（精）什么是市场营销？.ppt

* * Marketing Management What is marketing? You already know a lot about marketing but are you aware of that? How many branded products have you already used today? The Past Relatively stable business environment So could create longer term strategies Refine them over time The Present and Future In most industries markets are: Very dynamic Risky Complex Cluttered So strategy creation and implementation much more challenging Days of high growth and low competition are past Some organisations thrive and drive change: others fail How to stay competitive? Need competence in: Strategic analysis Innovation key to success in dynamic markets Managing Multiple businesses Creating Sustainable Competitive Advantage (SCA) Very difficult to gain truly sustainable advantage in dynamic markets Developing growth platforms Adopting a customer orientation Where does marketing fit in? Increasingly recognised as key discipline in establishing strategic direction Need to have customer satisfaction at core of business Marketing and Exchange Basically marketing is an exchange between firm and customer Company Customer The customer seeks benefits from the company, and expects to pay. The company offers benefits to its customers, and seeks profits. BUT IS THAT THE WHOLE STORY? A marketing approach to doing business A marketing or consumer orientation is based upon finding out what customers want and need and then offering that to them More recently this has developed further into building long-term bonds with customers through customer relationship management (CRM), to systematically track preferences and behaviours over time to tailor a value proposition 1-* Solomon, Marshall, Stuart, Barnes and Mitchell Marketing: Real People, Real Decisions 1st European Edition, ? Pearson Education Ltd 2009 D Jobber, Principles and Practice of Marketing, ? 1998 McGraw-Hill Marketing Concept The achievement of corporate goals through meeting and exceeding customer needs better th