国际市场营销(第一章讲稿PPT)

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WhatisMarketing?MarketingDefined:“Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingvaluewithothers”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。Goal1:Definemarketingandthemarketingprocess.Chapter1IntroductiontotheMarketingChapterObjectivesWhatistheneweconomylike?Whatarethetasksofmarketing?Whatarethemajorconceptsandtoolsofmarketing?Howarecompaniesandmarketersrespondingtothenewchallenges?Whatarecustomervalueandsatisfaction,andhowcancompaniesdeliverthem?Howcancompaniesbothattractandretaincustomers?Howcancompaniesimprovebothcustomerandcompanyprofitability?ⅠDefiningMarketingforthetwenty-firstcentury1.Theneweconomy2.MarketingTask3.TheScopeofMarketing4.TheDecisionsMarketersMake5.MarketingConceptsandTools6.CompanyOrientationstowardstheMarketplace7.HowBusinessandMarketingarechanging1.TheneweconomyAsubstantialincreaseinbuyingpowerAgreatervarietyofavailablegoodsandservices.Agreatamountofinformationaboutpracticallyanything.Agreatercaseininteractingandplacingandreceivingorders.Anabilitytocomparenotesonproductsandservices.2.MarketingTaskEntrepreneurialmarketingFormulatedmarketing:Coordinatedmarketing3.TheScopeofMarketingMarketingistypicallyseenasthetaskofcreating,promoting,anddeliveringgoodsandservicestoconsumersandbusinessesMarketingpeopleareinvolvedinmarketing10typesofentities:goods,services,experiences,events,persons,places,properties,organizations,information,andidea4.TheDecisionsMarketersMakeThesequestionsvaryinimportanceindifferentmarketplaces.Considerthefollowingfourmarkets:consumer,business,global,andnonprofit.5.MarketingConceptsandToolsWecandistinguishbetweenasocialandamanagerialdefinitionofmarketing.：Hereisasocialdefinitionthatservesourpurpose:Marketingisasocietalprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreating,offering,and,freelyexchangingproductsandservicesofvaluewithothers.Foramanagerialdefinition,marketinghasoftenbeendescribedastileartofsellingproductsCoremarketingconceptsTARGETMARKETSANDSEGMENTATIONMARKETPLACE,MARKETSPACE,ANDMETAMARKETMARKETERSANDPROSPECTSNEEDS,WANTS,ANDDEMANDSPRODUCTOFFERINGANDBRANDVALUEANDSATISFACYIONRELATIONSHIPSANDNETWORKSCoremarketingconceptsMARKETINGCHANNELSSUPPLYCHAINCOMPETITIONMARKETINGENVIRONMENTMARKEIINGPROGRAMExchangeandTransactions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.CompanyOrientationstowardstheMarketplaceProductionconceptProductconceptSellingconceptMarketingconceptSocietalmarketingconcept7.HowBusinessandMarketingarechangingThesemajorforceshavecreatednewbehaviorsandchallenges:Customersincreasinglyexpecthigherqualityandserviceandsomecustomization.Brandmanufacturersarefacingintensecompetitionfromdomesticandforeignbrads,whichisresultinginrisingpromotioncostsandshrinkingprofitmargins.Store-basedretailersaresuffering.Store-basedretailersarefacinggrowingcompetitionfromcataloghouses;direct-mailfirms;newspaper,magazine,andTVdirect-to-customerads;homeshoppingTV;ande-commerceontheinternet.CompanyresponsesandadjustmentsReengineeringOutsourcingE-commerceBenchmarkingAlliancesPartner-suppliersMarket-centeredGlobalandlocalDecentralizedMarketerresponsesandadjustmentsCustomerrelationshipmarketing:CustomerlifetimevalueCustomershareTargetmarketingCustomizationCustomerdatabaseIntegratedmarketingcommunicationsChannelsaspartnersⅡBuildingCustomerSatisfaction,Value,andRetention1.Thenatureofhigh-performancebusinesses2.Deliveringcustomervalueandsatisfaction3.Attractingandretainingcustomers4.Customerprofitability,companyprofitability,andtotalqualitymanagement1.Thenatureofhigh-performancebusinessesResourcesOrganizationandaligning...HighPerformanceBusinessProcessesByimprovingcriticalbusiness...Stake-holdersSetstrategiestosatisfykey...(1)Stake-holdersTraditionally,mostbusinessesfocusedontheirstockholders.Today'sbusinessesareincreasinglyrecognizingthatunlesstheynurtureotherstakeholders-customers,employees,suppliers,distributors,thebusinessmayneverearnsufficientprofitsforthestockholders.(2)ProcessesAcompanycanaccomplishitsstakeholdergoalsonlybymanagingandlinkingworkprocesses.High-performancecompaniesareincreasinglyfocusingontheneedtomanagecorebusinessprocessessuchasnew-productdevelopment,customerattractionandretention,andorderfulfillment.(3)ResourcesManycompaniestodayoutsourcelesscriticalresourcesiftheycanbeobtainedatbetterqualityorlowercost.(4)OrganizationandOrganizationalcultureWhatexactlyisacorporateculture?thesharedexperiences,stories,beliefs,andnormsthatcharacterizeanorganization'.2.DeliveringcustomervalueandsatisfactionInahypercompetitiveeconomywithincreasinglyrationalbuyers,acompanycanonlywinbycreatinganddeliveringsuperiorval