《國際商務(wù)導(dǎo)論》ppt課件

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1、國際商務(wù)導(dǎo)論FundamentalsofBusinessLecture2:Marketing:AnOverviewWhattocovertoday：Whatismarketing?Marketingmix:the4P’sFunctions/proceduresofmarketingMarketingenvironmentMarketingresearchMarketsegmentationExercises1.Whatismarketing?Casestudy:GeneralMotors’MarketingApproachReadthestoryofG

2、M’smarketingeffortsovertime,andtrytocaptureasmanykeyconceptsaboutmarketingasyoucan.WhatdoyouthinkledtoGM’ssuccessinsellingtheircarsbeforethe1980s,andwhydidtheirmarketsharefallinrecentdecades?Keymarketingconcepts:customerneedspricerangesbrandsstylesandidentitymarketingstrategycus

3、tomerloyaltymarketsegmentdesign,quality,cost…Marketingis:--findingtheneedsofthecustomersandsatisfyingthemataprofit--howyoudesignanddefineyourproducts,distributeyourproducts,promoteyourproducts,andmaintainarelationshipwithyourcustomers--theprocessofplanningandexecutingtheconcepti

4、on,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives(Source:TheAmericanMarketingAssociation,MarketingNews,September15,2004,p.17)Howdoes市場營銷differfrom銷售?marketingselling--marketingstartsfromthecustomers,whi

5、lesellingstartsfromtheproducts--marketinginvolvesabroaderrangeofactivities/functionsthansellingthemarketingconcept營銷理念--thebeliefthatawholecompanymustbecoordinatedtoserveitspresentandpotentialcustomersandtodosoataprofitCRM(customerrelationshipmanagement)customersatisfaction(shor

6、t-term)customerloyalty(long-term)higher&moresustainableprofitWhatdoestheneedsofcustomersmeantoacompany?“Kodak’sfutureisintotalcustomersatisfaction.”--EastmanKodak“I(theCEO)wanteveryoneinIBMtobeobsessedwithsatisfyingourcustomers.”--IBM“Weaimtoredoubleourefforts…towardonesimplegoa

7、l:meetingtheneedsofourcustomers.”--AppleComputer(Source:annualreports)2.Marketingmix營銷組合:the4P’sProduct產(chǎn)品Price價(jià)格Promotion促銷Place/distribution分銷Listening:Developingamarketingmix(07:46)Wordbank:trademark商標(biāo)warranty質(zhì)量保證Tasks:Listentothefirstpartoftherecording,andnotedownthedefinitio

8、nofamarketingmixListentothesecondpart,andmatcht