营销权威教程Lecture 1 Concept

consists of all activities that bring buyers and sellers together

Analysis, Plan, implement, control

Marketing mix(4ps)



Managing Products and Services(Product) Distributing Products and Services(Place) Pricing Products and Services(Price) Promotion Products and Services(Promotion) (communicating with Customers)
1.The preliminary concepts of marketing

Needs, Wants and Demands


A human need is a state of felt deprivation of some basic satisfaction. Wants are desires for specific satisfiers of these deeper needs.(★) Demands are wants for specific products that are backed by an ability and willingness to buy them.(★)

Value, Cost and Satisfaction

Value is the consumer’s estimate of the product’s overall capacity to satisfy his or her needs. Cost is the pay of consumer . Assessing the product by “V/C”. Satisfaction is the state that the real product can be equal to or better than the idea product. Total customer value
Marketing
市场营销
--- the art of getting and keeping customers.
About the course
The good start is an half of success.
Overall objectives
At the conclusion of the course, students should be capable of: Understanding, listing, and explaining the factors, which constrain and provide opportunities for marketing. Developing the frameworks that formulates marketing strategies. Researching market potentials. Designing marketing mix to entry and penetrate markets. …

Number ability willing

present market / potential market
M=N+W +A
The Marketing System
Suppliers Company (Marketer)
Environment
Competitors
Environment
Faster
Customer Desires Responsiveness Access
Better
Reliability Security Competence Credibility Empathy Communication Style
Cheaper
Affordability
Company Delivers

Basic Marketing 11nd edition. E. Jerome McCarthy, William D. Perreault. IRWIN,1993.
Textbook and references
l


Journals: Journal of Marketing Marketing News


Customer delivered value

product value, service value, personal value, image value Price, time, energy,

Total customer cost

CDV=TCV-TCC
Table1-1: Satisfy customer by building value with quality
Part One
Understanding marketing and the marketing process
Lecture One Introduction
Marketing in a changing world
Objects in lecture 1




Understanding the concept of marketing,including its definition,purpose,and role in creating exchange. Distinguish key marketing concepts which are often misunderstood or confused. Understanding marketing management tasks. Contrast the periods of marketing evolution.
Marketing Intermediaries
End User Market
2. Marketing is …
Marketing is the process of planning and
executing the conception,pricing, promotion,and distribution of ideas,goods,and service to create exchanges that satisfy individual and organizational goals.

The function of marketing is to identify changing needs so that innovative products can be developed to meet them better than competitors.
Marketibution to the course: +/-10%mark. Case study, 30% mark. Assignment, 20% mark. Final exam, 50% mark.
Contact address
You can contact me by email at : zunl@ or by phone 651110003110, or personally in my office 109.
Harvard Business Review International Journal of Research in Marketing Journal of Advertising 《营销导刊》 《销售与市场》 《市场营销》（人大复印资料） ……
Course evaluation

The course will be evaluated using the following methods:
Textbook and references

Textbook:
Principles of Marketing, 9th Ed. Philip Kotler and Gary Armstrong. Prentice Hall.

《市场营销学教程》晁钢令 主编， 上海财经大学出版社， 2000年。 Recommended references:
Figure 1-1
Marketing Concept
The marketing concept
(Achieve goals by meeting customers' needs)
Custermer orientation
All marketing activities are focused on providing satisfaction
Marketing is a social and managerial
process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. (Kotler 1998)
Marketing is…
Marketing is getting the right goods and
services to the right people at the right time at the right price with the right communication and promotion. (Kotler 1994) The aim of Marketing is to make selling superfluous. The aim is to know and understand the customer so well that the product or services fits… and sells itself. (Drucker, 1973)