市场营销基础篇（英文）（PPT 370页）

©2003PrenticeHall,Inc.来自©2003PrenticeHall,Inc.来自Understandtheneweconomy.Learnthetasksofmarketing.Becomefamiliarwiththemajorconceptsandtoolsofmarketing.Understandtheorientationsexhibitedbycompanies.©2003PrenticeHall,Inc.来自Learnhowcompaniesandmarketersarerespondingtonewchallenges.©2003PrenticeHall,Inc.来自Consumerbenefitsfromthedigitalrevolutioninclude:–Increasedbuyingpower.–Greatervarietyofgoodsandservices.–Increasedinformation.–Enhancedshoppingconvenience.–Greateropportunitiestocompareproductinformationwithothers.©2003PrenticeHall,Inc.来自Firmbenefitsfromthedigitalrevolutioninclude:–Newpromotionalmedium.–Accesstoricherresearchdata.–Enhancedemployeeandcustomercommunication.–Abilitytocustomizepromotions.©2003PrenticeHall,Inc.来自Marketingpracticesmaypassthroughthreestages:–Entrepreneurialmarketing–Formulatedmarketing–IntrepreneurialmarketingAsmarketingbecomesmoreformulated,creativityisinhibited.©2003PrenticeHall,Inc.来自GoodsServicesExperiencesEventsPersonsPlacesPropertiesOrganizationsInformationIdeas©2003PrenticeHall,Inc.来自Kotler’ssocialdefinition:“Marketingisasocietalprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreating,offering,andfreelyexchangingproductsandservicesofvaluewithothers.”©2003PrenticeHall,Inc.来自TheAMAmanagerialdefinition:“Marketingistheprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives.”©2003PrenticeHall,Inc.来自TargetmarketsandmarketsegmentationMarketplace,market-space,metamarketsMarketers&prospectsNeeds,wants,demandsProductofferingandbrandValueandsatisfactionExchangeandtransactionsRelationshipandnetworksMarketingchannelsSupplychainCompetitionMarketingenvironmentMarketingprogram©2003PrenticeHall,Inc.来自Targetmarkets&segmentation–Differencesinneeds,behavior,demographicsorpsychographicsareusedtoidentifysegments.–Thesegmentservedbythefirmiscalledthetargetmarket.–Themarketofferingiscustomizedtotheneedsofthetargetmarket.©2003PrenticeHall,Inc.来自Shoppingcantakeplaceina:–Marketplace(physicalentity,Lowe’s)–Marketspace(virtualentity,Amazon)Metamarketsrefertocomplementarygoodsandservicesthatarerelatedinthemindsofconsumers.Marketersseekresponsesfromprospects.©2003PrenticeHall,Inc.来自Needsdescribebasichumanrequirementssuchasfood,air,water,clothing,shelter,recreation,education,andentertainment.Needsbecomewantswhentheyaredirectedtospecificobjectsthatmightsatisfytheneed.(Fastfood)Demandsarewantsforspecificproductsbackedbyanabilitytopay.©2003PrenticeHall,Inc.来自AProductisanyofferingthatcansatisfyaneedorwant,whileabrandisaspecificofferingfromaknownsource.Whenofferingsdelivervalueandsatisfactiontothebuyer,theyaresuccessful.©2003PrenticeHall,Inc.来自Marketerscanenhancethevalueofanofferingtothecustomerby:–Raisingbenefits.–Reducingcosts.–Raisingbenefitswhileloweringcosts.–Raisingbenefitsbymorethantheincreaseincosts.–Loweringbenefitsbylessthanthereductionincosts.©2003PrenticeHall,Inc.来自Exchangeinvolvesobtainingadesiredproductfromsomeonebyofferingsomethinginreturn.Fiveconditionsmustbesatisfiedforexchangetooccur.Transactioninvolvesatleasttwothingsofva