可口可乐大学-市场营销资料（珍藏）.pptVIP

WHAT IS MARKETING? Marketing refers to the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals. American Marketing Association AMA revised definition (2004) Marketing is an organizational function and set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. INTRODUCTION The marketing process involves Alignment of marketing with organisational purpose is imperative A BASIC MARKETING SYSTEM NEED STATES FOR BEVERAGES WHAT’S IN IT FOR US? DEMAND CREATION PROCESS BOTTLER MARKETING CAPABILITIES DEMAND CREATION CAPABILITIES MARKETING’S ROLE IN THE VALUE CHAIN APPROACHES TO MARKETING MODULE 1 SUMMARY Marketing ought to be driven by a philosophy – the marketing concept To facilitate profitable exchange with consumers we must create value by building need satisfying brands To achieve that and execute the marketing process we utilise four capabilities: market intimacy, product mix management, channel management and promotions Marketing places the consumer at the centre of its decision-making MODULE ONE OUTCOMES LEARNING OUTCOMES At the end of this module, learners will be able to: Describe marketing and the marketing process. Understand the link between need states, value creation, exchange and consumer satisfaction. Demonstrate an understanding of the bottler value chain and describe the role that Marketing can play at each stage Describe the Marketing process at the bottler Link the Marketing Key Performance Indicators to capabilities and the Marketihg process Differentiate between a marketing/consumer orientation and a sales orientation to marketing Module 1 Slide * MODULE 1 INTRODUCTION TO MARKETING MARKETING CURRICULUM Understanding our consumers to take our Brands at the right price Through Channels (Consumption occas