市场营销中的关键因素key-concepts-in-marketing.ppt
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1、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,N
2、EEDS,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,a
3、cquisition,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 pr
4、oduct.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
5、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-lad
6、en 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 compleme
7、ntary 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,
8、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
9、 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(attent
10、ion,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
11、 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
12、 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 th
13、at 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
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