MarketingintheTwenty-firstCentury(英文版)(共16頁).ppt

1、2000 Prentice HallObjectives2000 Prentice HallCourse/Text Organization2000 Prentice HallDefining Marketing2000 Prentice HallCore Concepts of Marketing Product or Offering Value and SatisfactionNeeds, Wants, and Demands Exchange and Transactions Relationships and Networks Target Markets & Segment

2、ation Marketing Channels Supply Chain Competition Marketing Environment2000 Prentice HallSimple Marketing SystemIndustry(a collection of sellers)Market(a collection of Buyers)Goods/servicesMoneyCommunicationInformation2000 Prentice HallManufacturermarketsGovernmentmarketsConsumermarketsIntermediarym

3、arketsResourcemarketsStructure of Flows2000 Prentice HallMarketingMixProductPricePromotionPlaceThe Four CsCustomerSolutionCustomerCostCommunicationConven-ience2000 Prentice HallProduction ConceptProduct ConceptSelling ConceptMarketing ConceptConsumers prefer products that are widely available and in

4、expensive Consumers favor products that offer 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 Towa

5、rds the Marketplace2000 Prentice HallMarketIntegratedmarketingProfits throughcustomersatisfactionCustomerneeds(b) The marketing conceptFactoryExistingproductsSelling andpromotionProfits throughsales volumeStartingpointFocusMeansEnds(a) The selling conceptCustomer Delivered Value2000 Prentice HallTra

6、ditional Organization Chart2000 Prentice HallCustomer-Oriented Organization ChartCustomersFront-line peopleMiddle managementTopmanage-mentCustomersCustomers2000 Prentice HallEvolving Views of Marketings Rolea. Marketing as anequal functionFinanceProductionMarketingHumanresourcesb. Marketing as a mor

7、eimportant functionFinanceHumanresourcesMarketingProduction2000 Prentice HallEvolving Views of Marketings Rolec. Marketing as themajor functionMarketingFinanceHumanresourcesProductiond. The customer as thecontrolling factorCustomerHumanresourcesFinanceProductionMarketing2000 Prentice HallEvolving Views of Marketings Rolee. The customer as the controllingfunction