市场营销学(英文)

,单击此处编辑母版标题样式,*,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,Marketing,市场营销,-,the art of getting and keeping customers.,About the course,The good star is an half of success.,Overall objectives,At the conclusion of the course, students should be capable of:,Understanding, listing, and explaining the factors, which constrain and provide opportunities for marketing.,Developing the frameworks that formulates marketing strategies.,Researching market potentials.,Designing marketing mix to entry and penetrate markets.,Methodology,This subject will involve lectures, discussions, presentations, and workshop activities.,Approach to learning,Facilitate learning rather than prescribing,Learn by doing,Case studies, and projectsexam,Group work, but do not neglect individual work,Relevant - real issues rather than text book examples,Contemporary up-to-date,Utilise technology,Textbook and references,Textbook,:,Principles of Marketing,9,th,Ed. Philip Kotler and Gary Armstrong. Prentice Hall.,市场营销学教程,晁钢令 主编， 上海财经大学出版社，2000年。,Recommended references:,Basic Marketing,11,nd,edition. E. Jerome McCarthy, William D. Perreault. IRWIN,1993.,Textbook and references,l,Journals:,Journal of Marketing,Marketing News,Harvard Business Review,International Journal of Research in Marketing,Journal of Advertising,营销导刊,销售与市场,市场营销（人大复印资料）,Course evaluation,The course will be evaluated using the following methods:,Contribution to the course: +/-10%mark.,Case study, 30% mark.,Assignment, 20% mark.,Final exam, 50% mark.,Contact address,You can contact me by email at :,zunl,or by phone 65111000-3110, or personally in my office 109.,Part,One,Understanding marketing and the marketing process,Lecture One,Marketing in a changing world,Introduction,Objects in lecture 1,Understanding the concept of marketing,including its definition,purpose,and role in creating exchange.,Distinguish key marketing concepts which are often misunderstood or confused.,Understanding marketing management tasks.,Contrast the periods of marketing evolution.,What is marketing?,Core Concepts,Products,Needs, wants,and demands,Exchange, transactions,and relationships,Markets,Core,Marketing,Concepts,Value,satisfaction,and quality,1.,The preliminary concepts of marketing,Needs, Wants and Demands,A 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 backed by an ability and willingness to buy them.(,),CDV=TCV-TCC,Value, Cost,and,Satisfaction,Value,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 that the,real product,can be equal to or better than the,idea product,.,Customer delivered value,Total customer value,product value, service value, personal value, image value,Total customer cost,Price, time, energy,Faster,Better,Cheaper,Reliability,Security,Competence,Credibility,Empathy,Communication,Style,Responsiveness,Access,Affordability,Availability,Convenience,Performance,Features,Reliability,Conformance,Serviceability,Aesthetics,Perceived Quality,Price,Customer Desires,Company Delivers,Table1-1: Satisfy customer by building value with quality,Market,A,market,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.,Number,ability,willing,present,market,/ potential,market,M=N+W +A,The Marketing System,Suppliers,End User,Market,Marketing,Intermediaries,Competitors,Company,(Marketer),Environment,Environment,2. 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 function of marketing is to,identify,changing needs so that innovative products can be developed to,meet,them better than competitors.,Marketing is,Marketing,is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. (Kotler 1998),Marketing is,Marketing,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 superfluous. The aim is to know and understand the customer so well that the product or services fits and sells itself. (Drucker, 1973),consists of all activities that bring buyers and sellers together,Analysis, Plan, implement, control,Marketing mix(4ps),Managing Products and Services(,Product,),Distributing Products and Services(,Place,),Pricing Products and Services(,Price,),Promotion Products and Services(,Promotion,),(,communicating with Customers),Figure 1-1,Marketing Concept,The purpose of Marketing,Understanding the needs and wants of customers and,Create customer value through satisfaction and quality,Operate more effectively and efficiently than competitors,Figure 1-2,Marketing Purpose,The economic role of marketing,Marco-Marketing,the role of marketing in distributing goods and services to buyers.,Micro-marketing,the process of formulating and implementing strategy that enables the firm to earn a profit.,Goals,of,Marketing,Systems,Maximize,Consumption,Maximize,Choice,Maximize,Quality of Life,Maximize,Satisfaction,Marketing System Goals,Demand State,Marketing Tasks,Formal Name,Negative,demand,Change demand,Positive,Marketing,No demand,Create demand,Stimulational,Marketing,Latent demand,Develop,demand,Developmental,marketing,Declining,demand,Revitalize,demand,Remarketing,Irregular,demand,Alter demand,Synchromarketi,ng,demand,Maintenance,Marketing,Overfull demand,Reduce demand,Demarketing,Unwholesome,demand,Discourage,demand,Anti-marketing,3.,Marketing management tasks,Demand Management,Customer,Lifetime,Value,Marketing,Management,Demand,Management,Key,Concepts,for,Managing,Marketing,4.The evolution of marketing,Production,Orientation,Product,Orientation,Sales,Orientation,Customer marketing,Orientation,Social Marketing,Orientation,Factory,Existing,Products,Selling,and,Promoting,Profits,through,Volume,Starting,Point,Focus,Means,Ends,Market,Customer,needs,The Selling Concept,pull-through system,Integrated,marketing,Notion of Customer,Lifetime Value,Marketing & Sales Concepts,Profits through,Customer,Satisfaction,The Societal Marketing Concept,Society,(Human Welfare),Consumers,(Satisfaction),Company,(Profits),Societal,Marketing,Concept,New Marketing Challenges in changing world,Emerging,Challenges,Nonprofit,Marketing,New,Marketing,Landscape,Ethical,Concerns,Globalization,Changing,World Economy,5.Extending marketing concept,Relationship,marketing,Customize,marketing,Benchmark,marketing,Symbiotic,Marketing,Global,marketing,Meg,amarketing,Extended,marketing,Green,marketing,Consumer (goods) marketing,Major,areas,of,marketing,focus,Relationships,and Customer,Retention,Business-to-business marketing,1950,s,1960,s,1970,s,1980,s,1990,s,Non-profit & societal marketing,Services marketing,Customer Satisfaction,Global Marketing,Synchronous Marketing,The Development of Marketing Science,Next week,Strategic planning and the marketing process,Assignment:,Reviewing the lecture 1,Text book (chapter 1)/ P36-37,Orgnizing the first team discussion on the marketing concept by internet connections.(P38-39),getting information and writing the outlet on the marketing planning and marketing process,Text book (chapter 2),