市场营销概述PPT

• Matches supply with demand
1-11
Marketing
Profit and Nonprofit More than Persuasion
Builds Relationships
Key Characteristics
Begins with Needs
Involves Exchanges
1-3
7. Know how social responsibility and marketing ethics relate to the marketing concept.
8. Understand the important new terms.
1-4
The Management Job in Marketing
BASIC MARKETING
Chapter 01 Marketing’s Value to Consumers, Firms, and Society
McGraw-Hill/Irwin
Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
The The marketing mix Estimate Demand
Predict When
Determine Where
Estimate Price
Decide Promotion Estimate Competition Provide Service
1-6
Production vs. Marketing
Consumption Sector
1-17
Universal Functions of Marketing
Buying
Market Information Risk Taking
Selling
Transporting
Marketing Functions Storing Standardization & Grading
Marketing Functions
Consumers
1-15
Overcoming Spatial Separation
Marketing Facilitates Production and Consumption (Exhibit 1-1)
Production Sector
1-16
• Spatial Separation • Discrepancies of Quantity • Discrepancies of Assortment Marketing needed to overcome discrepancies and separations • Separation in Time • Separation of Information • Separation in Values • Separation of Ownership
Many Individual Producers (heterogeneous supply)
1-20
Intermediaries
Collaborators
Perform universal marketing functions
To overcome discrepancies and separation of producers and consumers
1-9
Marketing Affects Innovation
1-10
What Is Marketing?
Micro View
• Set of activities • Performed by individual organizations and
Macro View
• Social process
Doesn’t Go It Alone
1-12
Building Customer Relationships
1-13
Macro-Marketing
Emphasis is on Whole System Every Economy Needs It
Key Characteristics
Matches Producers and Consumers
Production Era
Sales Era
Marketing Department Era Marketing Company Era
Focus: Long-Run Customer Satisfaction
1-22
The Marketing Concept (Exhibit 1-3)
Customer satisfaction The Marketing Concept
Can Mass Production Satisfy a Society’s Consumption Needs?
Economies of Scale - Lower Unit Cost Unit Cost $ Output Marketing Bridges the Gap!
1-14
Producers
1-2
3. Know the marketing functions and why marketing specialists—including intermediaries and collaborators—develop to perform them. 4. Understand what a market-driven economy is and how it adjusts the macro-marketing system.
Consumers
How Decisions are Made in an Economic System
Command Economy Market-Directed Economy
1-19
• Government officials decide • May work well if: • Simple economy • Little Variety • Adverse Conditions
Total company effort
Profit (or another measure of long-term success) as an objective
1-23
Creating Customer Satisfaction
Prestige Brands Holdings, Inc.
1-24
Checking Your Knowledge
A store that is popular with newlyweds runs a wedding gift registry. Five minutes before closing time on a Sunday, a young couple enters the store and wants to register—a process that usually takes 30 minutes or more. A sales associate advises the couple to come back when they have more time, even though a recent memo from the store’s regional manager specifically instructed store personnel to stay after closing time to help such customers. Which key element of the marketing concept is the main problem area in this situation? A. B. C. D. E. Customer need Total company effort Customer satisfaction Marketing orientation Product orientation
To create value and direct flow of need-satisfying goods and services
Monitoring by government(s) and public interest groups
Many Individual Consumers (heterogeneous demand)
More than Selling or Advertising
More than Selling All Those and Advertising Bicycles!
1-5
Things a Firm Should Do in Producing a Bike
Analyze Needs Predict Wants
• Adjusts itself OR • Price is value measure • Freedom of choice • Government’s role limited
Model of a Market-Directed Macro-Marketing System (Exhibit 1-2)
At the end of this presentation, you should be able to:
1. Know what marketing is and why you should learn about it. 2. Understand the difference between marketing and macro-marketing.
At the end of this presentation, you should be able to:
5. Know what the marketing concept is—and how it should guide a firm or nonprofit organization. 6. Understand what customer value is and why it is important to customer satisfaction.
Marketing
Makes sure right goods & services are produced
ProdLeabharlann Baiduction
• Making Goods • Performing Services
Creates Customer Satisfaction
1-7
Marketing Is Important to You!
Important to every consumer!
Important to your job!
Affects innovation and standard of living
1-8
Marketing Stimulates New Ideas
Courtesy of The Procter & Gamble Company.
Financing
1-18
Who Performs Marketing Functions?
Producers
Wholesalers
Other Specialists
Transport Firms ISP's Product Testing Firms
Retailers Ad Agencies
Research Firms
1-21
Marketing’s Role Has Changed Over Time
Simple Trade Era
Focus: Sell Surplus
Focus: Increase Supply Focus: Beat Competition Focus: Coordinate and Control
1-25
Adopting The Marketing Concept
1-26
The Marketing Concept and Customer Value
Take Customer’s Point of View Customer value reflects benefits and costs Customer May Not Dwell On Value