市场营销-PPT-美国--MARKETING
市场营销(英文版)
formation
信息处理方式
消费者如何处理和记忆信息，如选择 性注意、记忆重构等。
态度形成与改变
探究消费者态度形成的因素，以及如 何通过营销手段改变消费者态度。
05
Digital Marketing and Social Media Marketing
Digital marketing strategy
Product positioning
Determine how your product compares to competitors and position it accordingly. Use descriptors and branding to differentiate your product from the competition.
Sales promotion
Use temporary sales and promotions to boost sales and attract customers. This can include discounts, bundle offers, or limited-time offers.
• Brand management and brand building
01
Marketing Overview
Definition and Concepts
• Definition: Marketing is the process of planning and executing the concept, pricing, promotion, and distribution of ideas, goods, and services to achieve a profitable exchange with target customers.
Marketing市场营销(英文版)
Marketing市场营销(英文版)Marketing, also known as marketings, is a crucial aspect of any business. It involves promoting and selling products or services to customers. Effective marketing strategies help businesses expand their customer base, increase brand awareness, and ultimately drive sales.One of the key components of marketing is understanding the target market. This involves researching and analyzing the demographics, preferences, and behaviors of potential customers. With this information, businesses can develop tailored marketing campaigns to attract the right audience. By focusing on the needs and desires of their target market, companies can ensure their marketing efforts are both effective and efficient.Another important aspect of marketing is branding. Developing a strong brand identity is essential for businesses to differentiate themselves from competitors. This is done through various elements such as logos, slogans, and brand messaging. A well-defined brand helps businesses build trust and credibility with customers, leading to increased loyalty and repeat purchases.In today's digital age, online marketing has become increasingly important. With the growing use of technology and internet, businesses have unprecedented opportunities to reach a wider audience. Online marketing strategies include social media marketing, search engine optimization (SEO), content marketing, and email marketing. These tools enable businesses to connect with customers on platforms they frequently use, increasing their visibility and engagement.Another effective marketing technique is influencer marketing.This involves collaborating with influential individuals, such as celebrities or social media personalities, to promote products or services. By leveraging the popularity and credibility of these influencers, businesses can reach a larger audience and gain credibility and trust from their followers.Marketing also involves analyzing and measuring the effectiveness of marketing campaigns. This is done through metrics such as return on investment (ROI), customer acquisition cost (CAC), and customer lifetime value (CLTV). By tracking these metrics, businesses can evaluate the success of their marketing efforts and make any necessary adjustments to optimize their strategies.In conclusion, marketing plays a vital role in business success. It helps businesses understand their target market, build strong brands, and reach a wider audience through various channels. By implementing effective marketing strategies, businesses can increase their customer base, boost brand awareness, and ultimately drive sales.在一个竞争激烈的商业环境中，有效的营销策略是企业取得成功的关键。
市场营销基础知识(ppt 45张)
20
使用STP方法分析市场
1. 市场细分 （Market Segmentation） 2. 目标市场选择 （Market Targeting）
3. 市场定位 （Market Positioning）
21
市场细分
定义：企业根据消费者之间的需求差异化，把整 体市场按照一定的标准划分为若干个类似消费者 群体的过程。每一个消费者群就是一个细分市场。
24
市场细分
按人口细分 就是以年龄、性别、家庭规模、收入、职业、教 育、宗教、种族和民族等变量为基础将市场划分 为不同的群体。
年龄和生命周期细分
25
市场细分
按人口细分
性别细分
26
市场细分
按人口细分
收入细分 汽车、服饰、化妆品、金融服务和旅游等行业
27
市场细分
按心理细分 即基于社会阶层、生活方式或人格特征将市场分 为不同的群体。
无差异化（大众）营销
采用大众营销战略，即企业决定忽视细分市场的差异，向全部市场 提供单一供应物。
37
目标市场选择
差异化（细分）营销
采用细分营销战略，即企业选择几个细分市场，并对各细分市场单 独设计提供物的市场涵盖战略。
在几个细分市场上建立稳固的地位比在所有市 38 场上进行无差异营销可以获得更高的总销售额
他们会在哪些地方接触到我们宣传 的信息；要充分认识到口碑的作用
6
1.1 购买决策过程
比较评价（决定性环节）
竞争者：卖同样产品和服务 要充分考虑竞争者，为什么选他不选你呢？
7
1.1 购买决策过程
购买决定
影响因素
他人的态度 意外的情况
使用各种手段去刺激用户的购买欲望，让顾客从打算 购买到下定决心一定要买
市场营销1——市场营销概论 ppt课件
市场营销1——市场营销概论
1、市场营销理论从策略到战略； 2、从基础市场营销到专业市场营销 ； 3、从顾客营销到社会营销； 4、从外部营销到内部营销； 5、从一国到全球……
市场营销1——市场营销概论
Marketing History
50年代
市场营销组合 产品生命周期 品牌形象 市场细分 营销审计
M
Money
购买力
A
Authority
购买者
N
Need
购买兴趣
市场营销1——市场营销概论
截至2003年底，10年时间里在蓉投资的500强企业仅有42家，而短 短2年时间后，这个数字已经达到了100家，且投资规模越来越大， 企业增资的情况频繁出现。
苏州2005年外资企业达到12000多家…… 截至2005年9月底，上海市共有外商投资企业28000多家……
市场营销1——市场营销概论
市场营销1——市场营销概论
1
市场与市场营销基本概念
2
销学的研究方法
4
市场营销学的理论体系
市场营销1——市场营销概论
一、市场的概念 市场是商品交换的场所； 市场是由具有特定欲望和需求，愿意并且能够以交换来满足这 些的潜在顾客所组成；
市场营销1——市场营销概论
市场营销1——市场营销概论 Marketing
市场营销 1——市场 营销概论
如果你想入地狱，应该去搞营销；如果你想上天堂，更 应该去搞营销！
营销一半是科学，一半是艺术；一半是大海，一半是火 焰；一半是困苦、一半是鲜花……
市场营销1——市场营销概论
市场营销1——市场营销概论
得到 行到 悟到 知到 心到
市场营销学研究方法
4
市场营销学理论体系
Marketing市场营销(英文版)
Marketing市场营销(英文版)Marketing is a critical aspect of any business. It involves promoting and selling products or services to customers through various strategies and channels. In today's competitive market, effective marketing techniques are essential to differentiate a company from its competitors and maximize its potential for success.One of the primary goals of marketing is to understand customer needs and wants. By conducting market research and gathering data, companies can identify their target audience and tailor their marketing efforts accordingly. This customer-centric approach allows businesses to create products or services that meet customer demands and exceed their expectations.Marketing involves developing an effective marketing mix, which includes the product, price, promotion, and place. The product refers to the goods or services being offered and must meet customer needs and preferences. Setting the right price is crucial to ensure the product's affordability and value. Promotion involves the various strategies used to communicate with potential customers and create awareness about the product or service. Lastly, ensuring the product is available at the right place and time is essential to enable customers to access and purchase it conveniently.Digital marketing has become an integral part of successful marketing campaigns. With the widespread use of the internet and social media, companies need to embrace online marketing techniques to reach a broader audience. Digital marketingstrategies include search engine optimization (SEO), content marketing, social media advertising, email marketing, and influencer marketing. These methods help businesses connect with potential customers, increase brand visibility, and generate leads.Another critical aspect of marketing is building and maintaining strong customer relationships. Customer relationship management (CRM) is a strategy that helps companies track and analyze customer interactions to improve their overall experience. By understanding customer preferences, addressing their concerns, and providing excellent customer service, companies can build loyalty and retain customers in the long run.In today's fast-paced and highly competitive market, companies need to stay ahead of their competitors by continuously enhancing their marketing strategies. This requires staying updated with the latest marketing trends and technologies, monitoring competitor activities, and adapting accordingly. Additionally, companies must be flexible and willing to adjust their marketing efforts as market conditions and customer preferences change.In conclusion, marketing plays a vital role in the success of any business. By understanding customer needs, developing an effective marketing mix, embracing digital marketing techniques, and building strong customer relationships, companies can maximize their potential and stay ahead of the competition. It is crucial for businesses to continuously improve their marketing strategies to remain relevant and meet the evolving demands of their target audience.继续发展相关主题-内容营销：内容营销是当下营销领域的一个重要策略。
市场营销PPTppt课件
• This concept leads towards “Marketing Myopia” which means organization fall with love with their existing products that they never think about other alternatives. If a organization is only focused in producing best desktop computers for customer without keeping in mind that customer is willing for portable solution such as laptop and PDA.
Production Concept
Customers buy the products which are produced on mass level at low cost and widely available in the market. This concept totally phase out customer, production take place without taking customers needs and wants into consideration. This concept works well when the demand of product is more than supply or product cost is required to be reduced by following the practice of mass production.
• Factors like pollution, population and health
市场营销学双语课件1PPT13WhatisMarketing课件
Marketing Management
Philosophies
Production Concept
Product Concept
Selling Concept
Marketing Concept
Societal Marketing Concept
不是从消费者需求出发而是从企业生产出发 改善 生产和渠道认为消费者会欢迎质量最优、性能最好 和功能最多的产品产生于20世纪20年代末至50年代前表现为 “我卖什么，顾 客就买什么”以满足顾客需求为出发点即“ 顾客 需要什么，就生产什么”社会的福利
Who Purchases Products
and Services?
Market –是指某种产品的现实购买者与潜在购买者需求的总和.
现实购买者
潜在购买者
Modern Marketing System
供应商
最终用户
营销中介
竞争者
公司（市场营销者）
环 境
环 境
How do Consumers Obtain
Products and Services?
Exchanges -通过提供某种东西作为回报，从别人那里取得所需物的行为 .Transactions -买卖双方价值的交换，它是以货币为媒介的，而交换不一定以货币为媒介，它可以是物物交换.Relationships -与其顾客、分销商、经销商、供应商等建立起长期的互信互利关系.
Marketing Management
营 销 管 理
为创造达到个人和机构目标的交换 ，而规划和实施理念、产品和服务的构思、定价、分销和促销的过程。
发现 和 创造需求, 或者改变 或 降低需求
需 求 管 理
市场营销欧美简约通用动态PPT模板素材方案
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Marketing Informations
Assertively unleash flexible technology whereas equity invested internal or "organic" sources. Collaboratively disintermediate maintainable leadership with team building internal or "organic" sources. Globally deploy enterprise-wide vortals for magnetic quality vectors.
CULTURE
市场营销PPT模板
MARKETING & MANAGEMENT FOR INFOGRAPHIC Lid est laborum dolo rumes fugats untras. Etharums ser quidem rerum facilis dolores nemis omnis fugats vitaes nemo minima rerums unsers sadips amets.. Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo.
市场营销(大学课件)PPT课件
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2.经典市场营销举例：
• 英国航空公司的一架波音747客机在东京起飞前，因机械 故障不得不向已购买机票飞往伦敦的191名乘客发出通知： 008号班机将推迟20小时才能起飞，请乘客换乘其他航班。 随后，190名乘客改乘了其他航班走了。唯独一名叫大竹 秀子的日本乘客对008号班机“情有独钟”，非008号班 机不坐．在此情况下， 008号班机在排除故障后，拥有 353个座位的008号班机载着大竹秀子一人,开始了从东京 到伦敦13000公里、13小时的飞行。大竹秀子被请到头等 舱，6部电影、精美食品，15位服务员与6位机组人员热情 地为她服务。一时间，英国航空公司“顾客至上”的经营 经理念经报道后，成为航空界的美谈。千千万万个乘客为 之赞叹，并视能有机会乘坐该航班而自豪。
二、对市场营销环境研究的重要意义
33
第三节 企业的微观环境
• 企业内部：高层管理，营销，制造，财务，会计，研究开 发，采购。
• 供应者: • 中间商: 物流公司，营销服务机构，财务中介机构。 • 顾客：消费者市场，生产者市场，中间商市场，非营利组
织市场，国际市场。 • 竞争者：愿望竞争者，属类竞争者，产品形式竞争者，品
市场营销理论与实践
浙江师范大学行知学院 王新伟
1
第一章 市场营销介绍
教学内容: 市场与市场营销概念及相关概念 市场营销学产生与发展 市场营销学研究对象、意义和方法
教学目标: 了解营销学的产生,掌握营销学核心概念
教学要求: 准确理解现代市场营销的含义;
2012市场营销学PPT课件
Company
Logo
（3）我国上世纪70年代末开始运用市场营销。
（4）营销学在美国的历史大致经历了四个阶段:
初建阶段 发展阶段 繁荣阶段
应用阶段
Copyright © by ARTCOM PT All rights reserved.
16
www.art-com.co.kr
1、初建阶段（1900－1912）
www.art-com.co.kr
市场营销
Company
Logo
（2）通俗定义： 市场营销是从研究顾客需要开始，组织生产、 销售和提供售后服务的一系列商务活动。目的是 为了最大限度满足顾客需要。
研究顾客需要
售后服务
顾客 组织生产
组织销售
Copyright © by ARTCOM PT All rights reserved.
Copyright © by ARTCOM PT All rights reserved.
4
www.art-com.co.kr
Company
Logo
• 吴健安：《市场营销学》，高等教育出版社，面向21世 纪课程教材； • 唐德才编著：《现代市场营销学教程》（第2版），清 华大学出版社，2009年； • 陆娟编：《市场营销学》，南京大学出版社， 2002年 • 张秋林：《市场营销学——原理、案例、策划》，南京 大学出版社，2007年； • 成豫苏、孙江明：《商业银行市场营销》，中国农业科 技出版社，1999年。
特别关注顾客现实和潜在的需求； 生理需求 心理需求 物质需求 时间需求
Copyright © by ARTCOM PT All rights reserved.
商品原始功能（舒适） 拥有商品的满足感（漂亮）
市场营销学英文课件
Copyright ◎ 2010 Pearson Education, Inc.
Chapter 1- slide 7
Understanding the Marketplaceand Customer NeedsCustomer Value and SatisfactionExpectations
Copyright ◎ 2010 Pearson Education,Inc.
12Chapter 1- slide 12
to go after
Designing a Customer-Driven Marketing StrategySelecting Customers to ServeDemarketing is marketing to reduce demand temporarily or permanently; the aim is not to destroy demand but to reduce or shift it
Copyright ◎2010 Pearson Education, Inc.
Chapter 1- slide 14
Designing a Customer-Driven Marketing StrategyMarketing Management Orientations
15Chapter 1- slide 15
Capture value from
superioபைடு நூலகம் value
customers in return
and wants
P RIN CIPLES
Understanding the Marketplace and Customer NeedsCore Concepts· Customer needs, wants, and demands · Market offerings● Value and satisfaction· Exchanges and relationships● Markets
市场营销基础知识(PPT 95页)
第25页
市场营销决策基础——
营销环境分析
第26页
市场营销决策制定程序
业务 单位 任务
外部 环境 分析
内部 条件 分析
制定 营销 目标
•市场细分 •选择目标
市场
•定位
第27页
一、市场营销环境
企业的营销环境由市场营销之外的、 影响营销管理能 力的所有因素构成。
营销管理能力是指成功地发展和保持同目标顾客关系 的能力。
市场营销基础知识
导读
第一部分：前言 第二部分：市场营销的核心概念 第三部分：市场营销思想的演变 第四部分：市场营销的过程及成功的特征 第五部分：市场营销的环境分析 第六部分：消费者购买行为分析 第七部分：确定细分市场和选择目标市场 第八部分：制定营销组合方案——4PS理论
第1页
前言
• 市场营销的理论是二十世纪初起源于美国的一门应用学科，科学性和 艺术性是它的双重特征,自诞生以来一直处在不断变革和发展之中。
第16页
小结：营销思想的演变
• 生产观念——以生产为中心 以量取胜 以产定销 • 产品观念——以产品为中心 以质取胜 以产定销 • 推销观念——以推销为中心 以销取胜 以产定销 • 营销观念——以顾客为中心 以适销对路取胜 以销定产 • 社会营销观念——以社会整体需求为中心 以社会整体效益最大取
胜 以产定销 • 战略营销观念——以企业战略发展要求为中心 以竞争为基础
采购后的行为
不采取行动 承受心理压力
不
满
停 止购 买
意
要求商家补偿
采取行动 向周围人诉说
采取暴光方式
采取法律方式
第44页
（三）影响因素分析
文化因素
(1文化和亚文化的影响 文化是指一套基本的价值观念以及偏好和习惯 亚文化是文化的细分，它基于地域、宗教和种族 三种渠道传播文化：家庭、教育机构和社会环境
欧美智能手机市场营销方案PPT(pshuo-com)
BRIEF HITS OF CONNECTION
& UTILITY ARE CURRENTLY
THE MOST POPULAR FORMS OF
/
73%
ons ecti ps Ma Dir &
CONSUMPTION
55%
ing
Soc
ial
twork Ne
55% 44%
on weekly basis
5
WHOM DID WE SPEAK WITH?
Approximately 1800 participants were selected for this study based upon their frequent use of Smartphone devices, with nearly all participants indicating they access the mobile web at least several times per week. The study also included a sample of “lead users,” who were asked to keep daily usage diaries.
/
SMART
PH NE
SMART
MARKETING
/
TABLE OF CONTENTS
2 4 18 28 32 Overview Smartphone Living Smartphone Marketing Smartphone Futures Conclusions
The Smartphone is considered a great convenience for many Americans, enabling them to access internet content, applications and services anywhere and anytime and to have a constant link with their social circles. It’s more than a medium of transmission; it’s the preeminent tool for both social communication and daily life management.
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© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
FIGURE 1-1 An organization’s marketing department relates to many people, groups, and forces
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
WHAT MARKETING IS AND WHAT IT IS NOT
‣ Marketing is:
‣ an organizational function ‣ a set of processes for creating, communicating, and delivering
Learning Objectives
After reading this chapter, you should be able to:
1.Define Marketing. 2.Know the basic requirements for successful marketing to occur. 3.Understand the breadth and depth of marketing. 4.Explain how marketing discovers and satisfies consumer needs
Answer:
The four marketing mix elements that make up the organization's marketing program are product, price, promotion, and place, or otherwise known as the 4 P's. This portion of the marketing program is controllable by the marketing departments and its organization.
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
1
Marketing: Customer Value, Satisfaction, and Customer Relationships
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
‣ The University of Regina provides a dynamic, innovative and supportive learning
experience with a growing national reputation for excellence in teaching and research. The University’s comprehensive services and programs prepare students to excel in local and global communities and its research opportunities attract the best and brightest minds.
‣ Who Buys and Uses What is Marketed? ‣ Ultimate Customers ‣ Organizational Buyers
‣ Who Benefits?
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
WHAT MARKETING IS AND WHAT IT IS NOT
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Concept Check
What four factors are needed for marketing to occur?
Answer: (1) Two or more parties with unsatisfied needs, (2) a desire and ability on their part be satisfied, (3) a way for the parties to communicate, and (4) something to exchange.
value to customers
‣ managing customer relationships in ways that benefit the
organization and its stakeholders
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
THE MARKETING PROGRAM
‣ The Marketing Program
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
FIGURE 1-3 Marketing’s second task: satisfying consumer needs
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
WHAT MARKETING IS AND WHAT IT IS NOT
‣ Marketing is not:
‣ advertising ‣ selling ‣ common sense ‣ hucksterism ‣ manipulating
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
WHAT MARKETING IS AND WHAT IT IS NOT
‣ The Breadth and Depth of Marketing
‣ What is a Market? ‣ Who Markets? ‣ What is Marketed?
and wants.
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Learning Objectives
After reading this chapter, you should be able to:
5.Distinguish between marketing mix elements and environmental factors.
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© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Marketing
6th Canadian Edition
HOW MARKETING DISCOVERS AND SATISFIES CONSUMER NEEDS
‣ Satisfying Consumer Needs
‣ Target market ‣ The Four Ps: Controllable Marketing Mix Factors ‣ Product ‣ Price ‣ Promotion ‣ Place ‣ The Uncontrollable, Environmental Factors
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Concept Check
What is marketing? Answer: According to the American Marketing Association, "marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders."
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Concept Check
What are the four marketing mix elements that make up the organization’s marketing program?
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Concept Check Marketing focuses on _d_is_c_o_v_e_r_in_g_ and __s_a_t_is_f_y_in_g__ prospective customers’ needs and wants.
6.Describe how market orientation in the present era focuses on creating customer value, satisfaction, and customer relationships.
7.Understand the meaning of ethics and social responsibility and how they relate to the individual, organizations, and society.