市場營銷英文

Marketing

市場營銷---theartofgettingandkeepingcustomers.AboutthecourseThegoodstarisanhalfofsuccess.OverallobjectivesAttheconclusionofthecourse,studentsshouldbecapableof:Understanding,listing,andexplainingthefactors,whichconstrainandprovideopportunitiesformarketing.Developingtheframeworksthatformulatesmarketingstrategies.Researchingmarketpotentials.Designingmarketingmixtoentryandpenetratemarkets.…MethodologyThissubjectwillinvolvelectures,discussions,presentations,andworkshopactivities.ApproachtolearningFacilitatelearningratherthanprescribingLearnbydoingCasestudies,andprojects>examGroupwork,butdonotneglectindividualworkRelevant-realissuesratherthantextbookexamplesContemporary–up-to-dateUtilisetechnologyTextbookandreferencesTextbook:

PrinciplesofMarketing,9thEd.PhilipKotlerandGaryArmstrong.PrenticeHall.

《市場營銷學(xué)教程》晁鋼令主編，上海財(cái)經(jīng)大學(xué)出版社，2000年。Recommendedreferences:BasicMarketing

11ndedition.E.JeromeMcCarthy,WilliamD.Perreault.IRWIN,1993.Textbookandreferencesl

Journals:JournalofMarketingMarketingNewsHarvardBusinessReviewInternationalJournalofResearchinMarketingJournalofAdvertising《營銷導(dǎo)刊》《銷售與市場》《市場營銷》（人大復(fù)印資料）……CourseevaluationThecoursewillbeevaluatedusingthefollowingmethods:Contributiontothecourse:+/-10%mark.Casestudy,30%mark.Assignment,20%mark.Finalexam,50%mark.

ContactaddressYoucancontactmebyemailat:orbyphone65111000-3110,orpersonallyinmyoffice109.Part

OneUnderstandingmarketingandthemarketingprocess

LectureOneMarketinginachangingworldIntroductionObjectsinlecture1Understandingtheconceptofmarketing,includingitsdefinition,purpose,androleincreatingexchange.Distinguishkeymarketingconceptswhichareoftenmisunderstoodorconfused.Understandingmarketingmanagementtasks.Contrasttheperiodsofmarketingevolution.Whatismarketing?CoreConceptsProductsNeeds,wants,anddemandsExchange,transactions,andrelationshipsMarketsCoreMarketingConceptsValue,satisfaction,andquality1.ThepreliminaryconceptsofmarketingNeeds,WantsandDemandsAhumanneedisastateoffeltdeprivationofsomebasicsatisfaction.Wantsaredesiresforspecificsatisfiersofthesedeeperneeds.(★)Demandsarewantsforspecificproductsthatarebackedbyanabilityandwillingnesstobuythem.(★)CDV=TCV-TCCValue,CostandSatisfactionValueistheconsumer’sestimateoftheproduct’soverallcapacitytosatisfyhisorherneeds.Costisthepayofconsumer.Assessingtheproductby“V/C””.Satisfactionisthestatethattherealproductcanbeequaltoorbetterthantheideaproduct.CustomerdeliveredvalueTotalcustomervalueproductvalue,servicevalue,personalvalue,imagevalueTotalcustomercostPrice,time,energy,FasterBetterCheaperReliabilitySecurityCompetenceCredibilityEmpathyCommunicationStyleResponsivenessAccessAffordabilityAvailabilityConveniencePerformanceFeaturesReliabilityConformanceServiceabilityAestheticsPerceivedQualityPriceCustomerDesiresCompanyDeliversTable1-1:SatisfycustomerbybuildingvaluewithqualityMarketAmarketconsistsofallthepotentialcustomerssharingaparticularneedorwantwhomightbewillingandabletoengageinexchangetosatisfythatneedorwant.Numberabilitywillingpresentmarket/potentialmarketM=N+W+ATheMarketingSystemSuppliersEndUserMarketMarketingIntermediariesCompetitorsCompany(Marketer)EnvironmentEnvironment2.Marketingis……Marketingistheprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicetocreateexchangesthatsatisfyindividualandorganizationalgoals.Thefunctionofmarketingistoidentifychangingneedssothatinnovativeproductscanbedevelopedtomeetthembetterthancompetitors.Marketingis……Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers.(Kotler1998)Marketingis……Marketingisgettingtherightgoodsandservicestotherightpeopleattherighttimeattherightpricewiththerightcommunicationandpromotion.(Kotler1994)TheaimofMarketingistomakesellingsuperfluous.Theaimistoknowandunderstandthecustomersowellthattheproductorservicesfits……andsellsitself.(Drucker,1973)consistsofallactivitiesthatbringbuyersandsellerstogetherAnalysis,Plan,implement,controlMarketingmix(4ps)ManagingProductsandServices(Product)DistributingProductsandServices(Place)PricingProductsandServices(Price)PromotionProductsandServices(Promotion)(communicatingwithCustomers)Figure1-1MarketingConceptThepurposeofMarketingUnderstandingtheneedsandwantsofcustomersandCreatecustomervaluethroughsatisfactionandqualityOperatemoreeffectivelyandefficientlythancompetitorsFigure1-2MarketingPurposeTheeconomicroleofmarketingMarco-Marketingtheroleofmarketingindistributinggoodsandservicestobuyers.Micro-marketingtheprocessofformulatingandimplementingstrategythatenablesthefirmtoearnaprofit.GoalsofMarketingSystemsMaximizeConsumptionMaximizeChoiceMaximizeQualityofLifeMaximizeSatisfactionMarketingSystemGoalsDemandStateMarketingTasksFormalNameNegativedemandChangedemandPositiveMarketingNodemandCreatedemandStimulationalMarketingLatentdemandDevelopdemandDevelopmentalmarketingDecliningdemandRevitalizedemandRemarketingIrregulardemandAlterdemandSynchromarketingdemandMaintenanceMarketingOverfulldemandReducedemandDemarketingUnwholesomedemandDiscouragedemandAnti-marketing3.MarketingmanagementtasksDemandManagementCustomerLifetimeValueMarketingManagementDemandManagementKeyConceptsforManagingMarketing4.TheevolutionofmarketingProductionOrientationProductOrientationSalesOrientationCustomermarketingOrientationSocialMarketingOrientationFactoryExistingProductsSellingandPromotingProfitsthroughVolumeStartingPointFocusMeansEndsMarketCustomerneedsTheSellingConceptpull-throughsystemIntegratedmarketingNotionofCustomerLifetimeValueMarketing&SalesConceptsProfitsthroughCustomerSatisfactionTheSocietalMarketingConceptSociety(HumanWelfare)Consumers(Satisfaction)Company(Profits)SocietalMarketingConceptNewMarketingChallengesinchangingworldEmergingChallengesNonprofitMarketingNewMarketingLandscapeEthicalConcernsGlobalizationChangingWorldEconomy5.ExtendingmarketingconceptRelationshipmarketingCustomizemarketingBenchmarkmarketingSymbioticMarketingGlobalmarketingMegamarketingExtendedmarketingGreenmarketingConsumer(goods)marketingMajorareasofmarketingfocusRelationshipsandCustomerRetentionBusiness-to-businessmarketing1950’’s1960’’s1970’’s1980’’s1990’’sNon-profit&societalmarketingServicesmarketingCustomerSatisfaction,GlobalMarketing,SynchronousMarketingTheDevelopmentofMarketingScienceNextweekStrategicplanningandthemarketingprocessAssignment:Reviewingthelecture1Textbook(chapter1)/P36-37Orgnizingthefirstteamdiscussiononthemarketingconceptbyinternetconnections.(P38-39)gettinginformationandwritingtheoutletonthemarketingplanningandmarketingprocessTextbook(chapter2)9、靜靜夜夜四四無無鄰鄰，，荒荒居居舊舊業(yè)業(yè)貧貧。。。。12月月-2212月月-22Saturday,December31,202210、雨中中黃葉葉樹，，燈下下白頭頭人。。。08:58:1108:58:1108:5812/31/20228:58:11AM11、以我獨(dú)沈沈久，愧君君相見頻。。。12月-2208:58:1108:58Dec-2231-Dec-2212、故人江海別別，幾度隔山山川。。08:58:1108:58:1108:58Saturday,December31,202213、乍見翻翻疑夢，，相悲各各問年。。。12月-2212月-2208:58:1108:58:11December31,202214、他鄉(xiāng)鄉(xiāng)生白白發(fā)，，舊國國見青青山。。。31十十二二月20228:58:11上上午08:58:1112月月-2215、比不了得得就不比，，得不到的的就不要。。。。十二月228:58上上午12月-2208:58December31,202216、行行動(dòng)動(dòng)出出成成果果，，工工作作出出財(cái)財(cái)富富。。。。2022/12/318:58:1108:58:1131December202217、做前，能夠夠環(huán)視四周；；做時(shí)，你只只能或者最好好沿著以腳為為起點(diǎn)的射線線向前。。8:58:11上午8:58上上午08:58:1112月-229、沒有有失敗敗，只只有暫暫時(shí)停停止成成功！！。12月月-2212月月-22Saturday,December31,202210、很多事事情努力力了未必必有結(jié)果果，但是是不努力力卻什么么改變也也沒有。。。08:58:1108:58:1108:5812/31/20228:58:11AM11、成功就就是日復(fù)復(fù)一日那那一點(diǎn)點(diǎn)點(diǎn)小小努努力的積積累。。。12月-2208:58:1108:58Dec-2231-Dec-2212、世間成事事，不求其其絕對圓滿滿，留一份份不足，可可得無限完完美。。08:58:1108:58:1108:58Saturday,December31,202213、不知香積積寺，數(shù)里里入云峰。。。12月-2212月-2208:58:1108:58:11December31,202214、意志堅(jiān)強(qiáng)的的人能把世界界放在手中像像泥塊一樣任任意揉捏。31十二月月20228:58:11上午08:58:1112月-2215、楚塞塞三湘湘接，，荊門門九派派通。。。。十二月月228:58上上午午12月月-2208:58December31,202216、少年年十五五二十十時(shí)，，步行行奪得得胡馬馬騎。。。2022/12/318:58:1108:58:1131December202217、空空山山新新雨雨后后，，天天氣氣晚晚來來秋秋。。。。8:58:11上上午午8:58上上午午08:58:1112月月-229、楊柳