1、Marketing 市場營銷- the art of getting and keeping customers.Marketing 市場營銷- the art of About the courseThe good star is an half of success.About the courseThe good star Overall objectivesAt the conclusion of the course, students should be capable of:Understanding, listing, and explaining the factors, w

2、hich constrain and provide opportunities for marketing.Developing the frameworks that formulates marketing strategies.Researching market potentials.Designing marketing mix to entry and penetrate markets.Overall objectivesAt the conclMethodologyThis subject will involve lectures, discussions, present

3、ations, and workshop activities.MethodologyApproach to learningFacilitate learning rather than prescribingLearn by doingCase studies, and projectsexamGroup work, but do not neglect individual workRelevant - real issues rather than text book examplesContemporary up-to-dateUtilise technologyApproach t

4、o learningFacilitateTextbook and referencesTextbook: Principles of Marketing, 9th Ed. Philip Kotler and Gary Armstrong. Prentice Hall. 市場營銷學(xué)教程晁鋼令 主編， 上海財經(jīng)大學(xué)出版社，2000年。Recommended references:Basic Marketing 11nd edition. E. Jerome McCarthy, William D. Perreault. IRWIN,1993.Textbook and referencesTextb

5、ooTextbook and referencesl Journals:Journal of Marketing Marketing NewsHarvard Business ReviewInternational Journal of Research in MarketingJournal of Advertising 營銷導(dǎo)刊銷售與市場市場營銷（人大復(fù)印資料）Textbook and referenceslCourse evaluationThe course will be evaluated using the following methods:Contribution to th

6、e course: +/-10%mark.Case study, 30% mark. Assignment, 20% mark.Final exam, 50% mark.Course evaluationThe course wiContact addressYou can contact me by email at : zunl or by phone 65111000-3110, or personally in my office 109. Contact addressYou can contactPart OneUnderstanding marketing and the mar

7、keting process Part OneUnderstanding marketinLecture OneMarketing in a changing worldIntroductionLecture OneMarketing in a chanObjects in lecture 1Understanding the concept of marketing,including its definition,purpose,and role in creating exchange.Distinguish key marketing concepts which are often

8、misunderstood or confused.Understanding marketing management tasks.Contrast the periods of marketing evolution.Objects in lecture 1UnderstandWhat is marketing?What is marketing?Core ConceptsProductsNeeds, wants,and demandsExchange, transactions,and relationshipsMarketsCoreMarketingConceptsValue, sat

9、isfaction,and qualityCore ConceptsProductsNeeds, wa1.The preliminary concepts of marketingNeeds, Wants and DemandsA human need is a state of felt deprivation of some basic satisfaction.Wants are desires for specific satisfiers of these deeper needs.()Demands are wants for specific products that are

10、backed by an ability and willingness to buy them.()1.The preliminary concepts ofCDV=TCV-TCCValue, Cost and SatisfactionValue is the consumers estimate of the products overall capacity to satisfy his or her needs.Cost is the pay of consumer .Assessing the product by “V/C”.Satisfaction is the state th

11、at the real product can be equal to or better than the idea product.Customer delivered valueTotal customer valueproduct value, service value, personal value, image valueTotal customer costPrice, time, energy, CDV=TCV-TCCValue, Cost and SatFasterBetterCheaperReliabilitySecurityCompetenceCredibilityEm

12、pathyCommunicationStyleResponsivenessAccessAffordabilityAvailabilityConveniencePerformanceFeaturesReliabilityConformanceServiceabilityAestheticsPerceived QualityPriceCustomer DesiresCompany DeliversTable1-1: Satisfy customer by building value with qualityFasterBetterCheaperReliabilityMarketA market

13、consists of all the potential customers sharing a particular need or want who might be willing and able to engage in exchange to satisfy that need or want.Numberability willing present market / potential marketM=N+W +AMarketM=N+W +AThe Marketing SystemSuppliersEnd UserMarketMarketingIntermediariesCo

14、mpetitorsCompany(Marketer)EnvironmentEnvironmentThe Marketing SystemSuppliersE2. Marketing is Marketing is the process of planning and executing the conception,pricing, promotion,and distribution of ideas,goods,and service to create exchanges that satisfy individual and organizational goals.The func

15、tion of marketing is to identify changing needs so that innovative products can be developed to meet them better than competitors.2. Marketing is Marketing isMarketing isMarketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and e

16、xchanging products and value with others. (Kotler 1998)Marketing isMarketing is a soMarketing isMarketing is getting the right goods and services to the right people at the right time at the right price with the right communication and promotion. (Kotler 1994)The aim of Marketing is to make selling

17、superfluous. The aim is to know and understand the customer so well that the product or services fits and sells itself. (Drucker, 1973)Marketing isMarketing is getconsists of all activities that bring buyers and sellers togetherAnalysis, Plan, implement, controlMarketing mix(4ps)Managing Products an

18、d Services(Product)Distributing Products and Services(Place)Pricing Products and Services(Price)Promotion Products and Services(Promotion) (communicating with Customers)consists of all activities thaFigure 1-1 Marketing ConceptFigure 1-1 Marketing ConceptThe purpose of MarketingUnderstanding the nee

19、ds and wants of customers andCreate customer value through satisfaction and qualityOperate more effectively and efficiently than competitorsFigure 1-2 Marketing PurposeThe purpose of MarketingUndersThe economic role of marketingMarco-Marketing the role of marketing in distributing goods and services

20、 to buyers. Micro-marketing the process of formulating and implementing strategy that enables the firm to earn a profit. The economic role of marketingGoalsofMarketingSystemsMaximizeConsumptionMaximizeChoiceMaximize Quality of LifeMaximizeSatisfactionMarketing System GoalsGoalsMaximizeMaximizeMaximi

21、ze Demand StateMarketing TasksFormal NameNegativedemandChange demandPositiveMarketingNo demandCreate demandStimulationalMarketingLatent demandDevelopdemandDevelopmentalmarketingDecliningdemandRevitalizedemandRemarketingIrregulardemandAlter demandSynchromarketingdemandMaintenanceMarketingOverfull dem

22、andReduce demandDemarketingUnwholesomedemandDiscouragedemandAnti-marketing3.Marketing management tasksDemand StateMarketing TasksForDemand ManagementCustomerLifetimeValueMarketingManagementDemandManagementKeyConceptsforManagingMarketingDemand ManagementMarketingDema4.The evolution of marketingProduc

23、tion OrientationProduct Orientation Sales Orientation Customer marketing Orientation Social Marketing Orientation4.The evolution of marketingPFactoryExistingProductsSellingandPromotingProfitsthroughVolumeStartingPointFocusMeansEndsMarketCustomer needsThe Selling Conceptpull-through systemIntegratedm

24、arketingNotion of CustomerLifetime ValueMarketing & Sales ConceptsProfits throughCustomer SatisfactionFactoryExistingSellingProfitsSThe Societal Marketing ConceptSociety(Human Welfare)Consumers(Satisfaction)Company(Profits)SocietalMarketingConceptThe Societal Marketing ConcepNew Marketing Challenges in changing worldEmergingChallengesNonprofitMarketingNewMarketingLandscapeEthicalConcernsGlobalizationChangingWorld EconomyNew Marketing Challenges in ch5.Extending marketing conceptRelationship ma