Part One: Understanding of Marketing ( Chapter1-Chapter4)

2 What are they doing? What are they need?

3 What is Marketing ? Old sense: making a sale – “telling and selling” New sense: satisfying customer needs

4 Marketing Defined (P.5) A social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. 市场营销是个人或组织通过创造、提供并同他 人交换价值的产品或价值，以满足各自的需要 和欲求的一种社会活动和管理过程。

5 Core marketing concepts ( P.6 ) Core Marketing Concepts Needs,Wants, and Demands Needs,Wants, and Demands Products and Services Products and Services Value, Satisfaction, Value, Satisfaction, Markets Exchange, Transactions, and relationships Exchange, Transactions, and relationships

6 Needs,Wants and Demands (P.6) States of felt deprivation （或缺）. The form taken by human needs as they are shaped by culture and individual personality. Human wants that are backed by buying power. Needs Wands Demands

7 Product and Service (P.6-7) Anything that can be offered to a market for attention,acquisition,use,or consumption that might satisfy a want or need. Any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Product Service

8 Value, Satisfaction (P.9) The difference between the values the customer gains from owning and using a product and the cost of obtaining the product. The extent to which a product’s perceived performance matches a buyer’s expectations. Customer value Customer satisfaction

9 Exchange, Transaction and Relationships the act of obtaining a desired object from someone by offering something in return. a trade between tow parties that involves at least tow things of agreement, and a place of agreement. Exchange Transactions

10 Relationship marketing (P.9) The process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders. Market (P.10) the set of all actual and potential buyers of a product or service.

11 A simple marketing system Industry (a collection of sellers) Industry (a collection of sellers) Market (a collection of buyers) Market (a collection of buyers) Products-service Money Communication Information

12 Main actors and forces in a modern marketing system (P.10) Suppliers End user market End user market Company (marketer) Company (marketer) Competitors Marketing intermediaries Marketing intermediaries Environment

13 Demarketing (P.11) Marketing to reduce demand temporarily; the aim is not to destroy demand but only to reduce or shift it.

14 Marketing management philosophies (P ) Production concept Product concept Selling concept Marketing concept Social marketing concept

15 Production concept （生产观念） The management should only focus on improving production and distribution efficiency. Product concept （产品观念） The organization should devote its energy to making continuous product improvements.

16 Selling concept ( 推销观念） The consumers will not buy enough of the organization’s products unless the organization undertakes a large-scale selling and promotion effort. Marketing concept （营销观念） To achieving organization’s goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do.

17 The selling and marketing concepts contrasted (P.13) Factory Starting point FocusMeansEnds Existing products Selling and promoting Profit through sales volume Market Customer needs Integrated Marketing （整合营销） Profit through Customer satisfaction The selling concept The marketing concept

18 Societal marketing concept ( 社会营销观念） The organization should deliver the desired satisfactions to their target market effectively and efficiently in a way that maintains or improves the consumer’s and society’s well being.

19 Societal Marketing concept （社会营销观念 P.14 ） Social marketing concept Social marketing concept Society (Human welfare) Customers (Wants satisfaction) Company (Profits) Three considerations underlying the Societal marketing concept

20 Bionomics marketing concept ( 生态学营销观念） To find the market demands that firm’s resources can be match to. “6R”: Right time, Right place, Right product, Right price, Right way, to Right customer

21 Marketing in “connected” millennium (P.23) Connecting technologies Computer Information Communication Transportation Connecting technologies Computer Information Communication Transportation Connections with Customers Connections with Customers Connections with World around us Connections with World around us Connections with Marketing partners

22 Marketing connections Connections with Customer Connecting more selectively Connecting for life Connecting directly Connections with Customer Connecting more selectively Connecting for life Connecting directly Connections with Marketing partner Connecting inside The company Connecting with outside partners Connections with Marketing partner Connecting inside The company Connecting with outside partners Connections with the world around us Global connections Connections with values And responsibility Broadened connections Connections with the world around us Global connections Connections with values And responsibility Broadened connections

23 Marketing connections in transition （ P.33) The Old Marketing ThinkingThe New Marketing Thinking Connections with customers Be sales and product centered Practice mass marketing Focus on products and sales Make sales to customer Get new customers Grow share of market Serve any customer Communicate through mass media Mack standardized products Connections with customers Be market and customer centered Target selected market segments or individuals Focus on customer satisfaction and value Develop customer relationships Keep old customers Grow share of customer Serve profitable customer, “fire” losing ones Connect with customers directly Develop customized products Connections with marketing partners Leave customer satisfaction and value to sales and marketing Go it alone Connections with marketing partners Enlist all departments in the cause of customer satisfaction and value Partner with other firm Connection with the world around us Market locally Assume profit responsibility Market for profits Conduct commerce in marketplace Connection with the world around us Market locally and globally Assume social and environmental responsibility Market for nonprofits Conduct e-commerce in marketplace

24 Marketing management (old define) the analysis, planning, implementation, and control of program designed to create, build,and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.

25 Marketing management ( new define P.11) The art and science of choosing target markets and building profitable relationships with them. This involves getting, keeping, and growing customers through creating, delivering and communicating superior customer value. Thus it involves managing demand, which in turn involves managing customer relationships.

26 The tasks of Marketing management (P.14) Demand Management Demand Management Building Profitable Customer Relationships Building Profitable Customer Relationships Marketing Management Practice Marketing Management Practice

27 Marketing practice stages Entrepreneurial Marketing 原始营销 Entrepreneurial Marketing 原始营销 Formulated Marketing 程式营销 Formulated Marketing 程式营销 Intrepreneurial Marketing 创新营销 Intrepreneurial Marketing 创新营销

28 The company’s strategic planning (P.41) Defining the company mission Defining the company mission Setting company objectives and goals Setting company objectives and goals Designing the business portfolio Designing the business portfolio Planning,marketing And other Functional strategies Planning,marketing And other Functional strategies Corporate lever Business unit Product and market 明确公司使命设定公司目标规划业务组合制定营销计划

29 The BCG matrix (P.47) Marketing growth rate Low high Relative market share High low Star Dog Question mark Cash cow

x 4x 2x 1.5x 1x 0.5x 0.4x 0.3x 0.2x 0.1x 市场成长率%市场成长率% 明星类问题类 金牛类 瘦狗类 “ 波士顿矩阵 ” 示意图 相对市场占有率

31 Product-market expansion grit (P.48) Existing markets Existing products New markets New products Market penetration Market development Diversification product development

32 The marketing process (P.54) Profitable Customer relationships Market segmentation Target marketing Market positioning Product Price Place Promotion Marketing analysis Marketing planning Marketing implementation Marketing control Marketing intermediaries Competitors PublcsSuppliers

33 Major Force Shaping the Internet Age (P.71) The Digital Age Digitalization connectivity Digitalization connectivity The explosion of the internet The explosion of the internet New types of intermediaries New types of intermediaries Customization and customerization Customization and customerization

34 Customization( 定制化） involves taking the initiative to customize the market offering. Customerization ： leaving it to individual customer to design the marketing offering– allowing customer to be prosumers rather than only consumers.

35 Marketing environment (P.106) The actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful transactions with its target customers.

36 Marketing environment (P.107) Marketing department Micro-environment Macro-environment

37 The microenvironment (P.107) Company’s marketing Company’s’ Internal environment Suppliers Marketing intermediaries Customers Competitors Publics

38 The company’s internal environment Marketing Top management Finance R&D Purchasing Manufacturing Accounting

39 The macro-environment （ P.111 ） Company Microenvironment Demographic forces Economic forces Natural forces Technological forces Political forces Cultural forces