国际市场营销第一章.pptx

Chapterone

InternationalMarketingFundamentalsPartoneIntroduction

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.

1.1TheConceptsofMarketingMarket?Thesumofdemandandsupply,whichcanbeclassifiedintogoodsmarket,factormarketandfinancialmarket(P3重点词汇5）

1.1.1Marketing1.1.1MarketingAnorganizationalfunctionandasetofprocessesforcreating,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。

1.1.1MarketingMarketing=Promotion(推销）?Marketing=Salespromotion（促销）?Marketing≠PromotionMarketing≠Salespromotion

1.1.1MarketingMarketingfunctionBuyingandSellingDistributionandStorageQualityandQuantityPromotionandCommunicationFinanceandRiskTaking

1.1.2MarketingPhilosophyMarketingPhilosophy:Awayoforganizingandcontrollingmarketing.Thewholephilosophyofmarketingischanging.Previously,marketinginvolvedcreatingademandforaspecificproductorservice.Thatapproachisobsolete.Todaymarketersmustinteractwiththemarket,determinewhatproductsandservicesareneeded,andsupplyenoughinformationtothemarketaboutthoseproductssothattheproductsfindtheirownmarket.(Page3，重点词汇7)

1.1.2MarketingPhilosophyProductionOrientationProductOrientationSellingOrientationMarketingOrientationSocietalMarketingOrientation

1.1.3TheDevelopmentofMarketingMix1MarketingMix:4P-7P-11P4PMcCarthyProduct;Price;Place;Promotion7PBoomBitnerProduct;Price;PlacePromotion;PeoplePhysical11PPhilipKotlterProduct;Price;PlacePromotion;Power;PublicRelations;Probe;Partition;Priorition;Position;People

1.1.3TheDevelopm