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市场营销基础知识[英文 版]
To accompany A Framework for Marketing Management, 2nd Edition
Objectives
▪ Understand the new economy. ▪ Learn the tasks of marketing. ▪ Become familiar with the major
To accompany A Framework nd Edition
Marketing Defined
▪ The AMA managerial definition:
“Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.”
▪ Learn how companies and marketers are responding to new challenges.
To accompany A Framework for Marketing Management, 2nd Edition
The New Economy
▪ Consumer benefits from the digital revolution include:
To accompany A Framework for Marketing Management, 2nd Edition
What Can Be Marketed?
▪ Goods ▪ Services ▪ Experiences ▪ Events ▪ Persons
▪ Places ▪ Properties ▪ Organizations ▪ Information ▪ Ideas
To accompany A Framework for Marketing Management, 2nd Edition
Core Marketing Concepts
▪ Target markets and market segmentation
▪ Marketplace, marketspace, metamarkets
▪ Marketers & prospects
▪ Needs, wants, demands
▪ Product offering and brand
▪ Value and satisfaction
▪ Exchange and transactions
▪ Relationship and networks
To accompany A Framework for Marketing Management, 2nd Edition
Marketing Defined
▪ Kotler’s social definition:
“Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.”
– Increased buying power. – Greater variety of goods and services. – Increased information. – Enhanced shopping convenience. – Greater opportunities to compare product
concepts and tools of marketing. ▪ Understand the orientations
exhibited by companies.
To accompany A Framework for Marketing Management, 2nd Edition
Objectives
– New promotional medium. – Access to richer research data. – Enhanced employee and customer
communication. – Ability to customize promotions.
To accompany A Framework for Marketing Management, 2nd Edition
information with others.
To accompany A Framework for Marketing Management, 2nd Edition
The New Economy
▪ Firm benefits from the digital revolution include:
▪ Marketing channels ▪ Supply chain ▪ Competition ▪ Marketing environment ▪ Marketing program
Marketing Tasks
▪ Marketing practices may pass through three stages:
– Entrepreneurial marketing – Formulated marketing – Intrepreneurial marketing
▪ As marketing becomes more formulated, creativity is inhibited.