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1、市场营销专业英语电子教案第一章1Chapter 1 Marketing in 21stcentury一、教学一、教学目标目标1.了解市场营销理论的最新发展；2掌握市场营销与市场营销管理的含义等基本知识；3企业市场营销观念的发展、演变；二、二、课时分配课时分配共三节，安排 4 个课时三、教学三、教学重点难点重点难点1.市场营销，市场营销观念2.营销的核心概念3营销管理思想四、教学大纲四、教学大纲第一节 Marketing1.Defining Marketing2.The Scope of Marketing3.Marketing Challenges in the 21st Century第二节
2、 The core marketing concepts1.Needs,Wants and Demands2.Products and Services3.Exchange and Transactions4.Value,Satisfaction and Quality5.Markets6.Marketing Mix第三节 Marketing management philosophies1.The Production Concept2.The Product Concept3.The Selling Concept4.The Marketing Concept5.The Societal
3、Marketing Concept五、五、主要概念主要概念市场营销专业英语电子教案第一章21.marketing2.marketing core concepts3.marketing management六、教学案例六、教学案例（注：不要与教材的案例重复）Trends&Lessons of Marketing in 21st CenturyDr.Manoj Kumar TrivediAssistant ProfessorMBADepartmentMaharana Pratap Engineering College，KanpurPeople say marketing is as old a
4、s the Mankind.Marketing came into existence when the firstbarter took place.Barter later on evolved into the art of selling.According to some,Marketingfirst came into existence in 17th century in Japan.Peter Ducker believes that marketing wasinvented in 1935 in Japan by the Mitsai family who settled
5、 in Tokyo as merchant and opened thefirst departmental store offering a large assortment of products to their customers.They had only avague idea of quality,product category or process of marketing.Lot of water has flown down the Ganges since then and marketing has evolved as a majordiscipline over
6、the years.It all started with the production concept,evolved as the selling concept,graduated into the marketing concept and post graduated into the social marketing concept.Eachphase of evolution brought along with it various marketing concepts and strategies befitting thedynamic needs environment
7、and market situations prevailing.The organization,which adapted tochanges,survived strategies over the years and which failed to do so succumb to the competition.The marketers have evolved various strategies over the years essential for the survival and successof their organization.The post liberali
8、zation world has become place where there is a cut throat competition betweenthe organizations and only the fittest is going to survive.This makes marketing more special&theMarketers have the tough task ahead,they will have to workout strategies for marketing theofferings of their company to much aw
9、are,more knowledgeable customer having so manyalternative offers from the competitors,thus marketing strategy has today become the lifeline ofany&perhaps every business,it is the ultimate battlefield for any company to prove theirendurance in market.Eventually the companies with-planned&strategicall
10、y designed marketingstrategies emerge as winners.The following are the major trends,shifts&challenges that the marketer and business people willneed to take into consideration for formulating the Marketing strategy.Operational Symbiosis of Marketing with other Functions:At the operational level afte
11、r a series of clashes with production and other functions,marketing isgradually getting integrated with other Major function that are responsible of creating value for thecustomers.In the current situation,R&D,Design,and production should work in collaborationwith marketing to assess.Customer needs
12、and deliver products/services to satisfy the same.Thissimply means that marketers will have to have a good understanding of the functioning of otherdepartments as well.市场营销专业英语电子教案第一章3Be Different/be what you are:The future will belong to those who manage uniqueness in their projects by being differ
13、ent.Thereis no point in trying to imitate others,in the past;avenues were limited for advancement in life.Inthe age of the individual,it is enough to be what you are and bring out the best in you.In the sameway,companies that are different and innovative will be successful.Discount Effect:Promotions
14、,discounts are now known as the basic workhorse of marketing programme.Pricepromotions can increase sales in only three ways:Growing the category,switching&purchaseacceleration.Price promotion can indeed benefit total category sales through brining down prices&added visibility through displays&other
15、 marketing activities.Consumers today seem to have aplethora of options to buy into,amongst products and services of every kind.Choices so unlimited,that brand need to shout high above the decibel levels of parity product advertising.Paritydistribution and Just-There display and Merchandising.Price
16、seems a key P to use.Using itinnovatively makes it that much more of a creative exercise to lure in the customers.The availableprice to discount is the same in the hands of every competitor in the organized segment.How youget a better bang for the buck is the important issue to consider.How you spen
17、d that money tocreate that much,more excitement in the heart of the consumer to loosen his purse at your outletinstead of in the den of your competitor.Discount&offers plays a major role to attractingcustomer throughout the year especially on festivals.The offers that worked well were the offersthat
18、 had the consumer drooling and itching to run out and make that necessary and unnecessarypurchase on festivals and occasions.Profit from Complaints:No one likes to hear complaints,but in this era of cut-throat competition effective handing ofcomplaints can be the life blood of any business.Complaint
19、s can be the educators of your business.Most dissatisfied customers do not complain.Complaints are not made because people think it isnot worth the time&effort.They do not know how or where to complain or they believe thecompany would be indifferent to them so a company needs to welcome complaints a
20、s a secondchance to keep a customer.Keeping this in mind most of companies are now searching foreffective customer satisfaction performance program where they area take opinion of customers,finding out what were the causes of the dissatisfaction,if any and what it would take to put thingsright.Pleth
21、ora of Ps:As the four Ps(Price,Place,Product,Promotion)was found inadequate to meet the newdevelopments in the market place,a plethora of new Ps was added to the marketing strategyliterature.Boomes and Bitner added the following 3Ps to the traditional 4Ps of marketing tomake them relevant specially
22、for making of services.There 3 Ps are*Participants or People*Physical Evidence*ProcessThis fifth P People is also relevant to industrial products.Philip Kotler added the following2Ps for entry into restricted markets.In present scenario,multinational companies had to manage public opinion and local
23、politics toenter restricted market like China,Russia,India etc.市场营销专业英语电子教案第一章4According to the opinion of some marketing strategist in this present era of globalization someother Ps are also relevant,these are.*Position*Profit*Plan*Performance*Pace&Passions*PatienceCustomer Satisfaction to Customer
24、 Value Management:The word value too often means cheap.It should mean satisfaction.Value should always measurein terms of total benefits&total cost.Value for money is cheap but added value is expensive.Themeaning of term Value Marketing is more than the price cutting,low margins,giving extraquantity
25、&low budgets.Increased international competition makes the market wider but tougher&marketers are continuously trying for enhancing the customer value.Customer satisfactiontypically used to be monitored by the marketers and they used to take the credit when it wept upand had to accept the blame when
26、 it went down.But the fact is that consumers will choose thatcompany which offers better value for their money.Providing better value to customers is the jobof the whole organization.This is a function of strategic importance,which cannot be left in thehands of a few marketing people.This has been m
27、anaged by a team of cross-functional expertsand monitored the top management.The Rise of Sports Marketing:With television broadcasting and savvy sports agents as allies,sport has become an importantvehicle for marketers to hawk their products.The sports marketing industry that includesbroadcasting,e
28、ndorsement,sponsorship,merchandising and ideas is growing in stature andrelevance.Sport marketing is a sub-section of advertising,assimilating the use or association ofsports with brands to promote the brand.It includes creatively using sports to promote recall,useor brand attributes,as per Pitch Gr
29、oup M estimate,the annual size of sports marketing businessin the country is Rs.900 crore.Sportspersons display attributes that people&brand would love tostand for.Determination,humor,style and flamboyance and attributed that marketers covet inorder to establish a connect with consumers.AShift Towar
30、ds One-On-One Marketing:While the earlier paradigm aimed at meeting the needs of segments of consumers,the newparadigm treats every customer as unique.The development of technology has made it possible toaddress the needs of individual customers,the day may not be very far off when a customerwanting
31、 to buy a toilet soap may have to put his/her hand into a scanner which will sense the skincomplexion and pop out a pouch of liquid soap that is ideally formulated to suit his/her skin.Virtual Marketing:Everything can be sold on the Net.With visionaries we will soon find villages connected tocompute
32、r networks.No marketer can afford to ignore this medium.Most of the people who surfthe net for fun are not computer literate.Standard of Living to Quality of Living:There was a time when people felt it very important to acquire a car,TV,fridge,mobile and awashing machine for the house.A number of pe
33、ople may be planning to add an air-conditioner anda PC to their house-hold items.All these add to the physical comforts.But after getting all these市场营销专业英语电子教案第一章5people look for improvements in the quality of their living.Spiritual pursuit,environmentalprotection and universal brotherhood are thing
34、s that really interest that really interest people whohave attained a standard of living.Innovation is central to Marketing:Innovation is more than creativity;it is the commercial realization of creativity.Consumers likewhat they have but also crave change.The word New,Improved,Better can influence
35、thecustomer preference.Innovation is the life blood of Marketing.Creative ideas are valuable but thegreater part is harnessing them to profitable productive change.Emphasis on Personal Selling:Now personal selling is an organic part of the business fuelling not only customer relationshipsbut stimula
36、ting the marketing functions with feedback from the market.Network marketing firmssuch as Amway,Tupperware etc.are using organized personal selling efforts in very innovativemanner.Retailing:The new marketing Mantra:Call it by any name;its the last point of return for any marketer.The modern trade c
37、alls it the last&the most vital leg of the value chain.You guessed it right;I am talking about retailing as an armof marketing,which is the final point of fruition for all marketing activities.The strength andpotential of the sector is evident from its sheer size.The modern trade has now six types o
38、f retailformats like supermarkets,department stores,discount stores,and convenience store,hypermarket&health/pharma chains.Get closer to the customers:Getting close to the consumers is no longer a management jargon but a reality and a survivalstrategy in the times of tough competition.All the touch
39、points with customer i.e.pre purchase,during the purchase and post purchase need to be carefully handled to satisfy customerexpectations.Emancipation of Women:Women are now gaining their rightful place in society.This is going to lead to greater demand forproducts like beauty-aids,heat-and-eat stuff
40、,healthcare and fitness for women,which could beexploited by marketers in the new millennium.Now women are more net-savvy than men.E Business Center:Education is one big business that cannot be ignored by marketers;it is not just the primaryeducation,but the life-long education that has become neces
41、sary for survival in the modernever-changing world.It is getting delivered more and more through the net which allows thelearner to plan his course at his pace and have a one-to-one interaction with instructors throughe-mail.Eventually education will become guru centric from the current institute-ce
42、ntric mode.Soul selling:Even with all the material comforts,people have a sense of loneliness and certain hollownessinside;this is where soul selling comes to play.There are powerful preachers who come on theRadio,TV and Internet and appeal to your soul,of course in return for a donation.Religion as
43、 bigbusiness and is expected to grow further in future.If you cant be a preacher,sponsor a preacher tosell your products.Rural Migration:With comforts,communication and connectivity made available in the rural areas why wouldanyone want to live in the congested,unhygienic and polluted big cities.Com
44、panies selling市场营销专业英语电子教案第一章6farmhouses and plantations exploit this desire for the green rural environment,with connectivityestablished through satellites;rural area will become attractive locales for ever setting up ofbusiness organizations.Eminent management thinker Peter Druker has once said,Bu
45、siness is the creation of itscustomers but in the present business scenario creating customers in not the end point,butmore&more companies are striving for retaining them&convert them as their advocates,marketing strategies play an important role in this regard.My interest is the future,because I amgoing to spend the rest of my life there.市场营销专业英语电子教案第一章7感谢您的支持与使用感谢您的支持与使用如果内容侵权请联系删除如果内容侵权请联系删除仅供教学交流使用仅供教学交流使用