国际市场营销InternationalmarketingCH1

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consumer satisfaction
Consumer purchasing decision is based on their perception of the value that products and services deliver. Consumer satisfaction: To what extent that product’s perceived performance could match a buyer’s expectation. (quality)
There must be at least two parties.至少有双方 Both parties must offer something of value (e.g. money, goods. Services, an idea ) 每方都有可能提供对另一方来说 有价值的东西 Both parties must be aware of the existence of the other; both must be capable of communication and delivery 每方 都有沟通与送货的能力 Both parties must be free to accept or reject the other's offer.每一方都可以自由地接受或拒绝 both parties must be willing and able to negotiate terms of exchange that they find acceptable. In other words, both parties must believe that the exchange creates benefits or value.每一方都认为与另一方打交道是适宜或称心的。
International marketing
Kai Hu:Teaching staff @ Foreign Language School Specialization: International Tourism & Hospitality Management HuBei Polytechnic University CiHu Campus, Hubei, China website: http://www.hbpu.edu.cn/ Mail to 519441816@qq.com
A simple marketing system
沟通
行业 (卖者总和)
商品或服务 货币
信息
市场 (买者总和)
Marketing functions
Contact: to communicate with prospective (potential) customer Merchandising: the process of bringing the right product to the right place at the right time in the right quantity Pricing: to decide the price of product is the most significant determinants for profit Promotion: support marketing efforts, such as advertising, public relations, personal selling Distribution(渠道): the process of putting the consumer and the product together Human resources: internal marketing inside a company between employers and employees. It is important for employees to understand.
Demands: it is defined in a narrative way not in a broad way in the textbooks. it could be defined as the ability and willingness to buy any number of products based on customer’s purchasing power.
wwwhbpueducnmail519441816qqcom要注意区别的几个问题角度问题营销人员与销售人员宏观营销与微观营销要注意的问题要注意的问题营销人员与销售人员的区别营销人员销售人员依赖于市场调研依赖经验试图从目标市场进行正确的市场细分了解不同个性的买主时间用于计划上时间用于面对面的促销上从长期考虑从短期考虑目的在于获得市场份额并赚取利目的在于促进销售宏观与微观营销宏观市场营销学macromarketing从社会总体交换层面研究营销问题
Question: do the marketers create human needs?
Basic needs are relatively few, but people's wants are unlimited, they are shaped by social influences, their past history and consumption experiences. Different people, then, may have very different wants to satisfy the same need. Everyone needs to keep warm on cold winter nights, for instance. But some people want electric blankets, while others prefer oldfashion down comforters.
Just because of this, it give room or scope to the marketer.
Consumer value
two factors contribute to consumer value, they are desired value and perceived value Desired value refers to what customers desire in a product or service Perceived value is the benefit that a customer believes he or she received from a product after it was purchased Consumer value: the deference between the values the consumer gains from owning and using a product and the costs of obtaining the product.
True friends Highest profit
potential
Barnacles Low profit potential
Short-term customers
long-term customers
Projected loyalty
These conditions must be met before an exchange occurs:-----five conditions
Course outline
International marketing basics 1 Introduction to International Marketing 2 Three basic theories of International trade The international marketing environment Targeting marketing information markets International marketing mix Managing the international marketing E-commerce and online marketing
Course requirement
Attendance and participation
20%
In-class Quiz
20%
Group assignment and presentation 60%
Introduction
What is marketing? “Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating, offering, and exchanging products of value with others.” (Kotler)
要注意区别的几个问题
角度问题
营销人员与销售人员 宏观营销与微观营销
要注意的Fra Baidu bibliotek题
营销人员与销售人员的区别
营销人员
销售人员
依赖于市场调研
依赖经验
试图从目标市场进行正确的市场 细分
时间用于计划上
了解不同个性的买主 时间用于面对面的促销上
从长期考虑
从短期考虑
目的在于获得市场份额并赚取利 目的在于促进销售 润
The pyramid of Maslow's hierarchy of needs
According to Maslow's hierarchy of needs, he divides human's needs into five levels: basic needs, safety needs, social needs, esteem needs and selffulfillment needs. He usually uses a triangle or pyramid shape to describe his theory.
exchange, transaction and relationships
Exchange: the act of obtaining a desired object from someone by offering something in return. Exchange is the core of marketing.
宏观与微观营销
宏观市场营销学(macro-marketing)从社会总体交换层面研究营销 问题。它以社会整体利益为目标,研究营销系统的社会功能与效用, 并通过这些系统引导产品和服务从生产进入消费,以满足社会需 要。——社会福利导向 微观市场营销学(micro-marketing)从个体(个人和组织)交换层面 研究营销问题。——企业福利导向 当代营销研究的主流仍然是微观市场营销学。
Customer relationship groups
High profitability
Potential Profitability
Low profitability
Butterflies High profit potential
Strangers Lowest profit
potential
Process, exchange, value
Needs, wants and demands
Needs: needs is a state of deprivation of some basic satisfaction such as: food, clothes, digitals
Wants: an individual may need to watch TV, but wants to consume a particular brand of Television.
Markets
The definition of market is the place where buyers and sellers gathered to exchange their goods.
The factors that decide the size of market: (1)The number of the people; (2)Purchasing power; (3)purchasing desire
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