WhatisMarketing?营销是什么？•MarketingDefinition:Theprocessofcreating,distributing,promotingandpricinggoods,servicesandideastofacilitatesatisfyingexchangerelationshipinadynamicenvironment在变化的环境中通过货物、服务和观念的创造、配送、推广和定价而实现满足需求的交换关系MarketingConcept营销的概念•Thisconcepthasevolvedovertime营销的概念经过了三个演进阶段–ProductionEra生产时代–SalesEra销售时代–MarketingEra营销时代Selling&MarketingConceptsContrasted销售与营销概念对比StartingpointFocusMeansEndsFactoryExistingproductsSelling&PromotingProfitsthroughsalesvolumeMarketCustomerneedsIntegratedmarketingProfitsthoughtcustomersatisfactionSelling:salewhatIhave.Marketing:salewhatmycustomerneeds出发点焦点方式结果工厂现有产品销售和推广由销售量获取利润市场顾客需求综合性营销由顾客满意获取利润MarketingSystem营销体系Industry(acollectionofsellers)产业（卖方团体）Industry(acollectionofsellers)产业（卖方团体）Market(acollectionofbuyers)市场（买方团体）Market(acollectionofbuyers)市场（买方团体）Communication沟通Information信息反馈Products/servicesMoney产品、服务资金CoreMarketingConcepts核心营销概念ProductsExchange,Transactions&RelationshipsNeeds,wants&demandsValue,satisfaction&QualityMarketsCoremarketingconcepts产品价值、满意度和质量交换、交易和关系市场需求标准普尔公司市场化资本分析医疗、药业占第三位时尚Fashion5%银行Banks5%医疗、药业Healthcare10%电子Electronics9%财务、金融financial7%燃料fuel5%消费品ConsumerProducts5%电信Telecommunications12%办公设备及电脑OfficeEqup&Computors21%综合Conglomerates4%其它Others17%医药市场互动关系2001年全球财富500强——制药企业一览：公司国家2000年销售额(亿美元)纯利(亿美元)利润/销售（%）雇员数1.默沙东美国403.6368.2216.969,0002.辉瑞美国295.7437.2612.690,0003.强生美国291.3948.0016.598,0004.葛兰素史克英国274.1363.8423.3107,5175.施贵宝美国213.3147.1122.151,1456.诺华瑞士212.0742.7020.168,0007.安万特法/德206.13-1.36-92,4468.法玛西亚美国181.507.174.059,0009.阿斯利康英国181.0325.3814.057,00010.罗氏瑞士169.8251.2130.264,75311.美国家庭用品美国138.10-23.71-48,03612.雅培...
