专业英语第一章

Chapter 1 Marketing Management

[本章学时]：4学时

[本章内容概要]：1.1 Marketing Management

Philosophies

1.2 Marketing

Segmentation, Market Targeting and Positioning

[本章教学目的与要求]：The Production

Concept, Product Concept and Selling Concept；The Marketing Concept and Societal Marketing

Concept； Market Segmentation；Market

Targeting；Positioning

[本章重点与难点]： Market Segmentation；Market Targeting；Positioning

1.1 Marketing Management philosophies

1 Definition of Marketing

We defining marketing management as the

analysis, planning, implementation, and control

of programs designed to create, build, and

maintain beneficial exchanges with target buyers

for the purpose of achieving organizational objectives.

Marketing is the business function that identifies

customer needs and wants, determines which

target markets the organization can serve best,

and designs appropriate products, services and

programs to serve these markets.

2 Marketing Management Philosophies

 The production concept

It holds that consumers will favor products

that are available and highly affordable.

Therefore, management should focus on

improving production and distribution efficiency

Two Suitable Situations

The first occurs when the demand for a

product exceeds the supply.

The second situation occurs when the

product’s cost is too high and improved

productivity is needed to bring it down.

 The product concept

Continuous improvement on good quality &

performance and innovative features.  The selling concept

It holds that consumers will not buy enough

of the organization’s products unless it

undertakes a large-scale selling and promotion

effort.

Most firms practice the selling concept when

they have overcapacity.

 The marketing concept

Determine needs wants, interests of target

markets.

Deliver the desired Satisfactions to

customers better than competitors

 The societal marketing concept

It holds that the organization should

determine the needs, wants, and interests of

target markets.

It should then deliver superior value to

customers in a way that maintains or improves

the consumer’s and the society’s well-being.

Considerations in setting their marketing

policies: company profits, consumer wants, and

society’s interests. 3 Marketing concept

The marketing concept rests on four pillars

which will be discusses below:

Target market, customer need, integrated

marketing, and profitability.

Target market—no company can operate in

every market and satisfy every need. Company

can do best when they define their target

markets carefully and prepare a tailored

marketing program.

Customer needs—customer-oriented thinking

requires the company to define customer needs

from customer’s point of view. A company can

respond to customers’ requests by giving

customers what they wants, or what they need,

or what they really need.

Integrated marketing—when all the company’s

departments work together to serve the

customer’s interests, the results is integrated

marketing. Integrated marketing takes placed on

two levels.First, the various marketing functions

must work together, such as advertising, sales force, product management, and marketing

research. Second, marketing must be well

coordinated with other company department.

Profitability—the ultimate purpose of the

marketing concept is to help organization

achieve their goals. In private firms, the major

goal is profit; in nonprofit and public

organizations, it is surviving and attracting

enough funds to perform their work.

3、The Selling and Marketing Concepts

contrasted

Concept Starting point Focus Means

Ends

Selling Factory Products Selling

and Promoting Profits and sales volume

Marketing Target market Customer needs

Integrated marketing Profits through

ustomer satisfaction

1.2 Market segmentation, Market

Targeting and Positioning 1 Marketing segmentation— is the process of

grouping a market into smaller subgroup.

Profitable size - The relative profit potential in a

segment is directly related to the competitive

strength and cost effectiveness of the company.

Even a small market may be profitable if the

company has competitive pre-eminence.

Accessibility - A segment must be accessible

through advertising, other promotional media,

and distributive networks.

Self containment - Preferably a product

launched at a market segment should not take

demand from another product in the company's

range.

Marketing mix response - The market segment

should be responsive to marketing and

promotion effort.

2 Marketing targeting—a targeting marketing