营销重点知识回顾

国际营销重点Marketing Channels营销渠道

Newspapers

Personal Selling个人销售Direct Mail直邮

Flyers传单

Radio

Definition of MARKETING Posters Television E-mail Telephone Internet

Marketing is a social process by which individuals and groups obtain what they need and want through creating, offering, and freely exchange products and services of value with others.

市场营销是个人和集体通过创造、提供并同他人自由交换产品和价值以满足需求和欲望的一种社会过程。Production concept生产观念

Build products at lower prices

Minimize costs—mass production by developing assembly line

Product concept产品营销概念

Offer the best quality but ignore the customers needs

Selling concept销售营销概念

Maximize sales by aggressive selling—“hard sell”

Marketing concept市场营销概念

Fill the customers' needs

Require sound research into what customers want and need

Societal marketing社会营销观念

Consider the ethical道德consequences and collective needs of society

Relationship marketing关系营销

Build relationship with bussness partners

What is the Marketing Mix ?

It is the set of marketing tools that the organization uses to pursue its marketing objectives.

4P/ Marketing Mix营销组合：product，place，promotion，price

Product: special appeal for consumers in aspects like quality, utility or image

产品策略：要考虑在产品的质量、用途、外观等方面对消费者的吸引

Price: take costs, rivals ' prices and pricing regulations into account

定价策略：要考虑产品成本、竞争者定价、价格调整等方面

Promotion: making a product and its benefits known and stimulating consumers demand for it

促销策略：以各种有效方式向目标市场传递信息，以刺激其购买欲望

Place: channels of distribution and timely transportation, make goods and services available

分销策略：将产品和服务及时送达到消费者手中的渠道和路径

Factors affecting the price:Cost, Rival, Customers

Promotion Including

Advertising------the most common measure

Personal selling---the most effective measure

Sales promotion促销--- the short-term effect

People Relationship人际关系---the most reliable measure

Marketing myopia营销近视症

Make marketing decisions based on current circumstances

Marketing hyperopia营销远视症

Make marketing decisions with a better vision of distant issues than of near ones

Marketing macropia营销宏观症

Make marketing decisions with an overly broad view of your industry.

What is the consumer?

Consumers are people who buy or use products/services to satisfy needs and wants.

Those who purchase the product—demander需求者

Those who pay for the product—buyer

Those who use the product—user

What is consumer behaviour?消费行为

Consumer behaviour refers to the buying behavior of final consumers -individuals & households who buy goods and services for personal consumption.

Consumer behaviour is the decision processes and acts of people involved in buying and using products. Factors Affecting Consumer Behaviour：cultural，social，personal，psychological

What is Market Research市场调研

the process of gathering data from the external environment to help managers make better decisions.

The Process of Research

1.Define the problem & research objectives

2.Evaluate the problem

3.Collect the information