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1、MARKETING MANAGEMENT,YIMIN SUNE-mail:TEL:65642557SCHOOL OF MANAGEMENTFUDAN UNIVERSITY,Marketing IQ,If you sell something that competes in the same category as a product offered by another company,that company is your competitor.(F or T)A temporary 10%price reduction is more effective at generating s
2、ales than a 10%increase in advertising during a comparable period.(F or T)Brand loyalty is alive and well.(F or T)It is more profitable to retain current customers than to find new ones.(F or T),Marketing IQ Exercise(contd.),The goal of advertising is to increase sales.(F or T)A successful ad is one
3、 people will remember and talk about.Consumers usually do a lot of searching before they buy expensive products.(F or T)The speed of adoption of new technology depends on its relative advantage and compatibility with existing products,rather than how much better it is over what is available in the m
4、arket.(F or T),营销管理导论,战略营销,现代企业营销环境分析,顾客行为分析,市场竞争分析,市场运行分析,STP 营销策略,现代企业的产品策略,现代企业的价格策略,现代企业的营销渠道策略,现代企业的营销沟通策略,OUTLINE,FRAMEWORK,现代企业的营销竞争策略,CASE,READ ME,Marketing Management,Marketing in the 21th century,Chapter 1 Understanding Marketing Management,Slides,Case,Readings,BACK,Questions,Introduc-tion
5、,1.Marketings Critical role,2.The basic questions for marketing,4.Core Concepts of Marketing,5.The Adoption of Marketing,6.The Implementation of Marketing,7.How to marketing efficiently,Content,Back,3.Whats marketing,Marketing House,The basic steps for Marketing,Industry,Market,Input,Output,Transact
6、ion,1.Marketings Critical role,How Important Is Marketing?,“Marketing and not technology will decide future success and failure.”Bill Gates“Marketing isnt somebodys responsibility;marketing is everybodys responsibility.”Jack Welch“There are only two functions that add value to a business organizatio
7、n innovation and marketing.Everything else produces cost.”Peter Drucker,Simple Marketing System,Goods/services,Money,2.The basic questions for marketing,CustomersPOV,MiddlemansPOV,Experts POV,Companys POV,Marketing,1 Who are our customers?2 What they want?3 What can we do for them?4 What benefits fo
8、r both?,The four basic questions for Marketing,As Philosophy,3.Whats Marketing(1),Company Orientations,Production Concept,Consumers prefer products that are widely available and inexpensive,Product Concept,Consumers favor products thatoffer the most quality,performance,or innovative features,Selling
9、 Concept,Consumers will buy products only ifthe company aggressivelypromotes/sells these products,Marketing Concept,Focuses on needs/wants of target markets&delivering value better than competitors,The aim of marketings task is to make selling superfluous-Peter Drucker,Societal Marketing Concept,The
10、 Comparison of Marketing Concepts,Marketing Mix,Demand,As Basic Function,Satisfy Customer,3.Whats Marketing(2),Product,Marketing Mix:4Ps,Price,Place,Promotion,Defining Marketing,Marketing is a societal process by which individuals and groups obtain what they need and want through creating,offering,a
11、nd freely exchanging products and services of value with others.Philip Kotler,4.Core Concepts of Marketing,Product or Offering,Value and Satisfaction,Needs,Wants,and Demands,Exchange and Transactions,Relationships and Networks,Target Markets&Segmentation,Marketing Channels,Supply Chain,Competition,M
12、arketing Environment,5.The Adoption of Marketing(1),(1)Mass Marketing:Ford(2)Differentiation Marketing:GM(3)Targeting marketing:Toyota,5.The Adoption of Marketing(2),Responsive Marketing,Anticipative Marketing,Risk,H,L,Need-shaping Marketing,Market-driven,Market-driving,Three stages of marketing pra
13、ctice Entrepreneurial Marketing Formulated Marketing Intrepreneurial Marketing,5.The Adoption of Marketing(3),The Customer Concept,Company Orientations Toward the Marketplace,6.The Implementation of Marketing,Product,Marketing Mix:4Ps to 4Cs,Price,Place,Promotion,Customer Solution,Customer Cost,Conv
14、enience,Communication,From 3A to 3P,Customer Delivered Value,Product value,Personnel value,Services value,Image value,Totalcustomervalue,Monetary cost,Time cost,Energy cost,Psychic cost,Totalcustomercost,Customerdeliveredvalue,survey,Solution,Total Customer Satisfaction,MaximizeCDV,Improve-ment,Five
15、 Types of Customer Needs:Stated needs Real needs Unstated needs Delight needs Secret needs,Beyond customer expectation,Closer toCustomer,Research,Key Account,Long termRelationship,PerfectService,Integrated Marketing,IntegratedMarketing,7.Marketing Efficiently,The only profit center is the customer.-
16、Peter Drucker,The paradigm is shifted.Products come and go.The unit of value today is the customer relationship.-Bob Wayland,Customer Relationship Development,Customer Development,Customer Lifetime Value,CustomerProfitability Analysis,Customer Development,Suspects,Time,Value,Customer Lifetime Value,
17、Customer/Product Profitability Analysis,Five Levels of Customer-Relationship Building,Levels of Relationship Marketing,7.Marketing Efficiently,7.Marketing Efficiently,DirectMarketing,7.Marketing Efficiently,Mass Marketing vs.One-to-One Marketing,7.Marketing Efficiently,7.Marketing Efficiently,Recap:
18、Its not all guesswork(1),Marketing is not sellingFocus on customerunderstand need,satisfy and retainMarketing Managementcareful analysis manage the relationship over customers lifecycle manage the marketing strategy and marketing mix over the products lifecycleMarketing is too important to be left t
19、o the marketing department alone.,Businesses today face three major challenges(globalization,advances in technology,and deregulation)Effective marketing can take many formsMarketers are skilled at managing demandMarketers must try to understand target markets,Recap:Its not all guesswork(2),Relations
20、hip marketing builds a marketing networkBusinesses can choose among six competing conceptsCustomers are value-maximizersBuyer satisfaction is a function of perceived product performance and buyer expectations,Recap:Its not all guesswork(3),Business Firm in Transition,Then Make everything inside the
21、companyImprove on ones ownGo it aloneOperate with functional departmentsFocus domesticallyBe product-centeredMake a standard productFocus on the productPractice mass marketingFind a Sustainable Competitive advantageDevelop new product slowly and carefullyUse many suppliesOperate in the marketplace,N
22、ow Buy more from outside(outsource)Improve by benchmarking othersNetwork with other firms,collaborateOperate with multi-team worksFocus globally and locallyBe market-and customer-centeredMake adapted/customized productFocus on the value chainPractice target marketingKeep inventing new advantageSpeed
23、 up the NPD process cycleUse few suppliesOperate also in the market space,Kotler:How to win marketing practices(1),Win Through Higher Quality,Ways to Win,Problems to discuss,Meanings of quality Customers POV of qualityQuality homogeneityHigher cost for high quality,Win Through Better Service,Every s
24、ervice breaks down into a list of attributesCustomers different way of define the good serviceClaiming better service is not enough,Win Through lower Price,Customers buy on value,not price aloneLow price alone is not enough to build a viable business enterprise,Kotler:How to win marketing practices(
25、2),Win Through High Market Share,Ways to Win,Problems to discuss,MS leader enjoy scale economies and higher brand recognitionMany MS leaders are not that profitable,Win Through Adaptation&Customization,Customers special needs represent opportunitiesThe cost might be too highMass customization is wor
26、king for some companies,Win Through Continuous Product Improvement,A sound strategy for company leading the pack in PINot all the PI are valued Some product reach the limit of their improvement possibilities,Kotler:How to win marketing practices(3),Win Through High Product Innovation,Ways to Win,Pro
27、blems to discuss,Innovate or Evaporate Some companies earn substantial profits High failure rate and cost,Win Through Entering high-growth Market,Firms can enjoy increasing volume&returns once market accepts their brands as standardProduct become obsolete very fast,firms hardly recoup their profits
28、from last offering,Win Through Exceeding Customer Expectations,A winning company is one that consistently exceeds customer expectationsWhen their expectations are exceeded,they have higher expectations next time,CASE,BACK,Door Guard,思考练习1、需要、欲望和需求的涵义有什么区别和联系？.2、顾客价值包括哪些内容？顾客成本由什么构成？什么叫顾客满意？3、为什么说营销管理的目的是建立可获利的顾客关系？4、市场营销观念的实质是什么？5、当代企业的市场营销有哪些发展趋势？6、举出你在购物时最不满意的一件事，并从市场营销的角度解释是什么原因导致你不满意。,BACK,阅读任务：1、教材第一篇第一章变化世界中的市场营销：创造顾客价值和满意，145页。2、菲利普科特勒，营销管理（第九版）第一篇第1、2章。,
