科特勒營銷管理下載-Markeing-Managemen

Chapter1MarketingintheTwenty-firstCenturyMarketingManagementTenthEditionObjectivesCourseOrganizationTasksofMarketingMajorConcepts&ToolsofMarketingMarketplaceOrientationsMarketing’sResponsestoNewChallengesCourse/TextOrganizationPartI-UnderstandingMarketingManagementPartII-AnalyzingMarketingOpportunitiesPartIII-DevelopingMarketingStrategiesPartIV-ShapingtheMarketOfferingPartV-Managing&DeliveringMarketingProgramsDefiningMarketing

Marketingisasocietalprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreating,offering,andfreelyexchangingproductsandservicesofvaluewithothers. -PhilipKotler(p.7)CoreConceptsofMarketing

ProductorOffering

ValueandSatisfactionNeeds,Wants,andDemands

ExchangeandTransactions

RelationshipsandNetworks

TargetMarkets&Segmentation

MarketingChannels

SupplyChain

Competition

MarketingEnvironmentSimpleMarketingSystemIndustry(acollectionofsellers)Market(acollectionofBuyers)Goods/servicesMoneyCommunicationInformationManufacturermarketsServices,moneyGovernmentmarketsServices,moneyServicesServices,moneyTaxesTaxes,goodsTaxes,goodsTaxes,goodsMoneyMoneyConsumermarketsIntermediarymarketsGoods,servicesGoods,servicesResourcesResourcesResourcemarketsMoneyMoneyStructureofFlowsTheFourPsMarketingMixProductPricePromotionPlaceTheFourCsCustomerSolutionCustomerCostCommunicationConven-ienceProductionConceptProductConceptSellingConceptMarketingConceptConsumerspreferproductsthatarewidelyavailableandinexpensiveConsumersfavorproductsthatofferthemostquality,performance,orinnovativefeaturesConsumerswillbuyproductsonlyifthecompanyaggressivelypromotes/sellstheseproductsFocusesonneeds/wantsoftargetmarkets&deliveringvaluebetterthancompetitorsCompanyOrientationsTowardstheMarketplaceMarketIntegratedmarketingProfitsthroughcustomersatisfactionCustomerneeds(b)ThemarketingconceptFactoryExistingproductsSellingandpromotionProfitsthroughsalesvolumeStartingpointFocusMeansEnds(a)ThesellingconceptCustomerDeliveredValueCustomersFront-linepeopleMiddleManagementTopManagementTraditionalOrganizationChartCustomer-OrientedOrganizationChartCustomersFront-linepeopleMiddlemanagementTopmanage-mentCustomersCustomersEvolvingViewsofMarketing’sRolea.MarketingasanequalfunctionFinanceProductionMarketingHumanresourcesb.MarketingasamoreimportantfunctionFinanceHumanresourcesMarketingProductionEvolvingViewsofMarketing’sRolec.MarketingasthemajorfunctionMarketingFinanceHumanresourcesProductiond.ThecustomerasthecontrollingfactorCustomerHumanresourcesFinanceProductionMarketingEvolvingViewsofMarketing’sRolee.ThecustomerasthecontrollingfunctionandmarketingastheintegrativefunctionCustomerMarketingProductionHumanresourcesFinanceReviewCourseOrganizationTasksofMarketingMajorConcepts&ToolsofMarketingMarketplaceOrientationsMarketing’sResponsestoNewChallenges9、靜靜夜夜四四無無鄰鄰，，荒荒居居舊舊業(yè)業(yè)貧貧。。。。1月月-231月月-23Thursday,January5,202310、雨雨中中黃黃葉葉樹樹，，燈燈下下白白頭頭人人。。。。23:48:1723:48:1723:481/5/202311:48:17PM11、以我獨沈久久，愧君相見見頻。。1月-2323:48:1723:48Jan-2305-Jan-2312、故人人江海海別，，幾度度隔山山川。。。23:48:1723:48:1723:48Thursday,January5,202313、乍見翻翻疑夢，，相悲各各問年。。。1月-231月-2323:48:1723:48:17January5,202314、他鄉(xiāng)生生白發(fā)，，舊國見見青山。。。05一一月202311:48:17下下午23:48:171月-2315、比不了得就就不比，得不不到的就不要要。。。一月2311:48下下午1月-2323:48January5,202316、行動出成成果，工作作出財富。。。2023/1/523:48:1723:48:1705January202317、做做前前，，能能夠夠環(huán)環(huán)視視四四周周；；做做時時，，你你只只能能或或者者最最好好沿沿著著以以腳腳為為起起點點的的射射線線向向前前。。。。11:48:17下下午午11:48下下午午23:48:171月月-239、沒有有失敗敗，只只有暫暫時停停止成成功??！。1月-231月-23Thursday,January5,202310、很多多事情情努力力了未未必有有結(jié)果果，但但是不不努力力卻什什么改改變也也沒有有。。。23:48:1723:48:1723:481/5/202311:48:17PM11、成功就是是日復(fù)一日日那一點點點小小努力力的積累。。。1月-2323:48:1723:48Jan-2305-Jan-2312、世間成事，，不求其絕對對圓滿，留一一份不足，可可得無限完美美。。23:48:1723:48:1723:48Thursday,January5,202313、不知香積寺寺，數(shù)里入云云峰。。1月-231月-2323:48:1723:48:17January5,202314、意意志志堅堅強(qiáng)強(qiáng)的的人人能能把把世世界界放放在在手手中中像像泥泥塊塊一一樣樣任任意意揉揉捏捏。。05一一月月202311:48:17下下午午23:48:171月月-2315、楚塞塞三湘湘接，，荊門門九派派通。。。。一月2311:48下下午1月-2323:48January5,202316、少年年十五五二十十時，，步行行奪得得胡馬馬騎。。。2023/1/523:48:1723:48:1705January202317、空山新雨雨后，天氣氣晚來秋。。。11:48:17下下午11:48下午23:48:171月-239、楊柳散散和風(fēng)，，青山澹澹吾慮。。。1月-231月-23Thursday,January5,202310、閱讀一切好好書如同和過過去最杰出的的人談話。23:48:1723:48:1723:481/5/202311:48:17PM11、越是是沒有有本領(lǐng)領(lǐng)的就就越加加自命命不凡凡。1月-2323:48:1723:48Jan-2305-Jan-2312、越是是無能能的人人，越越喜歡歡挑剔剔別人人的錯錯兒。。23:48:1723:48:1723:48Thursday,January5,202313、知人者者智，自自知者明明。勝人人者有力力，自勝勝者強(qiáng)。。1月-231月-2323:48:1723:48:17January5,202314、意志志堅強(qiáng)強(qiáng)的人人能把把世界界放在在手中中像泥泥塊一一樣任任意揉揉捏。。05一一月月202311:48:17下下午午23:48:171月-2315、最具挑戰(zhàn)戰(zhàn)性的挑戰(zhàn)戰(zhàn)莫過于提提升自我。。。一月2311:48下午1月-2323:48January5,202316、業(yè)余生活活要有意義義，不要越越軌。2023/1/523:48:1723:48:1705January202317、一一個個人人即即使使已已登登上上頂頂峰峰，，也也仍仍