Placeholder Image

字幕表 動画を再生する

  • welcome to this overview

  • of principles of marketing. basically

  • many people don't really understand what marketing is.

  • we see advertising

  • and have experienced working with salespeople

  • but that's really only a small small part

  • marketing. so what we're going to do in this module

  • is to look at what marketing is.

  • the American Marketing Association in July of 2013

  • gave this definition of marketing. marketing

  • is the activity, set up institutions

  • and the processes. so marketing is the activities and processes

  • for creating offerings and when we talk about

  • offerings we mean products but also

  • services and ideas that meet

  • other individuals' needs. so marketing

  • is the processes for creating offering,

  • communicating those offerings,

  • delivering those offering,

  • and exchanging those offerings

  • so that there's a perceived value

  • from customers, clients, partners

  • and society at large. so a large part

  • marketing is doing all this so that

  • potential customers see the value in what our organization

  • offers.

  • the midwest higher education compact is comprised of a number of universities in

  • higher ed

  • and they had a team with people from

  • Indiana Illinois and Kentucky -- professors from

  • private and public two and four-year

  • institutions -- that looked at what are the competency

  • or what students be able to know

  • and do when they complete their degree in marketing.

  • and so what we're to teach you

  • about marketing based upon those identified competencies.

  • the first competency identified

  • is market sensing and this basically means that marketers should be

  • able to sense

  • or know what's going on in their external market

  • by collecting and analyzing

  • data and this means data about

  • competitors, about the economy, about changes in technology,

  • about changes in our society and culture

  • and what they value, changes in demographic

  • trends, changes in our legal

  • and political environment as well as international and ecological factors.

  • marketers also sense

  • things that are little bit more internal to the organization

  • like market share, what customer needs and

  • industry trends and data. so

  • the first aspect of marketing is to be able to sense

  • what's happening in the marketplace. the next

  • major competency of marketers is to

  • then interpret that market so that we can see

  • the meaning and the relationships between

  • consumers and our organizations

  • and our products so that we can facilitate

  • that value creation we talked about earlier

  • in the definition of marketing. another major

  • aspect marketing is, after sensing

  • and interpreting the market, to actually go about

  • creating value with our products or services

  • and we do that by developing what's called

  • a marketing mix -- we will address that later today --

  • that reflect both the

  • needs and characteristics of the markets that we

  • are targeting as a result of the information we've gathered.

  • so the major competencies that marketers

  • have are to sense the market, interpret the market,

  • create value for the market but then

  • also to analyze how well we did that

  • and get feedback so that we can

  • understand any gaps that might exist

  • in meeting the goals that we established in the previous step

  • and making changes so that we can better

  • meet needs of whoever it is we're trying to serve --

  • of our target market. one other major

  • characteristic

  • or competency of marketers is that they're very good

  • at personally communicating the value

  • of there personal brand -- their unique talents

  • and strength and characteristics and

  • packaging those together so that

  • in interviewing or in other ways

  • they can't differentiate themselves in the market

  • and show the unique value that they add.

  • so what we're going through the study of

  • these principles of marketing is to study market sensing,

  • market interpretation, market value creation,

  • and market analytics feedback and control.

  • this next slide shows how

  • each of these stages are then broken-down

  • in to separate aspects. for example

  • when we study market sensing, we will be looking at

  • environmental analysis and researching

  • consumer behavior and other aspects of marketing.

  • when we study market interpretation we will be

  • studying segmentation targeting positioning

  • and marketing strategy. and I understand these words really don't make a lot of

  • sense to you now

  • but if we were to revisit the slide at the of this study of the principles of

  • marketing

  • all these terms should make much sense to you.

  • in this study of market value creation will be looking at

  • product, pricing, our supply change

  • management and integrated marketing communications

  • activities. additionally when we look at market analytics

  • feedback and control, will be looking at

  • some metrics and how to manage these customer

  • relationships. so again this isjust a little bit more depth

  • on these 4 major competencies

  • and breaks these competencies

  • into sub competencies.

  • an interesting thing question might be

  • why should I study marketing or what makes me different

  • as a marketer from other people? again

  • this comes a presentation that was made

  • from the MHEC

  • marketing turning team to the fall

  • educators conference and we've got some quantitative research

  • there

  • which shows there area some key differences between

  • marketers and other majors in a college --

  • are even other business majors. so let's look at some things that make marketers

  • different. first of all

  • marketers are very results driven and

  • we know that in business we

  • have financial, budgeting

  • and forecasting-- what's gonna happen in the marketplace,

  • how much are we gonna sell, how much profit are we going to make,

  • how are we going to achieve these sales -- so

  • while other people might be good communicators,

  • marketers are very results driven for organizations.

  • and companies need that. another key aspect

  • other about marketers is that we tend to be

  • futuristic. we look at how much we're going to sell

  • in the future and how we're going to do that. marketers

  • also tend to be fairly adaptable.

  • they are able to work in changing

  • circumstance. another major characteristic of

  • marketers is they seem to be the one person in the organization

  • that is extremely external or customer

  • oriented. they're very focused

  • on what's best for the customer and so this is very

  • key. marketers also tend to be

  • very interdisciplinary. they work very well and understand their relationship

  • with

  • other business disciplines t like accounting & finance and operations.

  • and they also work with disciplines out of

  • marketing. in fact much of marketing is based on social sciences

  • like psychology and sociology but these things

  • are applied to a business setting and so that makes marketers

  • very unique and very different and also very valuable to businesses.

  • some people think that there's no difference between

  • marketing and selling or advertising because actually selling or

  • advertising is really the only aspect of marketing

  • that the general public really sees very often

  • other than the actual product. marketing thought

  • is focusing on creating

  • that value and creating long-term relationships to meet customer needs.

  • so what's interesting is that while

  • a peddler or a sales person or a advertiser

  • might be interest in making this sale,

  • marketers really interested in

  • repeat sales and strong relationships to meet customer needs over time.

  • good salespeople, by the way, are also

  • very interested in making those relationships.

  • so what happens is marketers look at this customer

  • out there in the marketplace -- we might call that our target market --

  • and try to create and exchange

  • between our marketing mix -- and that is

  • our product, our price, our promotion,

  • our distribution -- to create value.

  • so where does advertising or selling

  • it in all of this? well it's very

  • interesting to note that advertising is part of promotion

  • which is part of the marketing mix which is part of

  • marketing. so I hope you can begin to see

  • how marketing is much more than just promotion

  • which is much more than just advertising or selling --

  • in fact there other ways to promote which will study this semester.

  • so i hope you begin to see that marketing is

  • much different than just advertising or selling

  • and and it has a much broader perspective which we will be covering

  • the semester.

welcome to this overview

字幕と単語

動画の操作 ここで「動画」の調整と「字幕」の表示を設定することができます

B1 中級

マーケティングの概要 (Overview of Marketing)

  • 148 23
    羅紹桀 に公開 2021 年 01 月 14 日
動画の中の単語