市场营销第一章.pptx

;Definemarketingandidentifythediversefactorsinfluencingmarketingactivities.;Explainhoworganizationsbuildstrongcustomerrelationshipsandcustomervaluethroughmarketing.;;INNOVATIONANDMARKETINGAT3M

DISCOVERINGSATISFYINGSTUDENTSTUDYNEEDS;MarketingisNOTEasy;True;MARKETINGMATTERS

PayofffortheJoys(!)andSleeplessNights(?)

ofStartingYourOwnSmallBusiness:YouTube!!!!;MarketingSeeksto:;WHATISMARKETING?

DIVERSEFACTORSINFLUENCEMARKETINGACTIVITIES;FIGURE1-2Amarketingdepartmentrelatestomanypeople,organizations,andenvironmentalforces;HOWMARKETING

DISCOVERSCONSUMERNEEDS

THECHALLENGE:NEWPRODUCTS;Dr.CareVanilla-MintAerosolToothpaste

What“benefits”andwhat“showstoppers?”;HotPocketsSideshotsMicrowaveableSnacks

What“benefits”andwhat“showstoppers?”;ATTCruiseCast

What“benefits”andwhat“showstoppers?”;PepsiMax

What“benefits”andwhat“showstoppers?”;Need;FIGURE1-3Marketingseekstodiscoverconsumerneedsthroughresearchandthensatisfythemwithamarketingprogram;HOWMARKETING

SATISFIESCONSUMERNEEDS;HOWMARKETING

SATISFIESCONSUMERNEEDS;THEMARKETINGPROGRAM

CUSTOMERVALUEANDRELATIONSHIPS;SouthwestAirlines,Starbucks,andHomeDepot

Whatcustomervaluestrategy?;THEMARKETINGPROGRAM

RELATIONSHIPMARKETING;3M’SSTRATEGYMARKETINGPROGRAM

HELPINGSTUDENTSSTUDY;FIGURE1-4Marketingprogramsfortwonew3MPost-it?brandproductstargetedattwodistinctcustomersegments:collegestudentsandofficeworkers;3MSTRATEGYMARKETINGPROGRAM

MARKETPLACESUCCESS?;FIGURE1-AFourdifferentorientationsinthehistoryofAmericanbusiness;HOWMARKETINGBECAMEIMPORTANT

EVOLUTIONOFTHEMARKETORIENTATION;HOWMARKETINGBECAMEIMPORTANT

ETHICSANDSOCIALRESPONSIBILITY;HOWMARKETINGBECAMEIMPORTANT

BREADTHANDDEPTHOFMARKETING;HOWMARKETINGBECAMEIMPORTANT

BREADTHANDDEPTHOFMARKETING;

3M’SPOST-IT?FLAGHIGHLIGHTER:EXTENDINGTHECONCEPT!;VIDEOCASE1

3M’sPost-it?FlagHighlighter;2.