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ID:38562099
大小:284.00 KB
页数:20页
时间:2019-06-14
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1、Unit2MarketingMarketvs.MarketingMarketTheplacewherebuyersandsellersgatheredtoexchangetheirgoods.Thesetofallactualandpotentialbuyersofaproductorservice.MarketingManagingmarketstobringaboutexchangesandrelationshipsforthepurposeofcreatingvalueandsatisfyingneedsandwants.SometermsMarketingco
2、nceptMarketingstrategyMarketingmanagementMarketingbudgetMarketingresearchMarketdemandMarketfluctuationMarketpositioningMarketsegmentationMarketshareMarketcoveragerateWhatismarketing?Sellingandadvertising?Makingasale---tellingandselling?Satisfyingcustomerneeds?Marketingdealswithcustomers
3、.Thetwofoldgoalofmarketing:toattractnewcustomersbypromisingsuperiorvalue;tokeepcurrentcustomersbydeliveringsatisfaction.Customeristheking(queen)!Customersatisfaction---customerdelight---customerloyaltyCRMWhatismarketing?Thedeliveryofcustomersatisfactionataprofit.theultimategoalofmarketi
4、nginacompanyCustomers’valueandsatisfactionareattheveryheartofmodernmarketingthinkingandpractice.Goodsayings“Wedon’thaveaMarketingDepartment;wehaveaCustomerDepartment.”“Itisanalmostblind,passionatecommitmenttotakingcareofcustomers.”“We’renotsatisfieduntilourcustomersare.”“Ifwearenotcusto
5、merdriven,ourcarswon’tbeeither.”CoremarketingconceptsProductsandservicesmarketsNeeds,wantsanddemandsValue,satisfactionandqualityExchange,transactionandrelationshipsNeeds,wantsanddemandsNeed:astateoffeltdeprivation.Want:theformtakenbyahumanneedasshapedbycultureandindividualpersonality.De
6、mands:humanwantsthatarebackedbybuyingpower.Industry(acollectionofsellers)Market(acollectionofbuyers)Products-servicesmoneyinformationAsimplemarketingsystemcommunicationSellingvs.MarketingWhatisthedifferenceb/wSellingandMarketing?TimeFocusPerspectiveSellingoccursonlyafteraproductisproduc
7、ed;Marketingstartslongbeforeacompanyhasaproduct.Sellingfocusesontheneedsofthesellers;Marketingfocusesontheneedsofthebuyers.Thesellingconcepttakesaninside-outperspective:factory→products→sellingandpromoting→profitsthroughsalesvolumeThemarketingconcepttakesanoutside-inperspective
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