科特勒市场营销课件（英文版）.pptxVIP

Chapter 1Marketingin the Twenty-first Century ObjectivesCourse OrganizationTasks of MarketingMajor Concepts Tools of MarketingMarketplace OrientationsMarketing’s Responses to New Challenges Course/Text OrganizationPart I - Understanding Marketing ManagementPart II - Analyzing Marketing OpportunitiesPart III - Developing Marketing StrategiesPart IV - Shaping the Market OfferingPart 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 SatisfactionNeeds, Wants, and Demands Exchange and Transactions Relationships and Networks Target Markets Segmentation Marketing Channels Supply Chain Competition Marketing Environment Simple Marketing SystemIndustry(a collection of sellers)Market(a collection of Buyers)Goods/servicesMoneyCommunicationInformation ManufacturermarketsServices,moneyGovernmentmarketsServices,moneyServicesServices,moneyTaxesTaxes,goodsTaxes,goodsTaxes,goodsMoneyMoneyConsumermarketsIntermediarymarketsGoods, servicesGoods, servicesResourcesResourcesResourcemarketsMoneyMoneyStructure of Flows The Four PsMarketingMixProductPricePromotionPlaceThe Four CsCustomerSolutionCustomerCostCommunicationConven-ience Production ConceptProduct ConceptSelling ConceptMarketing ConceptConsumers prefer products that are widely available and inexpensiveConsumers favor products thatoffer the most quality, performance,or innovative featuresConsumers will buy products only ifthe company aggressivelypromotes/sells these productsFocuses on needs/ wants of target markets delivering value better than competitorsCompany Orientations Towards the Marketplace MarketIntegratedmarketingProfits throughcustomersatisfactionCustomerneeds(b) The marketing conceptFactoryExistingproductsSelling andpromotionPr