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PartOne:UnderstandingofMarketing(Chapter1-Chapter4)2Whataretheydoing?Whataretheyneed?3•WhatisMarketing?Oldsense:makingasale–“tellingandselling”Newsense:satisfyingcustomerneeds4•MarketingDefined(P.5)•Asocialandmanagerialprocesswherebyindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers.•市场营销是个人或组织通过创造、提供并同他人交换价值的产品或价值，以满足各自的需要和欲求的一种社会活动和管理过程。5•Coremarketingconcepts(P.6)CoreMarketingConceptsNeeds,Wants,andDemandsProductsandServicesValue,Satisfaction,MarketsExchange,Transactions,andrelationships6•Needs,WantsandDemands(P.6)•Statesoffeltdeprivation（或缺）.•Theformtakenbyhumanneedsastheyareshapedbycultureandindividualpersonality.•Humanwantsthatarebackedbybuyingpower.NeedsWandsDemands7•ProductandService(P.6-7)•Anythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyawantorneed.•Anyactivityorbenefitthatonepartycanoffertoanotherthatisessentiallyintangibleanddoesnotresultintheownershipofanything.ProductService8•Value,Satisfaction(P.9)•Thedifferencebetweenthevaluesthecustomergainsfromowningandusingaproductandthecostofobtainingtheproduct.•Theextenttowhichaproduct’sperceivedperformancematchesabuyer’sexpectations.CustomervalueCustomersatisfaction9•Exchange,TransactionandRelationshipstheactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.atradebetweentowpartiesthatinvolvesatleasttowthingsofagreement,andaplaceofagreement.ExchangeTransactions10•Relationshipmarketing(P.9)Theprocessofcreating,maintaining,andenhancingstrong,value-ladenrelationshipswithcustomersandotherstakeholders.•Market(P.10)thesetofallactualandpotentialbuyersofaproductorservice.11•AsimplemarketingsystemIndustry(acollectionofsellers)Market(acollectionofbuyers)Products-serviceMoneyCommunicationInformation12•Mainactorsandforcesinamodernmarketingsystem(P.10)SuppliersEndusermarketCompany(marketer)CompetitorsMarketingintermediariesEnvironment13•Demarketing(P.11)Marketingtoreducedemandtemporarily;theaimisnottodestroydemandbutonlytoreduceorshiftit.14•Marketingmanagementphilosophies(P.12-14)ProductionconceptProductconceptSellingconceptMarketingconceptSocialmarketingconcept15•Productionconcept（生产观念）Themanagementshouldonlyfocusonimprovingproductionanddistributionefficiency.•Productconcept（产品观念）Theorganizationshoulddevoteitsenergytomakingcontinuousproductimprovements.16•Sellingconcept(推销观念）Theconsumerswillnotbuyenoughoftheorganization’sproductsunlesstheorganizationundertakesalarge-scalesellingandpromotioneffort.•Marketingconcept（营销观念）Toachievingorganization’sgoalsdependsondeterminingtheneedsandwantsoftargetmarketsanddeliveringthedesiredsatisfactionsmoreeffectivelyandefficientlythancompetitorsdo.17•Thesellingandmarketingconceptscontrasted(P.13)FactoryStartingpointFocusMeansEndsExistingproductsSellingandpromotingProfitthroughsalesvolumeMarketCustomerneedsIntegratedMarketing（整合营销）ProfitthroughCustomersatisfactionThesellingconceptThemarketingconcept18•Societalmarketingconcept(社会营销观念）Theorganizationshoulddeliverthedesiredsatisfactionstotheirtargetmarketeffectivelyandefficientlyinawaythatmaintainsorimprovestheconsumer’sandsociety’swellbeing.19•SocietalMarketingconcept（社会营销观念P.14）SocialmarketingconceptSociety(Humanwelfare)Customers(Wantssatisfaction)Company(Profits)ThreeconsiderationsunderlyingtheSocietalmarketingconcept20•Bionomicsmarketingconcept(生态学营销观念）Tofindthemarketdemandsthatfirm’sresourcescanbematchto.“6R”:Righttime,Rightplace,Rightproduct,Rightprice,Rightway,toRightcustomer21•Marketingin“connected”millennium(P.23)ConnectingtechnologiesComputerInformationCommunicationTransportationConnectionswithCustomersConnectionswithWorldaroundusConnectionswithMarketingpartners22•MarketingconnectionsConnectionswithCustomerConnectingmoreselectivelyConnectingforlifeConnectingdirectlyConnectionswithMarketingpartnerConnectinginsideThecompanyConnectingwithoutsidepartnersConnectionswiththeworldaroundusGlobalconnectionsConnectionswithvaluesAndresponsibilityBroadenedconnections23•Marketingconnectionsintransition（P.33)TheOldMarketingThinkingTheNewMarketingThinkingConnectionswithcustomersBesalesandproductcenteredPracticemassmarketingFocusonproductsandsalesMakesalestocustomerGetnewcustomersGrowshareofmarketServeanycustomerCommunicatethroughmassmediaMackstandardizedproductsConnectionswithcustomersBemarketandcustomercenteredTargetselectedmarketsegmentsorindividualsFocusoncustomersatisfactionandvalueDevelopcustomerrelationshipsKeepoldcustomersGrowshareofcustomerServeprofitablecustomer,“fire”losingonesConnectwithcustomersdirectlyDevelopcustomizedproductsConnectionswithmarketingpartnersLeavecustomersatisfactionandvaluetosalesandmarketingGoitaloneConnectionswithmarketingpartnersEnlistalldepartmentsinthecauseofcustomersatisfactionandvaluePartnerwithotherfirmConnectionwiththeworldaroundusMarketlocallyAssumeprofitresponsibilityMarketforprofitsConductcommerceinmarketplaceConnectionwiththeworldaroundusMarketlocallyandgloballyAssumesocialandenvironmentalresponsibilityMarketfornonprofitsConducte-commerceinmarketp