市场营销ppt5780563962.ppt

本节导入 本节导入 back 第一节 市场营销概述 fresh family fast fried fantasy fordisorm 快餐航母？ filling McDonalds overall product concepts back Marketing overview  Marketing concept Marketing process Marketing management philosophys evolution Marketing refers to create consumer satisfaction of goods and services, and to make them from the enterprise teleport to consumer hands of all business activities. back Marketing concept Find evaluation market opportunities Market segmentation choose target market Development of marketing mix and decide the market marketing budget Implementation and control marketing plan 二、市场营销过程 back * Marketing idea Selling concept Product concepts Social marketing concept back Production concept 三、市场营销管理哲学的演变 A basic principle, market research (一) Market research concept (二) Market survey characteristics (三) Market survey role (四) Market investigation procedure (五) market survey method purpose diversity The whole process binding Special duty social scientific universality limitations (二) Market survey characteristics (3) Market survey role 1, can communicate information message and recipients between the information transmission and exchange. 2, may know and grasp the market development and change rules. 3, can for management decision-making provide market information. 4, can help enterprises to exploit market, develop new products. 5, can help enterprises to improve the market competitiveness. 7, can enrich and perfect the enterprise marketing information system. 7, can study and predict the actions of human beings 8, can urge enterprises to improve management and improve the economic benefit market forecast basic principle （1）the market forecast content (2) market forecast method (3) market forecast programs market forecast content 1, market environment prediction. 2, market demand forecasting. 3, the market supply forecasts. 4, market supply and demand condition forecasting. 5, consumers purchase beh