复旦大学管理学院：《营销管理》PPT讲义（英文版）_Chapter 1 Understanding Marketing Management

MARKETING MANAGEMENT YIM工NSUN E-mail: ymsun @fdbcc com TEL65642557 SCHOOL OF MANAGEMENT FUDAN UNIVERSITY

MARKETING MANAGEMENT YIMIN SUN E-mail: ymsun@fdbcc.com TEL:65642557 SCHOOL OF MANAGEMENT FUDAN 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 sales 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)

2 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 sales 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 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 market. (For

3 Marketing IQ Exercise (contd.) • The goal of advertising is to increase sales. (F or T) • A successful ad is one 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 market. (F or T)

There is no magic potion to cure all ills

4 There is no magic potion to cure all ills

a Marketing Management READ ME CASE OUTLINE FRAMEWORK 现梨现现三市三市顾现战营 企企企 企三企P运竞 企营管 业业业业业三营行争为业销理 营营营的的销分分分营 销销销价产策析析析销 导论 竞沟渠格 略 争通、道策策 策策策略三略 略三略三略 环境分析

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Introduc tion= Chapter 1 Understanding Marketing Management slides- <> Marketing in s Case he 21th centur - Questions BACK Readings

Marketing in the 21th century Chapter 1 Understanding Marketing Management Slides Case Readings BACK Questions Introduc￾tion

Back 1. Marketings Critical role 2. The basic questions for marketing 3. What's marketing 4. Core Concepts of Marketing 5. The Adoption of Marketing 6. The Implementation of Marketing 7. How to marketing efficiently

1. Marketing’s 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 Back 3. What’s marketing

Framework of Marketing Management Marketing Philosophy Marketing Strategy Marketing Research Environment Customer Market Competition Analysis Analysis Analysis Analysis Segmenting and Positioning Marketing Mix Product Price Place Promotion Policy Policy Policy Policy Competitive strategy c Marketing Management

8 Framework of Marketing Management Marketing Management Competitive strategy Marketing Mix Segmenting and Positioning Marketing Strategy Marketing Research Marketing Philosophy Pro moti on P Plac e Poli Pric e Poli Environment Analysis Customer Analysis Competition Analysis Market Analysis Product Policy Price Policy Place Policy Promotion Policy

Marketing House product rIcIng placing promotion Products MⅸX Positioning Branding Segmentation and Targeting Buyer's behavior acaI

9 product pricing placing promotion Products Mix Positioning Branding Segmentation and Targeting Buyer’s behavior Marketing House

The basic steps for Marketing Research Analyze the situation STP Set strategy Marketing Mix Formulate action plan Implement Implement and Control monitor

10 The basic steps for Marketing Research STP Marketing Mix STP Implement Control Analyze the situation Formulate action plan Set strategy Implement and monitor