Introduction. Introduction. Resume Class. 1.Introduction of the teacher 2.Introduction of the course 3.Target 4.Teaching idea 5.Reference. Introduction. 1.Introduction of the Teacher. Name Resume Phone number Habit. Introduction. 2.Introduction of the Course.
Introduction Resume Class • 1.Introduction of the teacher • 2.Introduction of the course • 3.Target • 4.Teaching idea • 5.Reference
Introduction 1.Introduction of the Teacher • Name • Resume • Phone number • Habit
Introduction 2.Introduction of the Course • 2.1 What Is “Marketing” • 2.2 The Theory System • 2.3 The Development of “Marketing” • 2.4 The Applying Field of “Marketing”
Introduction Some Typical cases • Automobile market PSA SVW SGM 奇瑞 • Hunan TV • Election
Introduction 2.1 What is marketing The most important thing is to forecast where customers are moving, and be in front of them. Kotler on Marketing
Introduction 2.1 What is marketing Needs,Wants and Demands Core Marketing Concept Market Products and Services Value,Satisfaction and Quality Exchange,Transaction and Relationship
Introduction Review of The Concept 2.1 What is marketing • Managerial Process • Transaction • Value
Introduction Q:Marketing by whom? 2.1 What is marketing • Everybody in the organization
Introduction Marketing Management Philosophies 2.1 What is marketing • The Production Concept • The Product Concept • The Selling Concept • The Marketing Concept • The Societal Marketing Concept
Introduction Marketing management philosophies 2.1 What is marketing • The Production Concept Consumers will favor products that are available and highly affordable. • The Product Concept Consumers will favor products that offer the most quality,performance,and features. • Selling Concept Consumers will not buy enough of the organization’s products unless the organization undertake a large-scale selling and promotion effort.
Introduction Marketing management philosophies 2.1 What is marketing • The Marketing Concept Achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do. • The Societal Concept The organization should determining the needs, wants and interests of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do in a way that maintains or improve the consumer’s and society’s well being.
Introduction 2.2 The Theory System • Custom orientation • Target market • Integrated marketing
Introduction 2.3 The Development of Marketing • Appeared in America at the beginning of 20th century • Get great development in 1950s Marketing mix Custom orient • New ideas emerged in endlessly from 1980s
Goods Services Experience Evens Persons Places Properties Organizations Information Idea Introduction 2.4 The Applying Field of “Marketing”
Introduction 3.Target • Master the basic theories and methods of marketing. • Cultivate the thinking pattern of marketing. • Introduce some of the latest development of marketing.
Introduction 4.Teaching Idea • Classical theory • Large information capacity • Example • Case analysis • Discussion
Introduction 5.Reference 1. Philip Kotler, Principles of Marketing 2. 《现代汽车营销》，张国方，电子工业出版社，2004 3. 《汽车销售与服务》，张国方，人民交通出版社，2005.
Introduction 菲利普•科特勒 Philip Kotler is one of the world' leading authorities on marketing. He is a distinguished professor of International Marketing at the Kellogg School of Management, Northwestern University. 菲利普.科特勒(Philip Kotler)