什么是市场营销？.ppt

《什么是市场营销？.ppt》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、MarketingManagementWhatismarketing?Youalreadyknowalotaboutmarketingbutareyouawareofthat?Howmanybrandedproductshaveyoualreadyusedtoday?ThePastRelativelystablebusinessenvironmentSocouldcreatelongertermstrategiesRefinethemovertimeThePresentandFutureInmostindustriesmarketsare:VerydynamicRiskyComplexClu

2、tteredSostrategycreationandimplementationmuchmorechallengingDaysofhighgrowthandlowcompetitionarepastSomeorganisationsthriveanddrivechange:othersfailHowtostaycompetitive?Needcompetencein:StrategicanalysisInnovationkeytosuccessindynamicmarketsManagingMultiplebusinessesCreatingSustainableCompetitiveAd

3、vantage(SCA)VerydifficulttogaintrulysustainableadvantageindynamicmarketsDevelopinggrowthplatformsAdoptingacustomerorientationWheredoesmarketingfitin?IncreasinglyrecognisedaskeydisciplineinestablishingstrategicdirectionNeedtohavecustomersatisfactionatcoreofbusinessMarketingandExchangeBasicallymarket

4、ingisanexchangebetweenfirmandcustomerCompanyCustomerThecustomerseeksbenefitsfromthecompany,andexpectstopay.Thecompanyoffersbenefitstoitscustomers,andseeksprofits.BUTISTHATTHEWHOLESTORY?AmarketingapproachtodoingbusinessAmarketingorconsumerorientationisbaseduponfindingoutwhatcustomerswantandneedandth

5、enofferingthattothemMorerecentlythishasdevelopedfurtherintobuildinglong-termbondswithcustomersthroughcustomerrelationshipmanagement(CRM),tosystematicallytrackpreferencesandbehavioursovertimetotailoravalueproposition1-8Solomon,Marshall,Stuart,BarnesandMitchellMarketing:RealPeople,RealDecisions1stEur

6、opeanEdition,©PearsonEducationLtd2009DJobber,PrinciplesandPracticeofMarketing,©1998McGraw-HillMarketingConceptTheachievementofcorporategoalsthroughmeetingandexceedingcustomerneedsbetterthanthecompetitionTheMarketingConceptCustomerorientationCorporateactivitiesarefocuseduponprovidingcustomersatisfac

7、tionIntegratedeffortAllstaffaccepttheresponsibilityforcreatingcustomersatisfactionGoalachievementThebeliefthatcorporategoalscanbeachievedthroughcustomersatisfactionComponentsandcontextofmarketorientationHoo