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1、国际市场营销（双语）,商学院 丁蓉蓉,参考书,营销管理 【美】菲利普.科特勒 著 上海人民出版社 第11版 市场营销原理 【美】菲利普.科特勒 著 清华大学出版社 第11版 市场营销原理亚洲版 【美】菲利普.科特勒 著 机械工业出版社 第11版 国际市场营销 【美】达娜-尼科莱塔.拉斯库 著 机械工业出版社,What is Marketing?,Marketing Defined: “Marketing is a social and managerial process by which individuals and groups obtain what they need and wan
2、t through creating and exchanging value with others” 市场营销是个人或群体通过创造和交换产品及价值，从而满足欲望和需要的社会过程和管理过程。,Goal 1: Define marketing and the marketing process.,Chapter 1,Introduction to the Marketing,Chapter Objectives,What is the new economy like? What are the tasks of marketing? What are the major concepts a
3、nd 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?, Defining Mar
4、keting for the twenty-first century,1. The new economy 2. Marketing Task 3. The Scope of Marketing 4. The Decisions Marketers Make 5. Marketing Concepts and Tools 6. Company Orientations towards the Marketplace 7. How Business and Marketing are changing,1. The new economy,A substantial increase in b
5、uying power A greater variety of available goods and services. A great amount of information about practically anything. A greater case in interacting and placing and receiving orders. An ability to compare notes on products and services.,2. Marketing Task,Entrepreneurial marketing Formulated market
6、ing: Coordinated marketing,3. The Scope of Marketing,Marketing is typically seen as the task of creating, promoting, and delivering goods and services to consumers and businesses Marketing people are involved in marketing 10 types of entities: goods, services, experiences, events, persons, places, p
7、roperties, organizations, information, and idea,4. The Decisions Marketers Make,These questions vary in importance in different marketplaces. Consider the following four markets: consumer, business, global, and nonprofit.,5. Marketing Concepts and Tools,We can distinguish between a social and a mana
8、gerial definition of marketing.： Here is a social definition that serves our purpose: Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and, freely exchanging products and services of value with others. For a managerial definit
9、ion, marketing has often been described as tile art of selling products,Core marketing concepts,TARGET MARKETS AND SEGMENTATION MARKETPLACE, MARKETSPACE, AND METAMARKET MARKETERS AND PROSPECTS NEEDS, WANTS, AND DEMANDS PRODUCT OFFERING AND BRAND VALUE AND SATISFACYION RELATIONSHIPS AND NETWORKS,Core
10、 marketing concepts,MARKETING CHANNELS SUPPLY CHAIN COMPETITION MARKETING ENVIRONMENT MARKEIING PROGRAM Exchange and Transactions,交换（Exchange),个人和集体通过提供某种东西作为回报，从他人那里取得所需东西的行为,自给,抢夺,乞讨,都不能成为满足需要和欲望的普遍方式,转让,低效率满足需要,牺牲别人的利益满足需要,也是以一方利益的来牺牲满足另一方的需要和欲望的,甲将某物给乙，甲并不接受任何实物作为回报,交易(Transactions) 交换的最基本单位，指交换
11、过程中付款交货的环节 基本方式 现金：如以现金或支票购买货物或服务 非现金：如以物易物,6. Company Orientations towards the Marketplace,Production concept Product concept Selling concept Marketing concept Societal marketing concept,7. How Business and Marketing are changing,These major forces have created new behaviors and challenges: Custome
12、rs increasingly expect higher quality and service and some customization. Brand manufacturers are facing intense competition from domestic and foreign brads, which is resulting in rising promotion costs and shrinking profit margins. Store-based retailers are suffering. Store-based retailers are faci
13、ng growing competition from catalog houses; direct-mail firms; newspaper, magazine, and TV direct-to-customer ads; home shopping TV; and e-commerce on the internet.,Company responses and adjustments,Reengineering Outsourcing E-commerce Benchmarking Alliances Partner-suppliers Market-centered Global
14、and local Decentralized,Marketer responses and adjustments,Customer relationship marketing: Customer lifetime value Customer share Target marketing Customization Customer database Integrated marketing communications Channels as partners, Building Customer Satisfaction, Value, and Retention,1. The na
15、ture of high-performance businesses 2. Delivering customer value and satisfaction 3. Attracting and retaining customers 4. Customer profitability, company profitability, and total quality management,1. The nature of high- performance businesses,High Performance Business,(1) Stake-holders,Traditional
16、ly, most businesses focused on their stockholders. Todays businesses are increasingly recognizing that unless they nurture other stakeholders-customers, employees, suppliers, distributors, the business may never earn sufficient profits for the stockholders.,(2) Processes,A company can accomplish its stakeholder goals only by managing and linking work processes. High-performance companies are increasingly focusing on the need to manage core business processes such as ne
