商务英语综合教程课件杜凤秋 ISBN9787810788113 PPT marketingchap.16 what is marketing.ppt

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1、WhatisMarketingWhatisMarketingDefinitionMarketingconceptMarketing&UtilityTargetmarketDefinitionDefi.1:Theperformanceofbusinessactivitiesthatdirecttheflowofgoodsandservicesfromproducertoconsumeroruser.(AMA)Defi.2:Marketingisasetofactivitiesundertakentostimulatesatisfactoryexchangesofgoodsandser

2、vices.MarketingConceptDevelopmentofthemarketingconcept:ProductionConceptmarketingConceptSalesConceptMarketingConceptTheproductionconceptwastheideathatafirmshouldfocusonthoseproductsthatitcouldproducemostefficientlyandthatthecreationofasupplyoflow-costproductswouldinandofitselfcreatethedemandfo

3、rtheproducts.Thekeyquestionsthatafirmwouldaskbeforeproducingaproductwere:Canweproducetheproduct?Canweproduceenoughofit?MarketingConceptThesalesconcept(orsellingconcept)wasthephilosophyororientationofanorganisationunderwhichcompaniesnotonlywouldproducetheproducts,butalsowouldtrytoconvincecustom

4、erstobuythemthroughadvertisingandpersonalselling.Beforeproducingaproduct,thekeyquestionswere:Canweselltheproduct?Canwechargeenoughforit?MarketingConceptThemarketingconceptisthephilosophythatfirmsshouldanalyzetheneedsoftheircustomersandthenmakedecisionstosatisfythoseneeds,betterthanthecompetiti

5、on.Thekeyquestionsbecame:Whatdocustomerswant?Canwedevelopitwhiletheystillwantit?Howcanwekeepourcustomerssatisfied?Inresponsetothesediscerningcustomers,firmsbegantoadoptthemarketingconcept,whichinvolves:FocusingoncustomerneedsbeforedevelopingtheproductAligningallfunctionsofthecompanytofocusonth

6、oseneedsRealizingaprofitbysuccessfullysatisfyingcustomerneedsoverthelong-termMarketing&UtilityMarketingandutility:Theconceptofutility(theusefulnessofproducts)isattheheartofmarketingactivities.Aproducthas4utilities:formutilityplaceutilitytimeutilityownershiputilityMarketing&UtilityFormutilityis

7、theusefulnessofaproductthatresultsfromconvertingrawmaterialsandotherinputsintoafinished(ormorenearlyfinished)product.Formutilityiscreatedbyproduction.Marketing&UtilityPlaceutilityistheusefulnessofaproductthatresultsfromachangeinitslocat