国际市场营销1unit-1-a
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a basic part of the human makeup.
8
Wants
➢ Wants are the form taken by human needs as they are shaped by culture and individual personality.
➢ An American needs food and wants a hamburger, French fries,and a Coke.
2
Definition of Marketing
❖Preview Case ❖Definition of marketing
3
Preview Case1
Macro has worked in Noah Ark Consulting Corporation after graduation from a business school. Now he intends to register a Management Consultancy Corporation of his Own.Then
Introduction to marketing
1
Objectives
After learning this chapter, you s百度文库ould be able to: ➢ define marketing; ➢ understand basic concepts of marketing; ➢ trace the evolution of marketing; ➢ understand the importance of studying marketing ➢ present a real case of marketing activities.
➢ 汤臣一品
10
汤臣一品1
2005年10月，均价11万/平方米 的汤臣一品开盘后，一夜间创造了
中国豪宅的最高天价 。 汤臣一品由两幢40层和 两幢44层的超高楼组成， 电梯能否运作，一切靠掌纹。
11
汤臣一品2
厨房——选用顶极品牌，价值百万，人性化的定制设计 “储备区、存储区、清洗区、准备区、烹饪/烘烤区”
➢ Place the customer at the very center. ➢ Creating customer value and satisfaction is at the
very heart of modern marketing thinking and practice. ➢ Marketing must be understood not in the old sense of
What marketing decisions should be made?
4
Preview Case2
➢ What consultancy service to be provided for the
customers?
product
➢ Who is his customer?
market
➢ How to set the charge rate?
9
Demands
➢ Demands are wants for specific products that are backed by buying power.
➢ Companies must measure not only how many people want their products but,more importantly,how many would actually be willing and able to buy it.
6
Basic Concepts in Marketing
Needs, wants demands
Value, Exchange products satisfaction Transaction markets
quality relationship
7
Needs
➢ Human needs are state of felt deprivation. ➢ Physical needs for food,clothing,warmth and safety. ➢ Social needs for belonging and affection ➢ Individual needs for knowledge and self-expression ➢ These needs are not invented by marketers; they are
五大功能区域有明显的划分
12
汤臣一品3
13
汤臣一品4
最受成功人士欢迎的欧式设计 风格，金光中透出的奢华,
采用的是防弹铜门和防弹窗， 在门上镌刻着经典的西方 植物图案，
同时各个细部还镶嵌有水晶， 主人入室全凭指纹
14
汤臣一品5
打开门，显现在眼前的即是一个金碧辉煌的世界， 晶莹剔透的水晶吊灯、以金、黄为主色调的家具，夜色中的外滩……
pricing
➢ Where to place the office site?
Distribution
➢ How to identify his target market? (place) targeting
➢ How to attract his customers?
promotion
5
Definition of Marketing
making a sale but in the new sense of satisfying customer needs. ➢ The simplest definition is that marketing is the delivery of customer satisfaction at a profit.
镜中映照下，翻倍地呈现在眼前。
15
汤臣一品6
汤臣一品正坐落于黄浦江270度转角处， 属浦东看江最佳的位置。在这个阳台上， 你可以将全上海最繁华，最有价值的景色尽收眼底。
16
汤臣一品7
巨大的落地窗增添了房间 的通透感
所有的家具都描上了金边 从次卧窗外望去， 是上海最大的CBD ——陆家嘴金融中心
8
Wants
➢ Wants are the form taken by human needs as they are shaped by culture and individual personality.
➢ An American needs food and wants a hamburger, French fries,and a Coke.
2
Definition of Marketing
❖Preview Case ❖Definition of marketing
3
Preview Case1
Macro has worked in Noah Ark Consulting Corporation after graduation from a business school. Now he intends to register a Management Consultancy Corporation of his Own.Then
Introduction to marketing
1
Objectives
After learning this chapter, you s百度文库ould be able to: ➢ define marketing; ➢ understand basic concepts of marketing; ➢ trace the evolution of marketing; ➢ understand the importance of studying marketing ➢ present a real case of marketing activities.
➢ 汤臣一品
10
汤臣一品1
2005年10月，均价11万/平方米 的汤臣一品开盘后，一夜间创造了
中国豪宅的最高天价 。 汤臣一品由两幢40层和 两幢44层的超高楼组成， 电梯能否运作，一切靠掌纹。
11
汤臣一品2
厨房——选用顶极品牌，价值百万，人性化的定制设计 “储备区、存储区、清洗区、准备区、烹饪/烘烤区”
➢ Place the customer at the very center. ➢ Creating customer value and satisfaction is at the
very heart of modern marketing thinking and practice. ➢ Marketing must be understood not in the old sense of
What marketing decisions should be made?
4
Preview Case2
➢ What consultancy service to be provided for the
customers?
product
➢ Who is his customer?
market
➢ How to set the charge rate?
9
Demands
➢ Demands are wants for specific products that are backed by buying power.
➢ Companies must measure not only how many people want their products but,more importantly,how many would actually be willing and able to buy it.
6
Basic Concepts in Marketing
Needs, wants demands
Value, Exchange products satisfaction Transaction markets
quality relationship
7
Needs
➢ Human needs are state of felt deprivation. ➢ Physical needs for food,clothing,warmth and safety. ➢ Social needs for belonging and affection ➢ Individual needs for knowledge and self-expression ➢ These needs are not invented by marketers; they are
五大功能区域有明显的划分
12
汤臣一品3
13
汤臣一品4
最受成功人士欢迎的欧式设计 风格，金光中透出的奢华,
采用的是防弹铜门和防弹窗， 在门上镌刻着经典的西方 植物图案，
同时各个细部还镶嵌有水晶， 主人入室全凭指纹
14
汤臣一品5
打开门，显现在眼前的即是一个金碧辉煌的世界， 晶莹剔透的水晶吊灯、以金、黄为主色调的家具，夜色中的外滩……
pricing
➢ Where to place the office site?
Distribution
➢ How to identify his target market? (place) targeting
➢ How to attract his customers?
promotion
5
Definition of Marketing
making a sale but in the new sense of satisfying customer needs. ➢ The simplest definition is that marketing is the delivery of customer satisfaction at a profit.
镜中映照下，翻倍地呈现在眼前。
15
汤臣一品6
汤臣一品正坐落于黄浦江270度转角处， 属浦东看江最佳的位置。在这个阳台上， 你可以将全上海最繁华，最有价值的景色尽收眼底。
16
汤臣一品7
巨大的落地窗增添了房间 的通透感
所有的家具都描上了金边 从次卧窗外望去， 是上海最大的CBD ——陆家嘴金融中心