“市场营销”讲义（英文）整理ppt.ppt

Objectives Course Organization Tasks of Marketing Major Concepts Tools of Marketing Marketplace Orientations Marketing’s Responses to New Challenges Course/Text Organization Part I - Understanding Marketing Management Part II - Analyzing Marketing Opportunities Part III - Developing Marketing Strategies Part IV - Shaping the Market Offering Part V - Managing Delivering Marketing Programs Defining Marketing Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. - Philip Kotler (p. 7) Core Concepts of Marketing Simple Marketing System Structure of Flows The Four Ps Company Orientations Towards the Marketplace Customer Delivered Value Traditional Organization Chart Customer-Oriented Organization Chart Evolving Views of Marketing’s Role Evolving Views of Marketing’s Role Evolving Views of Marketing’s Role Review Course Organization Tasks of Marketing Major Concepts Tools of Marketing Marketplace Orientations Marketing’s Responses to New Challenges Objectives Define value satisfaction - understand how to deliver them The nature of high-performance businesses How to attract retain customers Improving customer profitability Total quality management Determinants of Customer Delivered Value High Performance Business The Generic Value Chain Levi Strauss’ Value-Delivery Network Satisfied Customers: Are loyal longer Buy more (new products upgrades) Spread favorable word-of-mouth Are more brand loyal (less price sensitive) Offer feedback Reduce transaction costs Levels of Relationship Marketing Customer Development Customer/Product Profitability Analysis The Profit Triangle Quality Quality is the totality of features and characteristics of a product or service that bear on its ability to satisfy stated or implied needs. Review Define value satisfaction - understand how to deliver them The nature of high-performance businesses How to a