市场管理原版教材1.pptxVIP

1 Marketing Management Unrestricted 2 3 Define Market Market = population purchasing power purchasing willingness 4 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. 5 Marketing Tasks Scope of Marketing: types of entities (goods, services, and ideas) Decisions Marketers Make: consumer markets , business markets , global markets, nonprofit and governmental markets. 6 Core Concepts of marketing 7 Simple Marketing System Goods/services Money 8 Manufacturer markets Structure of Flows 9 Negative demand disabuse demand changed attitudes? No demand create demand? connect attributes needs Latent demand develop demand develop product Faltering demand revitalise demand “add blue beads..” Irregular demand synchronise ‘red spot specials’ Full demand maintain demand measure performance Overfull demand reduce demand demarket Unwholesome demand destroy demand “kissing a smoker is like licking the bottom of an ashtray” DEMAND MARKETING SOME STATE TASK ACTIONS Demand Management 10 The Four Ps Marketing Mix The Four Cs Customer Solution Customer Cost Communication Conven- ience 11 Marketing Philosophies PRODUCT CONCEPT KEY MARKETING PHILOSOPHIES 12 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 13 Customer Delivered Value 14 The Societal Marketing Concept