市场营销中的关键因素key-concepts-in-marketing.ppt

KEY CONCEPTS IN MARKETING,maureen castillodyna enadcarelle trisha espitalethel silva,WHAT IS MARKETING?,Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.,CORE MARKETINGCONCEPTS,NEEDS,WANTS AND DEMANDS,NeedStates of felt deprivation.physical,social and individual needs.WantsThe form taken by human needs as they are shaped by culture and individual personality.DemandsHuman wants that are backed by buying power.,PRODUCTS,Anything that can be offered to a market for attention,acquisition,use,or consumption that might satisfy a want or need.It includes physical objects,services,persons,places,organizations,and ideas.,VALUE,SATISFACTION&QUALITY,Customer ValueThe difference between the values the customer gains from owning and using a product and the cost of obtaining the product.Customer SatisfactionThe extent to which a products perceived performance matches a buyers expectations.Total Quality Management(TQM)Programs designed to constantly improve the quality of products,services,and marketing process.,EXCHANGE,TRANSACTIONS&RELATIONSHIPS,ExchangeThe act of obtaining a desired object from someone by offering something in return.TransactionA trade between two parties that involves at least two things of value,agreed-upon conditions,a time of agreement,and a place of agreement.Relationship MarketingThe process of creating,maintaining and enhancing strong,value-laden relationships with customers and other stakeholders.,MARKET,The set of all actual and potential buyers of a product or service.Marketplace physical,as when one goes shopping in a storeMarketspace is digital,as when one goes shopping on the internetMetamarket used to describe a cluster of complementary products and services that are closely related in the minds of consumers but are spread across a diverse set of industries.,A Simple Marketing System,Structure of Flows in a Modern Exchange Economy,RESOURCEMARKETS,CONSUMERMARKETS,INTERMEDIARYMARKETS,MANUFACTURERMARKETS,GOVERNMENTMARKETS,MONEY,RESOURCES,MONEY,RESOURCES,MONEY,MONEY,GOODS&SERVICES,GOODS&SERVICES,TAXES&GOODS,SERVICES&MONEY,S&M,TAXES&GOODS,SERVICES,TAXES,S&M,T&G,MARKETING,means managing markets to bring about exchanges for the purpose of satisfying human needs and wants.process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.,Main Actors and Forces in a Modern Marketing System,SUPPLIERS,COMPANY(marketer),COMPETITORS,MARKETINGINTERMEDIARIES,END USERMARKET,Other Key Concepts,Marketers and Prospects,A marketer is someone seeking a response(attention,a purchase,a vote,a donation)from another party,called the prospect.,Marketing Channels,Communication channelsDeliver and receive messages from target buyers,and include newspapers,magazines,etcDistribution channelsUsed to display,sell or deliver the physical product or service(s)to the buyer or user.Service channelsUsed to carry out transactions with potential buyers.,Supply Chain,Describes a longer channel stretching from raw materials to components to final products that are carried to final buyers.,Competition,Includes all the actual and potential rival offerings and substitutes that a buyer might consider.Four Levels:Brand competitionIndustry competitionForm competitionGeneric competition,Marketing Environment,Task environmentIncludes the immediate actors involved in producing,distributing,and promoting the offering.Broad environmentConsists of components which contain forces that can have a major impact on the actors in the task environment,Marketing Program,Marketing program consists of numerous decisions on the mix of marketing tools to useMarketing mix set of marketing tools the firm uses to pursue its marketing objectives in the target market,MARKETING MANAGEMENT,The analysis,planning,implementation,and control of programs designed to create,build,and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.Involves:Demand Management Demarketing-Marketing to reduce demand temporarily or permanently the aim is not to destroy demand,but only to reduce or shift it.Customer Relationship Management,Marketing Management Process,Situation AnalysisEconomic environmentState of macro-economy and changes in it also bring marketing opportunities and constraintsExamples Factors of high inflation and unemployment levelsChanges in technology,Marketing Management Process,Situation AnalysisSocial environmentIncludes general cultural and social traditions,norms and attitudesAs values change,change brings the need for new products and servicesPublic demand for a cleaner environment,Marketing Management Process,Situation AnalysisPolitical environmentIncludes attitudes and reactions of the general public,social and business criticsLegal environmentIncludes federal,state and local legislation directed at protecting both business competition and consumer rights.Deregulation,Marketing Management Process,Marketing planningEstablishing objectivesProvides the framework for the marketing planSelecting the target marketWhat do customers want?What must be done to satisfy these wants or needs?What is the size of the market?What is its growth profile?Developing the marketing mixControllable variables:product,price,promotion and place(channels of distribution),must be managed to satisfy target market and achieve objectives,Marketing Management Process,Implementation and ControlImplementingPutting the plan into action and performing marketing tasks according to predefined scheduleMarketing executives must closely monitor and coordinate implementation of the planControllingResults are measuredResults are compared with objectivesDecisions are made on whether the plan is achieving objectives,Marketing management process,Analysis/Audit-where are we now?Objectives-where do we want to be?Strategies-which way is best?Tactics-how do we get there?Implementation-Getting there!Control-Ensuring arrival,The marketing opportunities faced by organizations depend on the changing needs of society:Consumers are becoming more sophisticated and more discerning in their expectations.Globalization of the worlds marketplace has not only created new possibilities but also challenge of new competition.Examples,Why is marketing planning necessary?,Systematic futuristic thinking by managementbetter co-ordination of a companys effortsdevelopment of performance standards for controlsharpening of objectives and policiesbetter prepare for sudden developments,MARKETING MANAGEMENT PHILOSOPHIES,five different orientation of firms towards the marketplace:The PRODUCTION CONCEPT holds that consumers will prefer products that are widely available and inexpensive.,MARKETING MANAGEMENT PHILOSOPHIES,The PRODUCT CONCEPT holds that consumers will favor those products that offer the most quality,performance,or innovative features.,MARKETING MANAGEMENT PHILOSOPHIES,The SELLING CONCEPT holds that consumers and businesses,will ordinarily not buy enough of the organizations products.The organization must therefore,undertake an aggressive selling and promotion effort.,MARKETING MANAGEMENT PHILOSOPHIES,The MARKETING CONCEPT holds that the key to achieving its organizational goals consists of the company being more effective than competitors in creating,delivering,and communicating customer value to its chosen target markets.,MARKETING MANAGEMENT PHILOSOPHIES,The SOCIETAL MARKETING involves the marketer paying attention not only to the needs of customers but also to the wider natural and social environment.Marketers concern for the natural environment involves taking into account the environmental impact of production and distribution.,PRODUCTION,PRODUCT,SALES,MARKETING,SOCIETAL,References,Principles of Marketing,7th ed.by Philip Kotler and Gary ArmstrongMarketing Management,An Asian Perspective 3rd ed.by Philip Kotler et al.,