市场营销学英文
合集下载
相关主题
- 1、下载文档前请自行甄别文档内容的完整性，平台不提供额外的编辑、内容补充、找答案等附加服务。
- 2、"仅部分预览"的文档,不可在线预览部分如存在完整性等问题,可反馈申请退款(可完整预览的文档不适用该条件!)。
- 3、如文档侵犯您的权益，请联系客服反馈,我们会尽快为您处理(人工客服工作时间：9:00-18:30)。
Company (Profits)
New Marketing Landscape
Nonprofit Marketing
Ethical Concerns
Emerging Challenges
Globalization
Changing World Economy
5
() &
, ,
Concepts
for
Managing
Marketing
Customer Lifetime
Value
4
&
Starting Point
Focus
Means
Ends
Society (Human Welfare)
Consumers (Satisfaction)
Societal Marketing Concept
1-2
.
a.
Maximize Choice
Maximize Quality of Life
Goals of
Marketing Systems
Maximize Consumption
Maximize Satisfaction
3
Marketing
Demand
Management Key Management
Value, satisfaction, and quality Exchange, transactions, and relationships
1
,
A a .
.(★)
.(★)
,
’s ’s .
.
“”.
.
,,,
,,,
1-1:
Faster
Better Cheaper
:
: 10.
, 30% .
, 20% .
, 50% .
: 65111000-3110, 109.
a
1
.
.
.
.
•What is marketing?
Needs, wants, and demands
Products
Markets
Core Marketing Concepts
Price
A a
.
/
Suppliers
Competitors
Company (Marketer)
Environment
Environment
Marketing Intermediaries
End User Market
2. …
,
.
.
…
a
. ( 1998)
…
. ( 1994)
.
… . (, 1973)
Intergrated marketing
All marketing activities are coordinated.
Profits follow customer satisfaction
Profit aims will be met when the needs are successfully served.
,,, (4) () () () () ( )
1-1
The marketing concept
(Achieve goals by meeting customers' needs)
Leabharlann Baidu
Custermer orientation
All marketing activities are focused on providing satisfaction
20.2.409:41:3009:41 09:4120.2.420.2.409: 41
谢谢
09:41 20.2.4 9:41:3
2020年2月4日星期二9时41分30秒
concept by internet connections.(P38-39)
getting information and writing the outlet on the marketing planning and marketing process Text book (chapter 2)
1950’1s960’s1970’s1980’s 1990’s
Next week
Strategic planning and the marketing process Assignment:
Reviewing the lecture 1
Text book (chapter 1)/ P36-37 Orgnizing the first team discussion on the marketing
市场营销
.
.
,: ,, , .
. .
. …
,,, .
,> , –
:
,9. . .
《市场营销学教程》晁钢令 主编， 上海财经大学出 版社，2000年。
:
11 . E. , D. . ,1993.
l
:
《营销导刊》 《销售与市场》 《市场营销》（人大复印资料）
Responsiveness Access
Reliability Security Competence Credibility Empathy Communication Style
Affordability
Availability Convenience
Performance Features Reliability Conformance Serviceability Aesthetics Perceived Quality