Welcome to the world of Marketing Creating and Delivering Value Zou Degang. PhD School of Management, Fuda an univers Feb About the Course Textbook: Kotler, Philip and Kevin Lane Keller(2006) Marketing Management, 12th edition. Upper Saddle River. NJ: Pearson Education This course integrates lectures, class discussions group term project, and exams to achieve the course objective atot Internatinal I Each participant's grade will be based upon 2. Personal home assignmer 20% 3. Group term project 20% Final exam. 40%
1 Welcome to the World of Welcome to the World of Marketing Marketing Creating and Delivering Value Zou Deqiang, PhD School of Management, Fudan University February 27, 2008 2 © Copy rights reserved, Zou Deqiang About the Course • Textbook: Kotler, Philip and Kevin Lane Keller (2006), Marketing Management, 12th edition. Upper Saddle River, NJ: Pearson Education. • This course integrates lectures, class discussions, group term project, and exams to achieve the course objective. • Each participant’s grade will be based upon: 1. Class attendance and discussion: 20% 2. Personal home assignment: 20% 3. Group term project: 20% 4. Final exam: 40%
About the instructor ° Zou Deqiang Research interest: consumption value, consumer judgment and decision making, customer satisfaction, brand management, and quantitative techniques Address: Room 410, Lidasan Building Phone:55665412 Email:deqiang.zou@gmail.com zoudq@sem.tsinghua.edu.cn >Office hour: by appointment Rules ° Actively participate Interrupt with questions at any time Turn off cellular phones and computers Read the textbook seriously Be critical and curious Respect start and stop times, and
2 3 © Copy rights reserved, Zou Deqiang About the Instructor • Zou Deqiang ¾Research interest: consumption value, consumer judgment and decision making, customer satisfaction, brand management, and quantitative techniques ¾Address: Room 410, Lidasan Building ¾Phone: 55665412 ¾Email: deqiang.zou@gmail.com; zoudq@sem.tsinghua.edu.cn ¾Office hour: by appointment 4 © Copy rights reserved, Zou Deqiang • Actively participate • Interrupt with questions at any time • Turn off cellular phones and computers • Read the textbook seriously • Be critical and curious • Respect start and stop times, and ... Rules
Chapter Questions Why is marketing important? What is the scope of marketing? What are some of the fundamental marketing concepts? How has marketing management changed? What are the tasks necessary for successful marketing management? hts reserved, Zou deqian Why is marketing important? The good, bad, and marketing ( ust a common sense?) >Laptop PC: IBM, Apple >TVC: Heng-Yuan-Xiang Finance, operations, accounting, and other business functions will not really matter if there is not sufficient demand for products and services so the company can make a profit Why does a business exist? Marketing: an external perspective O Copy rights reserved, Zou Deqian
3 5 © Copy rights reserved, Zou Deqiang Chapter Questions • Why is marketing important? • What is the scope of marketing? • What are some of the fundamental marketing concepts? • How has marketing management changed? • What are the tasks necessary for successful marketing management? 6 © Copy rights reserved, Zou Deqiang Why is marketing important? • The good, bad, and marketing (just a common sense?) ¾Laptop PC: IBM, Apple ¾TVC: Heng-Yuan-Xiang • Finance, operations, accounting, and other business functions will not really matter if there is not sufficient demand for products and services so the company can make a profit. • Why does a business exist? ¾ Marketing: an external perspective Macbook Air
Market Markets are the set of actual and potential buyers of a product Marketing Perspective: Industry and Market Multi-sided market eby 淘宝网 oogle Taobao. com What is Marketing? 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 Marketing is meeting needs profitably Stated needs: an inexpensive car Real needs: its operation cost, not initial price, is low Unstated needs: expect good service from the dealer >Delight needs: include an onboard navigation system Secret needs: seen by friends as a savvy consumer
4 7 © Copy rights reserved, Zou Deqiang Market • Markets are the set of actual and potential buyers of a product ¾Economics perspective ¾ Marketing Perspective: Industry and Market ¾ Multi-sided market 8 © Copy rights reserved, Zou Deqiang What is Marketing? • 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 • Marketing is meeting needs profitably ¾Stated needs: an inexpensive car ¾Real needs: its operation cost, not initial price, is low ¾Unstated needs: expect good service from the dealer ¾Delight needs: include an onboard navigation system ¾Secret needs: seen by friends as a savvy consumer
What is Marketing Management? 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 Marketing is both an "art and a"science Art: aesthetics, music, design,., creative Science: psychology sociology economics, statistics cultural anthropology .. reasoning hts reserved, Zou deqian Marketing is about Meeting Needs TVC, Danier Leather > Needs? Art and Science? A supermarket Needs? Marketing or Demarketing 不准吃 · Telecon ·Bank O Copy rights reserved, Zou Deqian
5 9 © Copy rights reserved, Zou Deqiang What is Marketing Management? • 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. • Marketing is both an “art” and a “science” ¾Art: aesthetics, music, design,…, creative ¾Science: psychology, sociology, economics, statistics, cultural anthropology,…, reasoning 10 © Copy rights reserved, Zou Deqiang Marketing is about Meeting Needs • TVC: Danier Leather ¾Needs? ¾Art and Science? • A supermarket ¾Needs? ¾ Marketing or ¾Demarketing • Telecom • Bank