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1、3.1 important definition of MARKETING3.1 营销的定义营销的定义Marketing is a social process by which individuals and groups obtain what they need and want through creating,offering,and freely exchange products and services of value with others.PHLIP KOTLER满足别人并获得利润。市场营销是个人和集体通过创造、提供并同他人自由交换产品和价值以满足需求和欲望的一种社会过程
2、。第1页/共29页Is marketing equivalent to selling?Selling Youcareaboutsellingtheproduct-closingthesalewithapotentialcustomer Marketing Youcareaboutthewishesandtheneedsofyourclients-establisharelationwithyourclientSelling is part of marketing 第2页/共29页Multiple ChoicesMichael Wang,the manager of Unishirt Cor
3、poration,is concerned with the planning and conception of his product,its pricing policy,and the distribution strategy.These activities are all part of _.A.managementB.productionC.accountingD.marketingIn order for exchange to occur _.A.acomplexsocialsystemmustbeinvolvedB.Eachpartymusthavesomethingof
4、valuetotheotherpartyC.Aprofit-orientedorganizationmustbeinvolvedD.Organizationmarketingactivitiesmustalsooccur第3页/共29页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?Inquire the customer about why he chose anoth
5、er 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第4页/共29页Differences between selling and marketingstarting pointfocusmeansendsSelling
6、factoryproductsselling through promotionProfit throughSales volumeMarketingTarget market Customer needs and wants Integrated marketing Profit throughcustomer satisfaction第5页/共29页 Development of Marketing philosophies P.13Production conceptProductconceptsellingconceptMarketingconceptSocietalmarketing
7、concept 1950s 2000s 1920s early 1950s1850 1920srelationship concept第6页/共29页Production conceptBuild products at lower prices Minimize costsmass production by developing assembly line第7页/共29页Product conceptOffer the best quality but ignore the customers needs第8页/共29页Selling conceptMaximize sales by ag
8、gressive selling“hard sell”第9页/共29页Marketing conceptFill the customers needsRequire sound research into what customers want and need第10页/共29页Societal marketingConsider the ethical consequences and collective needs of society第11页/共29页Relationship marketingBuild relationship with bussness partners第12页
9、/共29页Production Orientation(生产观念)Product Orientation(产品观念)Selling Orientation(销售观念)Marketing Orientation(营销观念)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 if
10、the company aggressivelypromotes/sells these productsFocuses on needs/wants of target markets&delivering value better than competitors第13页/共29页Exercises1.A“marketing concept”business sees life from the perspective of who?A.Customers B.The government C.Suppliers to the business D.Employees 2.The key
11、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 products at a lower price t
12、han their competitors第14页/共29页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 needs of the marketplace.A.customer orientat
13、ionB.sales orientationC.marketing orientationD.production orientation第15页/共29页 The Marketing Mix1.What is the Marketing Mix?It is the set of marketing tools that the organization uses to pursue its marketing objectives.2.From the viewpoint of the organization is a self-centered“p”approach3.From the
14、viewpoint of the consumer it is a“c”approach.第16页/共29页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 definitions a)to d)1 Product2 Price3 Promotion4 Placea)the cost to the buyer of goods or servi
15、cesb)informing customers about products and persuading them to buy themc)where goods or services are availabled)goods or services that are sold第17页/共29页(1)Detail contents of 4P（4p的基本内容）的基本内容）Product variety;Quality;Design;Features;Brand name;Packaging;Sizes;Services;Warranties;ReturnsProduct List pr
16、ice Discounts Allowances Payment period Credit termsPrice Sales promotion Advertising Sales force Public relations Direct marketingPromotion Channels;Coverage Assortments;Locations InventoryTransportPlace Product variety;Quality;Design;Features;Brand name;Packaging;Sizes;Services;Warranties;ReturnsP
17、roduct List price Discounts Allowances Payment period Credit termsPrice Sales promotion Advertising Sales force Public relations Direct marketingPromotion Channels;Coverage Assortments;Locations InventoryTransportPlace第18页/共29页Marketing Mix(营销组合营销组合)A comprehensive plan or strategy:4P4PsProduct:spec
18、ial appeal for consumers in aspects like quality,utility or image产品策略：要考虑在产品的质量、用途、外观等方面对消费者的吸引Price:take costs,rivals prices and pricing regulations into account 定价策略：要考虑产品成本、竞争者定价、价格调整等方面Promotion:making a product and its benefits known and stimulating consumers demand for it促销策略：以各种有效方式向目标市场传递信息，
19、以刺激其购买欲望Place:channels of distribution and timely transportation,make goods and services available分销策略：将产品和服务及时送达到消费者手中的渠道和路径第19页/共29页Price(定价策略定价策略)CostRivalExampleforDangDangV.S.AmazonTheirpriceofthesamebooksarealmostthesame.Onefalls,theotherneverrises.customers ExampleforIkeaForwhite-collarworker
20、swhocannotaffordthepricewhichhastopgrade.Pricemid-range,Europeandesign,butthepriceissuitableforurbanwhite-collarworkersFactors affecting the price第20页/共29页Promotion(促销策略促销策略)Including：Advertising-the most common measurePersonal selling-the most effective measure Sales promotion-the short-term effect
21、People Relationship-the most reliable measureExample for Coca-Cola第21页/共29页Robert Lauterborn:Customers needs and wants:what are customer needs?Cost to the customer:how much would they like to pay for the product?Conveniences:how to make the convenient buying?Communication:how to conform customer nee
22、ds with company benefit?productpriceplacepromotion第22页/共29页Marketing Mix4Ps and 4CsProductPricePromotionPlaceCustomer needs and wantsCostCommunicationConvenienceThe view of SellerThe view of Buyer第23页/共29页Multiple choices1.Which is the only element of the marketing mix where decisions made impact di
23、rectly on a business revenues?A.Price 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 to increase sales.Which element of the marketing mix is he concerned about here?A.Place B.Product C.Promotion D.Price
24、AC第24页/共29页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 use?A.Sales promotions B.Public relationsC.Advertising D.Personal selling4.A marketer that wanted to include detailed explanations in a
25、dvertisements would be most likely to use _.A.Magazine B.radio C.cinema D.televisionDA第25页/共29页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 of _.A.Sales promotion B.advertising C.Price competition D.point-of-
26、sale selling销售网点 6.All of the following are examples of publicity-based public relations tools except _.A.News stories B.press conferenceC.Annual report&accounts D.news releaseAC第26页/共29页7.Which promotion mix ingredient costs considerably more than advertising to reach on person but can provide more
27、 immediate feedback?A.Sponsorship B.public relationsC.Personal selling D.Sales promotion 8.The basic role of promotion is _.A.Interpretation B.communicationC.Information D.manipulationCB第27页/共29页Matching1.Marketing myopia2.Marketing hyperopia3.Marketing macropiaa.Make marketing decisions with a better vision of distant issues than of near onesb.Make marketing decisions based on current circumstancesc.Make marketing decisions with an overly broad view of your industry.营销近视症营销远视症营销 宏观症第28页/共29页感谢您的观看！第29页/共29页