中山大学吴柏林教授 研究生课程营销管理绝密资料SGCH01.docx

中山大学吴柏林教授 研究生课程营销管理绝密资料SGCH01.docx

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中山大学吴柏林教授研究生课程营销管理绝密资料SGCH01

CHAPTERGUIDESandQUESTIONS

PARTONE

THEWORLDOFMARKETING

1AnOverviewofMarketing

2TheMarketingEnvironmentandMarketingEthics

3DevelopingaGlobalVision

CHAPTER1AnOverviewofMarketing

LearningObjectives

1Definetheterm“marketing”

Marketingistheprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives.

2Describefourmarketingmanagementphilosophies

Fourcompetingphilosophiesstronglyinfluencetheroleofmarketingandmarketingactivitieswithinanorganization.Thesephilosophiesarecommonlyreferredtoasproduction,sales,marketing,andsocietalmarketingorientations.

Theproductionorientationfocusesoninternalefficiencytoachievelowerpricesforconsumers.Itassumesthatpriceisthecriticalvariableinthepurchasedecision.

Asalesorientationassumesthatbuyersresistpurchasingitemsthatarenotessentialandthatconsumersmustbepersuadedtobuy.

Themarketingorientationisbasedonanunderstandingthatasalepredominantlydependsonthecustomer’sdecisiontopurchaseaproductandonthecustomer’sperceptionofthevalueofthatproduct.Responsivenesstocustomerwantsisthecentralfocusofthemarketingorientation.

Thesocietalmarketingorientationholdsthatthefirmshouldstrivetosatisfycustomerneedsandwantswhilemeetingorganizationalobjectivesandpreservingorenhancingboththeindividual’sandsociety’slong-termbestinterests.

3Explainhowfirmsimplementthemarketingconcept

Toimplementthemarketingconceptsuccessfully,managementmustembraceandendorsetheconceptandencourageitsspreadthroughouttheorganization.Changingfromaproductionorsalesorientationtoamarketingorientationoftenrequireschangesinauthorityandresponsibilityaswellasfront-lineexperienceformanagement.

4Describethemarketingprocessandidentifythevariablesthatmakeupthemarketingmix

Marketingmanagersareresponsibleforavarietyofactivitiesthattogetherrepresentthemarketingprocess.Theseinclude:

matchingtheroleofmarketingwiththefirm=svisionandmission,settingobjectives,analyzinginternalandexternalinformation,developingstrategy,planningamarketingmix,implementingstrategy,designingperformancemeasures,andevaluatingandadjustingstrategy.

5Describeseveralreasonsforstudyingmarketing

Marketingprovidesadeliverysystemforastandardofliving,whichisamonumentaltaskinasocietysuchastheUnitedStates,whereatypicalfamilyconsumes2.5tonsoffoodperyear.

Nomatterwhatanindividual’sareaofconcentrationinbusiness,theterminologyandfundamentalsofmarketingareimportantforcommunicatingwithothersinthefirm.

Betweenone-fourthandone-thirdoftheentirecivilianworkforceintheUnitedStatesperformsmarketingactivities.Marketingofferscareeropportunitiesinareassuchasprofessionalselling,marketingresearch,advertising,retailbuying,distributionmanagement,productmanagement,productdevelopment,andwholesaling.

Asaconsumerofgoodsandservices,everyoneparticipatesinthemarketingprocesseveryday.Byunderstandingmarketing,onecanbecomeamoresophisticatedconsumer.

Pre-Test

Answerthefollowingquestionstoseehowwellyouunderstandthematerial.Re-takeitafteryoureviewtocheckyourself.

1.Marketingisdefinedas:

2.Whatfiveconditionsmustbesatisfiedforanykindofexchangetotakeplace?

3.Thefourvariablesofthemarketingmixare:

_____________________________________________.Whichisthemostimportantvariable?

4.Fourmarketingmanagementphilosophiesare:

5.Listsevenstepsinthemarketingprocess:

6.Namefourreasonsforstudyingmarketing:

ChapterOutline

1Definetheterm“marketing”

I.WhatIsMarketing?

A.Marketingisnotthesameassellingoradvertising.

B.Marketingincludesselling,advertising,makingproductsavailableinstores,arrangingdisplays,maintaininginventories,andmuchmore.

C.Marketingisaphilosophyoramanagementorientationthatstressestheimportanceofcustomersatisfaction,aswellasthesetofactivitiesusedtoimplementthisphilosophy.

D.TheAmericanMarketingAssociationdefinitionofmarketing:

Marketingistheprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalgoals.

1.TheConceptofExchange

Theconceptofexchangemeansthatpeoplegiveupsomethinginordertoreceivesomethingthattheywouldratherhave.

Theusualmediumofexchangeismoney.Exchangecanalsobefosteredthroughbarterortradeofitemsorservices.

a.Fiveconditionsmustbesatisfiedforanexchangetotakeplace:

1.Theremustbeatleasttwoparties.

2.Eachpartymusthavesomethingtheotherpartyvalues.

3.Eachpartymustbeabletocommunicatewiththeotherpartyanddeliverthegoodsorservicessoughtbytheothertradingparty.

4.Eachpartymustbefreetoacceptorrejecttheother’soffer.

5.Eachpartymustwanttodealwiththeotherparty.

Exchangemaynottakeplaceevenifalloftheseconditionsexist,buttheseconditionsarenecessaryforexchangetobepossible.

2Describefourmarketingmanagementphilosophies

II.MarketingManagementPhilosophies

Fourcompetingphilosophiesstronglyinfluenceanorganization’smarketingactivities.Thesephilosophiesarecommonlyreferredtoasproduction,sales,marketing,andsocietalorientations.

A.ProductionOrientation

Theproductionorientationfocusesoninternalcapabilitiesofthefirmratherthanonthedesiresandneedsofthemarketplace.Thefirmisconcernedwithwhatitdoesbest,basedonitsresourcesandexperience,ratherthanwithwhatconsumerswant.

.B.SalesOrientation

Asalesorientationassumesthatmoregoodsandserviceswillbepurchasedifaggressivesalestechniquesareusedandthathighsalesresultinhighprofits.

C.TheMarketingConceptandMarketOrientation

1.Thisphilosophy,calledthemarketingconcept,statesthatthesocialandeconomicjustificationforanorganization’sexistenceisthesatisfactionofcustomerwantsandneedswhilemeetingorganizationalobjectives.

2.Themarketingconceptinvolves:

a.Focusingoncustomerwantsandneedssotheorganizationcandifferentiateitsproduct（s）fromcompetitors’offerings

b.Integratingalltheorganization’sactivities,includingproduction,tosatisfythesewantsandneeds

c.Achievinglong-termgoalsfortheorganizationbysatisfyingcustomerwantsandneedslegallyandresponsibly

3.Firmsthatadoptandimplementthemarketingconceptaresaidtobemarketoriented.Marketorientationrequires

a.Topmanagementleadership

b.Acustomerfocus

c.Competitorintelligence

d.Interfunctionalcoordinationtomeetcustomerwantsandneedsanddeliversuperiorvalues

4.Understandingyourcompetitivearenaandcompetitor’sstrengthsandweaknessesisacriticalcomponentofmarketorientation.

5.Market-orientedcompaniesaresuccessfulingettingallbusinessfunctionstogethertodelivercustomervalue.

D.MarketingSocietalOrientation

1.Thephilosophycalledamarketingsocietalorientationstatesthatanorganizationexistsnotonlytosatisfycustomerwantsandneedsandtomeetorganizationalbutalsotopreserveorenhanceindividual’sandsociety’slong-termbestinterests.

2.Thisorientationextendsthemarketingconcepttoservethreebodiesratherthantwo:

customers,theorganizationitself,andsocietyasawhole.

3Explainhowfirmsimplementthemarketingconcept

III.ConsiderationsinImplementingMarketingConcept

A.CustomerValue

1.Customervalueistheratioofbenefitstothesacrificenecessarytoobtainthosebenefits.

2.Creatingcustomervalueisacorebusinessstrategyofmanysuccessfulfirms.

3.Marketersinterestedincustomervalue

a.Offerproductsthatperform

b.Giveconsumersmorethantheyexpect

c.Avoidunrealisticpricing

d.Givethebuyerfacts

e.Offerorganizationwidecommitmentinserviceandafter-salessupport

B.CustomerSatisfaction

Customersatisfactionisthefeelingthataproducthasmetorexceededthecustomer’sexpectations.Theorganizationalculturefocusesondelightingcustomersratherthanonsellingproducts.

C.BuildingRelationships

Relationshipmarketingisastrategythatentailsforginglong-termpartnershipswithcustomersandcontributingtotheirsuccess.

✓TheInternetisaneffectivetoolforgeneratingrelationshipswithcustomers.

✓Customersbenefitfromstablerelationshipswithsuppliers.

✓Asenseofwell-beingoccurswhenoneestablishesanongoingrelationshipwithprovider.

✓Mostsuccessfulrelationshipmarketingstrategiesdependupon:

customer-orientedpersonnel,effectivetrainingprograms,employeeswithauthoritytomakedecisionsandsolveproblems,andteamwork.

1.Customer-OrientedPersonnel

Allemployeesinmarketing-orientedfirmsmustbecustomer-orientedforthecustomersatisfactiongoalstobemet.Oftenoneemployeeistheonlycontactacustomerhaswithacompany.

2.TheRoleofTraining

Leadingmarketersrecognizetheroleofemployeetrainingincustomerservice.Inordertohavefullparticipationandunderstandingofthemarketingphilosophy,companiessuchasWaltDisneyWorld,McDonald’s,andAmericanExpresstrainalltheiremployeestobecomecustomer-oriented.

3.Empowerment

Empowermentisthepracticeofgivingemployeesexpandedauthoritytosolvecustomerproblemsastheyarise.Thistechniqueimprovescustomerservicebyimprovingresponsiveness.

4.Teamwork

Teamworkentailscollaborativ