市场营销Chapter 1. Marketing Management1.Marketing Defined:Marketing is the management process responsible for identifying, anticipating and satisfying customer requirement profitable.(1). Profit(2). Exchange(3). Basic ConceptsA. Production ConceptsB. Sales ConceptsC. Marketing ConceptsD. Financial Concepts2. Organizing for MarketingFinance DirectorProduction DirectorPersonnel DirectorDistribution DirectorMarketing Director3. Marketing in different Industries and Sectors(1) FMCG (Fast Moving Consumer Goods)It means companies have to buy raw material from farmersor makers etc ,then they produce and distribute million of smallitems through thousands of retail shops.(small quantities, buyregularity)(2) SMCG (Slow Moving Consumer Goods)Raw materials are transformed in factories into products that havea specific use.(high prices)(3) Capital Goods(4) Small budget organization(5) B-B marketing4.Environment IssuesSTEEPLESocial and culture(S)Technological and product innovation(T)Economic and market conditions(E)Education, training and employment(E)Political(P)Legal(L)Environment protection(E)5. Legislation and Codes of the Conduct(1) Legislation(2) Codes of ConductChapter 2 Marketing Planningrmation and Data(1) InformationIt is what we need to know at any onetime.(useful information)(2) DataIt is the mass of the facts. It may not contain useful information.2. Information as an Aid to ManagementManagers have to analyze, plan, implement, and control.3.Management and Marketing Information SystemsInformation help managers plan and control.(1)Planning informationManagers use the STEEPLE frame as the basis for the information.(2)Control informationManagers need control information from marketing research to measure the level of success in the market, and they need to know how each function is performing.(3)FeedbackMIS (Management Information System)It provides information for all managers in an organization.MKIS(Marketing Information System)It provides only marketing information.4. Long-, medium-, and short-term Planning(1) Long-term plans(like 100 years)(2) Short-term plans(like 10 years)(3) Medium-term plans(like a years)6.ObjectiveAn objective must set out what is to be achieved, as either quantity or quality against time.SMART objectivesSpecific(S)Measurable(M)Achievable(A)Realistic(R)Timed(T)8.ManagementMBO(management by objectives)It is a system under which each manager meets with his superior and agrees the objectives he will aim to achieve.MBE(management by exception)Chapter 3 Customer and Consumer Behaviour1.Channels of Distribution(CoD)A route taken by a product offer from supplier to consumer.(1).ConsumersConsumers are those who use up the value in a product offering.(2).Customersa. those who buy so that they can resell the product offer.b. those who buy on behalf of somebody else.2.Decision-making Units(DMU)One way to do this is to think through several decisions you have actually made.Decision are not instantaneous, but it can made by impulse decision.3.Decision-making Process(DMP)(1). Consumer DMUSPADE/FStarter(S)Purchaser(P)Advisor(A)Decider(D)End user(E)Financier(F)(2)Industrial DMUBuyer(B)Approver(A)Gatekeeper(G)Influencer(I)End user(E)Starter(S)(4)Decision-making DMUInvestigate the situationDevelop alternativesSelect the best alternativesImplement the decisionEvaluate4.Behaviour5.Products and Users Benefits6.Segmentation, Targeting, and Positioning(1). Segmentationa.SMADA:MeasurableSubstantialAccessibleDifferentiatedActionableb. Forms of SegmentationGeographicDemographicSocial gradesGeodemographic(2). TargetingSelecting one or more market segments to enter.Chapter 4 Marketing Reasearch1.Marketing research definedThe systematic gathering, recording and analyzing of data about problems relating to the marketing of goods and sevices.(1).purpose(2).ConstraintsCATS:Cost(C)Accuracy (A)Time (T)Security (S)2.Types of research(1).Marketing research(2).Competitor research(3).Promotional research(4)Other researchA. Distribution researchB. Pricing researchC .Product researchD. Sales researchE. concepts and product testing3.Quantitative and Qualitative dataPublic relationAdvisingSales promotionSales forces4.Secondary and Primary research5.Data collectionQuestionnairesMethods of data collectiona.observationb.ExperimentationSupervision6.Random and Quota samplingChapter 5 The marketing Mix and Communication1.Marketing Mix defined(1).The 7Ps and 7CsPs: CsProduct is made by a supplier but provides Customer valuePrice is set by a supplier but is cost to acustomerPlace is chosen by supplier to offer convenient to acustomerProduct offers where they arePromotion by the supplier is communicationto a customerPhysical evidence for the supplier is confirmation to acustomerPeople to a supplier is consideration toa customerProcess to a supplier is co-ordination toa customermunicationAIDAAttention (A)Interest (I)Desire (D)Action (A)管理学原理Chapter1 Managers and Management1. Managers work in organizations.Organization is a deliberate arrangement of people brought together to accomplish some specific purpose.2. Three Characteristics of Organizations:(1)Goals(2)People(3)Structiom3. The difference between Nonmanagerial employees and Managers: (1)Nonmanagerial employees are people who work directly on a job or task and have no responsibility for overseeing the work of others.(2)Managers are individuals in an organization who direct and oversee the activities of other people in the organization.4. The title of managers:(1) Top Managers(2)Middle Managers(3)First-Line Managers(4)Nonmanagerial Employees5. Management is the process of getting things done,effectively and efficientlt,with and through other people.6. Four Management Functions:(1)Planning(2)Organizing(3)Leading(4)Controlling7. Mintzberg's Managerial Roles:(1)Interpersonal roles:figurehead, leader, liaison(2)Informational roles:monitor, disseminator, spokesperson(3)Decisional roles:entrepreneur, disturbance handler, resource allocator, negotiator8. Four critical management skills in managing:(1)Conceptual skills(2)Interpersonal skills(3)Technical skills(4)Political skills9. Explain why it is important to study managent:One reason it is important to studey management is that all of us interact with organizations daily so we have a vested interest in seeing that organizations are well managed. Another reason is the reality that in your career you will either manage or be managed. By studying management you can gain insights into the way your boss and fellow employees behave and how organization function.10. Describe the factors that are reshaping and redefining management.In today's world,managers are dealing with changing workplaces,ethical and trust issues,global economic uncdrtainties,and changing technology. Two areas of critical importance to managers are delivering high-quality customer service and encouraging iinovative efforts.Chapter 2 Management Environment1. Describe the new economy and how it is affecting the way organizations are managed.The main characteristic of the new economy is the global economic crisis. This new economy is characterized by public anger at business leaders,which has led to a lack of trust in business. This new economy will affect organizations in the way they do business globally.2. Explain globalization and its impact on organizatiins. Organizations are considered global if they exchange goods and services with consumers in other countries,if they use managerial and technical employee talent from other countries,or if they use financial sources and resources outside their home country.The different types of global organizations:Multinational corporations(MNCs):a. Multidomestic corporationb. Global corporationc.Transnational or borderless organization3. Discuss how society's expectations are influencing managers and organizations.Society experts organizations and managers to be responsible and ethical. An organization's social involvement can be from the perspective of social obligation,social respinsiveness,or social responsibility.4. Discuss how the workforce is changing and its impact on the wayorganizations are managed.The workforce continues to reflect increasing diversity. Organizations and managers are responding with work/life balance programs,contingent jobs,and recognition of generational differences. 5. Explain the role that managers play in creating outstanding customer service.As customers have become increasingly skeptical,cautious,frugal,and more different to please,customer service is ever more critical. To creat outstanding customer service,organizations and managers are relying on several activities such as creating a customer-responsive culture,continually improving quality,and reengineering work processes. Chapter 3 Foundations of Decision Making1. Describe the decision-making process.The decision-making process consists of eight steps:(1)identify problem(2)identify decision criteria(3)weight the criteria(4)develop alternatives(5)analyze alternatives(6)select alternative(7)implement alternative(8)evaluate decision effectivenssThe 12 common decision-making errors and biases include overconfidence,immediate gratification,anchoring,selective perception,confirmation,framing,availability,representation,randomness, sunk costs,self-serving bias,and hindsight.2. Explain the three approaches managers can use to make decision. The first approach is the rational model. The assumptions of rationality are as follows:the problem is clear and unambiguous,a single,well defined goal is to be achieved,all alternatives and consequences are known,and the final choice will maximize the payoff. The second approach,bounded rationality,says that managers make rational decisions but are bounded(limited)by their ability to process information. In this approach,managers satisfice,which is when decision makers accept solutions that are good enough. Finally,intuitive decision making is making decision on the basis of experience,fellings,and accumulated judgment.。