•What is marketing?
Core Concepts
Needs, wants, and demands
Products
Markets
Core Marketing Concepts
Value, satisfaction, and quality Exchange, transactions, and relationships
……
Course evaluation
The course will be evaluated using the following methods:
Contribution to the course: +/-10%mark. Case study, 30% mark. Assignment, 20% mark. Final exam, 50% mark.
Methodology
This subject will involve lectures, discussions, presentations, and workshop activities.
Approach to learning
Facilitate learning rather than prescribing Learn by doing Case studies, and projects>exam Group work, but do not neglect individual work Relevant - real issues rather than text book
constrain and provide opportunities for marketing. Developing the frameworks that formulates marketing
strategies. Researching market potentials. Designing marketing mix to entry and penetrate markets. …
The aim of Marketing is to make selling superfluous. The aim is to know and understand the customer so well that the product or services fits… and sells itself. (Drucker, 1973)
The function of marketing is to identify changing needs so that innovative products can be developed to meet them better than competitors.
Marketing is…
Lecture One Introduction
Marketing in a changing world
Objects in lecture 1
Understanding the concept of marketing,including its definition,purpose,and role in creating exchange.
Services(Promotion) (communicating with
Customers)
Figure 1-1 Marketing Concept
The marketing concept
(Achieve goals by meeting customers' needs)
Custermer orientation
Customer delivered value
Total customer value
product value, service value, personal value, image value
Total customer cost
Price, time, energy,
CDV=TCV-TCC
examples Contemporary – up-to-date Utilise technology
Textbook and references
Textbook:
Principles of Marketing, 9th Ed. Philip Kotler and Gary Armstrong. Prentice Hall.
Marketing is…
Marketing is getting the right goods and
services to the right people at the right time at the right price with the right communication and promotion. (Kotler 1994)
1.The preliminary concepts of marketing
Needs, Wants and Demands
A human need is a state of felt deprivation of some basic satisfaction.
Wants are desires for specific satisfiers of these deeper needs.(★)
《市场营销学教程》晁钢令 主编， 上海财经大学出版社， 2000年。
Recommended references:
Basic Marketing 11nd edition. E. Jerome McCarthy, William D. Perreault. IRWIN,1993.
Textbook and references
End User Market
2. Marketing is …
Marketing is the process of planning and
executing the conception,pricing, promotion,and distribution of ideas,goods,and service to create exchanges that satisfy individual and organizational goals.
Cheaper
Affordability
Company Delivers
Availability Convenience
Performance Features Reliability Conformance Serviceability Aesthetics Perceived Quality
Price
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. (Kotler 1998)
consists of all activities that bring buyers and sellers together
Analysis, Plan, implement, control
Marketing mix(4ps)
Managing Products and Services(Product) Distributing Products and Services(Place) Pricing Products and Services(Price) Promotion Products and
Distinguish key marketing concepts which are often misunderstood or confused.
Understanding marketing management tasks. Contrast the periods of marketing evolution.
Market
A market consists of all the potential customers sharing a particular need or want who might be willing and able to engage in exchange to satisfy that need or want.can contact me by email at : zunl@ or by phone 651110003110, or personally in my office 109.
Part One
Understanding marketing and the marketing process
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Journals:
Journal of Marketing
Marketing News
Harvard Business Review
International Journal of Research in Marketing
Journal of Advertising 《营销导刊》 《销售与市场》 《市场营销》（人大复印资料）
Number ability willing
present market / potential market
M=N+W +A
The Marketing System
Environment
Environment
Suppliers
Competitors
Company (Marketer)
Marketing Intermediaries