Marketing 市场营销 111 班 丁晓峰 市场营销 111 班 方赟 市场营销 111 班 邬伟杰 市场营销 112 班 汪丽

Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of goods, services and idea to create exchanges that satisfy individual and organizational objectives. What is marketing ?

The Marketing Concept Difference Between Selling and Marketing Understanding the Marketing and Customer Needs The Marketing Mix SWOT Analysis Marketing Basis We can know :

What Is Marketing Concept ? From industrial revolution to early 1920’s Can we produce the product? Can we produce enough of it? The Productio n Concept 生产观念 By the early 1930’s Can we sell the product ? Can we charge enough for it? The Selling Concept 推销观念 Two predominant concepts in the market

Marketing Concept: The marketing concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition.

Emphasis is on the product. Company first makes the product and then figures out how to sell it. Management is sales-volume- oriented. Planning is short-run, in terms of today's products and markets. Difference Between Selling and Marketing Emphasis is on customers' wants. Company first determines customers' wants and then figures out how to make and deliver a product to satisfy those wants. Management is profit-oriented. Planning is long term, in the sense of new products, tomorrow's markets, and fu­ ture growth. SellingMarketing

customer Needs : Human needs are states of felt deprivation. They include physical, social, and individual needs. wants : Wants are the form human needs take as they are shaped by culture and individual personality. Demands : When backed by buying power, wants become demands. Understanding the Marketing and Customer Needs Some core customer and marketplace concepts are critical :

Market offerings — products, services, and experiences Needs and wants are fulfilled through market offerings ---- some combination of products, services, information, or experiences offered to a market to satisfy a need or want. Markets A market is the set of actual and potential buyers of a product. Marketing means managing markets to bring about profitable customer relationships.

The Marketing Mix Product Price Place Promotion

The Marketing Mix choosing the right middlemen selecting the channel patterns. Informing and persuading the market regarding new or old products setting the right price for firm’s products or service planning and developing the right goods and/or services to be marketed productprice place promoti on

Services Marketing Mix Process People Physical evidenc e produc t PricePlacePromotion Product marketing mix

SWOT Analysis — the First Step of Success in Marketing The SWOT analysis is an analytical tool which is used in market planning. internal factors : the strengths and weaknessses external factors: Opportunities and threats

SWOT Analysis strengths Your specialist marketing expertise; A new, innovative product or service ; Location of your business ; Quality process and procedures; Any other aspect of your business that adds value to your product or service weaknesses Lack of marketing expertise; Undifferentiated products or services Location of your business; Poor quality goods or services; Damaged reputation.

SWOT Analysis Opportunities A developing market such as the Internet; Mergers, joint ventures or strategic alliances; Moving into new market segments that offer improved profits; A new international market; A market vacated by an ineffective competitor Threats A new competitor in your home market ; Price wars with competitors ; A competitor has a new, innovative product or service ; Competitors have superior access to channels of distribution ; Taxation is introduced on your product or service.

The position do marketing major take after college Marketing Channel Coordinator Product and Price Management Sales Management Logistic Strategist Marketing Communications Global Marketing

Some faithful advise First Looking for a business career that allows you to be creative? Consider a major in marketing. Second If you are a creative problem-solver who would like to go into business, consider getting a degree in marketing.

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