营销管理过程.ppt

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1、Chapter2TheMarketingManagementProcessTheEvolutionofMarketingSimpletradeorientationProductionorientationSalesorientationMarketingDepartmentorientationSocietalMarketingorientationMarketingCompanyorientationMarketingConceptCUSTOMERSATISFACTIONTOTALCOMPANYEFFORTPROFIT(orothermeasurableobjecti

2、ve)MARKETINGCONCEPTMarketingvProductionOrientedManagersAttitudetoCustomerCustomerneedsdeterminecompanyplansTheyshouldbegladweexist,keepingcostslowandbringingoutbetterproductsProductOfferingCompanymakeswhatitcansellCompanysellswhatitcanmakeMarketResearchTodeterminecustomerneedsandhowwellco

3、mpanysatisfiesthemTodeterminecustomerreaction(ifusedatall)InterestinInnovationFocusonlocatingnewopportunitiesFocusisontechnologyandcostcuttingMarketingvProductionOrientedManagersImportanceofProfitAcriticalobjectiveAresidual;whatisleftaftercostscoveredCustomerCreditSeenasacustomerserviceSe

4、enasanecessaryevilPackagingDesignedforcustomerconvenienceandasasellingtoolSeenmerelyasprotectionfortheproductInventoryLevelsSetwithcustomerrequirementsandcostsinmindSettomakeproductionmoreconvenientTransportArrangementsSeenasacustomerserviceSeenasextensionofproductionandstorage,emphasisin

5、gcostminimisationMarketingvProductionOrientedManagersFocusofAdvertisingNeed-satisfyingbenefitsofproductsandservicesProductfeaturesandhowproductsaremadeRoleofSalesForceHelpthecustomerpurchaseifitfitstheirneeds,whilecoordinatingrestofcompanySellthecustomer,don’tworryaboutcoordinationwithres

6、tofcompany,orotherpromotioneffortsRelationshipwithcustomerCustomersatisfactionLeadstoprofitableLong-runrelationshipRelationshipseenasShort-term—endswhenasaleismadeCostsEliminatecoststhatdonotgivevaluetocustomerKeepcostsaslowaspossibleNon-profitOrganisationsandtheMarketingConceptBothpubli

7、candprivatenon-profitorganisationsareturningtothemarketingconceptSomenon-profitorganisationsdifferfrombusinessinimportantways:thosewhogetbenefitsmaynotprovidethesupportmaybedifficulttoagreeonobjectivesvolunteerstendtodowhattheywanttodo!MarketinginGovernmentandNon-Pr