Marketing Offers
Events事件
Marketers promote time-based events, such as major trade shows, artistic performances, and company anniversaries. Global sporting events such as the Olympics or World Cup are promoted aggressively to both companies and fans. There is a whole profession of meeting planners who work out the details of an event and make sure it comes off perfectly.
A Chinese Odyssey
Demand Shifting Within groups Between groups
College students as starchaser
（2）Marketing Offers
10 types of entities:
• Goods商品 • Services服务 • Events事件 • Experiences体验 • Persons人物 •Places地点 •Properties财产权 •Organizations组织 •Information信息 •Ideas观念
The Marketing Concept
Meeting the needs & wants of customers
A customer orientation
Backed by integrated marketing
Aimed at generating customer satisfaction & repurchase as the key to satisfying the organizational goals
Association)
Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
Marketing Offers
Experiences
By orchestrating several services and goods, a firm can create ,stage, and market experiences. Disney Face to face with the star
What is Marketing
A social definition of marketing: Marketing is a social 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. A managerial definition of marketing: "the art of selling products", but selling is only the tip of the marketing iceberg.
Customer eeds
Integrated marketing
Profits through customer satisfaction
The Societal Marketing Concept
• The idea that the organization should determine the needs, wants, and interests of target markets and deliver the desired satisfaction more effectively and efficiently than competitors in a way that maintains or improves the consumer’s and society’s wellbeing.
Marketing Management
CHEN Xiuping Business Administration Dept.
学科特色
•From practice •Guide practice •Perfect in practice Summary of business experiences
（2）Marketing Offers
Goods
Physical goods constitutes the bulk of most countries‘ production and marketing effort.
Billions of fresh, canned, bagged, and frozen food products and millions of cars, refrigerators, television sets, machines, etc.
Eight demand states
• • • • • • • • Negative demand负需求 Non-existent demand无需求 Latent demand潜在需求 Declining demand下降需求 Irregular demand不规则需求 Full demand充分需求 Overfull demand超饱和需求 Unwholesome demand不健康需求
Course Resources
• Textbook: – Philip Kotler, Kevin Lane Keller. (2011), Marketing Management, 5th Edition, China Renmin University Press. • Websites
food safety
needs rest
success
esteem
belonging
Wants： Needs become wants when they are directed to specific objects that might satisfy the need. Wants are shaped by culture and individual personality.
Can a marketer affect someone's wants?
sleep
reading
sports
rest
recreation
Demands: the wants for specific products backed by an ability to pay.
Can a marketer create demands?
The Marketing Concept (Cont’d)
Selling vs. marketing concept
Focus Sales Concept Products Means Selling & promotion End Profits through sales volume
Marketing concept
Marketing Offers
Services:
any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Developed economies usually have a 70-30 servicegoods mix. the work of airlines, hotels, car rental firms, barbers and beauticians, maintenance and repair people, as well as professionals working within or for companies, such as accountants, lawyers, doctors. Many market offerings consist of a variable mix of goods and services.
Experiences
Marketing Offers
Persons
Celebrity marketing is a major business.
Every major film star has an agent, a personal manager, and ties to a public relations agency.
Exchange, transactions, and relationships
Customer Value , Satisfaction& Loyalty
（1）Needs, Wants and Demands需要、欲望和需求
•Needs : basic human requirements.
•Can a marketer create needs?
Focus of Modern Marketing