营销学原理

国际商学院市场营销学系PrinciplesofMarketing营销学原理营销学原理UniversityofInternationalBusinessandEconomics1－11－1国际商学院市场营销学系CourseOrganization¾PartI-UnderstandingMarketingandtheMarketingProcess¾PartII-DevelopingMarketingOpportunitiesandStrategies¾PartIII-DevelopingtheMarketingMix1－21－2国际商学院市场营销学系PrinciplesofMarketingOverviewofMarketingOverviewofMarketing1－11－31－3SessionSession11国际商学院市场营销学系OutlineI.WhatisMarketing?I.WhatisMarketing?II.EvolutionofMarketingII.EvolutionofMarketingIII.MarketingManagementIII.MarketingManagementIV.MarketingManagementIV.MarketingManagementPhilosophiesPhilosophies1－41－4PrinciplesofMarketingI.WhatisMarketing?I.WhatisMarketing?1－121－121－12国际商学院市场营销学系国际商学院市场营销学系I.WhatisMarketing?I.WhatisMarketing?¾Definition¾Role¾CoreConcepts1－51－5国际商学院市场营销学系Marketingisasocietalprocesswherebyindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers.--Kotler&Armstrong(p.6)Definition1－61－6TheRoleofMarketingTheRoleofMarketingSuppliersSuppliersEndUserMarketEndUserMarketMarketingIntermediariesMarketingIntermediariesCompetitorsCompetitorsCompany(Marketer)Company(Marketer)EnvironmentEnvironment1-41－71－7国际商学院市场营销学系PrimaryActivitiesInboundOperationsOutboundMarketingServiceLogisticsLogistics&SalesFirmInfrastructureHumanResourceManagementTechnologyDevelopmentProcurementMarginSupportActivitiesMargin1－81－8TheGenericValueChainTheGenericValueChain--MichaelE.Porter国际商学院市场营销学系国际商学院市场营销学系BPWhere：：V=ValueB=PerceivedValueP=PriceValueisenhancedbyincreasingthenumeratororreducingthedenominator1－91－9V=TheValueEquation国际商学院市场营销学系MarketingMarketingCustomerCustomerNeedsNeedsandWantsandWantsR&DR&DEngineEngineeringeringManufacManufacturingturingCustomerCustomerValueValue1－101－10ValueChainBoundarylessMarketing国际商学院市场营销学系ProductsNeeds,wantsanddemandsExchange,transactionsandrelationshipsMarketsCoreMarketingConceptsCoreMarketingConceptsValue,satisfactionandquality1－111－11CoreConceptsPrinciplesofMarketingII.EvolutionofMarketingII.EvolutionofMarketing1－121－121－12国际商学院市场营销学系国际商学院市场营销学系Consumer(goods)marketingConsumer(goods)marketingMajorareasofmarketingfocusRelationshipsandCustomerRetentionBusiness-to-businessmarketingBusiness-to-businessmarketing19501950‘‘ss1960‘s1970‘s19801980‘‘ss19901990‘‘ssNonNon--profit&societalmarketingprofit&societalmarketingServicesmarketingServicesmarketingServicesmarketingCustomerSatisfaction,GlobalMarketing,SynchronousMarketingCustomerSatisfaction,CustomerSatisfaction,GlobalMarketing,GlobalMarketing,SynchronousMarketingSynchronousMarketing1－131－13TheDevelopmentofMarketingScience国际商学院市场营销学系oldNewStrategicFocusProductCustomerWayofDoingBusinessMeansTelling&IntegratedKnowledge&SellingMarketingmixExperienceEndProfitValueMutuallyBeneficialRelationshipMarketingSellingAFunctionEverythingis…EraPre-19601960－19901990-1－141－14EvolutionofMarketingPhilosophiesIII.MarketingManagementIII.MarketingManagement1－151－15国际商学院市场营销学系国际商学院市场营销学系¾DemandManagement¾CustomerLifetimeValue¾MarketingManagement1－161－16KeyConceptsforManagingMarketing国际商学院市场营销学系¾Negativedemanddisabusedemandchangedattitudes?¾Nodemandcreatedemand?connectattributes&needs,AIOs¾Latentdemanddevelopdemanddevelopproduct¾Falteringdemandrevitalisedemandaddbluebeads..¾Irregulardemandsynchroniseledspotspecials¾Fulldemandmaintaindemandmeasureperformance¾Overfulldemandreducedemanddemarketing¾UnwholesomedemanddestroydemandKissingasmokerislikelickingthebottomofanashtray¾Negativedemanddisabusedemandchangedattitudes?¾Nodemandcreatedemand?connectattributes&needs,AIOs¾Latentdemanddevelopdemanddevelopproduct¾Falteringdemandrevitalisedemandaddbluebeads..¾Irregulardemandsynchroniseledspotspecials¾Fulldemandmaintaindemandmeasureperformance¾Overfulldemandreducedemanddemarketing¾UnwholesomedemanddestroydemandKissingasmokerislikelickingthebottomofanashtrayDEMANDMARKETINGSOMESTATETASKACTIONS1－171－17DemandManagementIV.MarketingManagementIV.MarketingManagementPhilosophiesPhilosophies1－181－18国际商学院市场营销学系国际商学院市场营销学系¾MaximizeQualityofLife¾MaximizeConsumption¾MaximizeSatisfaction¾MaximizeChoice1－191－19MarketingSystemGoals国际商学院市场营销学系¾ProductConcept¾ProductionConcept¾SellingConcept¾MarketingConcept¾SocietalMarketingConcept¾RelationshipMarketingConcept1－201－206.MarketingPhilosophies国际商学院市场营销学系1－211－21FactoryFactoryExistingProductsExistingProductsNotionofCustomerLifetimeValueSellingandPromotingSellingandPromotingProfitsthroughVolumeProfitsthroughVolumeMarketMarketCustomerneedsCustomerneedsTheSellingConceptTheMarketingConceptpull-throughsystemIntergratedmarketingIntergratedmarketingProfitsthroughCustomerSatisfactionProfitsthroughCustomerSatisfactionFocusMeansEndsStartingPointMarketing&SalesConcepts国际商学院市场营销学系Society(HumanWelfare)Society(HumanWelfare)Consumers(Satisfaction)Consumers(Satisfaction)Company(Profits)Company(Profits)SocietalMarketingConcept1－221－22TheSocietalMarketingConcept国际商学院市场营销学系RelationshipMarketingConcept1－23Creating,Maintaining,EnhancingStrong,Value-LadenRelationshipswithCustomersandOtherStakeholders1－23国际商学院市场营销学系¾NewMarketingLandscape¾NonprofitMarketing¾Glob