Transcript Part 1 Understanding of Marketing

Principles of Marketing
市场营销学原理
主讲
晁钢令
Part One:
Understanding of Marketing
( Chapter1-Chapter3)
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 (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。
5
• 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。
6
Understanding the marketplace and
consumer needs
• Five core concepts (P.6)
Needs,Wants,
and Demands
Markets
Exchange and
Relationships
Core
Marketing
Concepts
Marketing
Offers
Customer Value
& Satisfaction
7
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
产品
（商品、
服务与
创意）
价值、
成本和
满意
交换
和交易
关系
和网络
市场
营销者
与顾客
8
• Needs,Wants and Demands(P.6)
• Needs
States of felt deprivation（或缺）.
• Wands The form human needs take as shaped by
culture and individual personality.
• Demands Human wants that are backed by buying
power .
9
• Marketing offer (P.6)
• Some combination of products, service, information ,
or experiences offered to a market to satisfy a need or
want.
10
• Customer Value and Satisfaction
(P.7)
• Customer value
The difference between the
values the customer gains from owning and using
a product and the cost of obtaining the product.
•Customer satisfaction
The extent to which a
product’s perceived performance matches a
buyer’s expectations.
11
• Exchange and Relationships (P.7)
Exchange
the act of obtaining a
desired object from someone by offering
something in return.
12
Market (P.7)
The set of all actual and potential buyers of
a product or service.
13
Elements of a modern marketing system (P.8)
Company
(marketer)
Marketing
intermediaries
Suppliers
End user
market
Competitors
Environment
14
The Marketing Process (P.5)
Understand
the
marketplace
and customer
needs and
wants
Design a
customer
-driven
marketing
strategy
Construct a
marketing
program
that delivers
superior
value
Build
profitable
relationships
and creat
customer
delight
Capture value
from
customers to
create profits
and customer
quality
15
An expanded model of the marketing process
Understand
the
marketplace
and customer
needs and
wants
Design a
customer
-driven
marketing
strategy
Construct a
marketing
program
that delivers
superior
value
Build
profitable
relationships
and creat
customer
delight
Capture value
from
customers to
create profits
and customer
quality
Research
consumers and
the marketplace
Select customers
to serve: market
segmentation and
targeting
Product and
service design:
Build strong
brands
Customer
Relationship
Management
Create satisfied,
loyal customer
Manage marketing
information and
customer data
Decide on a value
proposition:
differentiation and
positioning
Pricing :
create real value
Distribution:
manage demand
and supply chains
Capture customer
lifetime value
Partner
Relationship
Management
Increase share of
market and
share of customer
Promotion:
communicate the
value proposition
Harness marketing
technology
Manage global
markets
Ensure ethical &
Social responaibility
16
Marketing management (P.8-9)
The art and science of choosing target markets
and building profitable relationships with them.
Selecting
customers
to
serve
Choosing a
value
proposition
17
• Demarketing (P.8)
Marketing to reduce demand temporarily or
permanently; the aim is not to destroy demand but only
to reduce or shift it.
18
• Marketing management orientation
(or philosophies ) (P.9-11)
Production concept
Product concept
Selling concept
Marketing concept
Social marketing concept
19
• 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.
20
• 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.
21
• The selling and marketing concepts contrasted(P.11)
Starting
point
Focus
Factory
Existing
products
Means
Selling and
promoting
Ends
Profit through
sales volume
The selling concept
Market
Customer
needs
Integrated
Marketing
（整合营销）
Profit through
Customer
satisfaction
The marketing concept
22
• 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.
23
• Societal Marketing concept （社会营销观念P.11）
Society
(Human welfare)
Customers
(Wants satisfaction)
Social
marketing
concept
Company
(Profits)
Three considerations underlying the Societal marketing concept
24
• 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
25
• The company’s strategic planning (P.37)
Business unit
Product and
market
Corporate lever
Defining
the company
mission
Setting
company
objectives
and goals
Designing
the business
portfolio
明确公司使命
设定公司目标
规划业务组合
Planning,marketing
And other
Functional strategies
制定营销计划
26
• The BCG matrix (P.40)
Star
Question mark
Cash cow
High
Dog
low
Relative market share
27
“波士顿矩阵”示意图
明星类
问题类
20
4
市
场
成
长
率
%
1
18
1
3
16
2
5
14
10
瘦狗类
金牛类
8
6
4
7
6
2
8
0
10x
4x 2x 1.5x 1x
0.5x 0.4x 0.3x 0.2x 0.1x
相对市场占有率
28
• Product-market expansion grit (P.41)
Existing
products
Existing
markets
New
markets
New
products
Market
penetration
product
development
Market
development
Diversification
29
Managing marketing strategy (P.47)
Marketing
intermediaries
Competitors
Place
Product
Profitable
Customer
relationships
Market
positioning
Promotion
Suppliers
Publcs
30
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.
31
• Marketing environment
Macro-environment
Micro-environment
Marketing
department
32
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.
33
• The microenvironment (P.65)
Company’s
Internal
environment
Publics
Suppliers
Company’s
marketing
Competitors
Marketing
intermediaries
Customers
34
• The company’s internal environment
Top
management
Accounting
Finance
Marketing
Manufacturing
R&D
Purchasing
35
The macro-environment （P.65）
The larger societal force that affect the
microenvironment – demographic, economic,
natural, technological, political, and cultural
forces
36
• The macro-environment （P.69）
Cultural
forces
Demographic
forces
Microenvironment
Economic
forces
Company
Political
forces
Natural
forces
Technological
forces
37