国际市场营销第一章

Copyright©2007bySouth-Western,adivisionofThomsonLearning.Allrightsreserved.ChapteroneInternationalMarketingFundamentalsPartoneIntroductionCopyright©2007bySouth-Western,adivisionofThomsonLearning.Allrightsreserved.1.1TheConceptsofMarketingTheConceptsofMarketing市场营销学？建立在经济学科,行为学科,现代管理理论基础之上的应用学科,是经济学,行为科学,心理学,社会学,现代管理学,广告学,公共关系学等学科密切结合的一门综合性,边缘性的经济管理学科.(Page4)Marketing:1指经济活动时称为市场营销或市场营销活动,2指学科时称为市场营销学.Copyright©2007bySouth-Western,adivisionofThomsonLearning.Allrightsreserved.1.1TheConceptsofMarketing•Market?•Thesumofdemandandsupply,whichcanbeclassifiedintogoodsmarket,factormarketandfinancialmarket(P3重点词汇5）Copyright©2007bySouth-Western,adivisionofThomsonLearning.Allrightsreserved.1.1.1Marketing•1.1.1Marketing•Anorganizationalfunctionandasetofprocessesforcreating,communicating,anddeliveringvaluestocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholder.•（Page5)指企业如何依据消费者需求产生适销对路的产品,扩大市场销售所进行的一整套经济活动.即对一种能满足现有的和潜在需要的产品，劳务，计谋，定价，促销，调运到销售互为影响的一系列活动的计划和实施过程。Copyright©2007bySouth-Western,adivisionofThomsonLearning.Allrightsreserved.1.1.1MarketingMarketing=Promotion(推销）?Marketing=Salespromotion（促销）?Marketing≠PromotionMarketing≠SalespromotionCopyright©2007bySouth-Western,adivisionofThomsonLearning.Allrightsreserved.1.1.1MarketingMarketingfunction1.BuyingandSelling2.DistributionandStorage3.QualityandQuantity4.PromotionandCommunication5.FinanceandRiskTakingCopyright©2007bySouth-Western,adivisionofThomsonLearning.Allrightsreserved.1.1.2MarketingPhilosophyMarketingPhilosophy:Awayoforganizingandcontrollingmarketing.Thewholephilosophyofmarketingischanging.Previously,marketinginvolvedcreatingademandforaspecificproductorservice.Thatapproachisobsolete.Todaymarketersmustinteractwiththemarket,determinewhatproductsandservicesareneeded,andsupplyenoughinformationtothemarketaboutthoseproductssothattheproductsfindtheirownmarket.(Page3，重点词汇7)Copyright©2007bySouth-Western,adivisionofThomsonLearning.Allrightsreserved.1.1.2MarketingPhilosophy1.ProductionOrientation2.ProductOrientation3.SellingOrientation4.MarketingOrientation5.SocietalMarketingOrientationCopyright©2007bySouth-Western,adivisionofThomsonLearning.Allrightsreserved.1.1.3TheDevelopmentofMarketingMix1MarketingMix:4P-7P-11P•4PMcCarthyProduct;Price;Place;Promotion•7PBoom&BitnerProduct;Price;PlacePromotion;PeoplePhysical•11PPhilipKotlterProduct;Price;PlacePromotion;Power;PublicRelations;Probe;Partition;Priorition;Position;PeopleCopyright©2007bySouth-Western,adivisionofThomsonLearning.Allrightsreserved.1.1.3TheDevelopmentofMarketingMix2.MarketingMix:4P-4C-4V•4CRobertF.LauterbornConsumer;Cost;Convenience;Communication4RDonE.SchuhzRelativity;Reaction;Relation;Retribution4V国内的学者（吴金明）等Variation(异化）;Versatility（功能化）;Value;Vibration（共鸣）;Copyright©2007bySouth-Western,adivisionofThomsonLearning.Allrightsreserved.Introduction1.教学方式•讲授•案例Copyright©2007bySouth-Western,adivisionofThomsonLearning.Allrightsreserved.IntroductionTextbook;Referencebook/WebsiteTextbook使用教材:国际市场营销学,李威王大超主编,机械工业出版社,2008年7月版Referencebook参考书目:（1）国际市场营销学，（美）菲利普R凯特奥拉（PhilipRCateora）、约翰L格雷厄姆（JohnL.Graham）著，周祖城赵银得张璘译，机械工业出版社。（2）国际市场营销，苏比哈什•C•贾殷（SubhashC.Jain）著，吕一林雷丽华主译，中国人民大学出版社。（3）国际营销，（英）罗杰•贝内特、吉姆•布莱斯著，刘勃译，华夏出版社。（4）全球营销管理，（美）WarrenJKeegan著，清华大学出版社。Copyright©2007bySouth-Western,adivisionofThomsonLearning.Allrightsreserved.IntroductionTextbook;Referencebook/Website(5)《国际市场营销学》，甘碧群主编，高等教育出版社(6)《国际营销培训教程》，陈红进主编，上海交通大学出版社，2007(7)《国际市场营销学》，寇小宣王永萍编著，首都经济贸易大学出版社2005•MarkSaunders,PhilipLewisandAdrianThornhill(2004)Researchmethodsforbusinessstudents(thirdedition),Pearsoneducation•PhilippeLasserre(2004),Globalstrategicmanagement,chapter1—chapter11,Palgravemacmillan•MichealR.czinkota,IlkkaA.Ronkainen,(2007)InternationalMarketing,(eighthedition),PekinguniversitypressCopyright©2007bySouth-Western,adivisionofThomsonLearning.Allrightsreserved.IntroductionTextbook;Referencebook/Website•Website（1）案例库网（2）国际营销传播网（3）中国营销传播网（4）中国市场营销管理网（5）经济观察报网（6）©2007bySouth-Western,adivisionofThomsonLearning.Allrightsreserved.课程介绍2.学时安排:32学时选修3考核及评分3.1期末总成绩＝平时成绩（占40%）＋考试成绩（占60%）3.2平时成绩（40分）＝考勤（30分）＋课堂练习及回答（10分）3.3期末考试：闭卷考试或者论文3.4成绩格式：卷面为100分，考试题型为4种。Copyright©2007bySouth-Western,adivisionofThomsonLearning.Allrightsreserved.1.2TheConceptofInternationalMarketing•Theprocessofplanningandconductingtransactionsacrossnationalborderstocreateexchangesthatsatisfytheobjectivesofindividualsandorganizations.•迈克尔.R.津科特(MichealR.Czinkota):国际营销是有关策划及执行并通过国界的交易,目的是满足个人或机构的需要•菲利普.凯特奥拉(PhilipR.Cateora):国际营销是对商品和劳务流入一个以上国家的消费者或顾客手中的过程进行计划,定价,促销和分销以便获取利润的活动.Copyright©2007bySouth-Western,adivisionofThomsonLearning.Allrightsreserved.1.2TheConceptofInternationalMarketing•Thefirm’smarketingactivitiesinmorethanonenation.Atitissimplestlevel,itinvolvesthefirminmakingoneormoremarketingmixdecisionsacrossnationalboundaries.Atitsmostcomplexlevel,itinvolvesthefirminestablishingmanufacturingfacilitiesov