owning and using a product and the cost of obtaining the product.
  • The extent to which a product’s perceived performance matches a buyer’s expectations.

Customer satisfaction

slide12
Exchange and Relationships(P.7)

the act of obtaining a desired object from someone by offering something in return.

Exchange

slide13
Market (P.7)

The set of all actual and potential buyers of a product or service.

slide14
Elements of a modern marketing system(P.8)

Suppliers

Company

(marketer)

End user

market

Marketing

intermediaries

Competitors

Environment

the marketing process p 5
The Marketing Process (P.5)

Understand

the

marketplace

and customer

needs and

wants

Design a

customer

-driven

marketing

strategy

Construct a

marketing

program

that delivers

superior

value

Build

profitable

relationships

and creat

customer

delight

Capture value

from

customers to

create profits

and customer

quality

an expanded model of the marketing process
An expanded model of the marketing process

Understand

the

marketplace

and customer

needs and

wants

Design a

customer

-driven

marketing

strategy

Construct a

marketing

program

that delivers

superior

value

Build

profitable

relationships

and creat

customer

delight

Capture value

from

customers to

create profits

and customer

quality

Research

consumers and

the marketplace

Select customers

to serve: market

segmentation and

targeting

Product and

service design:

Build strong

brands

Customer

Relationship

Management

Create satisfied,

loyal customer

Capture customer

lifetime value

Manage marketing

information and

customer data

Decide on a value

proposition:

differentiation and

positioning

Pricing :

create real value

Partner

Relationship

Management

Increase share of

market and

share of customer

Distribution:

manage demand

and supply chains

Promotion:

communicate the

value proposition

Harness marketing

technology

Manage global

markets

Ensure ethical &

Social responaibility

slide17
Marketing management (P.8-9)

The art and science of choosing target markets and building profitable relationships with them.

Selecting

customers

to

serve

Choosing a

value

proposition

slide18
Demarketing(P.8)

Marketing to reduce demand temporarily or permanently; the aim is not to destroy demand but only to reduce or shift it.

slide19
Marketing management orientation

(or philosophies )(P.9-11)

Production concept

Product concept

Selling concept

Marketing concept

Social marketing concept

slide20
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.

slide21
Selling concept(推销观念)

The consumers will not buy enough of the organization’s products unless the organization undertakes a large-scale selling and promotion effort.

  • Marketing concept(营销观念)

To achieving organization’s goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do.

slide22

Starting

point

Focus

Means

Ends

  • The selling and marketing concepts contrasted(P.11)

Factory

Existing

products

Selling and

promoting

Profit through

sales volume

The selling concept

Integrated

Marketing

(整合营销)

Profit through

Customer

satisfaction

Customer

needs

Market

The marketing concept

slide23

Societal marketing concept(社会营销观念)P.11

  • The organization should deliver the desired satisfactions to their target market effectively and efficiently in a way that maintains or improves the consumer’s and society’s well being.
slide24
Societal Marketing concept(社会营销观念P.11)

Society

(Human welfare)

Social

marketing

concept

Customers

(Wants satisfaction)

Company

(Profits)

Three considerations underlying the Societal marketing concept

slide25
Bionomics marketing concept(生态学营销观念)

To find the market demands that firm’s resources can be match to.

“6R”:

Right time , Right place, Right product,

Right price, Right way, to Right customer

slide26
The company’s strategic planning(P.37)

Business unit

Product and market

Corporate lever

Defining

the company

mission

Setting

company

objectives

and goals

Designing

the business

portfolio

Planning,marketing

And other

Functional strategies

明确公司使命

设定公司目标

规划业务组合

制定营销计划

slide27
The BCG matrix(P.40)

Star

Question mark

Low high

Marketing growth rate

Cash cow

Dog

High low

Relative market share

slide28

“波士顿矩阵”示意图

明星类

问题类

20

18

16

14

10

8

6

4

2

0

市场成长率

%

4

11

3

2

5

瘦狗类

金牛类

6

7

8

10x 4x 2x 1.5x 1x 0.5x 0.4x 0.3x 0.2x 0.1x

相对市场占有率

slide29
Product-market expansion grit(P.41)

Existing

products

New

products

Existing

markets

Market

penetration

product

development

Market

development

New

markets

Diversification

managing marketing strategy p 47
Managing marketing strategy (P.47)

Marketing

intermediaries

Competitors

Marketing

planning

Marketing

analysis

Product

Target

marketing

Market

segmentation

Profitable

Customer

relationships

Price

Place

Market

positioning

Marketing

implementation

Marketing

control

Promotion

Suppliers

Publcs

slide31
Marketing environment(P.64)

The actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful transactions with its target customers.

slide32
Marketing environment

Macro-environment

Micro-environment

Marketing

department

slide33
The microenvironment(P.65)

The actors close to the company that affect its ability to serve its customer- the company, suppliers, marketing intermediaries, customer market, competitors, and publics.

slide34
The microenvironment (P.65)

Company’s

Internal

environment

Publics

Suppliers

Company’s

marketing

Marketing

intermediaries

Competitors

Customers

slide35
The company’s internal environment

Top

management

Accounting

Finance

Marketing

Manufacturing

R&D

Purchasing

slide36
The macro-environment(P.65)

The larger societal force that affect the microenvironment – demographic, economic, natural, technological, political, and cultural forces

slide37

Company

Demographic

forces

  • The macro-environment(P.69)

Cultural

forces

Economic

forces

Microenvironment

Political

forces

Natural

forces

Technological

forces