Principle of Marketing Kotler 科特勒市场营销 - Introduction 第一课

Principle of Marketing Kotler 科特勒市场营销 - Introduction 第一课

IntroductionDr. Millissa Cheung *Powerpoint refined from Pearson 14th edition1

Principle of Marketing Kotler 科特勒市场营销 - Introduction 第一课

What is Marketing?

©2012 Pearson Education

Principle of Marketing Kotler 科特勒市场营销 - Introduction 第一课

Marketing processDetermine needs and wants Design customer driven marketing strategy Construct marketing program that delivers superior value Build relationships and delight the customer Capture value from customer to achieve profits

©2012 Pearson Education

Principle of Marketing Kotler 科特勒市场营销 - Introduction 第一课

Need

Want

Demand©2012 Pearson Education

Principle of Marketing Kotler 科特勒市场营销 - Introduction 第一课

ExchangeGOODS PAYMENT

Marketer©2012 Pearson Education

Customer5

Principle of Marketing Kotler 科特勒市场营销 - Introduction 第一课

Marketing system

Company Intermediaries Consumers

Suppliers

Competitors

ENVIRONMENTAL FORCES©2012 Pearson Education

Principle of Marketing Kotler 科特勒市场营销 - Introduction 第一课

Customer driven marketing StrategyMARKETING MANAGEMENT

SELECTING CUSTOMERS

CHOOSE VALUE PROPOSITION

©2012 Pearson Education

Principle of Marketing Kotler 科特勒市场营销 - Introduction 第一课

Marketing management

©2012 Pearson Education

Principle of Marketing Kotler 科特勒市场营销 - Introduction 第一课

Selecting customersSegmentation

Targeting

©2012 Pearson Education

Principle of Marketing Kotler 科特勒市场营销 - Introduction 第一课

Value proposition

©2012 Pearson Education

Principle of Marketing Kotler 科特勒市场营销 - Introduction 第一课

Management orientationsPRODUCTION CONCEPT PRODUCT CONCEPT SELLING CONCEPT MARKETING CONCEPT SOCIETAL CONCEPT

©2012 Pearson Education

Principle of Marketing Kotler 科特勒市场营销 - Introduction 第一课

Production ConceptConsumers will favor products that are available and affordable

©2012 Pearson Education

Principle of Marketing Kotler 科特勒市场营销 - Introduction 第一课

Product ConceptConsumers will favor products that offer the most in quality, performance, and innovative features

©2012 Pearson Education

Principle of Marketing Kotler 科特勒市场营销 - Introduction 第一课

Selling ConceptConsumers will not buy enough without a large scale selling and promotion effort

©2012 Pearson Education

Principle of Marketing Kotler 科特勒市场营销 - Introduction 第一课

Marketing ConceptFocus on satisfying the needs and wants of target markets

©2012 Pearson Education

Principle of Marketing Kotler 科特勒市场营销 - Introduction 第一课

©2012 Pearson Education

Principle of Marketing Kotler 科特勒市场营销 - Introduction 第一课

Building customer relationships

©2012 Pearson Education

Principle of Marketing Kotler 科特勒市场营销 - Introduction 第一课

Value

©2012 Pearson Education

Principle of Marketing Kotler 科特勒市场营销 - Introduction 第一课

Customer SatisfactionSATISFACTION

Performance

Expected level

DISSATISFACTION©2012 Pearson Education

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