MARKETING MANAGEMENT College of economics Trade, Nau Xiangyang Chang Sep.2004
MARKETING MANAGEMENT College of Economics & Trade, NAU Xiangyang Chang Sep. 2004
Structure of the textbook Part 1 understanding marketing management Part 2 analyzing marketing opportunities Part 3 developing marketing strategies Part 4 making marketing decisions Part 5 managing and delivering marketing programs
Structure of the textbook Part 1 understanding marketing management Part 2 analyzing marketing opportunities Part 3 developing marketing strategies Part 4 making marketing decisions Part 5 managing and delivering marketing programs
PART 1 Understanding marketing management e Marketing in the TWenty-First Century e Building Customer satisfaction, Value, and Retention c Winning Markets: Market-Oriented Strategic Planning
PART 1 Understanding Marketing Management Marketing in the Twenty-First Century Building Customer Satisfaction, Value, and Retention Winning Markets: Market-Oriented Strategic Planning
Ch 1 Marketing in the Twenty-First Century 21世纪的营销 e Marketing Tasks Marketing Concepts and Tools Company Orientations Toward the Marketplace e How Business and Marketing Are Changing
Ch.1 Marketing in the Twenty-First Century 21世纪的营销 Marketing Tasks Marketing Concepts and Tools Company Orientations Toward the Marketplace How Business and Marketing Are Changing
Marketing Tasks市场营销的任务 c The scope of marketing e broadened view of marketing tasks e The decisions marketers make
Marketing Tasks 市场营销的任务 The scope of marketing A broadened view of marketing tasks The decisions marketers make
The scope of marketing 市场营销的范围(P3) In fact, marketing people are involved in marketing 10 types of entities Goods商品 Places地点 - Services服务 - Properties财产权 Experiences经历 Organizations组织 - Events事件 - Information信息 Persons个人 deas观念
The scope of marketing 市场营销的范围(P3) In fact,marketing people are involved in marketing 10 types of entities: - Goods 商品 - Places 地点 - Services 服务 - Properties 财产权 - Experiences 经历 - Organizations 组织 - Events 事件 - Information 信息 - Persons 个人 - Ideas 观念
A broadened view of marketing tasks 对营销任务的一个更拓宽的观点(P5) e Demand states and marketing tasks Negative demand(负需求): to analyze why the market dislikes the product and whether a marketing program consisting of product redesign, lower prices, and more positive promotion can change beliefs and attitudes ● No demand(无需求): to find ways to connect the benefits of the product with the persons natural needs and interests ● Latent demand(潜在需求)}: to measure the size of the potential market and develop goods and services to satisfy the demand
A broadened view of marketing tasks 对营销任务的一个更拓宽的观点 (P5) Demand states and marketing tasks: ⚫ Negative demand (负需求) : to analyze why the market dislikes the product and whether a marketing program consisting of product redesign, lower prices, and more positive promotion can change beliefs and attitudes. ⚫ No demand (无需求)： to find ways to connect the benefits of the product with the person’s natural needs and interests. ⚫ Latent demand (潜在需求): to measure the size of the potential market and develop goods and services to satisfy the demand
A broadened view of marketing tasks 对营销任务的一个更拓宽的观点 Declining demand(下降需求) to reverse declining demand through creative remarketing ● rregular demand(不规则需求) to find ways to alter the pattern of demand through flexible pricing, promotion, and other incentives. Synchromarketing) ● Full demand(充分需求): to maintain the current leve!of demand in the face of changing consumer preferences and increasing competition
A broadened view of marketing tasks 对营销任务的一个更拓宽的观点 ⚫ Declining demand (下降需求): to reverse declining demand through creative remarketing. ⚫ Irregular demand (不规则需求): to find ways to alter the pattern of demand through flexible pricing, promotion, and other incentives. (Synchromarketing) ⚫ Full demand (充分需求): to maintain the current level of demand in the face of changing consumer preferences and increasing competition
A broadened view of marketing tasks 对营销任务的一个更拓宽的观点 ● Overfull demand(超饱和需求): to discourage overal demand and takes such steps as raising prices and reducing promotion and service.(demarketing) ● Unwholesome demand(不健康需求): to get people who like unwholesome product to give it up
A broadened view of marketing tasks 对营销任务的一个更拓宽的观点 ⚫ Overfull demand（超饱和需求）: to discourage overall demand and takes such steps as raising prices and reducing promotion and service. (demarketing) ⚫ Unwholesome demand（不健康需求）: to get people who like unwholesome product to give it up
The decisions marketers make 营销人员要作出的决策 e Consumer markets消费者市场 Business markets企业市场 Global markets全球市场 ● Nonprofit and government markets非营利和政府市场
The decisions marketers make 营销人员要作出的决策 Consumer markets 消费者市场 Business markets 企业市场 Global markets 全球市场 Nonprofit and government markets 非营利和政府市场