科特勒营销管理

Objectives Course/Text Organization Defining Marketing Core Concepts of Marketing Product or Offering Value and SatisfactionNeeds, Wants, and Demands Exchange and Transactions Relationships and Networks Target Markets & Segmentation Marketing Channels Supply Chain Competition Marketing Environment Simple Marketing SystemIndustry(a collection of sellers) Market(a collection of Buyers)Goods/servicesMoneyCommunicationInformation Manufacturermarkets Governmentmarkets ConsumermarketsIntermediarymarketsResourcemarketsStructure of Flows MarketingMixProduct Price Promotion PlaceThe Four CsCustomerSolution CustomerCost CommunicationConven-ience Production ConceptProduct ConceptSelling ConceptMarketing Concept Consumers prefer products that are widely available and inexpensive Consumers favor products that offer the most quality, performance, or innovative featuresConsumers will buy products only ifthe company aggressivelypromotes/sells these productsFocuses on needs/ wants of target markets & delivering value better than competitorsCompany Orientations Towards the Marketplace Market Integratedmarketing Profits throughcustomersatisfactionCustomerneeds(b) The marketing conceptFactory Existingproducts Selling andpromotion Profits throughsales volumeStartingpoint Focus Means Ends(a) The selling conceptCustomer Delivered Value Traditional Organization Chart Customer-Oriented Organization ChartCustomersFront-line peopleMiddle managementTopmanage-mentCustomers Customers Evolving Views of Marketings Rolea. Marketing as anequal functionFinanceProductionMarketing Humanresources b. Marketing as a moreimportant functionFinanceHumanresourcesMarketingProduction Evolving Views of Marketings Rolec. Marketing as themajor functionMarketingFinanceHumanresources Production d. The customer as thecontrolling factorCustomerHumanresourcesFinanceProductionMarketing Evolving Views of Marketings Rolee. The customer as the controllingfunction and marketing as theintegrative functionCustomerMarketingProductionHumanresources Finance Review