1、MARKETINGSHI ZONGJINGJoint Undergraduate Program,SUFE.September 15th , 2003INTRODUCTIONTeacherTeaching MethodTest ModelTypes of ReferenceTime Table Theory Framework TYPES OF REFERENCE1. Marketing Management Philip Kotler2. Basic Marketing McCarthy / Perreault3. 市場(chǎng)營銷學(xué)教程 晁鋼令 等TIME TABLE(1)1. Sept.15 :

2、 Introduction and Thinking Mode2. Sept.22 : The evolution of marketing concepts3. Sept.29 : The marketing information system The marketing research The marketing environment- Economic environment Cultural environment 4.Oct.13 : Political environment Legal environment TIME TABLE(2)5. Oct.20 : Consume

3、r behavior 6. Oct.27 : Competition analysis7. Nov.3 : Market demand8. Nov.10 : Segmentation & Targeting market9. Nov.17 : Positioning10. Nov.24 : Product(1)11. Dec.1 : Product(2)12. Dec.8 : Pricing(1)TIME TABLE(3)13. Dec.15 : Pricing(2)14. Dec.22 : Channel15. Dec.29 : Promotion Q & A THEORY FRAMEWOR

4、KMarketing Framework：ConceptStrategyTacticPlanning ControllingMARKETING THOUGHT(1)MARKETING THOUGHT(2)Training-two waysvisualized thinking：abstract thinking：Visualized-AbstractOutline-replacedefine expressAbstract-VisualizedAssociate exhaletotemic-show off CORE CONCEPTSNeedsWants DemandsProductsExch

5、angesTransactionsMarketsMarketers THE EVOLUTION OF MARKETING CONCEPTSSHI ZONGJINGJoint Undergraduate ProgramFebruary 20, 2003The Production ConceptOne of the oldest concepts, it holds that consumers favor products that are widely available and low in cost. Management emphasizes production and distri

6、bution efficiency.The Product ConceptThis concept holds that consumers will favor those products that offer the most quality, performance, or innovative featuresMay lead to marketing myopia or the tendency to too narrowly define the scope of ones business. The Selling ConceptThis concept holds that

7、consumers if left alone, will not buy enough of the organizations products.It is most often used today for unsought goods. Most firms practice the selling concept in response to over capacity: they sell what they make rather than make what the market wants.The Marketing ConceptThis concept holds tha

8、t the key to achieving organizational goals consists in determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors.It links the companys success with the consumers continuing satisfaction. Its “outside-in” approach sta

9、rts with a well defined target market, an analysis of their needs and wants, and then builds the companys offering around meeting those needs better than the competition. The Societal Marketing ConceptThis concept adds to the marketing concept the idea that the company should contribute to the bette

10、rment of society as a wholeMarketing and Sales Concept ContrastedStarting Point FocusMeans EndsMARKETING RESEARCH SHI ZONGJINGJoint Undergraduate Program, SUFE.February 20, 2003DEFINATIONMarketing Research is the process of defining a marketing problem and opportunity, systematically collecting and

11、anal7zing information, and recommending actions to improve an organizations marketing activities. STEPS IN EFFECTIVE MAKING DECISIONSStep 1: define the problemStep 2: assess the decision factors Step 3: collect relevant informationStep 4: find a solutionStep 5: evaluate the resultsDEFINE THE PROBLEM

12、Objectives-are the goals the decision maker seeks to achieve in solving a problem. Typical marketing objectives are increasing revenues and profits, discovering what consumers are aware of and want, and finding out why a product isnt selling well.Constraints-are restrictions placed on potential solu

13、tions by the nature and importance of the problem. Common constraints are time and money limitations. DEFINE THE PROBLEMAssumptions-are the conjectures about factors or situations that simplify the problem enough to allow it to be solved within the existing constraints. Measures of success-are crite

14、ria or standards used in evaluating proposed solutions to the problem. ASSESS THE DECISION FACTORSA. Alternatives 1. Ideas from the person 2. Ideas from customers 3. Ideas from co-workers 4. Ideas from brainstorming sessions B. Uncertainties they are the uncontrollable factors that the decision make

15、r cannot influence. These factors can involve consumers, competitors, national or international affairs, and the weather. COLLECT RELEVANT INFORMATIONA. Concepts 1. Hypothesis-an idea or conjecture about the relationship of two or more factors or about what might happen in the future. 2. New Product

16、 ConceptB. Methods 1. Sampling 2. Statistical InferenceC. Secondary 1. Internal 2. External COLLECT RELEVANT INFORMATIOND. Primary Data 1. Observational Data 2. Questionnaire DataFIND A SOLUTIONChoose the best alternative: the problems solutionImplement the chosen alternativeEVALUATE THE RESULTSEval

17、uation of the decision itselfEvaluation of the decision processMARKETING INFORMATION SYSTEMSHI ZONGJINGJoint Undergraduate Program, SUFE.February 20, 2003 THE DEFINATION OF MISA marketing information system(MIS) consists of people, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers.MARKETING INFORMATION SYSTEMInternal Records SystemThe Order-to-Remittance CycleSales Reporting SystemsDesigning a User-Oriented Reports SystemMarketing Intelligence