Session # 1 ndash; Good morning第一部分：早晨好.ppt

Session # 1 – Good morning第一部分：早晨好 Product Concept产品概念 “Build a better mouse trap and they will buy it” 制作一个更好的诱饵使他们购买 “They can have any car as long as it’s black on black” 由于他们希望要 黑色的，他们可以得到任何车 Emphasis is on product production 在产品生产时强调 Know as “PRODUCT CONCEPT” 称之为产品概念 Examples “Old and new” 举例：老的和新的 Henry Ford (Model T) 福特（T型） Big Three Auto Makers U.S. 美国三大汽车制造商 Euro-Disney (Create a park – “they” will visit! 欧洲-迪斯尼（建一个他们要参观的公园） Marketing Concept市场概念 What 什么 Who 谁 When 什么时候 Why 为什么 Where 在哪 How 如何 Focus shifts from product to CUSTOMER wants and needs 将焦点从产品移向顾客的希望和要求 Examples: 举例： Honda/Toyota/Datsun entrance into U.S. automaker (small versus large auto) Honda/Toyota/Datsun进入美国汽车生产（少量的同大量的对比） Being able to recognize YOUR customers change in wants and needs. 承认你的顾客在希望和需求上的变化 An “ON-GOING PROCESS” 一个持续的过程 Nissan has failed to do so, and has lost market share Nissan在此失败了，失去了市场份额 Marketing Defined市场定义 MARKETING IS: 市场是： A social process 一个社会进程 By which individuals and groups obtain what they need and want 在此个体和团体获得他们的希望和需求 Through creating, offering, freely exchanging products and services of value of others 通过产生、提供自由交换产品和其他价值的服务 Management Must Be Supportive管理必须具有支持性 Centralization style 集中风格 Will hinder marketing progress 会阻碍市场进程 Decision making is static - not interactive 决策是静止的而不是交互的 One or “only a few” members of the organization is making the decisions 组织中的 一个或“几个”成员决策 Thinking more about “me” then the “customers” perspective 考虑“我”的前景多于“顾客”前景 Big Three – “what kind of car should we build now” 三大制造商“我们现在要制造哪中汽车？” Decentralization style 分散风格 Encourages “group participation” 鼓励“小组参与” Many members of the organization bring to table different views 组织中的许多成员带来不同的观点 Thinking about “customer” is broadened. 考虑“顾客”变宽 How can we “as departments” help create a custom