1MarketingLecturer:ElvisFallSemester,2007SyllablesStudentswill:1.participateinavarietyofclassroomactivities(Casestudy;Q&A;Presentation;Role-play);2.marketresearchandnegotiation3.have3-5testsandquizzes;4.dowellinhomeassignments(Researchreports).2SyllablesMarksfordailyperformanceswillbeawardedaccordingto:1.classroomattendancy25%(alossof10foroneabsence);2.individual/grouppresentation25%;3.testsmarks25%(anaverageofthose3-5tests);4.classroomparticipationandhomeassignments25%.34Lecture1

MarketingBasicsOutlineMarket,Marketing,Sales(selling)ThedevelopmentofMarketing5Lecture13.MarketingPlan4.ExchangeandTransaction5.DemandandSupply7.MarketingProcedure8.ChangingEmphasisofModernMarketing6MarketLatinmercarimeaning“tobuyortrade”,latermeans“goods”Marketisanywherethatgoodsorservicesmaybesoldortraded.(asimpleopen-airexchangeoffarmproducts)Anentireeconomy(EuropeanMarket)Anebulouscommercialfunction(StockMarket)DefinitionofMarketThesimplestwaytodefineamarketistothinkofitasconsistingofallthepeopleororganizationsthatmayhaveaninterestinpurchasingacompany’sproductsorservices.

Inotherwords,amarketcomprisesallcustomerswhohaveneedsthatmaybefulfilledbyanorganization’sofferings.

7DefinitionofMarketYetjusthavinganeedisnotenoughtodefineamarket.Discussion8DefinitionofMarketThefirstfactoristhatmarketsconsistofcustomerswhoarequalifiedtomakeapurchase.

Qualifiedcustomersaredefinedasthosewho:seekasolutiontoaneed,andareeligibletomakeapurchase,andpossessthefinancialabilitytomakethepurchase,andhavetheauthoritytomakethedecision.9DefinitionofMarketAsecondfactorfordefiningamarketrestswiththecompany’sabilitytoservicethemarket.

Toanorganizationamarketcanonlyexistifthesolutionssoughtbycustomersareonesthatthecompanycansatisfywiththeirofferings.10DefinitionofMarketTosummarize,amarketisdefinedasagroupofcustomerswhoarequalifiedtomakepurchasesofproductsorservicesthatamarketerisabletooffer.

However,evenifanorganizationcanofferproductsandservicestoamarket,notallmarketswillfitanorganization’sgoalsandobjectives.

Theorganizationmustcreatecustomerswhowanttherightthingsitoffers.1112Marketing1912<Marketing>HojertThemanagementprocesswhichidentifies,anticipatesandsatisfiescustomerrequirementsefficientlyandprofitably.西方市場營銷學(xué)者從不同角度及發(fā)展的觀點對市場營銷下了不同的定義。

13MarketingMacroviewE.J.Mccarthy把市場營銷定義為一種社會經(jīng)濟(jì)活動過程，其目的在于滿足社會或人類需要，實現(xiàn)社會目標(biāo)。

PhilipKotler指出“市場營銷是與市場有關(guān)的人類活動。市場營銷意味著和市場打交道，為了滿足人類需要和欲望，去實現(xiàn)潛在的交換”14MarketingMicroViewMarketingistheprocessofplanningandexecutingtheconception,pricing,promotionanddistribution,ofideas,goodsandservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives.(TheAmericanMarketingAssociation)15Sales(selling)Sellingisapartofmarketing,animportantpart.Salesoccurwhengoodsorservicesare“givenover”toacustomerinexchangeformoneyoranothervaluableconsideration.Sellingisaboutpersuadingcustomerstobuy.Itmaybeahardsellingorasoftselling.16Marketingisaprocessandsalesisaresult.Whenasalesiscomplete,acompanymustprovidefollow-upserviceinanefforttomaintainsatisfactionandpromotefuturesales.

TheDifferenceBetween

MarketingandSelling

Sellingisapartofmarketing,animportantpart,butmarketingisnotallaboutselling.Marketinginvolvesanythinganorganizationdoesthatgetsitoritsbusinessinfrontofsomeonewhoisinterestedinwhatthebusinesscandoforthem.17TheDifferenceBetween

MarketingandSellingSellinginvolvespersonalcommunicationbetweenanorganizationanditspotentialcustomerthathelpsthembothdecideiftheyshoulddobusinesstogether.Whenanorganizationdoessomethingthatcreatesawarenessofitsbusinessitismarketing.Whenanorganizationtalkswithsomeonedirectlywhohasexpressedinterestinitsbusiness,itisselling.1819ThedevelopmentofMarketingWhendidmarketingtakeplace?Supplyled:shortagesofgoodsmeanthatsupplierscandictatetermsofbusinessAmajorchange:agentsandshopkeepersinbetween(intermediaries)Demanddriven:asurplus,orpotentialsurplus,ofgoodstobesoldgivesbuyersmorepower.20Technologycontinuedtoimprove,suppliersnowhavetocompeteforcustomers.Goodmarketingskillsareneeded.Decidingfactorsofmodernmarketingbreakthroughsinproductiontechnologyadvancesinthetechnologyfortransportinggoodssocialchangessuchasthemoveawayfromthecountrysideandintotownsincreasedcompetition.2122MarketingPlanThemarketingplanisadetailedschemeofhowacompanywilldesignate,access,sellto,andserveaspecificconsumergroup.23WhatisMPabout?SituationAnalysis(SWOTetc.)GoalsStrategyTactics(detailssuchaswho,when,4Ps)BudgetManagementandcontrolHudsonRiverGroup24

ExchangeandtransactionMarketingisaboutmanagingtheexchangeprocess.(exchangevalues)Theremustbetwopartiestoanexchange:thesellerandthebuyer.Eachwantstoexchangesomethingforsomethingelsethattheyvaluemore.(e.g.customerofcarandcardealer)25Demand&SupplyInasupply-ledmarket,themostsuccessfulcompanieswillbethosethatarethemostefficientproducers.Inademand-drivenmarket,itisthejobofmarketerstostimulatedemand,toprovidethegoodsandservicesthatpeoplewant,andtopersuadethemtobuy.26MarketingProcedureValueFinding----ValueProviding----ValueCommunicating(發(fā)現(xiàn)價值---提供價值---溝通價值)ValueFinding:Segmentation,Targeting,Positioning(STP)ValueProviding:Productdevelopment,Pricing,DistributionValueCommunicating:Promotion,Advertising27Marketing’schangingemphasisInmodernmarketingtheoriginalideaofanexchangehasbeenpushedtoitslimits.Marketingstretchesfarbeyondthesellingofgoodsandservicesintoalmostallaspectsoflife.Forexample…2829Marketing’schangingemphasisGoodmarketingpracticetodayinvolvesthinkingbeyondtheone-offsale.Astrongbrandimage.RelationshipmarketingItisalongterm,continuousseriesoftransactionsbetweenparties.Anothernewtrendisaboutmarketing’se-focus.Marketing’schangingemphasisthegradualcenteringonmarketingethics.Ethicsr