《市场营销 MARKETING MANAGEMENT》教学课件（英文版）Lecture 1 Efficiency and Effectiveness

MARKETING MANAGEMENT

MARKETING MANAGEMENT

What is marketing? To attract and retain customers at a profit(Drucker, 1999) a To establish, develop and commercialise long-term customer relationships so that the objectives of the parties involved are met (Gronroos, 1989)

What is marketing? ◼ To attract and retain customers at a profit (Drucker, 1999) ◼ To establish, develop and commercialise long-term customer relationships so that the objectives of the parties involved are met (Gronroos, 1989)

Efficiency and Effectiveness Ineffective Effective Goes out of Inefficient Survives business quickly Does well Efficient Dies Slowly Thrives

Efficiency and Effectiveness Ineffective Goes out of business quickly Dies Slowly Survives Does well Thrives Effective Efficient Inefficient 5

The Marketing Concept Marketing concept The achievement of corporate goals through meeting and exceeding customer needs better than the competition Customer Integrated Goal orientation effort achievement Corporate activities All staff accept the The belief that are focused upon responsibility for corporate goals can providing customer creating customer be achieved through satisfaction satisfaction customer satisfaction

2 Marketing Concept The achievement of corporate goals through meeting and exceeding customer needs better than the competition The Marketing Concept Customer orientation Corporate activities are focused upon providing customer satisfaction Integrated effort All staff accept the responsibility for creating customer satisfaction Goal achievement The belief that corporate goals can be achieved through customer satisfaction Marketing concept The achievement of corporate goals through meeting and exceeding customer needs better than the competition Customer orientation Corporate activities are focused upon providing customer satisfaction Integrated effort All staff accept the responsibility for creating customer satisfaction Goal achievement The belief that corporate goals can be achieved through customer satisfaction

Production orientation Production capabilities Manufacture product Aggressive sales effort Customers

3 Production Orientation Customers Production capabilities Manufacture product Aggressive sales effort

Marketing Orientation Customer needs Potential market opportunities Marketing products and services Customers

4 Marketing Orientation Customer needs Potential market opportunities Marketing products and services Customers

Evolution of the Marketing Concept Integrated Marketing Long run profits customer Orientation through customer ocus satisfaction Push! push sales Short term Sell! sell Orientation gains in profit by promotion ula sales increases Production Production Orientation Profits through assembly line production controls refinement

Marketing Orientation Integrated customer focus Long run profits through customer satisfaction Sales Orientation Push! Push! Sell! Sell! by promotion Short term gains in profit via sales increases Evolution of the Marketing Concept Production Orientation Production & assembly line refinement Profits through production controls 6

driven management Market Shared values intelligence and beliefs Skills in understanding and customer first responding to customers Customer focus Market-ed strategy Implementation Linking distinctive competencies to Structure and people market opportunities systems incentives Competitive advantage communications the driving force structure based on strategy persuasion team work

7 Market-driven Management Shared values and beliefs Customer focus Market-led strategy Structure and systems Implementation Market intelligence Shared values and beliefs ➢ customer first Market intelligence Skills in understanding and responding to customers Structure and systems ➢ structure based on strategy ➢ team work Market-led strategy ➢ Linking distinctive competencies to market opportunities ➢ Competitive advantage the driving force Implementation ➢ people ➢ incentives ➢ communications ➢ persuasion

Creating Customer Value Positive CustomerNegative value Perceived Perceived benefits sacrifice Product benefits Monetary costs Service benefits Time costs Relational benefits Energy costs Image benefits Psychological costs

8 Creating Customer Value Product benefits Service benefits Relational benefits Image benefits Monetary costs Time costs Energy costs Psychological costs Customer value Perceived benefits Perceived sacrifice Positive Negative

Creating Customer Satisfaction Delight Delighters More is better cn Neutral 切 Must be Dissatisfaction Absent Fulfilled Presence of the characteristic

9 Creating Customer Satisfaction Delight Neutral Dissatisfaction Absent Fulfilled Presence of the characteristic Customer satisfaction ‘Delighters’ ‘More is better’ ‘Must be’