營(yíng)銷管理introduction13周課件

1、營(yíng)銷管理introduction13周課件Marketing ChannelsNewspapersPersonal SellingDirect Mail FlyersRadio PostersTelevisionE-mailTelephoneInternet營(yíng)銷管理introduction13周課件3.1 important definition of MARKETING3.1 營(yíng)銷的定義營(yíng)銷的定義v Marketing is a social process by which individuals and groups obtain what they need and want thro

2、ugh creating, offering, and freely exchange products and services of value with others.PHLIP KOTLER滿足別人并獲得利潤(rùn)。滿足別人并獲得利潤(rùn)。 市場(chǎng)營(yíng)銷是市場(chǎng)營(yíng)銷是個(gè)人和集體通過(guò)創(chuàng)造個(gè)人和集體通過(guò)創(chuàng)造、提供并同他人自由、提供并同他人自由交換產(chǎn)品和價(jià)值以滿交換產(chǎn)品和價(jià)值以滿足需求和欲望的一種足需求和欲望的一種社會(huì)過(guò)程。社會(huì)過(guò)程。 營(yíng)銷管理introduction13周課件Is marketing equivalent to selling?v Selling You care about sellin

3、g the product-closing the sale with a potential customer v Marketing You care about the wishes and the needs of your clients- establish a relation with your clientv Selling is part of marketing 營(yíng)銷管理introduction13周課件Multiple Choicesv Michael Wang, the manager of Unishirt Corporation, is concerned wit

4、h the planning and conception of his product, its pricing policy, and the distribution strategy. These activities are all part of _. A. management B. production C. accounting D. marketingv In order for exchange to occur _. A. a complex social system must be involved B. Each party must have something

5、 of value to the other party C. A profit-oriented organization must be involved D. Organization marketing activities must also occur營(yíng)銷管理introduction13周課件v Suppose someone refuses to buy your goods by saying that they have just bought the goods of another brand, as a marketer, what will you do?Inquir

6、e the customer about why he chose another brand so as to know competitors betterInform the customer of advantages of your brand and he may recommend your brand to his friends or relatives.Note down the customers information to keep in touch with him later營(yíng)銷管理introduction13周課件Differences between sell

7、ing and marketingstarting pointfocusmeansendsSellingfactoryproductsselling through promotionProfit throughSales volumeMarketingTarget market Customer needs and wants Integrated marketing Profit throughcustomer satisfaction營(yíng)銷管理introduction13周課件 Development of Marketing philosophies P.13Production Pro

8、duction conceptconceptProductProductconceptconceptsellingsellingconceptconceptMarketingMarketingconceptconceptSocietalSocietalmarketingmarketingconceptconcept 1950s 2000s 1920s early 1950s1850 1920srelationship relationship conceptconcept營(yíng)銷管理introduction13周課件v Production conceptBuild products at low

9、er prices Minimize costsmass production by developing assembly line營(yíng)銷管理introduction13周課件v Product conceptOffer the best quality but ignore the customers needs營(yíng)銷管理introduction13周課件v Selling conceptMaximize sales by aggressive selling “hard sell”營(yíng)銷管理introduction13周課件v Marketing conceptFill the custome

10、rs needsRequire sound research into what customers want and need營(yíng)銷管理introduction13周課件v Societal marketingConsider the ethical consequences and collective needs of society營(yíng)銷管理introduction13周課件v Relationship marketingBuild relationship with bussness partners營(yíng)銷管理introduction13周課件Production Orientation(

11、生產(chǎn)觀念生產(chǎn)觀念)Product Orientation(產(chǎn)品觀念產(chǎn)品觀念)Selling Orientation(銷售觀念銷售觀念)Marketing Orientation(營(yíng)銷觀念營(yíng)銷觀念)Consumers prefer products that are widely available and inexpensive Consumers favor products that offer the most quality, performance, or innovative featuresConsumers will buy products only ifthe compan

12、y aggressivelypromotes/sells these productsFocuses on needs/ wants of target markets & delivering value better than competitors營(yíng)銷管理introduction13周課件Exercisesv 1. A “marketing concept” business sees life from the perspective of who? A. Customers B. The government C. Suppliers to the business D. E

13、mployees 2. The key feature of a marketing-originated company will be _. A. they invest heavily in advertising to outperform their competitors B. they use market intelligence to understand competitor activities C. they use feedback from customers to outperform their competitors D. they sell their pr

14、oducts at a lower price than their competitors營(yíng)銷管理introduction13周課件v 3. Peters company does an excellent and efficient job of putting thousands of NitPickers on the assembly line every day. One problem with this _ approach to marketing is the failure to consider whether Nit-Pickers also meet the nee

15、ds of the marketplace.v A. customer orientationv B. sales orientationv C. marketing orientationv D. production orientation營(yíng)銷管理introduction13周課件 The Marketing MixvWhat is the Marketing Mix ?It is the set of marketing tools that the organization uses to pursue its marketing objectives.2. From the view

16、point of the organization is a self-centered “p” approach3. From the viewpoint of the consumer it is a “c” approach. 營(yíng)銷管理introduction13周課件AThe four Ps form the basis of the marketing mix. If you want to market a product successfully, you need to get this mix right. Match the Ps 1 to 4 to the definit

17、ions a) to d)1 Product2 Price3 Promotion4 Placea) the cost to the buyer of goods or servicesb) informing customers about products and persuading them to buy themc) where goods or services are availabled) goods or services that are sold營(yíng)銷管理introduction13周課件(1) Detail contents of 4P（4p4p的基本內(nèi)容）的基本內(nèi)容） P

18、roduct variety; Quality; Design; Features; Brand name; Packaging; Sizes; Services; Warranties; ReturnsProduct List price Discounts Allowances Payment period Credit termsPrice Sales promotion Advertising Sales force Public relations Direct marketingPromotion Channels; Coverage Assortments; Locations

19、InventoryTransportPlace Product variety; Quality; Design; Features; Brand name; Packaging; Sizes; Services; Warranties; ReturnsProduct List price Discounts Allowances Payment period Credit termsPrice Sales promotion Advertising Sales force Public relations Direct marketingPromotion Channels; Coverag

20、e Assortments; Locations InventoryTransportPlace營(yíng)銷管理introduction13周課件Marketing Mix (營(yíng)銷組合)v A comprehensive plan or strategy: sv Product: special appeal for consumers in aspects like quality, utility or imagev產(chǎn)品策略：要考慮在產(chǎn)品的質(zhì)量、用途、外觀等方面對(duì)消費(fèi)者的吸引產(chǎn)品策略：要考慮在產(chǎn)品的質(zhì)量、用途、外觀等方面對(duì)消費(fèi)者的吸引v Price: take costs, rivals pric

21、es and pricing regulations into account v定價(jià)策略：要考慮產(chǎn)品成本、競(jìng)爭(zhēng)者定價(jià)、價(jià)格調(diào)整等方面定價(jià)策略：要考慮產(chǎn)品成本、競(jìng)爭(zhēng)者定價(jià)、價(jià)格調(diào)整等方面v Promotion: making a product and its benefits known and stimulating consumers demand for itv促銷策略：以各種有效方式向目標(biāo)市場(chǎng)傳遞信息，以刺激其購(gòu)買欲望促銷策略：以各種有效方式向目標(biāo)市場(chǎng)傳遞信息，以刺激其購(gòu)買欲望v Place: channels of distribution and timely transport

22、ation, make goods and services availablev分銷策略：將產(chǎn)品和服務(wù)及時(shí)送達(dá)到消費(fèi)者手中的渠道和路徑分銷策略：將產(chǎn)品和服務(wù)及時(shí)送達(dá)到消費(fèi)者手中的渠道和路徑營(yíng)銷管理introduction13周課件Price(定價(jià)策略)v Costv Rival Example for DangDang V.S. Amazon Their price of the same books are almost the same. One falls, the other never rises.v customers Example for Ikea For white-col

23、lar workers who can not afford the price which has top grade. Price mid-range, European design, but the price is suitable for urban white-collar workers Factors affecting the price營(yíng)銷管理introduction13周課件Promotion(促銷策略)v Including：v Advertising-the most common measurev Personal selling-the most effecti

24、ve measure v Sales promotion- the short-term effectv People Relationship-the most reliable measurevExample for Coca-Cola營(yíng)銷管理introduction13周課件Robert Lauterborn: v Customers needs and wants: what are customer needs?v Cost to the customer: how much would they like to pay for the product?v Conveniences:

25、 how to make the convenient buying?v Communication: how to conform customer needs with company benefit?productpriceplacepromotion營(yíng)銷管理introduction13周課件Marketing Mix4Ps and 4Cs Product Price Promotion Place Customer needs and wants Cost Communication ConvenienceThe view of SellerThe view of Buyer營(yíng)銷管理i

26、ntroduction13周課件Multiple choices1. Which is the only element of the marketing mix where decisions made impact directly on a business revenues?vPrice B. Promotion C. Product D. Place2. Geoff, the marketing manager of a manufacturer of hearing aids, is considering the use of a direct mailing campaign

27、to increase sales. Which element of the marketing mix is he concerned about here?A. Place B. Product C. Promotion D. PriceAC營(yíng)銷管理introduction13周課件3. If a companys customers are concentrated in a small geographic area and the company sells technical products, which promotion method will it most likely

28、 use?vSales promotions B. Public relationsC. Advertising D. Personal selling4. A marketer that wanted to include detailed explanations in advertisements would be most likely to use _.A. Magazine B. radio C. cinema D. televisionDA營(yíng)銷管理introduction13周課件5. In the weeks before Christmas, Ada sells a 12-pack of a branded larger at a 305 discount off the normal retail price. This is an example