1、Market vs. MarketingMarket The place where buyers and sellers gathered to exchange their goods. The set of all actual and potential buyers of a product or service.Marketing Managing markets to bring about exchanges and relationships for the purpose of creating value and satisfying needs and wants. 第

2、1頁(yè)/共20頁(yè)Some terms Marketing concept Marketing strategyMarketing managementMarketing budgetMarketing researchMarket demandMarket fluctuationMarket positioning Market segmentationMarket shareMarket coverage rate第2頁(yè)/共20頁(yè)What is marketing?Selling and advertising?Making a sale-telling and selling?Satisfy

3、ing customer needs?第3頁(yè)/共20頁(yè) Marketing deals with customers. The twofold goal of marketing: to attract new customers by promising superior value; to keep current customers by delivering satisfaction. Customer is the king (queen)! Customer satisfaction-customer delight-customer loyalty CRM第4頁(yè)/共20頁(yè)What

4、 is marketing? The delivery of customer satisfaction at a profit. the ultimate goal of marketing in a companyCustomers value and satisfaction are at the very heart of modern marketing thinking and practice.第5頁(yè)/共20頁(yè)Good sayings “We dont have a Marketing Department; we have a Customer Department.” “It

5、 is an almost blind, passionate commitment to taking care of customers.” “Were not satisfied until our customers are.” “If we are not customer driven, our cars wont be either.”第6頁(yè)/共20頁(yè)Core marketing concepts第7頁(yè)/共20頁(yè)Needs, wants and demands Need: a state of felt deprivation. Want: the form taken by a

6、 human need as shaped by culture and individual personality. Demands: human wants that are backed by buying power. 第8頁(yè)/共20頁(yè)Industry(a collection of sellers)Market(a collection of buyers)Products-servicesmoneyinformationA simple marketing systemcommunication第9頁(yè)/共20頁(yè)Selling vs. Marketing What is the d

7、ifference b/w Selling and Marketing? Time Focus Perspective第10頁(yè)/共20頁(yè)Selling occurs only after a product is produced;Marketing starts long before a company has a product.第11頁(yè)/共20頁(yè)Selling focuses on the needs of the sellers;Marketing focuses on the needs of the buyers.第12頁(yè)/共20頁(yè)The selling concept take

8、s an inside-out perspective: factory products selling and promoting profits through sales volumeThe marketing concept takes an outside-in perspective: target market customer needs integrated marketing profits through customer satisfaction 第13頁(yè)/共20頁(yè)Market customer integrated profits through needs mar

9、keting customer satisfactionFactory existing selling and profits through products promoting sales volumeStarting focus means ends point Selling conceptMarketing concept第14頁(yè)/共20頁(yè)Marketing Management Strategic planningStrategic planning “If you fail to plan, youIf you fail to plan, youre planning to f

10、ail.re planning to fail.” Marketing research Marketing research collecting and analyzing data to identify a market or a market segmentcollecting and analyzing data to identify a market or a market segment Market segmentationMarket segmentation Dividing a market into segments according to customersDi

11、viding a market into segments according to customers needs, wants and other needs, wants and other factorsfactors Market targetingMarket targeting Selecting target segmentsSelecting target segments Market positioningMarket positioning Setting competitive positioning for the product and creating a de

12、tailed Setting competitive positioning for the product and creating a detailed marketing mixmarketing mix Marketing mixMarketing mix第15頁(yè)/共20頁(yè)Marketing MixA set of marketing tools that enable the company to satisfy wants of its target markets and to achieve its market goals. 4Ps Product Price Promotion Place