understanding the bases for marketing management 0

UnderstandingMarketingUnderstandingMarketingChapter1MARKETINGMANAGEMENTMARKETINGMANAGEMENTInternationalBusinessSchoolSunYat-sunUniversityCo-Instructor:JiangLianxiong(蒋廉雄):[e-mail](冯睿):[e-mail]1-2Contents•MarketingConceptandHistory•ScopeofMarketing•MarketandMarketsystem•TheMarketingPhilosophy•TheCoreConceptsofMarketing•Thetaskofmarketing•DynamicMarketingManagement•MarketinginChina:HKICAC•MarketingInsight:ImproveCMOSuccess•MarketinginChina:Amway’sTransformationinChina•ChapterCase:Coca-Cola1-3•Forbusiness,financialsuccessdependsonmarketingability.•微软的比尔•盖茨，MCI的伯特•罗伯茨，佩罗集团的罗斯•佩罗，沃尔玛的山姆•沃尔顿，ConAgra的麦克•哈泼，麦当劳的弗雷德•特纳，沃特•迪斯尼的麦克尔•埃斯纳，宝洁的约翰•斯梅尔，可口可乐的罗伯特•戈祖埃塔，以及通用汽车的罗杰•史密斯，他们有何共同之处呢？《广告时代》总结认为，他们都是那个时代的“年度最佳营销者”。WhyDoWeneedMarketing?1-4WhatisnotMarketing?1-5•Def.1：从社会角度看，营销是个人和组织通过生产、供应以及与他人自由交换有价值的商品和服务来取得他们所需之物的社会过程/Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingvaluewithothers。——PhilipKotler•Def.2：从管理角度看，营销（管理）是为达成满足个人或组织目标的交换所做的创意、商品和服务的构想、定价、促销以及分销的计划和执行的过程/Marketing(Management)istheprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalgoals。——美国营销协会/AMA•Def.3:Marketingisaboutmanagingprofitablecustomerrelationships—KotlerandArmstrong•Def.4：微营销（micro-marketing)是通过预测顾客需求引导可以满足需求的商品和服务从生产商流向顾客来实现组织目标的活动。宏营销(macro-marketing)是在一个经济体中引导商品和服务从生产商流向顾客从而有效地撮合供求达成社会目标的社会过程。——E.JeromeMcCarthy•企业的两个主要职能：营销和创新。德鲁克（1954p.36）：管理的实践WhatisMarketing?1-6WhatisMarketing?Marketingisanorganizationalfunctionandasetofprocessesforcreating,communicating,deliveringvaluetocustomers,andformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders1-7WhatisMarketingManagement?Marketingmanagementistheartandscienceofchoosingtargetmarketsandgetting,keeping,andgrowingcustomersthroughcreating,delivering,andcommunicatingsuperiorcustomervalue1-8CoreConcept:Exchange•Exchange•Theremustbeatleasttwoparties•Eachpartyhassomethingthatmightbeofvaluetotheotherparty•Eachpartyiscapableofcommunicationanddelivery•Eachpartyisfreetoacceptorrejecttheexchangeoffer•Eachpartybelievesitisappropriateordesirabletodealwiththeotherparty•Transaction•Whenanagreementisreachedbetweentwoormorepartiesonanexchange,atransactionmaybesaidtotakeplace.•Atransactionisatradeofvaluesbetweentwoormoreparties,involvingatleasttwothingsofvalue,agreedconditions,atimeofagreement,andaplaceofagreement•Transactionisnottransfer1-9•Someconceptualtheoryaboutmarketing(UniversityofMichigan,called美国的分配和管理行业)•1912,calledMarketingbyJ．E．Hegertg(UniversityofWisconsin)，•1931,AmericanMarketingAssociation，(A．M．A)。•Marketrevolutionaftersecondwordwar•Prospersince1950’.•MarketingManagement(firstedition,byKotler)ispublishedin1967.HistoryandDevelopmentofMarketing1-10市场营销在中国•20世纪70年代末导入中国大陆；•20世纪80年代末得以应用与普及；•中国市场营销学有待走向成熟。1-11WhoAreMarketers?•AMarketerissomeonewhoseekaresponse(attention,apurchase,avote,adonation)fromanotherparty,calledtheprospects.•Iftwopartiesareseekingtosellsomethingtoeachother,wecallthembothmarketers.•Amarketeristhepersonseekforexchange.•allofusaremarketer!1-12WhatisMarketed?•Goods•Services•Events•Experiences•Persons•Places•Properties•Organization•Information•Ideas,e.g.sellhopes1-13HowtoUnderstandMarkets•Traditionaldefinition:physicalplacewherebuysandsellersgathertobuyandsellgoods.•Economist’sdescription:acollectionofbuyersandsellerswhotransactoveraparticularproductorproductclass.•Marketer’term:variousgroupsofcustomer.Theyviewthesellerasconstitutingtheindustryandthebuyersasconstitutingthemarket.•Definition:setofactualandpotentialbuyersofaproduct.marketersseekbuyersthatareprofitable.1-14KeyCustomerMarkets•ConsumerMarkets•Muchofabrand’sstrengthdependsondevelopingasuperiorproduct,packageandimage•BusinessMarkets•Tohelpbuyerachievehigherrevenueorcost•GlobalMarkets•Toadaptcompany’sproductandservicefeaturestoeachcountry•Non-profitandGovernmentMarkets•Tosellcompany’sgoodstononprofitandgovernmentssuchaschurches,university,andcharitableorganizations.1-15ManufacturermarketsServices,Services,moneymoneyGovernmentmarketsServices,Services,moneymoneyServicesServicesServices,Services,moneymoneyTaxesTaxesTaxes,Taxes,goodsgoodsTaxes,Taxes,goodsgoodsTaxes,Taxes,goodsgoodsMoneyMoneyMoneyMoneyConsumermarketsIntermediarymarketsGoods,servicesGoods,servicesGoods,servicesGoods,servicesResourcesResourcesResourcesResourcesResourcemarketsMoneyMoneyMoneyMoneyStructureofFlows1-16ASimpleMarketingSystem1-17TheMarketingPhilosophyProductionConceptProductionConceptProductConceptProductConceptSellingConceptSellingConceptMarketingConceptMarketingConceptConsumerspreferproductsthatarewidelyavailableandinexpensiveConsumersfavorproductsthatofferthemostquality,performance,orinnovativefeaturesConsumerswillbuyproductsonlyifthecompanyaggressivelypromotes/sellstheseproductsFocusesonneeds/wantsoftargetmarkets&deliveringvaluebetterthancompetitorsHolisticMarketingConceptHolisticMarketingConceptFocusesonthebreadthandint