营销管理过程

1、BasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn1Chapter2TheMarketingManagementProcessBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn2TheEvolutionofMarketingSimpletradeorientationProductionorientationSalesorientationMarketingDepartmentorientationSocietalMarketingorientationMarketingCompanyorientat。

2、ionBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn3MarketingConceptCUSTOMERSATISFACTIONTOTALCOMPANYEFFORTPROFIT(orothermeasurableobjective)MARKETINGCONCEPTBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn4MarketingvProductionOrientedManagersAttitudetoCustomerCustomerneedsdeterminecompanyplansTheysho。

3、uldbegladweexist,keepingcostslowandbringingoutbetterproductsProductOfferingCompanymakeswhatitcansellCompanysellswhatitcanmakeMarketResearchTodeterminecustomerneedsandhowwellcompanysatisfiesthemTodeterminecustomerreaction(ifusedatall)InterestinInnovationFocusonlocatingnewopportunitiesFocusisontechnologyandcostcuttingBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn5MarketingvProductionOrientedManage。

4、rsImportanceofProfitAcriticalobjectiveAresidual;whatisleftaftercostscoveredCustomerCreditSeenasacustomerserviceSeenasanecessaryevilPackagingDesignedforcustomerconvenienceandasasellingtoolSeenmerelyasprotectionfortheproductInventoryLevelsSetwithcustomerrequirementsandcostsinmindSettomakeproductionmoreconvenientTransportArrangementsSeenasacustomerserviceSeenasextensionofproductionandstorage,emphasisingcostminimisationBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-Hi。

5、llBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn6MarketingvProductionOrientedManagersFocusofAdvertisingNeed-satisfyingbenefitsofproductsandservicesProductfeaturesandhowproductsaremadeRoleofSalesForceHelpthecustomerpurchaseifitfitstheirneeds,whilecoordinatingrestofcompanySellthecustomer,don’tworryaboutcoordinationwithrestofcompany,orotherpromotioneffortsRelationshipwithcustomerCustomersatisfactionLeadstoprofitableLong-runrelationshipRelationshipseenasShort-term—endswhenasaleism。

6、adeCostsEliminatecoststhatdonotgivevaluetocustomerKeepcostsaslowaspossibleBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn7Non-profitOrganisationsandtheMarketingConceptBothpublicandprivatenon-profitorganisationsareturningtothemarketingconceptSomenon-profitorganisationsdifferfrombusinessinimportantways:—thosewhogetbenefitsmaynotprovidethesupport—maybedifficulttoagreeonobjectives—volunteerstendtod。

7、owhattheywanttodo!BasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn8MarketinginGovernmentandNon-ProfitOrganisationsCanadoptthemarketingconceptandmarketingprinciplesGovernmentsectorconsistsofbothprofit(commercial)andnon-profitorganisationsNon-profitorganisationsfacespecialmarketingchallenges—mayhavetoservedifferenttargetpublicgroupsMustalsoidentifyandsatisfyneedsBasicMarketingAManagerialPerspect。

8、ive3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn9WholeCompanymarketopportunitiesStrategicplanning-MatchresourcestoMarketingManagementProcessMarketPlanning-setobjectives-evaluateopportunities-planmarketingstrategies-developmarketingplans-developmarketingprogramControlmarketingplan(s)andprograms-measureresults-evaluateprogressImplementmarketingplan(s)andprogramsBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©200。

9、1McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn10Marketingstrategy=Targetmarket+marketingmixHomogeneouscustomersPlacePromotionProductPriceBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn11TargetMarketingvsMassMarketingTargetMarketing–MarketingMixistailoredtofitspecifictargetcustomers.MassMarketing–Vaguelyaimsateveryonewiththesamemarketingmix.BasicMarketingAManageria。

10、lPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn12MarketingStrategy—showingthesynergyofthefourPsProductPlacePricePromotionCBasicMarketingAManagerialPerspective3rdAustralasianeditionCopyright©2001McGraw-HillBookCompanyAustraliaPtyLtdMcCarthyetal.‘BasicMarketing’3rdAustedn13TheFourPsandMarketingMixPlanningWhyistheFourPsideahelpful?–Providesanorganisingframework.–Helpstobringmany,moredetaileddecisionstogetherinalogicalfashi。