科特勒營(yíng)銷(xiāo)管理最新課件

1、科特勒營(yíng)銷(xiāo)管理最新課件Marketingin the Twenty-first CenturyMarketing ManagementTenth Edition科特勒營(yíng)銷(xiāo)管理最新課件Objectives科特勒營(yíng)銷(xiāo)管理最新課件Course/Text Organization科特勒營(yíng)銷(xiāo)管理最新課件Defining Marketing科特勒營(yíng)銷(xiāo)管理最新課件Core Concepts of Marketing Product or Offering Value and SatisfactionNeeds, Wants, and Demands Exchange and Transactions Rel

2、ationships and Networks Target Markets & Segmentation Marketing Channels Supply Chain Competition Marketing Environment科特勒營(yíng)銷(xiāo)管理最新課件Simple Marketing SystemIndustry(a collection of sellers)Market(a collection of Buyers)Goods/servicesMoneyCommunicationInformation科特勒營(yíng)銷(xiāo)管理最新課件ManufacturermarketsGovernmentm

3、arketsConsumermarketsIntermediarymarketsResourcemarketsStructure of Flows科特勒營(yíng)銷(xiāo)管理最新課件MarketingMixProductPricePromotionPlaceThe Four CsCustomerSolutionCustomerCostCommunicationConven-ience科特勒營(yíng)銷(xiāo)管理最新課件Production ConceptProduct ConceptSelling ConceptMarketing ConceptConsumers prefer products that are wid

4、ely available and inexpensive Consumers favor products that offer the most quality, performance, or innovative featuresConsumers will buy products only ifthe company aggressivelypromotes/sells these productsFocuses on needs/ wants of target markets & delivering value better than competitorsCompany O

5、rientations Towards the Marketplace科特勒營(yíng)銷(xiāo)管理最新課件MarketIntegratedmarketingProfits throughcustomersatisfactionCustomerneeds(b) The marketing conceptFactoryExistingproductsSelling andpromotionProfits throughsales volumeStartingpointFocusMeansEnds(a) The selling conceptCustomer Delivered Value科特勒營(yíng)銷(xiāo)管理最新課件T

6、raditional Organization Chart科特勒營(yíng)銷(xiāo)管理最新課件Customer-Oriented Organization ChartCustomersFront-line peopleMiddle managementTopmanage-mentCustomersCustomers科特勒營(yíng)銷(xiāo)管理最新課件Evolving Views of Marketings Rolea. Marketing as anequal functionFinanceProductionMarketingHumanresourcesb. Marketing as a moreimportant f

7、unctionFinanceHumanresourcesMarketingProduction科特勒營(yíng)銷(xiāo)管理最新課件Evolving Views of Marketings Rolec. Marketing as themajor functionMarketingFinanceHumanresourcesProductiond. The customer as thecontrolling factorCustomerHumanresourcesFinanceProductionMarketing科特勒營(yíng)銷(xiāo)管理最新課件Evolving Views of Marketings Rolee. The customer as the controllingfunction and