营销英语01marketinginthetwenty-firstcentury.ppt

Chapter 1,Marketing in the Twenty-first Century,Marketing Management Tenth Edition Philip Kotler,Objectives,Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New Challenges,Course/Text Organization,Part I - Understanding Marketing Management Part II - Analyzing Marketing Opportunities Part III - Developing Marketing Strategies Part IV - Shaping the Market Offering Part V - Managing & Delivering Marketing Programs,Defining Marketing,Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. - Philip Kotler (p. 7),Core Concepts of Marketing,Product or Offering,Value and Satisfaction,Needs, Wants, and Demands,Exchange and Transactions,Relationships and Networks,Target Markets & Segmentation,Marketing Channels,Supply Chain,Competition,Marketing Environment,Simple Marketing System,Goods/services,Money,,Manufacturer markets,Structure of Flows,The Four Ps,Marketing Mix,The Four Cs,Customer Solution,Customer Cost,Communication,Conven- ience,Production Concept,Product Concept,Selling Concept,Marketing Concept,Consumers prefer products that are widely available and inexpensive,Consumers favor products that offer the most quality, performance, or innovative features,Consumers will buy products only if the company aggressively promotes/sells these products,Focuses on needs/ wants of target markets & delivering value better than competitors,Company Orientations Towards the Marketplace,Customer Delivered Value,Customers,Front-line people,Middle Management,Top Management,Traditional Organization Chart,Customer-Oriented Organization Chart,Evolving Views of Marketing’s Role,Evolving Views of Marketing’s Role,Evolving Views of Marketing’s Role,Review,Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New Challenges,。