营销管理过程.ppt

2 Basic Marketing A Managerial Perspective 3rd Australasian edition Copyright ? 2001 McGraw-Hill Book Company Australia Pty Ltd McCarthy et al. ‘Basic Marketing’ 3rd Aust edn * Chapter 2 The Marketing Management Process The Evolution of Marketing Simple trade orientation Production orientation Sales orientation Marketing Department orientation Societal Marketing orientation Marketing Company orientation Marketing Concept CUSTOMER SATISFACTION TOTAL COMPANY EFFORT PROFIT (or other measurable objective) MARKETING CONCEPT Marketing v Production Oriented Managers Attitude to Customer Customer needs determine company plans They should be glad we exist, keeping costs low and bringing out better products Product Offering Company makes what it can sell Company sells what it can make Market Research To determine customer needs and how well company satisfies them To determine customer reaction (if used at all) Interest in Innovation Focus on locating new opportunities Focus is on technology and cost cutting Marketing v Production Oriented Managers Importance of Profit A critical objective A residual; what is left after costs covered Customer Credit Seen as a customer service Seen as a necessary evil Packaging Designed for customer convenience and as a selling tool Seen merely as protection for the product Inventory Levels Set with customer requirements and costs in mind Set to make production more convenient Transport Arrangements Seen as a customer service Seen as extension of production and storage, emphasising cost minimisation Marketing v Production Oriented Managers Focus of Advertising Need-satisfying benefits of products and services Product features and how products are made Role of Sales Force Help the customer purchase if it fits their needs, while coordinating rest of company Sell the customer, don’t worry about coordination with rest of company, or other promotion efforts Relationship with customer Customer satisfaction Leads to profitable Long-run relations