科特勒营销管理(I)

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1、Chapter1MarketingintheTwenty-firstCenturyMarketingManagementTenthEditionPhilipKotlerObjectivesCourseOrganizationTasksofMarketingMajorConcepts&ToolsofMarketingMarketplaceOrientationsMarketing’sResponsestoNewChallengesCourse/TextOrganizationPartI-UnderstandingMarketingManagementP

2、artII-AnalyzingMarketingOpportunitiesPartIII-DevelopingMarketingStrategiesPartIV-ShapingtheMarketOfferingPartV-Managing&DeliveringMarketingProgramsDefiningMarketingMarketingisasocietalprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreating,offering,andfreelye

3、xchangingproductsandservicesofvaluewithothers.-PhilipKotler(p.7)CoreConceptsofMarketingProductorOfferingValueandSatisfactionNeeds,Wants,andDemandsExchangeandTransactionsRelationshipsandNetworksTargetMarkets&SegmentationMarketingChannelsSupplyChainCompetitionMarketingEnvironment

4、SimpleMarketingSystemIndustry(acollectionofsellers)Market(acollectionofBuyers)Goods/servicesMoneyCommunicationInformationManufacturermarketsServices,moneyGovernmentmarketsServices,moneyServicesServices,moneyTaxesTaxes,goodsTaxes,goodsTaxes,goodsMoneyMoneyConsumermarketsIntermed

5、iarymarketsGoods,servicesGoods,servicesResourcesResourcesResourcemarketsMoneyMoneyStructureofFlowsTheFourPsMarketingMixProductPricePromotionPlaceTheFourCsCustomerSolutionCustomerCostCommunicationConven-ienceProductionConceptProductConceptSellingConceptMarketingConceptConsumersp

6、referproductsthatarewidelyavailableandinexpensiveConsumersfavorproductsthatofferthemostquality,performance,orinnovativefeaturesConsumerswillbuyproductsonlyifthecompanyaggressivelypromotes/sellstheseproductsFocusesonneeds/wantsoftargetmarkets&deliveringvaluebetterthancompetitors

7、CompanyOrientationsTowardstheMarketplaceMarketIntegratedmarketingProfitsthroughcustomersatisfactionCustomerneeds(b)ThemarketingconceptFactoryExistingproductsSellingandpromotionProfitsthroughsalesvolumeStartingpointFocusMeansEnds(a)ThesellingconceptCustomerDeliveredValueCustomer

8、sFront-linepeopleMiddleManagementTopManagementTraditio