复旦大学：《营销管理》PPT课件讲义_Marketing

Chapter 1: Marketing oday 1-1: Overview Business perspective Consumer perspective A marketing match? Figure 1-1. Ford's Customer-Focused Strategy IBUS 166 CULTURE Lars pemer. Instructor

IBUS 166 CULTURE Lars Perner, Instructor 1 Chapter 1: Marketing Today 1-1: Overview Business perspective Consumer perspective A marketing match? Figure 1-1. Ford's Customer-Focused Strategy

1-2: Marketing Defined Marketing is the anticipation management, and satisfaction of demand through the exchange process It nvolves goods, services organizations, people, places, and ideas IBUS 166 CULTURE Lars pemer. Instructor 2

IBUS 166 CULTURE Lars Perner, Instructor 2 1-2: Marketing Defined Marketing is the anticipation, management, and satisfaction of demand through the exchange process. It involves goods, services, organizations, people, places, and ideas

1-3: The Evolution of Marketing Barter Productio Sales Marketing Marketing Era Era E Department Company ra E ra Self- Demand Supply Era Supply Sufficiency exceeds equals Supply exceeds supy山 demand equals demand Basic demand one-on-one Output Selling Integrated trading d expande process Marketing comprehansive Important a subsidiar function role for marketing IBUS 166 CULTURE Lars pemer. Instructor 3

IBUS 166 CULTURE Lars Perner, Instructor 3 1-3: The Evolution of Marketing Barter Era Self￾Sufficiency Basic one-on-one trading Marketing Company Era Supply exceeds demand Integrated, compreeansive role for marketing Marketing Department Era Supply equals demand Marketing a subsidiary function Sales Era Supply equals demand Selling process important Productio Era Demand exceeds suppy Output expanded

1-3a: The Marketing Concept Consumer Goal Orientation Orientation Marketing Concept Market-Driven Integrated pproach A Marketing Focus Value-Based Philosophy IBUS 166 CULTURE Lars Pemer. Instructor

IBUS 166 CULTURE Lars Perner, Instructor 4 1-3a: The Marketing Concept Consumer Orientation Market-Driven Approach Integrated Marketing Focus Value-Based Philosophy Goal Orientation Marketing Concept

The marketing concept's five elements (described in Figure 1-4)are crucial to the long-term success of a good service, organization, person, place, or idea a consumer orientation a market- driven approach, a value-based philosophy, an integrated d marketing focus and a goal orientation IBUS 166 CULTURE Lars Pemer. Instructor

IBUS 166 CULTURE Lars Perner, Instructor 5 The marketing concept's five elements (described in Figure 1-4) are crucial to the long-term success of a good, service, organization, person, place, or idea: a consumer orientation, a market￾driven approach, a value-based philosophy, an integrated marketing focus, and a goal orientation

15 things that managers can do to ensure the spirit of the marketing concept Create customer focus throughout the firm Listen to the customer Define and cultivate distinctive competences Define marketing as market intelligence Target customers precisely IBUS 166 CULTURE Lars pemer. Instructor

IBUS 166 CULTURE Lars Perner, Instructor 6 15 things that managers can do to ensure the spirit of the marketing concept: Create customer focus throughout the firm. Listen to the customer. Define and cultivate distinctive competences. Define marketing as market intelligence. Target customers precisely

Manage for profitability, not sales volume Make customer value the guiding star. Let the customer define quality Measure and manage customer expectations Build customer relationships and loyalty Define the business as a service business Commit to continuous improvement and innovation IBUS 166 CULTURE Lars pemer. Instructor 7

IBUS 166 CULTURE Lars Perner, Instructor 7 Manage for profitability, not sales volume. Make customer value the guiding star. Let the customer define quality. Measure and manage customer expectations. Build customer relationships and loyalty. Define the business as a service business. Commit to continuous improvement and innovation

Manage the company culture along with strategy and structure Grow with partners and alliances Destroy marketing bureaucracy IBUS 166 CULTURE Lars pemer. Instructor

IBUS 166 CULTURE Lars Perner, Instructor 8 Manage the company culture along with strategy and structure. Grow with partners and alliances. Destroy marketing bureaucracy