市场营销--美国--MARKETING.ppt
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1、 2006 McGraw-Hill Ryerson Ltd.All rights reserved.The University of Regina provides a dynamic,innovative and supportive learning experience with a growing national reputation for excellence in teaching and research.The Universitys comprehensive services and programs prepare students to excel in loca
2、l and global communities and its research opportunities attract the best and brightest minds.Location:Main Campus3737 Wascana Parkway,Regina,Saskatchewan,Canada 2006 McGraw-Hill Ryerson Ltd.All rights reserved.Marketing6th Canadian Edition 2006 McGraw-Hill Ryerson Ltd.All rights reserved.Marketing:C
3、ustomer Marketing:Customer Value,Satisfaction,and Value,Satisfaction,and Customer RelationshipsCustomer Relationships1 2006 McGraw-Hill Ryerson Ltd.All rights reserved.1.Define Marketing.2.Know the basic requirements for successful marketing to occur.3.Understand the breadth and depth of marketing.4
4、.Explain how marketing discovers and satisfies consumer needs and wants.Learning ObjectivesLearning ObjectivesAfter reading this chapter,you should be able to:After reading this chapter,you should be able to:2006 McGraw-Hill Ryerson Ltd.All rights reserved.5.Distinguish between marketing mix element
5、s and environmental factors.6.Describe how market orientation in the present era focuses on creating customer value,satisfaction,and customer relationships.7.Understand the meaning of ethics and social responsibility and how they relate to the individual,organizations,and society.Learning Objectives
6、Learning ObjectivesAfter reading this chapter,you should be able to:After reading this chapter,you should be able to:2006 McGraw-Hill Ryerson Ltd.All rights reserved.Marketing is not:advertising selling common sense hucksterism manipulatingWHAT MARKETING IS AND WHAT IT IS NOTWHAT MARKETING IS AND WH
7、AT IT IS NOT 2006 McGraw-Hill Ryerson Ltd.All rights reserved.Marketing is:an organizational functiona set of processes for creating,communicating,and delivering value to customersmanaging customer relationships in ways that benefit the organization and its stakeholdersWHAT MARKETING IS AND WHAT IT
8、IS NOTWHAT MARKETING IS AND WHAT IT IS NOT 2006 McGraw-Hill Ryerson Ltd.All rights reserved.Requirements for Marketing to OccurTwo or More Parties with Unsatisfied NeedsDesire and Ability to Satisfy These NeedsA Way for the Parties to CommunicateSomething to ExchangeWHAT MARKETING IS AND WHAT IT IS
9、NOTWHAT MARKETING IS AND WHAT IT IS NOT 2006 McGraw-Hill Ryerson Ltd.All rights reserved.The Breadth and Depth of MarketingWhat is a Market?Who Markets?What is Marketed?Social MarketingWHAT MARKETING IS AND WHAT IT IS NOTWHAT MARKETING IS AND WHAT IT IS NOT 2006 McGraw-Hill Ryerson Ltd.All rights re
10、served.The Breadth and Depth of Marketing(cont.)Who Buys and Uses What is Marketed?Ultimate CustomersOrganizational BuyersWho Benefits?WHAT MARKETING IS AND WHAT IT IS NOTWHAT MARKETING IS AND WHAT IT IS NOT 2006 McGraw-Hill Ryerson Ltd.All rights reserved.The Diverse Factors Influencing Marketing A
11、ctivitiesWHAT MARKETING IS AND WHAT IT IS NOTWHAT MARKETING IS AND WHAT IT IS NOT 2006 McGraw-Hill Ryerson Ltd.All rights reserved.FIGURE 1-1FIGURE 1-1 An organizations marketing department relates to many people,groups,and forces 2006 McGraw-Hill Ryerson Ltd.All rights reserved.Concept CheckWhat is
12、 marketing?Answer:According to the American Marketing 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.2006 McGraw
13、-Hill Ryerson Ltd.All rights reserved.Concept CheckMarketing focuses on _ and _ prospective customers needs and wants.discoveringsatisfying 2006 McGraw-Hill Ryerson Ltd.All rights reserved.Concept CheckWhat four factors are needed for marketing to occur?Answer:(1)Two or more parties with unsatisfied
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