管理marketing复习提纲总结.docx

4ps Product Price Place Promotion Additional 3ps People Processes Physical evidence Chinese ‘Techniques’/Inventions The compass: two millennia ago; the first application in the West was in 13th century Gunpowder: around 250 AD A seismograph: built in 132 AD Silk: about 1200 BC Paper: made from linen scraps in 200 BC Porcelain: around 960-1279 Printing: block printing in 1040; movable in 1314; Gutenberg’s bible was printed in 1464 Marketing Defined Marketing is the management process responsible for identifying, anticipating, and satisfying customer requirements profitably [Chartered Institute of Marketing 2001] Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Wider Definition of Marketing Marketing is to establish, maintain, and enhance relationships with customers and other partners, at a profit, so that the parties involved are met. This is achieved by mutual exchange and fulfilment of promises. (Gr?nroos, 1997) Shared Points Marketing is a management process Marketing is about giving customers what they want Marketing identifies and anticipates customer requirements Marketing fulfills customer requirements profitably The exchanges have value to customers, clients, partners and society at large Marketing History and Business Orientations Production Product Selling Marketing Ethical and Sustainable Marketing Production Orientation MAKING PRODUCTS THAT ARE AFFORDABLE AND AVAILABLE PRIME TASK OF MANAGEMENT IS TO ENSURE MAXIMUM EFFICENCY IN CHINA FROM 1949 - 1979 PRODUCT ORIENTATION CONSUMERS BUY ON THE BASIS OF QUALITY ORGANISATION MUST IMPROVE QUALITY LEVELS ASSUMES CONSUMERS WANT THE PRODUCT????? CONSUMERS DO NOT WANT PRODUCTS THEY WANT SOLUTIONS TO PROBLEMS!! DOES NOT SOLVE PROBLEM, THEY WONT BUY IT!!!!! SALES ORIENTATION ASSUMES CONSUMERS RELUCTANT TO BUY PRODUCTS “ARE SOLD NOT BOUGHT” ORGANISATION