MARKETING(国际营销PPT)

A broadened view of marketing tasks
对营销任务的一个更拓宽的观点
Overfull demand（超饱和需求）: to discourage overall demand and takes such steps as raising prices and reducing promotion and service. (demarketing) Unwholesome demand（不健康需求）: to get people who like unwholesome product to give it up.
Core marketing concepts 核心营销观念
Target markets and segmentation 目标市场与细分 P8 Marketers and prospects 营销者和预期顾客 P11 Needs, wants, and demands 需要、欲望和需求 P11 Product or offering 产品或供应品 P11 Value and satisfaction 价值与满意 P11 Exchange and transactions 交换和交易 P11 Relationships and networks 关系和网络 P13 Marketing channels 营销渠道 P13 Supply chain 供应链 P13 Competition 竞争 P14 Marketing environment 营销环境 P15 Marketing mix 营销组合 P15
The product concept 产品观念 (17)
The product concept holds that consumers will favor those products that offer the most quality, performance, or innovative features. Managers in product-oriented organizations focus on making superior products and improving them over time.
American Marketing Association
Definitions of marketing
‘Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably’ -The Chartered Institute of Marketing ‘The right product, in the right place, at the right time, and at the right price’ -Adcock et al ‘Marketing is the human activity directed at satisfying human needs and wants through an exchange process’ -Kotler 1980 ‘Marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and exchanging products of value with others’ -Kotler 1991
The selling concept 推销观念 (P18)
The selling concept holds that consumers and business, if left alone, will ordinarily not buy enough of the organization’s products. The organization must, therefore, undertake an aggressive selling and promotion effort.
The marketing concept rests on four pillars: Target market Customer needs Integrated marketing 整合营销 Profitability 盈利能力
The societal concept 社会营销观念 (P25)
Company Orientations Toward the Marketplace
公司对待市场的导向
The production concept The product concept The selling concept The marketing concept The societal concept
The decisions marketers make
营销人员要作出的决策
Consumer markets 消费者市场 Business markets 企业市场 Global markets 全球市场 Nonprofit and government markets
非营利和政府市场
Marketing Concepts and Tools
The societal marketing concept holds that the organization’s task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfaction more effectively and efficiently than competitors in a way that preserve or enhances the consumer’s and the society’s well-being.
The marketing concept
营销观念(P19)
The marketing concept holds that the key to achieving its organizational goal consists of the company being more effective than competitions in creating, delivering, and communicating customer value to its chosen target markets.
The production concept 生产观念 (P17)
The production concept holds that consumers will prefer products that are widely available and inexpensive. Managers of production-oriented businesses concentrate on achieving high production efficiency, low cost, and mass distribution. It is used in developing countries or when a company wants to expand the market.
MARKETING MANAGEMENT
Feb. 2004
Understanding Marketing Management
PART 1
Marketing in the Twenty-First Century Building Customer Satisfaction, Value, and Retention Winning Markets: Market-Oriented Strategic Planning
A broadened view of marketing tasks
对营销任务的一个更拓宽的观点
Declining demand (下降需求): to reverse declining demand through creative remarketing. Irregular demand (不规则需求): to find ways to alter the pattern of demand through flexible pricing, promotion, and other incentives. (Synchromarketing) Full demand (充分需求): to maintain the current level of demand in the face of changing consumer preferences and increasing competition.
Ch.1 Marketing in the Twenty-First Century 21世纪的营销
Marketing Tasks Marketing Concepts and Tools Company Orientations Toward the Marketplace How Business and Marketing Are Changing
Marketing Tasks 市场营销的任务
The scope of marketing A broadened view of marketing tasks The decisions marketers make
The scope of marketing
市场营销的范围 (P3)
In fact,marketing people are involved in marketing 10 types of entities: - Goods 商品 - Services 服务 - Experiences 经历 - Events 事件 - Persons 个人 - Places 地点 - Properties 财产权 - Organizations 组织 - Information 信息 - Ideas 观念
A broadened view of marketing tasks
对营销任务的一个更拓宽的观点 (P5) Demand states and marketing tasks: Negative demand (负需求) : to analyze why the market dislikes the product and whether a marketing program consisting of product redesign, lower prices, and more positive promotion can change beliefs and attitudes. No demand (无需求)： to find ways to connect the benefits of the product with the person’s natural needs and interests. Latent demand (潜在需求): to measure the size of the potential market and develop goods and services to satisfy the demand.
营销观念与工具
Defining marketing Core marketing concepts

Defining marketing 定义营销 (P8)
Marketing (management) is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals.