CH01Defining-Marketing-for-the-21st-Century(市场营销-科

MARKETINGMANAGEMENT12thedition1DefiningMarketingforthe21stCenturyKotlerKeller1-2ChapterQuestionsWhyismarketingimportant?Whatisthescopeofmarketing?Whataresomeofthefundamentalmarketingconcepts?Howhasmarketingmanagementchanged?Whatarethetasksnecessaryforsuccessfulmarketingmanagement?1-3WhatisMarketing?Marketingisanorganizationalfunctionandasetofprocessesforcreating,communicating,anddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders.1-4WhatisMarketingManagement?Marketingmanagementistheartandscienceofchoosingtargetmarketsandgetting,keeping,andgrowingcustomersthroughcreating,delivering,andcommunicatingsuperiorcustomervalue.1-5Foranexchangetooccur…..Thereareatleasttwoparties.Eachpartyhassomethingthatmightbeofvaluetotheotherparty.Eachpartyiscapableofcommunicationanddelivery.Eachpartyisfreetorejecttheexchangeoffer.Eachpartybelievesitisappropriateordesirabletodealwiththeotherparty.1-6WhatisMarketed?GoodsServicesEventsExperiencesPersonsPlacesPropertiesOrganizationsInformationIdeas1-7DemandStatesNegativeNonexistentLatentDecliningIrregularUnwholesomeFullOverfull1-8KeyCustomerMarketsConsumermarketsBusinessmarketsGlobalmarketsNonprofit/Governmentmarkets1-9Themarketplaceisn’twhatitusedtobe….ChangingtechnologyGlobalizationDeregulationPrivatizationEmpowermentCustomizationConvergenceDisintermediation1-10CompanyOrientationsProductionProductSellingMarketing1-11MarketingMixandtheCustomerFourPsProductPricePlacePromotionFourCsCustomersolutionCustomercostConvenienceCommunication1-12CoreConceptsNeeds,wants,anddemandsTargetmarkets,positioning,segmentationOfferingsandbrandsValueandsatisfactionMarketingchannelsSupplychainCompetitionMarketingenvironmentMarketingplanning1-13Iwantit,Ineedit…..5TypesofNeedsStatedneedsRealneedsUnstatedneedsDelightneedsSecretneeds1-14MarketingManagementTasksDevelopingmarketingstrategiesCapturingmarketinginsightsConnectingwithcustomersBuildingstrongbrandsShapingmarketofferingsDeliveringvalueCommunicatingvalueCreatinglong-termgrowth