国际营销（英文）国际营销 (1).pdf

Defining Marketing for the New RealitiesChapter 1studyLearning Objectives03What are some core marketing concepts?01Why is marketing important?04What forces are defining the new marketing realities?02What is the scope of marketing?05What new capabilities have these forces given consumers and companies?06What does a holistic marketing philosophy include?07What tasks are necessary for successful marketing management?The Value of MarketingFinancial success often depends on marketing abilitySuccessful marketing builds demand for products and services,which,in turn,creates jobsMarketing builds strong brands and a loyal customer base,intangible assets that contribute heavily to the value of a firmThe Value of MarketingThe Scope of MarketingMarketing is about identifying and meeting human and social needsAMAs formal definition:Marketing is the activity,set of institutions,and processes for creating,communicating,delivering,and exchanging offerings that have value for customers,clients,partners,and society at large Marketing ManagementThe art and science of choosing target markets and getting,keeping,and growing customers through creating,delivering,and communicating superior customer valueWhat is Marketed?START123GoodsServicesEvents4Experiences5PersonsSTART678PlacesPropertiesOrganizations9Information10IdeasWhat is Marketed?Who Markets?A marketer is someone who seeks a responseattention,a purchase,a vote,a donationfrom another party,called the prospect8 Demand States Negative Nonexistent Latent Declining Irregular Unwholesome Full OverfullFig.1.1Structure Of Flows In A Modern Exchange EconomyFig.1.2 A Simple Marketing SystemKey Customer MarketsConsumer marketsBusiness marketsGlobal marketsNonprofit&governmental marketsCore Marketing ConceptsNeeds:the basic human requirements such as for air,food,water,clothing,and shelterWants:specific objects that might satisfy the needDemands:wants for specific products backed by an ability to payTypes of NeedsSTATEDREALUNSTATEDDELIGHTSECRETCore Marketing ConceptsPositioningSegmentationTarget marketsValue proposition:a set of benefits that satisfy those needs Offerings:a combination of products,services,information,and experiencesBrands:an offering from a known sourceCore Marketing ConceptsMarketing channelsCOMMUNICATIONDISTRIBUTIONSERVICECore Marketing ConceptsPaid media:TV,magazine and display ads,paid search,and sponsorshipsOwned media:a company or brand brochure,web site,blog,facebook page,or twitter accountEarned media:word of mouth,buzz,or viral marketingCore Marketing ConceptsImpressions:occur when consumers view a communication Engagement:the extent of a customers attention and active involvement with a communicationCore Marketing ConceptsValue:a combination of quality,service,and price(qsp:the customer value triad)Satisfaction:a persons judgment of a products perceived performance in relationship to expectationsCore Marketing ConceptsCore Marketing ConceptsSupply chain:a channel stretching from raw materials to components to finished products carried to final buyersCompetition:all the actual and potential rival offerings and substitutes a buyer might considerCore Marketing ConceptsMarketing environmentTask environmentBroad environmentCore Marketing Concepts