Topic 1 Understanding Marketing Management 2008-3-5 Marketing Management UG)
2008-3-5 Marketing Management (UG) 1 Understanding Marketing Management Topic 1
LEARNING OBJECTIVES After completing this topic you should know Fundamental marketing concepts Why marketing is important What is the scope of marketing How marketing management has changed What the necessary tasks are for successfu marketing management 2008-3-5 Marketing Management UG)
2008-3-5 Marketing Management (UG) 3 LEARNING OBJECTIVES • After completing this topic, you should know: – Fundamental marketing concepts – Why marketing is important – What is the scope of marketing – How marketing management has changed – What the necessary tasks are for successful marketing management
What is Marketing? Meeting needs profitably Marketing deals with identifying and meeting human and social needs AMA (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 2008-3-5 Marketing Management ( UG)
2008-3-5 Marketing Management (UG) 4 What is Marketing? • “Meeting needs profitably” – Marketing deals with identifying and meeting human and social needs. • AMA (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
What is Marketing Management? is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value 营销是科学还是艺术? “既具艺术性,更具科学性;营销的艺术性象天上的风筝,天有 多高,就可以飞多高,其科学性则是风筝的线;没有线的风 筝,不仅不可能飞得很高,而且,也只能是乱飞,因为离开了 线的牵引和指导,它没有根据和目标。 (PKU江明华) 2008-3-5 Marketing Management UG)
2008-3-5 Marketing Management (UG) 5 What is Marketing Management? • is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value. • 营销是科学还是艺术？ – “既具艺术性，更具科学性；营销的艺术性象天上的风筝，天有 多高，就可以飞多高，其科学性则是风筝的线；没有线的风 筝，不仅不可能飞得很高，而且，也只能是乱飞，因为离开了 线的牵引和指导，它没有根据和目标。” ---- (PKU 江明华 )
What Is marketed? Goods Physical goods constitute the bulk of production and marketing efforts Services A growing portion of business activities are focused on the production of services. The U.S. economy today consists of a 70-30 services to goods mⅨX Events Marketers promote time-based events such as trade shows artistic performances, and the Olympics Experiences By orchestrating several services and goods, a firm can create and market experiences such as Walt Disney World's Magic Kingdom Persons Celebrity marketing is a major business 2008-3-5 Marketing Management ( UG)
2008-3-5 Marketing Management (UG) 6 What Is Marketed? • Goods – Physical goods constitute the bulk of production and marketing efforts. • Services – A growing portion of business activities are focused on the production of services. The U.S. economy today consists of a 70–30 services to goods mix. • Events – Marketers promote time-based events such as trade shows, artistic performances, and the Olympics. • Experiences – By orchestrating several services and goods, a firm can create and market experiences such as Walt Disney World’s Magic Kingdom. • Persons – Celebrity marketing is a major business