营销核心概念

(goods,services,andideas)Value,cost,andsatisfactionNeeds,wants,anddemandsExchangeandtransactionsRelationshipsandnetworksMarketsMarketersandprospectsFig.1.02精品资料网ActorsandForcesinaModernMarketingSystemT3EnvironmentSuppliersCompany(marketer)Marketinginter-mediariesEnd-usermarketCompetitorsFig.1.06(b)Themarketingconcept(a)ThesellingconceptFig.1.07’sRoleT5aa.Marketingasanequalfunctionb.MarketingasamoreimportantfunctionFinanceProductionMarketingHumanresourcesFinanceHumanresourcesMarketingProductionFig.1.09’sRoleT5bFig.1.09c.Marketingasthemajorfunctiond.ThecustomerasthecontrollingfactorMarketingProductionCustomer’sRoleT5cFig.1.09e.ThecustomerasthecontrollingfunctionandmarketingastheintegrativefunctionCustomerMarketingProduction’Value-DeliveryNetworkT8OrderDuPont(Fibers)Milliken(Fabric)Levi’s(Apparel)Sears(Retail)Competitionisbetweennetworks,notcompanies.Thewinneristhecompanywiththebetternetwork.Fig.2.04CustomerOrderOrderOrderDeliveryDeliveryDeliveryDelivery精品资料网TheProfitTriangleFig.2.08T10ProfitCompetitiveadvantage精品资料网TheBostonConsultingGroup’sGrowth-ShareMatrixT123?10x4x2x1.5x1x20%-18%-16%-14%-12%-10%-8%-6%-4%-2%-0MarketgrowthrateRelativemarketshareStarsCashcowQuestionmarksDogs?5421687.5x.4x.3x.2x.1xFig.3.03精品资料网TheStrategic-PlanningGapFig.3.05T14DesiredsalesDiversificationgrowthIntegrativegrowthIntensivegrowthCurrentportfolioSalesTime(years)Strategic-planninggap1050’sProduct/MarketExpansionGridT151.Market-penetrationstrategy(Diversificationstrategy)3.Product-developmentstrategy2.Market-developmentstrategyCurrentmarketsNewmarketsCurrentproductsNewproductsFig.3.06精品资料网TheMarketingInformationSystemT21MarketingmanagersAnalysisPlanningImplemen-tationControlAssessinginformationneedsDi