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Chapter1
IntroductiontotheMarketing
KotleronMarketing
Thefutureisnotaheadofusithasalreadyhappened.Unfortunatelyitisunequallydistributedamongcompaniesindustriesandnations
ChapterObjectives
刋Inthischapterwefocusontwoquestions:
Whatistheneweconomylike?
Whatarethetasksofmarketing?
Whatarethemajorconceptsandtoolsofmarketing?
Howarecompaniesandmarketersrespondingtothenewchallenges?
Whatarecustomervalueandsatisfactionandhowcancompaniesdeliverthem?
Howcancompaniesbothattractandretaincustomers?
Howcancompaniesimprovebothcustomerandcompanyprofitability?
Todayitisfashionabletotalkabouttheneweconomy.Wehearthatbusinessesareoperatinginaglobalizeseconomy;thatthingsaremovingatananosecondpace;thatourmarketsarecharacterizedbyhyper-competition;thatdisruptivetechnologiesarechallengingeverybusiness;andthatbusinessmustadapttotheempoweredconsumer.
TheoldeconomyseemedsimpleritwasbasedontheIndustrialRevolutionandonman-agingmanufacturingindustries.Manufacturersappliedcertainprinciplesandpracticesforthesuccessfuloperationoftheirfactories.Theystandardizedproductsinordertobringdowncosts.Theyaimedtocontinuallyexpandtheirmarketsizetoachieveeconomiesofscale.Theytendedtoreplicatetheirproceduresandpoliciesineverygeographicmarket.Thegoalwasefficiency;andtoaccomplishthisthefirmwasmanagedhierarchicallywithabossontopissuingorderstomiddlemanagerswhointurnguidedtheworkers.
Theneweconomyincontrastisbasedonthedigitalrevolutionandthemanagementofinformation.Informationhasanumberofattributes.Itcanbeinfinitelydifferentiatedcustomizedandpersonalized.Itcanbedispatchedtoagreatnumberofpeoplewhoareonanetworkanditcanreachthemwithgreatspeed.Totheextentthattheinformationispublicandaccessiblepeoplewillbebetterinformedandabletomakebetterchoices.
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