营销学教学课件（英文版）just for wavy's classes only

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1、32Not-only-for-final-testknowledgepoints:Chapter1Marketing:Asocialandmanagerialprocessbywhichindividualsandorganizationsobtainwhattheyneedandwant(anddemand)throughcreatingandexchangingvaluewithothers.Marketing’skeyconcepts,especially---Need,Want,Demandandtheirdif

2、ferences;Needsarestatesoffeltdeprivation,andcannotbecreatedbysocietyandculture.Wantsarespecificandindividualdesire;itcanbeshapedorreshapedbysociety,culture.Demandisanaffordablewant.Marketingstrategy:1.DTP2.Fiveorientations:production(quantity)/product(quality)/se

3、lling(promotion)/marketing(needswantsanddemand)/societalmarketing(charity)Sellingconcept,marketingconceptandtheirdistinctions3232Sellingconceptistheideathatconsumerswillnotbuyenoughofthefirm’sproductsunlessitundertakesalargescalesellingandpromotioneffortMarketing

4、conceptistheideathatachievingorganizationalgoalsdependsonknowingtheneedsandwantsofthetargetmarketsanddeliveringthedesiredsatisfactionsbetterthancompetitorsdoChapter2managingthemarketingeffort(APIC)Analyzing(SWOTanalysis:relatedtochapter3)Planning(strategyplan:MOB

5、Smarketingplan)Implementing3232Controlling1.Theessentialstepsinstrategicplanning(MOBS)Designingthebusinessportfolio:a.analyzingthecurrentbusinessportfolio:1.Identifykeybusinesses(strategicbusinessunits,orSBUs)thatmakeupthecompany2.Assesstheattractivenessofitsvari

6、ousSBUs32323.DecidehowmuchsupporteachSBUdeservesStrategicbusinessunit(SBU)isaunitofthecompanythathasaseparatemissionandobjectivesthatcanbeplannedseparatelyfromothercompanybusinessesGrowthsharematrixisaportfolio-planningmethodthatevaluatesacompany’sSBUsintermsofth

7、eirmarketgrowthrateandrelativeshare.Starsarehigh-growth,high-sharebusinessesorproductsrequiringheavyinvestmenttofinancerapidgrowth.Theywilleventuallyturnintocashcows.Cashcowsarelow-growth,high-sharebusinessesorproductsthatareestablishedandsuccessfulSBUsrequiringl

8、essinvestmenttomaintainmarketshareQuestionmarksarelow-sharebusinessunitsinhigh-growthmarketsrequiringalotofcashtoholdtheirshareDogsarelow-growth,low-sharebusin