市场营销(2)

Marketing市场营销---theartofgettingandkeepingcustomers.AboutthecourseThegoodstarisanhalfofsuccess.无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台OverallobjectivesAttheconclusionofthecourse,studentsshouldbecapableof:Understanding,listing,andexplainingthefactors,whichconstrainandprovideopportunitiesformarketing.Developingtheframeworksthatformulatesmarketingstrategies.Researchingmarketpotentials.Designingmarketingmixtoentryandpenetratemarkets.…无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台MethodologyThissubjectwillinvolvelectures,discussions,presentations,andworkshopactivities.无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台ApproachtolearningFacilitatelearningratherthanprescribingLearnbydoingCasestudies,andprojectsexamGroupwork,butdonotneglectindividualworkRelevant-realissuesratherthantextbookexamplesContemporary–up-to-dateUtilisetechnology无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台TextbookandreferencesTextbook:PrinciplesofMarketing,9thEd.PhilipKotlerandGaryArmstrong.PrenticeHall.《市场营销学教程》晁钢令主编，上海财经大学出版社，2000年。Recommendedreferences:BasicMarketing11ndedition.E.JeromeMcCarthy,WilliamD.Perreault.IRWIN,1993.无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台TextbookandreferenceslJournals:JournalofMarketingMarketingNewsHarvardBusinessReviewInternationalJournalofResearchinMarketingJournalofAdvertising《营销导刊》《销售与市场》《市场营销》（人大复印资料）……无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台CourseevaluationThecoursewillbeevaluatedusingthefollowingmethods:Contributiontothecourse:+/-10%mark.Casestudy,30%mark.Assignment,20%mark.Finalexam,50%mark.无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台ContactaddressYoucancontactmebyemailat:[e-mail]65111000-3110,orpersonallyinmyoffice109.PartOneUnderstandingmarketingandthemarketingprocessLectureOneMarketinginachangingworldIntroduction无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台Objectsinlecture1Understandingtheconceptofmarketing,includingitsdefinition,purpose,androleincreatingexchange.Distinguishkeymarketingconceptswhichareoftenmisunderstoodorconfused.Understandingmarketingmanagementtasks.Contrasttheperiodsofmarketingevolution.无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台•Whatismarketing?无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台CoreConceptsProductsNeeds,wants,anddemandsExchange,transactions,andrelationshipsMarketsCoreMarketingConceptsValue,satisfaction,andquality无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台1.ThepreliminaryconceptsofmarketingNeeds,WantsandDemandsAhumanneedisastateoffeltdeprivationofsomebasicsatisfaction.Wantsaredesiresforspecificsatisfiersofthesedeeperneeds.(★)Demandsarewantsforspecificproductsthatarebackedbyanabilityandwillingnesstobuythem.(★)无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台CDV=TCV-TCCValue,CostandSatisfactionValueistheconsumer’sestimateoftheproduct’soverallcapacitytosatisfyhisorherneeds.Costisthepayofconsumer.Assessingtheproductby“V/C”.Satisfactionisthestatethattherealproductcanbeequaltoorbetterthantheideaproduct.CustomerdeliveredvalueTotalcustomervalueproductvalue,servicevalue,personalvalue,imagevalueTotalcustomercostPrice,time,energy,无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台FasterBetterCheaperReliabilitySecurityCompetenceCredibilityEmpathyCommunicationStyleResponsivenessAccessAffordabilityAvailabilityConveniencePerformanceFeaturesReliabilityConformanceServiceabilityAestheticsPerceivedQualityPriceCustomerDesiresCompanyDeliversTable1-1:Satisfycustomerbybuildingvaluewithquality无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台MarketAmarketconsistsofallthepotentialcustomerssharingaparticularneedorwantwhomightbewillingandabletoengageinexchangetosatisfythatneedorwant.Numberabilitywillingpresentmarket/potentialmarketM=N+W+A无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台TheMarketingSystemSuppliersEndUserMarketMarketingIntermediariesCompetitorsCompany(Marketer)EnvironmentEnvironment无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台2.Marketingis…Marketingistheprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicetocreateexchangesthatsatisfyindividualandorganizationalgoals.Thefunctionofmarketingistoidentifychangingneedssothatinnovativeproductscanbedevelopedtomeetthembetterthancompetitors.无忧资源：中国最大最全的资源下载网教育新天地：中国最大的学习培训咨询平台Marketingis…Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers.(Kotler1998)无忧资源：中国最大最