中国经济管理大学营销管理学学员讲义美菲利普科特勒营销管理中英文讲义中国经济管理大学 学员讲义 科特勒营销管理中英文讲义第一章 导论：21世纪的市场营销学学习目的： 明确从卖方角度定义的市场概念，掌握市场营销的内涵。 领会和理解与市场营销相关的一系列基本概念。 了解市场营销的产生和发展。 认识市场营销学的学科性质，明确宏观市场营销与微观市场营销的研究思路和内容。 认识市场营销对企业经济活动的意义，知晓研究市场营销的主要方法。教学重点：市场营销的内涵。教学难点：如何准确理解市场营销的内涵？教学时数：4（讲授、案例、讨论）教学内容与步骤：Chapter 1Introduction to the MarketingKotler on MarketingThe future is not ahead of us, it has already happened. Unfortunately it is unequally distributed among companies, industries, and nationsChapter ObjectivesIn this chapter, we focus on two questions:What is the new economy like?What are the tasks of marketing?What are the major concepts and tools of marketing?How are companies and marketers responding to the new challenges?What are customer value and satisfaction, and how can companies deliver them?How can companies both attract and retain customers?How can companies improve both customer and company profitability?Today it is fashionable to talk about the new economy. We hear that businesses are operating in a globalizes economy; that things are moving at a nanosecond pace; that our markets are characterized by hyper-competition; that disruptive technologies are challenging every business; and that business must adapt to the empowered consumer.The old economy seemed simpler it was based on the Industrial Revolution and on man-aging manufacturing industries. Manufacturers applied certain principles and practices for the successful operation of their factories. They standardized products in order to bring down costs. They aimed to continually expand their market size to achieve economies of scale. They tended to replicate their procedures and policies in every geographic market. The goal was efficiency; and to accomplish this, the firm was managed hierarchically, with a boss on top issuing orders to middle managers, who in turn guided the workers.The new economy, in contrast, is based on the digital revolution and the management of information. Information has a number of attributes. It can be infinitely differentiated, customized, and personalized. It can be dispatched to a great number of people who are on a network and it can reach them with great speed. To the extent that the information is public and accessible, people will be better informed and able to make better choices. Defining Marketing for the twenty-first century1. The new economyThe digital revolution has placed a whole neb set of capabilities in the hands of consumers and businesses. Consider what consumers have today that they didnt have yesterday:A substantial increase in buying power. Buyers today are only a click away from comparing competitor prices and product attributes. They can get answers on the Internet in a mater of seconds. They dont need to drive to stores, park, wait on line, and hold discussions with salespeople. On Priceline.com, consumers can even name the price the, wan t to pay from a hotel room airline ticket, or mortgage and see if there are any willing supplier.Business buyers can run a reverse auction where sellers compete during a given time period to capture the buyers business. Buyers can join with others to aggregate their purchases to achieve deeper volume discounts.A greater variety of available goods and services. Today a person can order almost anything over the Internet: furniture (Ethan Allen), washing machines (Sears), management consulting (Ernie), medical advice (cyberdocs). Amazon.com advertises itself as the worlds largest bookstore, with over 3 million hooks; no physical bookstore can match this. Furthermore, buyers can order these goods from anywhere in the world, which helps people living in countries with very limited local offerings to achieve great savings.A great amount of information about practically anything. People can read almost any new paper in any language from anywhere in the world. They can access on line encyclopedias, dictionaries, medical information, movie ratings, consumer reports, and countless other information sources.A greater case in interacting and placing and receiving orders. Todays buyers can place orders from home, office, or mobile phone 24 hours a day; 7 days a week, and the orders will be delivered to their home or office quickly.An ability to compare notes on products and services. Todays customers can enter a chat room centered on some area of common interest and exchange information and opinions.Women can visit village to discuss common family problems; movie lovers can visit any number of movie chat rooms to share ideas.Todays companies so have a new set of capabilities:Companies can operate powerful new information and sales channel with augmented geographical reach to inform and promote their business and products.Companies can collect fuller and richer information about markets, customers, prospects, and competitors.Companies can facilitate and speed up internal communication among their employees.Companies can have two-way communications with cust