市场营销管理的知识和技能marketing management knowledge and skills【国外优秀研究报告】.ppt

Marketing Concept, Customer Needs, American Marketing Association, Customers, Employees, Investors, Strategic Planning, Mission Statement, Organizational Objectives, Organizational Strategies, Competitive Advantage, Organizational Portfolio Plan, The Marketing Management Process, Marketing Planning, Implementation and Control of the Marketing Plan, Marketing Information Systems and Marketing Research, Cross-functional Strategic Plan Strategic Planning and the Marketing Management Process McGraw-Hill/Irwin ?2009 The McGraw-Hill Companies, All Rights Reserved Click to edit Master title style Click to edit Master text styles 1-* Chapter 1 Key Terms The Marketing Concept An organization should seek to make a profit by serving needs of customers Purpose of marketing concept is to rivet attention of marketing managers on serving broad classes of customer needs Principal task of marketing function operating under marketing concept is to find effective and efficient means of making the business do what suits interests of customers What is Marketing? “The process of planning and executing conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals” – The American Marketing Association What is Strategic Planning? True mission of an organization is to provide value for three key constituencies Customers Employees Investors Objectives and strategies established at the top level provide context for planning in each of the divisions and departments What is Marketing? Major Types of Marketing Strategic Planning and Marketing Management Includes all activities that lead to development of a clear organizational mission, objectives, and appropriate strategies Plays a key role in achieving an equilibrium between short and long term, by balancing acceptable financial performance Prepares for inevitable changes in markets, technology, and competition, as well as in