市场营销原理principles of marketing
市场营销原理principles of marketing
“通才教育”与“职业教育”
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三、理念基础 营销观念Marketing Concept
3、销售观念 (Selling Concept) (推销观念)
时代背景：20世纪20年代末到二战结束前。 泰罗的“科学管理” 社会产品增多；消费水平低，市场萧条， 产品积压；尤为30年代大危机。 公司重视销售，增设销售机构和销售人员。如美皮尔斯堡面粉公 司第一次成立了商情调研部门，加销队伍。 口号：“本公司旨在销售面粉”。“能销售什么就生产什么……”
广泛应用：竞选等非营利机构，发表演说与选民握手，亲吻儿童， 捐赠
局限：只顾销售不顾售后满意。
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三、理念基础 营销观念Marketing Concept
4、市场营销观念（Marketing Concept）
时代背景： 二战后尤为50年代后，市场环境发生变化
2、无需求——刺激营销既无负需求也无正需求，漠不关心，需
刺激。
3、潜在需求）—— 开发性营销如对折叠自行车的需求
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四、营销管理
各种需求状况及其相应的营销任务：
4、衰退需求
——恢复性营销（remarketing）
5、不规则需求
——同步营销 季节、日期等
公司高级管理对销售的描述：”不是到外面兜售“而仅仅是”从 柜台上寄给顾客“，亨利.福特曾傲慢地说”不管顾客需要什么， 我们的汽车就是黑色的“
买得起：成本高，价格高，提高生产率，降低成本，扩销路。
福特的营销哲学：努力使T型车达到完美，从而降低成本使更多
市场营销原理(第13版)终稿
和
第1章 营销：创造和获取顾客价值
市 场 营 销 原 理
• 学习目标
定义市场营销，并指出市场营销过程的步骤。 解释理解顾客和市场的重要性，比较五个核心的市场概念。 识别顾客导向的市场营销战略的关键要素，讨论指导营销战略的营销管理导向。 讨论顾客关系管理，解释为顾客创造价值并获得顾客回报的战略。 描述在关系时代推动市场营销变革的主要趋势和力量。
（推销观念采用由内而外的视角。相反，市场营销观念采用由外而内的视角。）
起点 推销观念 工厂 中心 现存产品 手段 推销和促销 目的 通过提高销 量获得利润 通过创造顾客 满意获得利润
营销观念
市场
顾客需求 图1-3
整合营销 推销观念和营销观念比较
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PRINCIPLES
OF
MARKETING.
第1章 营销：创造和获取顾客价值
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PRINCIPLES
OF
MARKETING.
第1章 营销：创造和获取顾客价值
市 场 营 销 原 理
顾客感知价值(customer-perceived value)指与其他竞争产品相比，顾客拥有或使用某一种市场提供物的总利益与 总成 本之间的差异。 顾客满意(customer satisfaction)取决于顾客对产品的感知效能与顾客预期的比较。
﹡客户关系水平与工具
公司能够根据目标市场的特点，将客户关系划分为不同的等级：一种极端的情况是，拥有众多低毛利顾客的公司会 追求与他们建立基本关系。另一种情况是，拥有毛利很高但数量少的顾客的公司则希望与关键顾客建立充分关系。 为建立客户关系，公司可以在财务性和社会性利益之外，增加结构性纽带。
从顾客处获得价值回报
从顾客处获得价 值以创造利润和 顾客权益
市场营销原理.pptx
流行开发
外形变
满足好
再生开
发散开
差异开
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起用外
五、品牌、商标与包装
• 品牌、商标和包装都是产品整体 的重要组成部分，成功的她们可以 提高产品的身价，吸引消费者，树 立企业形象，提高企业竞争能力。
• 一、品牌的有关概念 • 1、品牌（Brand）： • 2、品牌名称（Brand Name）：
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牌、蝴蝶牌缝纫机、飞鸽牌自行车。
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二、品牌（商标）策略选择
• 3）要简洁明快，便于识别、认读和记忆。 • 4）要与众不同，寓意深刻，引人注目。 • 5）品牌名称要与产品专用名称统一。 • 如何对品牌来命名？
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品牌命名的方法
• 1、效用命名。
• • 香水的品牌是一项重要的产品属性。雷夫隆公司就曾经使用过像彩妮、
琼铎、Ciara、Scoundrel等品牌，来创造以及支持每一种香水定位的形 象。其他竞争厂商也取了诸如Opium,Joy、White Linen、Obsession、 Passion、Eternity、UnIn-hibited,Youth DewfnExclamationl等等品牌，
包装过程（工艺操作过程） 包装装璜。
产品包装的三个层次：
内包装（Primary Package）（小包装） 外包装（大包装）（储运包装）
（Shipping Package） 中层包装（Secondary Package ）（中
包装）（销售包装）
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包装和标签策略
包装的作用：1）保护产品使用价值 2）便利经营和消费； 3）便利识别产品 4）促进产品销售。 人称 “无声的推销员”
市场营销原理精华
市场营销原理（principles of Marketing）菲利普·科特勒什么是营销？营销是在某种利润水平下让顾客满意。
目标包括：向顾客承诺高价值来吸引新顾客，以及让顾客满意来留住现有顾客。
今天，营销不能再按传统的方式理解为‚劝说和推销‛，而应是满足顾客需求，如果营销人员能够很好地理解消费者的需要，开发出具有较高价值的产品，并能有效的定价、分销和促销，那么他们就很容易销售这些产品。
因此，推销和广告只是广泛的‚营销组合‛中的一部分，而营销组合则是一组共同作用以满足顾客需求和建立顾客关系的营销工具。
宽泛的讲，营销是通过创造和交换产品及价值，从而使个人或群体满足欲望和需要的社会和管理过程。
更深一层，我们可以讲营销（Marketing）定义为：企业为了从顾客身上获得利益回报，创造顾客价值和建立牢固顾客关系的过程。
营销过程了解市场及顾客需求和欲望↓设计顾客驱动的营销战略↓构建传递卓越价值的营销方案↓建立有利可图的关系，并使顾客满意↓从顾客身上收获价值，从而创造利润和顾客资产了解市场和消费者需求营销的基石是人类的需要。
需要（need）：指人们感到缺乏的一种状态。
需要不是营销人员创造的，而是人类所固有的。
欲望(want)：由人所在的社会决定，由满足需要的东西表现出来。
当考虑到支付能力的时候，欲望就转换为需求(demand)。
营销供给物——产品、服务、体验营销供给物（marketing offer）是提供给某个市场来满足某种需要和欲望的产品、服务、信息和体验的组合。
营销供给物不局限于实体产品，还包括那些用来出售的不可触摸、也不会设计所有权的服务、活动和利益。
许多销售商过多的注重实物产品本身，而忽视了产品所提供的利益，这往往会导致错误。
这些销售商得了‚营销近视症‛。
正是由于这些营销人员被直接欲望所驱动，忽视了对用户需要的仔细分析，他们忘记产品只是消费者用来解决问题的工具。
例子：1、钻头制造商可能认为用户想要的是钻头，但事实上，用户真正想要的是孔。
Principles Of Marketing1
Customer Value
心中价值：顾客以他们从产品或服务中所获 得的核心利益来定义价值，也就是说顾客以 自己从产品或服务那获得的满足感大小，主 观地判别其价值高低。 价格价值：用「价格」来认定他们所获得的 价值；顾客认为可以用较低的价格买到相同 的产品，所获得的价值较高
Contents Part 3
Customer-Driven Marketing Strategy: Creating Value for Target Customers 顾客导向的市场营销战略：为目标顾客创造价值 Products, Services, and Brands: Building Customer Value 产品、服务和品牌：构建顾客价值 New Product Development and Product Life-Cycle Strategies 新产品开发与产品生命周期战略 Pricing: Understanding and Capturing Customer Value 定价：理解和捕捉消费者价值
Contents Part 2
Analyzing the Marketing Environment 分析市场营销环境 Managing Marketing Information to Gain Customer Insights 管理市场营销信息获得顾客想法 Consumer Markets and Consumer Buyer Behavior 消费者市场与消费者购买行为 Business Markets and Business Buyer Behavior 经营市场与经营购买者行为
Contents Part 4
principles of marketing中文版
principles of marketing中文版引言概述：市场营销是一门关于如何满足顾客需求并实现企业利润最大化的学科。
本文将介绍《市场营销原理》一书的中文版，该书是市场营销领域的经典教材。
文章将从五个大点着手，详细阐述市场营销的基本原理和概念。
正文内容：1. 市场营销的定义和目标1.1 市场营销的概念和范围1.2 市场营销的目标和重要性1.3 市场营销的发展历程2. 市场和顾客分析2.1 市场的定义和分类2.2 顾客需求和市场细分2.3 市场竞争和竞争优势3. 市场营销策略3.1 市场定位和差异化3.2 产品和服务的开发与管理3.3 价格策略和定价方法3.4 渠道选择和分销策略3.5 促销和营销沟通4. 市场营销的实施和控制4.1 市场营销组织和管理4.2 市场营销计划和预算4.3 市场营销绩效评估和控制5. 市场营销伦理和社会责任5.1 市场伦理和道德问题5.2 市场营销的社会责任5.3 可持续发展和环境保护总结：综上所述，《市场营销原理》一书的中文版详细介绍了市场营销的基本原理和概念。
通过市场和顾客分析，我们可以了解市场的特点和顾客需求，为制定市场营销策略提供依据。
市场营销策略包括市场定位、产品和服务管理、定价、渠道选择和促销等方面。
在市场营销的实施和控制过程中，组织和管理、计划和预算、绩效评估和控制等是关键要素。
最后，市场营销伦理和社会责任的重要性也得到了强调，企业应该秉持道德和社会责任观念，实现可持续发展和环境保护。
总结部分根据文章内容进行了概括，并强调了市场营销伦理和社会责任的重要性，以及企业应该秉持的价值观。
文章结构清晰，内容详尽，符合标题所表达的意思。
PRINCIPLES OF MARKETING
Place
Where can buyers buy your product or service? If they look in a store, what kind? A specialist boutique or in a supermarket, or both? Or online? Or direct, via a catalogue?
BUY 30 YUAN
C
ASE STUDY
STU DY
GET or
This Monday we planed a marketing event in supermarkets for Nepia that buying 30 yuan Nepia’s goods get a Nepia’s toy of Kitty Cat or Kami. Now we use marketing-mix to analysis it.
Product
What does the customer want from the product/servic e? What features does it have to meet these needs? Are there any features you've missed out? Are you including costly features that the customer won't actually use?
{Sales}
unidirectional makes the profit
hardly build up connect between sellers and buyers
{Marketing}
bidirectional
市场营销原理外文翻译 外文文献 英文文献
本科毕业论文外文文献及译文文献、资料题目：New-Product Pricing Strategies 文献、资料来源：著作文献、资料发表（出版）日期：2000.4外文文献：Principles of Marketing1.New-Product Pricing StrategiesPricing strategies usually change as the product passes through its life cycle. The introductory stage is especially challenging. We can distinguish between pricing a product that imitates existing products and pricing an innovative product that is patent protected.A company that plans to develop an imitative new product faces a product-positioning problem. It must decide where to position the product versus positioning strategies. First，the company might decide to use a premium pricing competing products in terms of quality and price. Figure 17.1 shows four possible strategy - producing a high-quality product and charging the highest price. At the other extreme，it might decide on an economy pricing strategy - producing a lower-quality product，but charging a low price. These strategies can coexist in the same market as long as the market consists of at least two groups of buyers，those who seek quality and those who seek price. Thus，Tag-Heuer offers very high-quality sports watches at high prices，whereas Casio offers digital watches at almost throwaway prices.Companies bringing out an innovative，patent-protected product face the challenge of setting prices for the first time. They can choose between two strat-egies：market-shimming pricing and market-penetration pricing.(1) Market-Skimming PricingMany companies that invent new products initially set high prices to 'skim'revenues layer by layer from the market. Intel is a prime user of this strategy，called market-skimming pricing. When Intel first introduces a new computer chip，it charges the highest price it can，given，the benefits of the new chip over competing chips. It sets a price that makes it just worthwhile for some segments of the market to adopt computers containing the chip. As initial sales slow down and as competitors threaten to introduce similar chips，Intel lowers the price to draw in the nest price-sensitive layer of customers.(2) Market-Penetration PricingRather than setting a high initial price to skim off small but profitable market segments，some companies use market-penetration pricing. They set a low initial price in order topenetrate the market quickly and deeply - to attract a large number of buyers quickly and win a large market share. The high sales volume results in falling costs，allowing the company to cut its price even further. For example，Dell and Dan used penetration pricing to sell high-quality computer products through lower-cost mail-order channels. Their sales soared when IBM，Compaq，Apple and other competitors selling through retail stores could not match their prices. The Bank of Scotland and Winterthur of Switzerland used their Direct Line，Privilege and Churchill subsidiaries to grab profits and share in the motor insurance market by selling direct to consumers at market-penetrating prices. The high volume results in lower costs that，in turn，allow the discounters to keep prices low.Several conditions favour setting a low price. First，the market must be highly price sensitive，so that a low price produces more market growth. Second，production and distribution costs must fall as sales volume increases. Finally，the low price must help keep out the competition - otherwise the price advantage may he only temporary. For example，Dell faced difficult times when IBM and Compaq established their own direct distribution channels.2.Product-Mix Pricing StrategiesThe strategy for setting a product's price often has to he changed when the product is part of a product mix. In this case，the firm looks for a set of prices that maximizes the profits on the total product mix. Pricing is difficult because the various products have related demand and costs，and face different degrees of competition.(1) Product Line PricingCompanies usually develop product lines rather than single products. For example，Merloni's sells Indesit，Ariston and Seholte with price and –status ascending in that order. There arc full ranges of Indesit to Ariston appliances，from washing machines to freezers，covering the first two price hands，while Scholte sells expensive built-in kitchen equipment. Kodak offers not just one type of film，hut an assortment including regular Kodak film，higher-priced Kodak Royal Gold film for special occasions，and a lower-priced，seasonal film called Runtime that competes with store brands. Each of these brands is available in a variety of sizes and film speeds. In product line pricing，management must decidion the price steps to set between the various products in a line.The price steps should take into account cost differences between the prod-ucts in the line，customer evaluations of their different features and competitors' prices. If the price difference between two successive products is small，buyers will usually buy the more advanced product. This will increase company profits if the cost difference is smaller than the price difference. If the price difference is large，however，customers will generally buy the less advanced products.(2) Optional-Product PricingMany companies use optional-pro duet pricing - offering to sell optional or acces-sory products along with their main product. For example，a ear buyer may choose to order power windows，cruise control and a radio with a CD player. Pricing these options is a sticky problem. Car companies have to decide which items to include in the base price and which to offer as options. BMWs basic cars come famously under equipped. Typically the 318i is about DM40，000，but the customer then has to pay extra for a radio (prices vary)，electric windows (DM700)，sun roof (DM! ，800) and security system (DM1，100). The basic model is stripped of so many comforts and conveniences that most buyers reject it. The pay for extras or buy a better-equipped version. More recently，however，American and European car makers have been forced to follow the example of the Japanese car makers and include in the basic price many useful items previously sold only as options. The advertised price now often represents a well-equipped car.(3) Cap Live-Pro duct PricingCompanies that make products that must be used along with a main product are using captive-product pricing. Examples of captive products are razors，camera film and computer software. Producers of the main products (razors，cameras and computers) often price them low and set high mark-ups on the supplies. Thus Polaroid prices its cameras low because it makes its money on the film it sells. And Gillette sells low-priced razors，but makes money on the replacement blades. Camera makers that do not sell film have to price their main products higher inorder to make the same overall profit.(4) By-Product PricingIn producing proeessed meats，petroleum products，chemicals and other products，there are often by-products. If the by-products have no value and if getting rid of them is costly，this will affect the pricing of the main product. Using by-product pricing，the manufacturer willseek a market for these by-products and should accept any price that covers more than the cost of storing and delivering；them. This practice allows the seller to reduce the main product's price to make It more competitive. By-products can even turn out to be profitable. For example，many lumber mills have begun to sell bark chips and sawdust profitably as decorative mulch for home and commercial landscaping.Sometimes companies don't realize how valuable their by-products are. For example，most Zoos don't realize that one of their by-products –their occupants' manure - can be an excellent source of additional revenue. But the Zoo-Doo Compost Company has helped many zoos understand the costs and opportunities involved with these by-products. Zoo-Dolicenses its name to zoos and receives royalties on manure sales. 'Manyzoos don't even know how much manure they are producing or the cost of disposing of it，' explains president and founder Fierce Ledbetter. Zoos are often so pleased with any savings they can find on disposal that they don't think to move into active by-product sales. However，sales of the fragrant by-product can be substantial. So far novelty sales have been the largest，with tiny containers of Zoo Doo (and even 'Love，Love Me Doo'valentines) available in 160 zoo stores and 700 additional retail outlets. For the long-term market，Zoo-Doo looks to organic gardeners who buy15 to 70 pounds of manure at a time. Zoo Doo is already planning a 'Dung of the Month' club to reach these lucrative by-product markets.(5) Product-Bundle PricingUsing，product-bundle pricing，sellers often combine several of their products and offer the bundle at a reduced price. Thus theatres and sports teams sell seas on tickets at less than the cost of single tickets；hotels sell specially priced packages that include room，meals and entertainment；computer makers in elude attractives of ware packages with their personal computers. Price bundling can promote the sales of products that consumers might not otherwise buy，but the combined price must be low enough to get them to buy the bundle. "In other cases，product-bundle pricing is used to sell more than the customer really wants. Obtaining a ticket to an exclusive sports event is difficult，but World Cup football finals tickets are available to people willing to buy them bundled with a supersonic Concorde flight.3. Price-Adjustment StrategiesCompanies usually adjust their basic prices to account for various customer differencesand changing situations. Seven price-adjustment strategics：discount and allowance pricing，segmented pricing，psychological pricing，promotional pricing，-value pricing，geographical pricing and international pricing.(1) Discount and Allowance PricingMost companies adjust their basic price to reward customers for certain responses，such as early payment of bills，volume purchases and off-season buying. These price adjustments - called discounts and allowances - can take many forms.A cash discount is a price reduction to buyers who pay their bills promptly，Atypical example is '2/10，net 30'. which means that although payment is due within 30 days，the buyer can deduct 2 per cent if the hill is paid within 10 days. The discount must be granted to all buyers meeting these terms. Such discounts are customary in many industries and help to improve the sellers' cash situation and reduce bad debts and credit-collection costs.A quantity discount is a price reduction to buyers who buy large volumes. Atypical example might be 'K10 per unit for less than 100 units，$9 per unit for 100or more units'. Wine merchants often give 'twelve for the price of eleven' andMakro，the trade warehouse，automatically gives discounts on any product bought in bulk. Discounts provide an incentive to the customer to buy more from one given seller，rather than from many different sources.A quantity premium is sometimes charged to people buying higher volumes. In Japan it often costs more per item to buy a twelve-pack of beer or sushi than smaller quantities because the larger packs are more gift able and therefore less price sensitive. Quantity surcharges can also oecur when die product being bought is in short supply or in sets - for example，several seats together at a 'sold-out' rock concert or sports event - and some small restaurants charge a premium to large groups. Similarly，in buying antiques，it costs more to buy six complete place settings of cutlery than a single item. In this case the price will continue toincrease with volume，eight place settings costing more than six，and twelve place settings costing more than eight. Quantity premiums are more common than people imagine，and that is why they work. Consumers expect prices to deerease with volume and so do not check unit prices. This allows retailers to slip in high-margin items. Quantity surcharge increases with the variety and complexity of pack sizes and，in some markets，over 30 per cent of ranges include some quantity surcharging.A trade discount (also called a functional discount) is offered by the seller to trade channel members that perform certain functions，such as selling，storing and record keeping. Manufacturers may offer different functional discounts to different trade channels because of the varying services they perform，but manufacturers must offer the same functional discounts within each trade channel.A seasonal discount is a price discount to buyers who buy merchandise orservices out of season. For example，lawn and garden equipment manufacturers will offer seasonal discounts to retailers during the autumn and winter to encourage early ordering in anticipation of the heavy spring and summer selling seasons. Hotels,motels and airlines will offer seasonal discounts in their slower selling periods. Seasonal discounts allow the seller to keep production steady during the entire year.Allowances are another type of reduction from the list price. For example，trade-in allowances are price reductions given for turning in an old item when buying a new one. Trade-in allowances are most common in the car industry，but are also given for othe rdurable goods. Promotional allowances are payments or price reductions to reward dealers for participating in advertising and sales-support programmes.(2) Segmented PricingCompanies will often adjust their basic prices to allow for differences in customers，products and locations. In segmented pricing，the company sells aproduct or service at two or more prices，even though the difference in prices is not based on differences in costs. Segmented pricing takes several forms：* Customer-segment pricing. Different customers pay different prices for thesame product or service. Museums，for example，will charge a lower admission for young people，the unwaged，students and senior citizens. Inmany parts of the world，tourists pay more to see museums，shows andnational monuments than do locals.* Product-form pricing. Different versions of the product are priced differently，but not according to differences in their costs. For instance，the Dutch company Skil prices its 6434H electric drill at DF1200，which isDF1125 more than the price .of its 6400H. The 6434H is more powerful and has more features，yet this extra power and features cost only a few more guilders to build in.* Location pricing. Different locations are priced differently，even though the cost of offering each location is the same. For instance，theatres vary theirs cat prices because of audience preferences for certain locations and EU universities charge higher tuition fees for non-EU students.* Time pricing. Prices vary by the season，the month，the day and even the hour. Public utilities vary their prices to commercial users by time of day and weekend versus weekday. The telephone company offers lower 'off-peak' charges and resorts give seasonal discounts.For segmented pricing to be an effective strategy，certain conditions must exist. The market must be segmen table and the segments must show different degrees of demand. Members of the segment paying the lower price should not beably to turn around and resell the product to the segment paying the higher price.Competitors should not be able to undersell the firm in the segment being charged the higher price. Nor should the costs of segmenting and watching the market exceed the extra revenue obtained from the price difference. The practice should not lead to customer resentment and ill will. Finally，the segmented pricing must he legal.(3) Promotional PricingWith promotional pricing，companies will temporarily price their products below list price and sometimes even below cost. Promotional pricing takes several forms. Supermarkets and department stores will price a few products as toss leaders to attract customers to the store in the hope that they will buy other items at normal mark-ups. Kellers will also use special-event pricing in certain seasons to draw in more customers. Thus linens are promotionally priced every January to attract weary Christmas shoppers back into the stores. Manufacturers will sometimes offer cash rebates to consumers who buy the product from dealers within a specified time；the manufacturer sends the rebate directly to the customer. Rebates have recently been popular with car makers and producers of durable goods and small appliances. Some manufacturers offer low-interest financing，longer warranties or free maintenance to reduce the consumer's price'. This practice has recently become a favourite of the car industry. Or，the seller may simply offer discounts from normal prices to increase sales and reduce inventories.Pricing strategies and tactics form an important element of a company's marketing mix. Insetting prices，companies must carefully consider a great many internal and external factors before choosing a price that will give them the greatest competitive advantage in selected target markets. However，companies are not usually free to charge whatever prices they wish. Several laws restrict pricing practices and a number of ethical considerations affect pricing decisions. Pricing strategies and tactics also depend upon the way that we pay for things. Increasingly what we spend does not depend on how much money we have on us or how much we earned that week. These days our money is rarely something we sec or feel；it is the electronic transmission of data between files. Also，as currency is becoming an increasingly small part of our lives，barter is coming back in international and interpersonal dealing. Marketing Highlight 17，3 tells more about how money is changing.中文译文：市场营销原理第一节新产品定价策略定价策略在产品生命周期的不同阶段常常要改变，尤其是产品的新生期极具挑战性。
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重要声明：
营销课程的所有课件系任课教师王益锋老师 独立、辛勤制作而得，版权归制做人王益锋 一人独家所有，任何个人、组织未经许可不 得阅抄、复制、转赠。 对所教授的学员(MBA)和学生 ，经王益锋老 师同意后可以复制，但只供学员和学生学习 所用，决不允许转制、转赠他人（同班同学 除外），望周知守信。谢谢！ 营销课任课教师王益锋
出口道路的设计。回到日本后，他们专门修了一条９英里
长的高速公路，就连路标和告示牌都与美国公路上的一模 一样。在设计行李箱时，设计人员意见有分歧，他们就到
停车场看了一个下午，看人们如何放取行李。这样一来，
意见马上统一起来。结果本田公司的雅阁牌汽车一到美国 就倍受欢迎，被称为是全世界都能接受的好车。
•课程理论体系（框架）
二、概念基础
（一）市场、市场营销与市场营销学
1、市场 market
(分工、前身、概念分析) 我国古代文献《易经》 总结：“市场营销是企业的 营销活动，是引导商品或劳 2、市场营销 marketing 务从生产者到消费者或使用 引导产品与劳务从生产者流向消费者或使用者的企业活动。 者的企业整体活动（销售活 动，4p策略），通过满足顾 市场营销是引导产品及劳务从生产者至消费者或使用者的企 客需求来实现企业利润目标 业活动，以满足顾客并实现企业目标 “。 市场营销是一个完整的企业活动即以计划、产品、定价、推 市场营销的起点、中心、对 广与分销来满足现在与未来过客的需求 象、终点（自行创造、暴力 市场营销是一种人类活动，通过交易而引起满足消费者的需 强求、乞讨恳求、交易方式 ） 求与欲望。
为什么学营销
三、管理
“
最早出美国，二战后美对倒闭
企业调查，91.7%管理不善。 先进技术；科学管理
为什么要学营销？ （学习的重要性)）
四、改革 现代企业制度的十六个大字：
产权清晰、权责明确、政企分开、管理 科学
原体委主任吴杰的观点 现代产权制度的十六字方针：归属清 晰、权责明确、保护严格、流转顺畅
五、新世纪的营销挑战
1、非营利营销的增长 2、全球一体化进程加快 3、国际竞争的日趋激烈 4、经济形势的变化 5、伦理和社会责任的强化 6、营销的柔性化：灵活调整营销方案 7、网络营销：互动性、虚拟性、私人性、永恒发展性 8、文化营销：产品文化、品牌文化、企业文化 9、服务营销
第二讲 战略计划与营销过程
Strategy plan & Marketing process
本讲重点内容
一、战略计划
二、公司资源分配
三、营 销 过程
四、营销活动管理
市场营销原理
principles of marketing
王益锋
西安电子科技大学经济管理学院
0d58b4b8 创世至尊 /read/0/526/
课前的话
许多优秀的企业都是奉行市场营销观念的。如日本本田汽
车公司要在美国推出一种雅阁牌新车。在设计新车前，他
们派出工程技术人员专程到洛杉矶地区考察高速公路的情 况，实地丈量路长、路宽，采集高速公路的柏油，拍摄进
重要性
五、营销专家对营销的评说
现代市场营销是一门内涵十分丰富的科学 市场营销立足于人类营销的实践活动以其高屋建瓴的 思想理念，独特而系统的理论和方法 现在，市场营销学所阐释的有关企业营销活动的原理、 思想、方法已被公认为工商界人士必备的专业知识。 一项调查显示，企业家普遍认为，不懂市场营销就无 法维持企业的生存和发展。 70年代对美国主要公司的总经理的一项典型调查得出 结论：任何企业管理人员，如果没有营销学知识，就 不可能取得成功。
种营销哲学
时代背景：19世纪末，20世纪20年代以前 能买到：说明产品少，供不应求。生产率还不很高，“企业能生产 什么就生产什么“……福特公司的”T型车“，在20年代一直畅销， 公司高级管理对销售的描述：”不是到外面兜售“而仅仅是”从 柜台上寄给顾客“，亨利.福特曾傲慢地说”不管顾客需要什么， 我们的汽车就是黑色的“ 买得起：成本高，价格高，提高生产率，降低成本，扩销路。 福特的营销哲学：努力使 T 型车达到完美，从而降低成本使更多 的人买得 起汽车。 改革前的中国此观念盛行：供不应求，埋头生产，不问市场，生 产什么， 收购什么。
坐飞机等有抑制态度。任务是扭转。 ——扭转性营销
2、无需求——刺激营销既无负需求也无正需求，漠不关心，需
刺激。
3、潜在需求）—— 开发性营销如对折叠自行车的需求
四、营销管理
各种需求状况及其相应的营销任务：
4、衰退需求 ——恢复性营销（remarketing） 5、不规则需求 ——同步营销 季节、日期等 6、饱和需求 ——维护性营销 7、过度需求 ——限制性营销 8、有害需求 ——抵制性营销
三、理念基础 营销观念Marketing Concept
3、销售观念 (Selling Concept) (推销观念)
时代背景：20世纪20年代末到二战结束前。 泰罗的“科学管理” 社会产品增多；消费水平低，市场萧条， 产品积压；尤为30年代大危机。 公司重视销售，增设销售机构和销售人员。如美皮尔斯堡面粉公 司第一次成立了商情调研部门，加销队伍。 口号：“本公司旨在销售面粉”。“能销售什么就生产什么……” 广泛应用：竞选等非营利机构，发表演说与选民握手，亲吻儿童， 捐赠 局限：只顾销售不顾售后满意。
背景：60\70年代后出现的新观念。环境恶化、资源短缺、人口爆炸、 通货膨胀。怀疑市场营销观念能否可以胜任 ，此观念兴起。 理论依据：系统理论 如可乐公司；强生公司
营销观念创新
1、生态强制观念 2、明智消费观念 3、人性观念 4、亲情营销观念 5、整合营销观念 6、绿色营销观念 观念创新
四、营销管理
三、理念基础
理念基础——营销理念——营销观念——营销哲学 （一）Marketing Concept概念与理解 定义：
理解：①村③学校④西部开发
基础————基础 结构————重点 建设————关键 科学————前提
三、理念基础 营销观念Marketing Concept
（二）、观念演变与特点
1 、生产观念（ Production Concept ） 最古老的一
学习的重要性 （marketing）
•二、适应新经济时代的要求
•
•
• 三种经济形态
三次经济革命
人类文明的三次浪潮
•
•
知识的形态：
事实知识——知道是什么（Know-What） 是关于事实方面的知识 原理知识——知道为什么（Know-Why） 是自然原理与规律的科学知识 技能知识——知道怎样运用（Know-How） 是做一些事物的技能和能力 人力知识——知道谁有知识（Know-Who） 是有关知识在哪里的信息
第一讲 市场营销基础
本讲小结 关键术语 案例与讨论
一、认识基础
二、概念基础 三、理念基础
讨论可以检验学习效果 四、新世纪的挑战 你们认为： 为什么要学营销？怎么理解营销？ 怎样全面理解市场的概念？ 如何理解营销观念？怎样演变？各观念的主要区别？ 如何理解营销管理？ 营销新挑战——营销发展新趋势
营销大师介绍——菲利普•科特勒
菲利普科特勒“对全球经济发展对具影响力的十 位管理大师之一”，被称为“现代营销之父”。他多 次获得美国国家级勋章和褒奖，包括“保尔D康弗斯 奖”、“营销卓越献奖”、“查尔斯库利奇奖”。他 是美国营销学会(AMA)第一届“营销教育奖”的获得 者，也是至今唯一3次获得过《营销杂志》年度最佳 论文奖――阿尔法卡巾帕普西奖(Alpha Kappa Psi Award)的人。 科特勒博士的著作甚多，被翻译为20多种语言， 成为58个国家的营销从业人员的营销宝典。其中《营 销管理》一书更是被奉为营销学的圣经。其它被采用 为教科书的还有：《非赢利机构营销学》、《新竞争 与高瞻远瞩》、《国际营销》、《营销典范》、《营 销原理》、《社会营销》、《旅游市场营销》、《市 场专业服务》以及《教育机构营销学》、《亚洲新定 位》和《营销亚洲》。 科特勒博士一直致力于营销战略与规划、营销组 织、国际市场营销及社会营销的研究，他的最新研究 领域包括：高科技市场营销，城市、地区及国家的竞 争优势等。他创造的一些概念，如“反向营销”和“ 社会营销”等等，被人们广泛应用和实践。
三、理念基础 营销观念Marketing Concept
5、生态学市场营销观念（ Ecological Marketing Concept）
是4的进一步发展。 背景： 20世纪60年代后，保护环境呼声日高。 企业方针：企业所生产的会市场营销观念（Societal Marketing Concept）
营销管理（marketing management）:为实现组织目
标而设计的各种分析、计划、实施和控制活动，以建立和维持与 目标顾客的互惠交换关系。就是寻求适当的方式，来影响需求水 平、需求时间和需求性质，以实现组织目标。
各种需求状况及其相应的营销任务： 1、负需求：多数人不喜欢甚至厌恶，如肥肉、打针、节育术、
基础理论 战略理论
核心概念 营销观念
需求分析 市场细分 目标市场 市场定位
管理理论
策略理论
产品策略 定价策略 分销策略 促销策略
营销计划 营销组织 营销控制 营销审计
一、认识基础
——为什么要学营销（学习的重要性）？ 一、获取新知识 知识是力量 无知的旅行者犹如没有翅膀的一样 日本的野间清治认为，人生成功的
二、概念基础
（二）需要、欲望和需求 （needs\wants\demands） （三）产品、商品和劳务 （Product\merchandise\ rent service） （四）价值、满意和质量 （Value\ satisfaction\ quality) （五）交换、交易和关系 （exchange\tranzaction\relationship）