MBA 市场营销1章concept&plan
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1-2
What is Marketing?
Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
1-4
Needs, wants, and demands
Products & Offerings
Core Marketing Concepts
Markets Value & satisfaction Exchange, transactions & relationship
Needs – 需要是人们想要达成某种愿望时感觉匮乏的状态 state of felt deprivation for basic items such as food and clothing and complex needs such as for belonging. i.e. I am hungry.
Social & belonging
Safety & security
Physiology
1-7
What is Marketed?
Goods Services
Events & Experiences Persons Places & Properties Organizations Information
Wants – 欲望是能够满足需要的具体形式
form that a human need takes as shaped by culture and individual personality.
i.e.
I want a hamburger, French fries, and a soft drink.
Nonprofit/ Government Markets
1-17
The marketplace isn’t what it used to be…
Changing technology Globalization
Deregulation Privatization Empowerment Customization Convergence
Ideas
1-8
顾客价值价比
V=B/ P
其中:
V = 顾客价值
B = 感知利益
P = 成本
1-9
Determinants of Customer Delivered Value
Total Customer Satisfaction
Difference between customer
perceived performance and their
Demands – 需求是有购买力支持的欲望 human wants backed by buying power. i.e.
1-6
I have money to buy this meal.
Maslow’s Needs Hierarchy
Self-actualization
Esteem & self-esteem
Profits through Sales Volume
Marketing Concept
Target Market
1-25
Customer Needs
Integrated Profits through Marketing Satisfaction
Notion of Customer Lifetime Value
Holistic Marketing Dimensions
1-Baidu Nhomakorabea7
Socially Responsible Marketing
Society (Human Welfare)
Socially Responsible Marketing
Consumers (Satisfaction)
1-28
Company (Profits)
expectations
1-11
Customer Satisfaction
客户的期望是在以往购买经历、相关 群体的看法、企业和竞争者有关信息 和承诺的基础上产生的。
产品超出顾 客的期望
产品 未能达到 顾客的期望 顾客不满意
1-12
产品达到 顾客的期望 顾客 非常满意 顾客满意 或十分惊喜
Two-Party Exchange Map Showing Want Lists of Both Parties
1-3
What is Marketing?
Marketing is an organizational function and a set of processes for creating, communicating, and delivering value Marketing is “meeting needs profitablly”. to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
以销 定产
整合 营销
Contrasts Between the Sales Concept and the Marketing Concept
Selling Concept
Starting point Focus
Means
Ends
Factory
Existing Products
Selling & Promotion
The New Marketing Reality
1-29
1-30
Market Evolution Stages
Emergence Growth
Maturity
Decline
What is Marketing Management?
Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
Selling is only the tip of the iceberg
1-26
“There will always be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed is to make the product or service available.” Peter Drucker
1-21
Reference Material: Characteristics of China’s Transforming Market (p81)
1. How should we identify the different environmental features of China’s transforming marekt? 2. Using an example from any industry, analyze the business opportunities and major marketing problems that arise from the special characteristics of China’s transforming market.
MARKETING MANAGEMENT
1. Understanding Marketing Management
Lecture Questions
• Why is marketing important? • What are some of the fundamental marketing concepts? • Evolution and transformation of business philosopgy • What are the tasks necessary for successful marketing management? • How is strategic planning carried out at different levels of the organization? • What does a marketing plan include?
1-13
For an exchange to occur….
There are at least two parties. Each party has something that might be of value to the other party. Each party is capable of communication and delivery. Each party is free to reject the exchange offer. Each party believes it is appropriate or desirable to deal with the other party.
Disintermediation
1-18
Company Orientations
Production
Product
Selling
Marketing
1-19
Case Study Lenovo: Transforming Market
熊
伟
2012年9月21日
Discussion Questions
1-22
企业经营思想转化的驱动力
Sell 销售 Push 推销
• 市场竞争日益激烈
• 市场形势恶化 • 销售成功成为企业经营的瓶颈 • 卖方市场全面转化为买方市场 • 企业经营思想的转变
Pull 需求驱动 • 市场需求、客户价值成为企业一切决策的导向
青岛啤酒 —— 痛苦的经营思想转化
以产 定销
80-90年代，中国啤酒市场全面由卖方市场转为买 方市场，青啤面临激烈竞争和残酷的市场现实。 90年代中期开始，青啤被迫转变经营思想，迎接市 场竞争的挑战，从质量和产能导向逐步转向市场导 向。 21世纪起，青啤全面采用市场驱动的企业战略，对 全国40余家啤酒企业实施了战略收购，倾力打造强 势品牌，巩固了中国啤酒第一品牌的市场地位。
1. Analyze how Lenovo has transformed and developed in order to adapt to market changes. Among the changes Lenovo made, which were successful? Which proved to be wrong? 2. Compare Lenovo’s advertising slogans: “How the world would be if human kind lost Legend” (1989) and “If you think” (2003). What does the change tell you?
1-14
Structure of Flows in a Modern Exchange Economy
1-15
A Simple Marketing System
1-16
Key Customer Markets
Consumer Markets Global Markets
Business Markets
What is Marketing?
Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
1-4
Needs, wants, and demands
Products & Offerings
Core Marketing Concepts
Markets Value & satisfaction Exchange, transactions & relationship
Needs – 需要是人们想要达成某种愿望时感觉匮乏的状态 state of felt deprivation for basic items such as food and clothing and complex needs such as for belonging. i.e. I am hungry.
Social & belonging
Safety & security
Physiology
1-7
What is Marketed?
Goods Services
Events & Experiences Persons Places & Properties Organizations Information
Wants – 欲望是能够满足需要的具体形式
form that a human need takes as shaped by culture and individual personality.
i.e.
I want a hamburger, French fries, and a soft drink.
Nonprofit/ Government Markets
1-17
The marketplace isn’t what it used to be…
Changing technology Globalization
Deregulation Privatization Empowerment Customization Convergence
Ideas
1-8
顾客价值价比
V=B/ P
其中:
V = 顾客价值
B = 感知利益
P = 成本
1-9
Determinants of Customer Delivered Value
Total Customer Satisfaction
Difference between customer
perceived performance and their
Demands – 需求是有购买力支持的欲望 human wants backed by buying power. i.e.
1-6
I have money to buy this meal.
Maslow’s Needs Hierarchy
Self-actualization
Esteem & self-esteem
Profits through Sales Volume
Marketing Concept
Target Market
1-25
Customer Needs
Integrated Profits through Marketing Satisfaction
Notion of Customer Lifetime Value
Holistic Marketing Dimensions
1-Baidu Nhomakorabea7
Socially Responsible Marketing
Society (Human Welfare)
Socially Responsible Marketing
Consumers (Satisfaction)
1-28
Company (Profits)
expectations
1-11
Customer Satisfaction
客户的期望是在以往购买经历、相关 群体的看法、企业和竞争者有关信息 和承诺的基础上产生的。
产品超出顾 客的期望
产品 未能达到 顾客的期望 顾客不满意
1-12
产品达到 顾客的期望 顾客 非常满意 顾客满意 或十分惊喜
Two-Party Exchange Map Showing Want Lists of Both Parties
1-3
What is Marketing?
Marketing is an organizational function and a set of processes for creating, communicating, and delivering value Marketing is “meeting needs profitablly”. to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
以销 定产
整合 营销
Contrasts Between the Sales Concept and the Marketing Concept
Selling Concept
Starting point Focus
Means
Ends
Factory
Existing Products
Selling & Promotion
The New Marketing Reality
1-29
1-30
Market Evolution Stages
Emergence Growth
Maturity
Decline
What is Marketing Management?
Marketing management is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value.
Selling is only the tip of the iceberg
1-26
“There will always be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself. Ideally, marketing should result in a customer who is ready to buy. All that should be needed is to make the product or service available.” Peter Drucker
1-21
Reference Material: Characteristics of China’s Transforming Market (p81)
1. How should we identify the different environmental features of China’s transforming marekt? 2. Using an example from any industry, analyze the business opportunities and major marketing problems that arise from the special characteristics of China’s transforming market.
MARKETING MANAGEMENT
1. Understanding Marketing Management
Lecture Questions
• Why is marketing important? • What are some of the fundamental marketing concepts? • Evolution and transformation of business philosopgy • What are the tasks necessary for successful marketing management? • How is strategic planning carried out at different levels of the organization? • What does a marketing plan include?
1-13
For an exchange to occur….
There are at least two parties. Each party has something that might be of value to the other party. Each party is capable of communication and delivery. Each party is free to reject the exchange offer. Each party believes it is appropriate or desirable to deal with the other party.
Disintermediation
1-18
Company Orientations
Production
Product
Selling
Marketing
1-19
Case Study Lenovo: Transforming Market
熊
伟
2012年9月21日
Discussion Questions
1-22
企业经营思想转化的驱动力
Sell 销售 Push 推销
• 市场竞争日益激烈
• 市场形势恶化 • 销售成功成为企业经营的瓶颈 • 卖方市场全面转化为买方市场 • 企业经营思想的转变
Pull 需求驱动 • 市场需求、客户价值成为企业一切决策的导向
青岛啤酒 —— 痛苦的经营思想转化
以产 定销
80-90年代，中国啤酒市场全面由卖方市场转为买 方市场，青啤面临激烈竞争和残酷的市场现实。 90年代中期开始，青啤被迫转变经营思想，迎接市 场竞争的挑战，从质量和产能导向逐步转向市场导 向。 21世纪起，青啤全面采用市场驱动的企业战略，对 全国40余家啤酒企业实施了战略收购，倾力打造强 势品牌，巩固了中国啤酒第一品牌的市场地位。
1. Analyze how Lenovo has transformed and developed in order to adapt to market changes. Among the changes Lenovo made, which were successful? Which proved to be wrong? 2. Compare Lenovo’s advertising slogans: “How the world would be if human kind lost Legend” (1989) and “If you think” (2003). What does the change tell you?
1-14
Structure of Flows in a Modern Exchange Economy
1-15
A Simple Marketing System
1-16
Key Customer Markets
Consumer Markets Global Markets
Business Markets