1. 市场营销学原理 主讲 晁钢令 市场营销学原理 主讲 晁钢令 Principles of Marketing

2. Part One: Understanding of Marketing ( Chapter1-Chapter3)

3. 3 What are they doing? What are they need?

4. 4 What is Marketing ? Old sense: making a sale – “telling and selling” New sense: satisfying customer needs

5. 5 Marketing Defined (broadly 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。

6. 6 Marketing Defined (nerrow defined P.5) The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return. 市场营销是企业为了从顾客身上获得利益回报， 创造顾客价值和建立牢固顾客关系的过程。

7. 7 Understanding the marketplace and consumer needs Five core concepts (P.6) Core Marketing Concepts Needs,Wants, and Demands Needs,Wants, and Demands Marketing Offers Marketing Offers Customer Value & Satisfaction Customer Value & Satisfaction Markets Exchange and Relationships Exchange and Relationships

8. 8 市场营销的核心概念 营销是个人或集体通过创造、提供出售，并同别 人自由交换产品和价值，已获得所需所欲之物的 一种社会过程。 —— 菲利普. 科特勒《营销管理》（ 12 版） P.6. 需要、 欲望和 需求 需要、 欲望和 需求 产品 （商品、 服务与 创意） 产品 （商品、 服务与 创意） 价值、 成本和 满意 价值、 成本和 满意 交换 和交易 交换 和交易 关系 和网络 关系 和网络 市场 营销者 与顾客 营销者 与顾客

9. 9 Needs,Wants and Demands (P.6) States of felt deprivation （或缺）. The form human needs take as shaped by culture and individual personality. Human wants that are backed by buying power. Needs Wands Demands

10. 10 Marketing offer (P.6) Some combination of products, service, information, or experiences offered to a market to satisfy a need or want.

11. 11 Customer Value and Satisfaction (P.7) 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

12. 12 Exchange and Relationships (P.7) the act of obtaining a desired object from someone by offering something in return. Exchange

13. 13 Market (P.7) The set of all actual and potential buyers of a product or service.

14. 14 Elements of a modern marketing system (P.8) Suppliers End user market End user market Company (marketer) Company (marketer) Competitors Marketing intermediaries Marketing intermediaries Environment

15. 15 The Marketing Process (P.5) Understand the marketplace and customer needs and wants Understand the marketplace and customer needs and wants Design a customer -driven marketing strategy Design a customer -driven marketing strategy Construct a marketing program that delivers superior value Construct a marketing program that delivers superior value Build profitable relationships and creat customer delight Build profitable relationships and creat customer delight Capture value from customers to create profits and customer quality Capture value from customers to create profits and customer quality

16. 16 An expanded model of the marketing process Understand the marketplace and customer needs and wants Understand the marketplace and customer needs and wants Design a customer -driven marketing strategy Design a customer -driven marketing strategy Construct a marketing program that delivers superior value Construct a marketing program that delivers superior value Build profitable relationships and creat customer delight Build profitable relationships and creat customer delight Capture value from customers to create profits and customer quality Capture value from customers to create profits and customer quality Research consumers and the marketplace Research consumers and the marketplace Manage marketing information and customer data Manage marketing information and customer data Select customers to serve: market segmentation and targeting Select customers to serve: market segmentation and targeting Decide on a value proposition: differentiation and positioning Decide on a value proposition: differentiation and positioning Product and service design: Build strong brands Product and service design: Build strong brands Pricing : create real value Pricing : create real value Distribution: manage demand and supply chains Distribution: manage demand and supply chains Promotion: communicate the value proposition Promotion: communicate the value proposition Customer Relationship Management Customer Relationship Management Partner Relationship Management Partner Relationship Management Create satisfied, loyal customer Create satisfied, loyal customer Capture customer lifetime value Capture customer lifetime value Increase share of market and share of customer Increase share of market and share of customer Manage global markets Manage global markets Ensure ethical & Social responaibility Ensure ethical & Social responaibility Harness marketing technology Harness marketing technology

17. 17 Marketing management (P.8-9) The art and science of choosing target markets and building profitable relationships with them. Selecting customers to serve Selecting customers to serve Choosing a value proposition Choosing a value proposition

18. 18 Demarketing (P.8) Marketing to reduce demand temporarily or permanently; the aim is not to destroy demand but only to reduce or shift it.

19. 19 Marketing management orientation (or philosophies ) (P.9-11) Production concept Product concept Selling concept Marketing concept Social marketing concept

20. 20 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.

21. 21 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.

22. 22 The selling and marketing concepts contrasted (P.11) 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

23. 23 Societal marketing concept ( 社会营销观念） P.11 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.

24. 24 Societal Marketing concept （社会营销观念 P.11 ） Social marketing concept Social marketing concept Society (Human welfare) Customers (Wants satisfaction) Company (Profits) Three considerations underlying the Societal marketing concept

25. 25 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

26. 26 The company’s strategic planning (P.37) 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

27. 27 The BCG matrix (P.40) Marketing growth rate Low high Relative market share High low Star Dog Question mark Cash cow

28. 28 20 18 16 14 10 8 6 4 2 0 10x 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% 6 6 5 5 4 4 3 3 2 2 11 7 7 8 8 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

29. 29 Product-market expansion grit (P.41) Existing markets Existing products New markets New products Market penetration Market development Diversification product development

30. 30 Managing marketing strategy (P.47) 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

31. 31 Marketing environment (P.64) The actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful transactions with its target customers.

32. 32 Marketing environment Marketing department Micro-environment Macro-environment

33. 33 The microenvironment (P.65) The actors close to the company that affect its ability to serve its customer- the company, suppliers, marketing intermediaries, customer market, competitors, and publics.

34. 34 The microenvironment (P.65) Company’s marketing Company’s’ Internal environment Suppliers Marketing intermediaries Customers Competitors Publics

35. 35 The company’s internal environment Marketing Top management Finance R&D Purchasing Manufacturing Accounting

36. 36 The macro-environment （ P.65 ） The larger societal force that affect the microenvironment – demographic, economic, natural, technological, political, and cultural forces

37. 37 The macro-environment （ P.69 ） Company Microenvironment Demographic forces Economic forces Natural forces Technological forces Political forces Cultural forces