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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 in the Twenty-First Century,-Philip Kotler,Brief introduction of marketing,II.,Core concepts of marketing,III.,Marketing Environment,A framework of marketing management,Marketing deals with identifying and meeting human and social needs.One of the shortest definitions of marketing is“meeting needs profitably.”,Defining Marketing,Target Markets and Segmentation,Segmenting,市场细分,Targeting,目标市场选择,Positioning,市场定位,Segmenting,Market segments can be identified by examining geographic,demographic,psychographic,and behavioral differences among buyers to divide a market into different distinct market.,Targeting,After market have been segmented,targeting aims at evaluating and comparing different segments in order to select one of the highest potential.,Positioning,Positioning means that the company set an distinguished image of their product to customers.,Needs,Wants,and Demands,Needs,describe basic human requirements such as food,air,water,clothing,and shelter.,These needs become,wants,when they are directed to specific objects that might satisfy the need.,Demands,are wants for specific products backed by an ability to pay.,Product or Offering,产品或供应品,A,product,is,any,offering,that can,satisfy a need or want,such as one of the 10 basic offerings of goods,services,experiences,events,persons,places,properties,organizations,information,and ideas.,Exchange and Transactions,Relationships and Networks,Marketing Channels,Supply Chain,5.Competition,Exchange is the act of obtaining a desired product from someone by offering something in return.,For exchange potential to exist,five conditions must be satisfied:,1.,There are at least two parties.,2.,Each party has something that might be of value to the other party.,3.,Each party is capable of communication and delivery.,4.,Each party is free to accept or reject the exchange offer.,5.,Each party believes it is appropriate or desirable to deal with the,other party.,Exchange,Two-party exchange map showing want lists of both parties,Transactions,A,transaction,involves at least two things of value,agreed-upon conditions,a time of agreement,and a place of agreement.,-Monetary transaction,-Barter transaction,Whereas exchange is the concept of marketing,，,A transaction is marketings unit of measurement,.,Relationships and Networks,1.Relationship marketing,:,aims to build long-term mutually satisfying relations with key parties customers,suppliers,distributorsin order to earn and retain their long-term preference and business.,2.,Marketing network,:,consists of the company and its supporting,stakeholders,(customers,employees,suppliers,distributors,university scientists,and others)with whom it has built mutually profitable business relationships.,Marketing Channels,Communication channels-,deliver messages to and receive messages from target buyers.,(newspapers,television,telephone,billboards,posters,fliers,CDs Internet,e-mail,ads ),Distribution channels,-,to display or deliver the physical product or services to the buyer or user,(warehouses,transportation vehicles,distributors,wholesalers,and retailers.),Selling channels,distributors,retailers,banks and insurance companies,Supply Chain,supply chain,describes a longer channel stretching from raw materials to components to final products,that are carried to final buyers.,The picture of Supply Chain,Consumer,Retailer,Manufacturer,Supplier,Wholesaler,Suppliers supplier,Interorganizational coordination,Information support system,Making marketing plan base on consumers demand,The promotion process,Competition,includes all of the actual and potential rival offerings and substitutes that a buyer might consider.,Four levels of competition,based on degree of product substitutability:,-Brand competition,-Industry competition,-Form competition,-Generic competition,Brand competition,A company sees its competitors as other companies that offer similar products and services to the same customers at similar prices.,Beer:?,-Nan Chang,Qing Dao,Zhu Jiang,Industry competition,A company sees its competitors as all companies that make the same product or class of products.,Beer:?,-All the beers companies,Form competition,A company sees its competitors as all companies that manufacture products that supply the same service,Beer:?,-All the alcoholic liquor products companies,Generic competition,A company sees its competitors as all companies that compete for the same consumer dollars.,Beer:?,-Food -Drink,I.,Marketing Environment,II.,Marketing Mix,III.,Company orientations toward the marketplace,IV.,How business and marketing are changing,V.,Company Responses and Adjustments,VI.,Marketer Responses and Adjustments,Marketing Environment,The overall marketing environment consists of:,task environment,broad environment,The,task environment,includes the immediate actors involved in producing,distributing,and promoting the offering.Material suppliers and service suppliers such as marketing research agencies,adver
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