《营销过程管理英》PPT课件

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1、ManagetheMarketingProcessFangxianZhang13719350566Definitionsofmarketing‘Marketingisthemanagementprocessthatidentifies,anticipatesandsatisfiescustomerrequirementsprofitably’TheCharteredInstituteofMarketing‘Therightproduct,intherightplace,attherighttime,andattherightprice’dco

2、cketal‘Marketingisthehumanactivitydirectedatsatisfyinghumanneedsandwantsthroughanexchangeprocess’Kotler1980‘Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheywantandneedthroughcreating,offeringandexchangingproductsofvaluewithothers’Kotler1991Imp

3、licationsofmarketingWhoareourexisting/potentialcustomers?Whataretheircurrent/futureneeds?Howcanwesatisfytheseneeds?Canweofferaproduct/servicethatthecustomerwouldvalue?Canwecommunicatewithourcustomers?Canwedeliveracompetitiveproductofservice?Whyshouldcustomersbuyfromus?Thema

4、rketingconceptchoosingandtargetingappropriatecustomerspositioningyourofferinginteractingwiththosecustomerscontrollingthemarketingeffortcontinuityofperformanceSuccessfulmarketingrequires:ProfitableOffensive(ratherthandefensive)IntegratedStrategic(isfutureorientated)Effective

5、(getsresults)HughDavidson1972MarketingmanagementprocessAnalysis/Audit-wherearewenow?Objectives-wheredowewanttobe?Strategies-whichwayisbest?Tactics-howdowegetthere?(Implementation-Gettingthere!)Control-EnsuringarrivalWhyismarketingplanningnecessary?Systematicfuturisticthinki

6、ngbymanagementbetterco-ordinationofacompany’seffortsdevelopmentofperformancestandardsforcontrolsharpeningofobjectivesandpoliciesbetterprepareforsuddendevelopmentsWhyismarketingplanningnecessary?Systematicfuturisticthinkingbymanagementbetterco-ordinationofcompanyeffortsdevel

7、opmentofbetterperformancestandardsforcontrolsharpeningofobjectivesandpoliciesbetterprepareforsuddennewdevelopmentsmanagershaveavividsenseofparticipation2021/7/14CriticismsofmarketingplanningFormalplanscanbequicklyovertakenbyeventsElementsoftheplanmybekeptsecretfornoreasongu

8、lfbetweenseniormanagersandimplementingmanagerstheplanneedsasub-schemeofactionsObje