市场营销第一章.pptx

;Define marketing and identify the diverse factors influencing marketing activities.;Explain how organizations build strong customer relationships and customer value through marketing.;;INNOVATION AND MARKETING AT 3M DISCOVERING SATISFYING STUDENT STUDY NEEDS;Marketing is NOT Easy;True;MARKETING MATTERSPayoff for the Joys (!) and Sleepless Nights (?)of Starting Your Own Small Business: YouTube!!!!;Marketing Seeks to:;WHAT IS MARKETING?DIVERSE FACTORS INFLUENCE MARKETING ACTIVITIES;FIGURE 1-2 A marketing department relates to many people, organizations, and environmental forces;HOW MARKETINGDISCOVERS CONSUMER NEEDSTHE CHALLENGE: NEW PRODUCTS;Dr. Care Vanilla-Mint Aerosol ToothpasteWhat “benefits” and what “showstoppers?”;Hot Pockets Sideshots Microwaveable SnacksWhat “benefits” and what “showstoppers?”;ATT CruiseCastWhat “benefits” and what “showstoppers?”;Pepsi MaxWhat “benefits” and what “showstoppers?”;Need;FIGURE 1-3 Marketing seeks to discover consumer needs through research and then satisfy them with a marketing program ;HOW MARKETINGSATISFIES CONSUMER NEEDS;HOW MARKETINGSATISFIES CONSUMER NEEDS;THE MARKETING PROGRAMCUSTOMER VALUE AND RELATIONSHIPS;Southwest Airlines, Starbucks, and Home DepotWhat customer value strategy?;THE MARKETING PROGRAM RELATIONSHIP MARKETING;3M’S STRATEGY MARKETING PROGRAMHELPING STUDENTS STUDY;FIGURE 1-4 Marketing programs for two new 3M Post-it? brand products targeted at two distinct customer segments: college students and office workers;3M STRATEGY MARKETING PROGRAMMARKETPLACE SUCCESS?;FIGURE 1-A Four different orientations in the history of American business;HOW MARKETING BECAME IMPORTANTEVOLUTION OF THE MARKET ORIENTATION;HOW MARKETING BECAME IMPORTANTETHICS AND SOCIAL RESPONSIBILITY;HOW MARKETING BECAME IMPORTANTBREADTH AND DEPTH OF MARKETING;HOW MARKETING BECAME IMPORTANT BREADTH AND DEPTH OF MARKETING; 3M’S POST-IT? FLAG HIGHLIGHTER: EXTENDING THE CONCEPT!;VIDEO CASE 1 3M’s Post-it? Flag Highlighter;2.