对外经济贸易大学：《营销学原理》精品课程教学资源（授课教案）Session 1 Overview of Marketing

1-1 Principles of Marketing 营销学原理 University of International Business and Economics 制卧香价蜀易本岸 国际商学院市场营销学系 151

Principles of Marketing 1 － 1 1 － 1

Course Organization 1-2 Part I Understanding Marketing and the Marketing Process Part Il -Developing Marketing Opportunities and Strategies >Part Ill -Developing the Marketing Mix 制卧经价蜀易大学 国际商学院市场营销学系

Course Organization ¾ Part I - Understanding Marketing and the Marketing Process ¾ Part II - Developing Marketing Opportunities and Strategies ¾ Part III - Developing the Marketing Mix 1 － 2 1 － 2

1-3 Principles of Marketing Session 1 Overview of Marketing 對卧价蜀易大学 国际商学院市场营销学系 151

Principles of Marketing Overview of Marketing Overview of Marketing 1 －1 1 － 3 1 － 3 Session Session 1

Outline 1-4 I.What is Marketing? II.Evolution of Marketing III.Marketing Management IV.Marketing Management Philosophies 国际商学院市场营销学系

Outline I. What is Marketing? I. What is Marketing? II. Evolution of Marketing II. Evolution of Marketing III. Marketing Management III. Marketing Management IV. Marketing Management IV. Marketing Management Philosophies Philosophies 1－4 1－4

I.What is Marketing? 1-5 Definition Role Core Concepts 制纤港所贺多大孝 国际商学院市场营销学系

I. What is Marketing? I. What is Marketing? ¾ Definition ¾ Role ¾ Core Concepts 1 － 5 1 － 5

Definition 1-6 Marketing is a societal process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. --Kotler Armstrong (p.6) 制卧经价蜀易大学 国际商学院市场营销学系

Marketing is a societal process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. -- Kotler & Armstrong (p. 6) Definition 1 － 6 1 － 6

The Role of Marketing 1-7 Suppliers Competitors Company (Marketer) Marketing Intermediaries Environment End User Market 制卧价蜀易大学 四际商学院市场营销学系

The Role of Marketing The Role of Marketing Suppliers Suppliers End User Market End User Market Marketing Intermediaries Marketing Intermediaries Competitors Competitors Company (Marketer) Company (Marketer) Environment Environment 1-41 － 7 1 － 7

The Generic Value Chain 1-8 Firm Infrastructure Support Human Resource Management Activities Technology Development Margin Procurement nbound Operations Outbound Marketing Service Logistics Logistics Sales u:3.ieW Primary Activities --Michael E.Porter 對卧价質易大孝 1951 国际商学院市场营销学系

Inbound Operations Outbound Marketing Service Logistics Logistics & Sales Firm Infrastructure Human Resource Management Technology Development Procurement Margin Support Activities Primary Activities Marg ni 1 － 8 The Generic Value Chain The Generic Value Chain 1 － 8 -- Michael E. Porter 国际商学院 市场营销学系

The Value Equation 1-9 B V= Where: V=Value B=Perceived Value P=Price Value is enhanced by increasing the numerator or reducing the denominator 制卧经价蜀易大考 国际商学院市场营销学系

B P Where： V = Value B = Perceived Value P = Price Value is enhanced by increasing the numerator or reducing the denominator 1－9 1－9 V= The Value Equation

Value Chain Boundaryless Marketing 1-10 Marketing Customer Needs Manufac R&D Engine Customer and Wants ering turing Value 制卧经价蜀易大学 国际商学院市场营销学系

Marketing Marketing Customer Customer Needs and Wants and Wants R & D Engine ering Manufac Manufac turing Customer Customer Value 1－10 1－10 Value Chain Boundaryless Marketing