营销管理过程

BasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn1Chapter2TheMarketingManagementProcessBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn2TheEvolutionofMarketingSimpletradeorientationProductionorientationSalesorientationMarketingDepartmentorientationSocietalMarketingorientationMarketingCompanyorientationBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn3MarketingConceptCUSTOMERSATISFACTIONTOTALCOMPANYEFFORTPROFIT(orothermeasurableobjective)MARKETINGCONCEPTBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn4MarketingvProductionOrientedManagersAttitudetoCustomerCustomerneedsdeterminecompanyplansTheyshouldbegladweexist,keepingcostslowandbringingoutbetterproductsProductOfferingCompanymakeswhatitcansellCompanysellswhatitcanmakeMarketResearchTodeterminecustomerneedsandhowwellcompanysatisfiesthemTodeterminecustomerreaction(ifusedatall)InterestinInnovationFocusonlocatingnewopportunitiesFocusisontechnologyandcostcuttingBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn5MarketingvProductionOrientedManagersImportanceofProfitAcriticalobjectiveAresidual;whatisleftaftercostscoveredCustomerCreditSeenasacustomerserviceSeenasanecessaryevilPackagingDesignedforcustomerconvenienceandasasellingtoolSeenmerelyasprotectionfortheproductInventoryLevelsSetwithcustomerrequirementsandcostsinmindSettomakeproductionmoreconvenientTransportArrangementsSeenasacustomerserviceSeenasextensionofproductionandstorage,emphasisingcostminimisationBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn6MarketingvProductionOrientedManagersFocusofAdvertisingNeed-satisfyingbenefitsofproductsandservicesProductfeaturesandhowproductsaremadeRoleofSalesForceHelpthecustomerpurchaseifitfitstheirneeds,whilecoordinatingrestofcompanySellthecustomer,don’tworryaboutcoordinationwithrestofcompany,orotherpromotioneffortsRelationshipwithcustomerCustomersatisfactionLeadstoprofitableLong-runrelationshipRelationshipseenasShort-term—endswhenasaleismadeCostsEliminatecoststhatdonotgivevaluetocustomerKeepcostsaslowaspossibleBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn7Non-profitOrganisationsandtheMarketingConceptBothpublicandprivatenon-profitorganisationsareturningtothemarketingconceptSomenon-profitorganisationsdifferfrombusinessinimportantways:—thosewhogetbenefitsmaynotprovidethesupport—maybedifficulttoagreeonobjectives—volunteerstendtodowhattheywanttodo!BasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn8MarketinginGovernmentandNon-ProfitOrganisationsCanadoptthemarketingconceptandmarketingprinciplesGovernmentsectorconsistsofbothprofit(commercial)andnon-profitorganisationsNon-profitorganisationsfacespecialmarketingchallenges—mayhavetoservedifferenttargetpublicgroupsMustalsoidentifyandsatisfyneedsBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn9WholeCompanymarketopportunitiesStrategicplanning-MatchresourcestoMarketingManagementProcessMarketPlanning-setobjectives-evaluateopportunities-planmarketingstrategies-developmarketingplans-developmarketingprogramControlmarketingplan(s)andprograms-measureresults-evaluateprogressImplementmarketingplan(s)andprogramsBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn10Marketingstrategy=Targetmarket+marketingmixHomogeneouscustomersPlacePromotionProductPriceBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn11TargetMarketingvsMassMarketingTargetMarketing–MarketingMixistailoredtofitspecifictargetcustomers.MassMarketing–Vaguelyaimsateveryonewiththesamemarketingmix.BasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn12MarketingStrategy—showingthesynergyofthefourPsProductPlacePricePromotionCBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn13TheFourPsandMarketingMixPlanningWhyistheFourPsideahelpful?–Providesanorganisingframework.–Helpstobringmany,moredetaileddecisionstogetherinalogicalfashi