Part One:
Understanding of Marketing
( Chapter1-Chapter4)
What are they doing?
What are they need?
2
• What is Marketing ?
Old sense: making a sale – “telling and selling”
New sense: satisfying customer needs
3
• Marketing Defined (P.5)
• A social and managerial process whereby
individuals and groups obtain what they need and
want through creating and exchanging products
and value with others.
• 市场营销是个人或组织通过创造、提供并同他
人交换价值的产品或价值，以满足各自的需要
和欲求的一种社会活动和管理过程。
4
• Core marketing concepts(P.6)
Needs,Wants,
and Demands
Markets
Exchange,
Transactions,
and relationships
Core
Marketing
Concepts
Products and
Services
Value,
Satisfaction,
5
• Needs,Wants and Demands(P.6)
• Needs
States of felt deprivation（或缺）.
• Wands The form taken by human needs as they
are shaped by culture and individual personality.
• Demands Human wants that are backed by buying
power .
6
• Product and Service (P.6-7)
•Product
Anything that can be offered to a market
for attention,acquisition,use,or consumption that
might satisfy a want or need.
•Service
Any activity or benefit that one party
can offer to another that is essentially intangible
and does not result in the ownership of anything.
7
• Value, Satisfaction
(P.9)
• Customer value
The difference between the
values the customer gains from owning and using
a product and the cost of obtaining the product.
•Customer satisfaction
The extent to which a
product’s perceived performance matches a
buyer’s expectations.
8
• Exchange, Transaction and Relationships
Exchange
the act of obtaining a desired
object from someone by offering something in
return.
Transactions
a trade between tow parties that
involves at least tow things of agreement, and a
place of agreement.
9
• Relationship marketing (P.9)
The process of creating, maintaining, and
enhancing strong, value-laden relationships with
customers and other stakeholders.
• Market (P.10)
the set of all actual and potential buyers of
a product or service.
10
• A simple marketing system
Communication
Industry
(a collection
of sellers)
Products-service
Money
Market
(a collection
of buyers)
Information
11
• Main actors and forces in a modern marketing
system (P.10)
Company
(marketer)
Marketing
intermediaries
Suppliers
End user
market
Competitors
Environment
12
• Demarketing (P.11)
Marketing to reduce demand temporarily; the
aim is not to destroy demand but only to reduce or shift
it.
13
• Marketing management philosophies (P.1214)
Production concept
Product concept
Selling concept
Marketing concept
Social marketing concept
14
• Production concept （生产观念）
The management should only focus on
improving production and distribution efficiency.
• Product concept （产品观念）
The organization should devote its energy to
making continuous product improvements.
15
• Selling concept (推销观念）
The consumers will not buy enough of the
organization’s products unless the organization
undertakes a large-scale selling and promotion
effort.
• Marketing concept （营销观念）
To achieving organization’s goals depends on
determining the needs and wants of target markets
and delivering the desired satisfactions more
effectively and efficiently than competitors do.
16
• The selling and marketing concepts contrasted(P.13)
Starting
point
Focus
Factory
Existing
products
Means
Selling and
promoting
Ends
Profit through
sales volume
The selling concept
Market
Customer
needs
Integrated
Marketing
（整合营销）
Profit through
Customer
satisfaction
The marketing concept
17
• Societal marketing concept (社会营销观念）
The organization should deliver the desired
satisfactions to their target market effectively and
efficiently in a way that maintains or improves the
consumer’s and society’s well being.
18
• Societal Marketing concept （社会营销观念P.14）
Society
(Human welfare)
Customers
(Wants satisfaction)
Social
marketing
concept
Company
(Profits)
Three considerations underlying the Societal marketing concept
19
• Bionomics marketing concept (生态学营销观念）
To find the market demands that firm’s
resources can be match to.
“6R”:
Right time , Right place, Right product,
Right price, Right way, to Right customer
20
• Marketing in “connected” millennium
(P.23)
Connections with
Customers
Connecting technologies
Computer
Information
Communication
Transportation
Connections with
Marketing partners
Connections with
World around us
21
• Marketing connections
Connections with
Customer
Connections with
Marketing partner
Connections with the
world around us
Connecting more
selectively
Connecting inside
The company
Global connections
Connecting for life
Connecting directly
Connecting with
outside partners
Connections with values
And responsibility
Broadened connections
22
• Marketing connections in transition （P.33)
The Old Marketing Thinking
The New Marketing Thinking
Connections with customers
Be sales and product centered
Practice mass marketing
Focus on products and sales
Make sales to customer
Get new customers
Grow share of market
Serve any customer
Communicate through mass media
Mack standardized products
Connections with customers
Be market and customer centered
Target selected market segments or individuals
Focus on customer satisfaction and value
Develop customer relationships
Keep old customers
Grow share of customer
Serve profitable customer, “fire” losing ones
Connect with customers directly
Develop customized products
Connections with marketing partners
Leave customer satisfaction and value to
sales and marketing
Go it alone
Connections with marketing partners
Enlist all departments in the cause of customer
satisfaction and value
Partner with other firm
Connection with the world around us
Market locally
Assume profit responsibility
Market for profits
Conduct commerce in marketplace
Connection with the world around us
Market locally and globally
Assume social and environmental responsibility
Market for nonprofits
23
Conduct e-commerce in marketplace
• Marketing management (old define)
the analysis, planning, implementation,
and control of program designed to create,
build,and maintain beneficial exchanges
with target buyers for the purpose of
achieving organizational objectives.
24
Marketing management (new define P.11)
• The art and science of choosing target markets
and building profitable relationships with
them. This involves getting, keeping, and
growing customers through creating,
delivering and communicating superior
customer value. Thus it involves managing
demand, which in turn involves managing
customer relationships.
25
• The tasks of Marketing management (P.14)
Demand
Management
Building
Profitable
Customer
Relationships
Marketing
Management
Practice
26
• Marketing practice stages
Entrepreneurial
Marketing
Formulated
Marketing
Intrepreneurial
Marketing
原始营销
程式营销
创新营销
27
• The company’s strategic planning (P.41)
Business unit
Product and
market
Corporate lever
Defining
the company
mission
Setting
company
objectives
and goals
Designing
the business
portfolio
明确公司使命
设定公司目标
规划业务组合
Planning,marketing
And other
Functional strategies
制定营销计划
28
• The BCG matrix (P.47)
Star
Question mark
Cash cow
High
Dog
low
Relative market share
29
“波士顿矩阵”示意图
明星类
问题类
20
4
市
场
成
长
率
%
1
18
1
3
16
2
5
14
10
瘦狗类
金牛类
8
6
4
7
6
2
8
0
10x
4x 2x 1.5x 1x
0.5x 0.4x 0.3x 0.2x 0.1x
相对市场占有率
30
• Product-market expansion grit (P.48)
Existing
products
Existing
markets
New
markets
New
products
Market
penetration
product
development
Market
development
Diversification
31
The marketing process (P.54)
Marketing
intermediaries
Competitors
Place
Product
Profitable
Customer
relationships
Market
positioning
Promotion
Suppliers
Publcs
32
Major Force Shaping the Internet Age (P.71)
Digitalization
connectivity
Customization and
customerization
The Digital
Age
The explosion of
the internet
New types of
intermediaries
33
• Customization(定制化） involves taking the
initiative to customize the market offering.
• Customerization ：leaving it to individual
customer to design the marketing offering–
allowing customer to be prosumers rather than
only consumers.
34
• Marketing environment (P.106)
The actors and forces outside marketing
that affect marketing management’s ability
to develop and maintain successful
transactions with its target customers.
35
• Marketing environment (P.107)
Macro-environment
Micro-environment
Marketing
department
36
• The microenvironment (P.107)
Company’s
Internal
environment
Publics
Suppliers
Company’s
marketing
Competitors
Marketing
intermediaries
Customers
37
• The company’s internal environment
Top
management
Accounting
Finance
Marketing
Manufacturing
R&D
Purchasing
38
• The macro-environment （P.111）
Cultural
forces
Demographic
forces
Microenvironment
Economic
forces
Company
Political
forces
Natural
forces
Technological
forces
39