国际营销英文版(自己亲手整理)

CH1

1. Definition of Marketing

Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. 2. Core Concepts of Marketing

a. Target Markets ＆Segmentation

b. Needs, Wants, and Demands

c. Product or offering

d. Value and satisfaction

e. Exchange and Transactions

f. Relationships and networks

g. Marketing channels

h. Supply Chain

i. Competition

j. Marketing Environment 3、 Simple Marketing System

Industry

Market

（a collection of sellers ） a collection of buyers ）

4. Company Orientations(导向) Towards the Marketplace

（1）production concept 生产导向 expand resources

→ Consumers prefer products that are widely available and inexpensive daily commodities （生

活须品） (成本) （价格） （2）product Concept 产品导向 research development ，innovation

→ Consumers favor products that offer the most quality, performance or Innovative features.

（reliability ） （speed ）

Risky

（3）selling concept 销售导向 advertise, promote sales

→ Consumers will buy products only if the company aggressively promotes/sells these

products. （4）marketing concept 市场导向

→ focuses on needs/wants of target markets&delivering value better than Competitors 5. Customer Delivered Value

（a ） the Selling concept

Starting point focus means ends

（b ） the marketing Concept

6. Evolving Views of Marketing’s role

profits through sales volume selling and promotion

Existing products Factory

profits through customer satisfaction

Integrated marketing

customer needss Market

a Marketing as an equal function b. Marketing as more important function. Production

C.Marketing as the major function d . The customer as the Controlling factor other sections need to Serve for Marketing and achieve the marketing needs

e. The customer as the Controlling function and marketing as the integrative function.

project manager 项目经理→Solve Customer’s problems and Contact the customers 7. need 、want 、 demand

need: basic requirements for people’s survival （ food, clothes ） want: more advanced/specific requirements （coke, KFC ）

demand: not only specific requirements but also the ability of payment 8. The Four Ps The Four Cs Marketing Mix （营销组合）

【Combination of techniques and skills and marketing condition 】

➢ Product →Customer Solution （not only Consider the quality, performance, features of