《市场营销管理》PPT课件(I)

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1、UnitFourMarketingManagement1LearningObjectivesDefinemarketingListthemarketingmanagementphilosophies.LearnmarketingmixDescribetheproductlifecycle2PhilipKotlerTheS.C.Johnson&SonDistinguishedProfessorofInternationalMarketingattheKelloggSchoolofManagement,NorthwesternUniv.3"theworld'sf

2、oremostexpertonthestrategicpracticeofmarketing."-----ManagementCentreEuropeAuthoritativetextbook12thedition4Flopornot/Why?Motorolacellularphoneworld-widecapabilitiescouldn'tbeusedinsidebuildingsorcars5WhatIsMarketing?Marketingisthebusinessfunctionthatidentifiescustomerneedsandwants

3、,determineswhichtargetmarketstheorganizationcanservebest,anddesignsappropriateproducts,servicesandprogramstoservethesemarkets.6WhatMotivatesaConsumertoTakeAction?Needs-stateoffeltdeprivationforbasicitems:foodandclothingcomplexneeds:forbelonging.7Wants-formthatahumanneedtakesasshap

4、edbycultureandindividualpersonality.8Demands-humanwantsbackedbybuyingpower.9"Today'ssmartmarketersdon'tsellproducts;theysellbenefitpackages.Theydon'tsellpurchasevalueonly;theysellusevalue."-PhilipKotlerinKotleronMarketing10MarketingMarketMarketplace11MarketingManagementPhilosophies

5、12productionconceptproductconceptsellingconceptmarketingconceptsocietalmarketingconcept13ProductionConceptfavorproductsavailablehighlyaffordablemanagementconsumersimprovingproductiondistributionefficiency.Demand>supplyproduct’scostistoohighimprovedproductivity14marketingmyopia”.Cus

6、tomersContinuousimprovementProductConceptmostqualityperformanceinnovativefeatures.15SellingConceptconsumerswillnotbuyenoughoftheorganization’sproductsunlessitundertakesalarge-scalesellingandpromotioneffort.overcapacity:16Company’sprofitsCustomers’valueMarketers17MarketingConceptAch

7、ievingorganizationalGoalsDetermineneedswants,interestsoftargetmarkets.DeliverthedesiredSatisfactionstocustomers18deliversuperiorvaluetocustomersinawaythatmaintainsorimprovestheconsumer’sandthesociety’swell-being.TheSocietalMarketingConcept19MarketingProcessAnalyzingmarketingopportu

8、nities;Selectingtargetmark