营销学教学课件（英文版）justforwavy'sclassesonly.docx

营销学教学课件（英文版）justforwavy'sclassesonly.docxNot-only-for-final-testknowledgepoints:Chapter1Marketing:anizationsobtainwhattheyneedandwant(anddemand)^keyconcepts,especially—Need,Want,Demandandtheirdifferences;Needsarestatesoffeltdeprivation,andcannotbecreatedbysocietyandculture・Wantsarespecificandindividualdesire;itcanbeshapedorreshapedbysociety,:DTPFiveorientations:production(quantity)/product(quality)/selling(promotion)/marketing(needswantsanddemand)/societalmarketing(charity)Sellingconcept,petitorsdoStartingpointFactoryFocusMeans EndsExistingproductsSellingandpromotingProfitsthroughsalesvolumeThesellingconceptMarketc=erP;z£ThemarketingconceptChapter2managingthemarketingeffort(APIC)Analyzing(SWOTanalysis:relatedtochapter3)Planning(strategyplan:MOBS芳marketingplan)ImplementingControllingAnalysisPlanning Implementation ControlDevelopstrategicplansCarryouttheplansMeasureresults1IEvaluateresultsIDevelopmarketing▼TakecorrectiveplansactionTheessentialstepsinstrategicplanning(MOBS)Corporatelevel :Businessunit,product,!panymission—►panyobjectivesandgoals—►Designingthebusinessportfolio11亠11PlanningmarketingandotherfunctionalstrategiesDesigningthebusinessportfolio::(strategicbusinessunits,orSBUs)panyAssesstheattractivenessofitsvariousSBUsDecidehowmuchsupporteachSBUdeservesStrategicbusinessunit(SBU)panybusinessesGrowthsharematrixisaportfolio-pany^-growth,high-sharebusinessesorproductsrequiringheavyinvestmenttofinancerapidgrowth・-growth,high-essfulSBUsrequiringlessinvestmenttomaintainmarketshareQuestionmarksarelow-sharebusinessunitsinhigh-growthmarketsrequiringalotofcashtoholdtheirshareDogsarelow-growth,low-sharebusinessesandproductsthatmaygenerateenoughcashtomaintainthemselvesbutdonotpromisetobelargesourcesofcashxz6ifStarQuestionmarkMoCashcowDog2£MOD