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市场营销讲义lect1_presentation_student

市场营销讲义lect1_presentation_student

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时间：2019-07-25

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1、BSP420:MARKETINGMANAGEMENTChanakaJayawardhenaRoom.BE2.19(0150922)8831C.Jayawardhena@lboro.ac.ukSessionstructureAlecture(uptoanhour)Followedbyabreak(10-15minutes)Acasestudy/videopresentationscenariodiscussion/presentationinsmallgroups(uptoanhour)Aconcludingdiscussion(upto45minutes)Whatismarket

2、ing?Toattractandretaincustomersataprofit(Drucker,1999)Toestablish,developandcommercialiselong-termcustomerrelationshipssothattheobjectivesofthepartiesinvolvedaremet(Gronroos,1989)EfficiencyandEffectivenessIneffectiveGoesoutofbusinessquicklyDiesSlowlySurvivesDoeswellThrivesEffectiveEfficientInef

3、ficient52MarketingConceptTheachievementofcorporategoalsthroughmeetingandexceedingcustomerneedsbetterthanthecompetitionTheMarketingConceptCustomerorientationCorporateactivitiesarefocuseduponprovidingcustomersatisfactionIntegratedeffortAllstaffaccepttheresponsibilityforcreatingcustomersatisfactio

4、nGoalachievementThebeliefthatcorporategoalscanbeachievedthroughcustomersatisfactionMarketingconceptTheachievementofcorporategoalsthroughmeetingandexceedingcustomerneedsbetterthanthecompetitionCustomerorientationCorporateactivitiesarefocuseduponprovidingcustomersatisfactionIntegratedeffortAllsta

5、ffaccepttheresponsibilityforcreatingcustomersatisfactionGoalachievementThebeliefthatcorporategoalscanbeachievedthroughcustomersatisfaction3ProductionOrientationCustomersProductioncapabilitiesManufactureproductAggressivesaleseffort4MarketingOrientationCustomerneedsPotentialmarketopportunitiesMar

6、ketingproductsandservicesCustomersMarketingOrientationIntegratedcustomerfocusLongrunprofitsthroughcustomersatisfactionSalesOrientationPush!Push!Sell!Sell!bypromotionShorttermgainsinprofitviasalesincreasesEvolutionofthe MarketingConceptProductionOrientationProduction&assemblylinerefinementProfit

7、sthroughproductioncontrols67Market-drivenManagementSharedvaluesandbeliefsCustomerfocusMarket-ledstrategyStructureandsystemsImplementationMarketintelligenceSharedvaluesandbeliefscustomerfirstMarketintelligenceSkillsinunderstandinga

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