Resume Class

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• Introduction

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Resume Class
Introduction

• 1.Introduction of the teacher
• 2.Introduction of the course
• 3.Target
• 4.Teaching idea
• 5.Reference

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1.Introduction of the Teacher
Introduction

• Name
• Resume
• Phone number
• Habit

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2.Introduction of the Course
Introduction

• 2.1 What Is Marketing
• 2.2 The Theory System
• 2.3 The Development of Marketing
• 2.4 The Applying Field of Marketing

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Some Typical cases
Introduction

• Automobile market
• PSA
• SVW
• SGM
• ??
• Hunan TV
• Election

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2.1 What is marketing
Introduction
The most important thing is to forecast where
customers are moving, and be in front of them.
Kotler on Marketing
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Introduction
2.1 What is marketing
Needs,Wants and Demands
Core Marketing Concept
Products and Services
Market
Value,Satisfaction and Quality
Exchange,Transaction and Relationship
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Review of The Concept
Introduction
2.1 What is marketing

• Managerial Process
• Transaction
• Value

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QMarketing by whom?
Introduction
2.1 What is marketing

• Everybody in the organization

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Marketing Management Philosophies
Introduction
2.1 What is marketing

• The Production Concept
• The Product Concept
• The Selling Concept
• The Marketing Concept
• The Societal Marketing Concept

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Marketing management philosophies
Introduction
2.1 What is marketing

• The Production Concept
• Consumers will favor products that are available
  and highly affordable.
• The Product Concept
• Consumers will favor products that offer the
  most quality,performance,and features.
• Selling Concept
• Consumers will not buy enough of the
  organizations products unless the organization
  undertake a large-scale selling and promotion
  effort.

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Marketing management philosophies
Introduction
2.1 What is marketing

• The Marketing Concept
• Achieving organizational goals depends on
  determining the needs and wants of target markets
  and delivering the desired satisfactions more
  effectively and efficiently than competitors do.
• The Societal Concept
• The organization should determining the needs,
  wants and interests of target markets and
  delivering the desired satisfactions more
  effectively and efficiently than competitors do
  in a way that maintains or improve the consumers
  and societys well being.

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2.2 The Theory System
Introduction

• Custom orientation
• Target market
• Integrated marketing

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2.3 The Development of Marketing
Introduction

• Appeared in America at the beginning of 20th
  century
• Get great development in 1950s
• Marketing mix
• Custom orient
• New ideas emerged in endlessly from 1980s

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2.4 The Applying Field of Marketing
Introduction

• Goods
• Services
• Experience
• Evens
• Persons

• Places
• Properties
• Organizations
• Information
• Idea

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3.Target
Introduction

• Master the basic theories and methods of
  marketing.
• Cultivate the thinking pattern of marketing.
• Introduce some of the latest development of
  marketing.

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4.Teaching Idea
Introduction

• Classical theory
• Large information capacity
• Example
• Case analysis
• Discussion

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5.Reference
Introduction

• 1. Philip Kotler, Principles of Marketing
• 2. ??????,???,???????,2004
• 3. ???????,???,???????,2005.

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Introduction
??????
Philip Kotler is one of the world' leading
authorities on marketing. He is a distinguished
professor of International Marketing at the
Kellogg School of Management, Northwestern
University.
???.???(Philip Kotler)