《市場營銷中的關(guān)鍵因素key-concepts-in-marketing.ppt》由會員分享，可在線閱讀，更多相關(guān)《市場營銷中的關(guān)鍵因素key-concepts-in-marketing.ppt（35頁珍藏版）》請在裝配圖網(wǎng)上搜索。
1、KEY CONCEPTS IN MARKETING,maureen castillo dyna enad carelle trisha espital ethel silva,WHAT IS MARKETING?,Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.,CORE MARKETING CONCEP
2、TS,NEEDS, WANTS AND DEMANDS,Need States of felt deprivation. physical, social and individual needs. Wants The form taken by human needs as they are shaped by culture and individual personality. Demands Human wants that are backed by buying power.,PRODUCTS,Anything that can be offered to a market for
3、 attention, acquisition, use, or consumption that might satisfy a want or need. It includes physical objects, services, persons, places, organizations, and ideas.,VALUE, SATISFACTION & QUALITY,Customer Value The difference between the values the customer gains from owning and using a product and the
4、 cost of obtaining the product. Customer Satisfaction The extent to which a products perceived performance matches a buyers expectations. Total Quality Management (TQM) Programs designed to constantly improve the quality of products, services, and marketing process.,EXCHANGE, TRANSACTIONS & RELATION
5、SHIPS,Exchange The act of obtaining a desired object from someone by offering something in return. Transaction A trade between two parties that involves at least two things of value, agreed-upon conditions, a time of agreement, and a place of agreement. Relationship Marketing The process of creating
6、, maintaining and enhancing strong, value-laden relationships with customers and other stakeholders.,MARKET,The set of all actual and potential buyers of a product or service. Marketplace physical, as when one goes shopping in a store Marketspace is digital, as when one goes shopping on the internet
7、 Metamarket used to describe a cluster of complementary products and services that are closely related in the minds of consumers but are spread across a diverse set of industries.,A Simple Marketing System,,Structure of Flows in a Modern Exchange Economy,RESOURCE MARKETS,CONSUMER MARKETS,INTERMEDIAR
8、Y MARKETS,,MANUFACTURER MARKETS,GOVERNMENT MARKETS,,,,,,,,,,,,,,,,,,,,,,,,,MONEY,RESOURCES,,,,,,,,,,,,,MONEY,RESOURCES,MONEY,MONEY,GOODS & SERVICES,GOODS & SERVICES,,,TAXES & GOODS,SERVICES & MONEY,,S&M,,,TAXES & GOODS,,SERVICES,,TAXES,,S&M,,T&G,MARKETING,means managing markets to bring about exchan
9、ges for the purpose of satisfying human needs and wants. process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.,Main Actors and Forces in a Modern Marketing System,,,,,,,,,,,,,,,SUPPLIERS,COMPANY (marketer),COMPETITORS,M
10、ARKETING INTERMEDIARIES,END USER MARKET,Other Key Concepts,Marketers and Prospects,A marketer is someone seeking a response (attention, a purchase, a vote, a donation) from another party, called the prospect.,Marketing Channels,Communication channels Deliver and receive messages from target buyers,
11、and include newspapers, magazines, etc Distribution channels Used to display, sell or deliver the physical product or service(s) to the buyer or user. Service channels Used to carry out transactions with potential buyers.,Supply Chain,Describes a longer channel stretching from raw materials to compo
12、nents to final products that are carried to final buyers.,Competition,Includes all the actual and potential rival offerings and substitutes that a buyer might consider. Four Levels: Brand competition Industry competition Form competition Generic competition,Marketing Environment,Task environment Inc
13、ludes the immediate actors involved in producing, distributing, and promoting the offering. Broad environment Consists of components which contain forces that can have a major impact on the actors in the task environment,Marketing Program,Marketing program consists of numerous decisions on the mix o
14、f marketing tools to use Marketing mix set of marketing tools the firm uses to pursue its marketing objectives in the target market,MARKETING MANAGEMENT,The analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for
15、 the purpose of achieving organizational objectives. Involves: Demand Management Demarketing - Marketing to reduce demand temporarily or permanently the aim is not to destroy demand, but only to reduce or shift it. Customer Relationship Management,Marketing Management Process,Situation Analysis Econ
16、omic environment State of macro-economy and changes in it also bring marketing opportunities and constraints Examples Factors of high inflation and unemployment levels Changes in technology,Marketing Management Process,Situation Analysis Social environment Includes general cultural and social tradit
17、ions, norms and attitudes As values change, change brings the need for new products and services Public demand for a cleaner environment,Marketing Management Process,Situation Analysis Political environment Includes attitudes and reactions of the general public, social and business critics Legal env
18、ironment Includes federal, state and local legislation directed at protecting both business competition and consumer rights. Deregulation,Marketing Management Process,Marketing planning Establishing objectives Provides the framework for the marketing plan Selecting the target market What do customer
19、s want? What must be done to satisfy these wants or needs? What is the size of the market? What is its growth profile? Developing the marketing mix Controllable variables: product, price, promotion and place (channels of distribution), must be managed to satisfy target market and achieve objectives,
20、Marketing Management Process,Implementation and Control Implementing Putting the plan into action and performing marketing tasks according to predefined schedule Marketing executives must closely monitor and coordinate implementation of the plan Controlling Results are measured Results are compared
21、with objectives Decisions are made on whether the plan is achieving objectives,Marketing management process,Analysis/Audit - where are we now? Objectives - where do we want to be? Strategies - which way is best? Tactics - how do we get there? Implementation - Getting there! Control - Ensuring arriva
22、l,The marketing opportunities faced by organizations depend on the changing needs of society: Consumers are becoming more sophisticated and more discerning in their expectations. Globalization of the worlds marketplace has not only created new possibilities but also challenge of new competition. Exa
23、mples,Why is marketing planning necessary?,Systematic futuristic thinking by management better co-ordination of a companys efforts development of performance standards for control sharpening of objectives and policies better prepare for sudden developments,MARKETING MANAGEMENT PHILOSOPHIES,five diff
24、erent orientation of firms towards the marketplace: The PRODUCTION CONCEPT holds that consumers will prefer products that are widely available and inexpensive.,MARKETING MANAGEMENT PHILOSOPHIES,The PRODUCT CONCEPT holds that consumers will favor those products that offer the most quality, performanc
25、e, or innovative features.,MARKETING MANAGEMENT PHILOSOPHIES,The SELLING CONCEPT holds that consumers and businesses, will ordinarily not buy enough of the organizations products. The organization must therefore, undertake an aggressive selling and promotion effort.,MARKETING MANAGEMENT PHILOSOPHIES
26、,The MARKETING CONCEPT holds that the key to achieving its organizational goals consists of the company being more effective than competitors in creating, delivering, and communicating customer value to its chosen target markets.,MARKETING MANAGEMENT PHILOSOPHIES,The SOCIETAL MARKETING involves the
27、marketer paying attention not only to the needs of customers but also to the wider natural and social environment. Marketers concern for the natural environment involves taking into account the environmental impact of production and distribution.,PRODUCTION,PRODUCT,SALES,MARKETING,SOCIETAL,References,Principles of Marketing, 7th ed. by Philip Kotler and Gary Armstrong Marketing Management, An Asian Perspective 3rd ed. by Philip Kotler et al.,
市場營銷中的關(guān)鍵因素key-concepts-in-marketing.ppt
