国际市场营销1unit1a.ppt

Introduction to marketingObjectivesAfter learning this chapter,you should be able to:define marketing;understand basic concepts of marketing;trace the evolution of marketing;understand the importance of studying marketingpresent a real case of marketing activities.Definition of MarketingvPreview CasevDefinition of marketingPreview Case1Macro has worked in Noah Ark Consulting Corporation after graduation from a business school.Now he intends to register a Management Consultancy Corporation of hisOwn.ThenWhat marketing decisions should be made?Preview Case2What consultancy service to be provided for the customers?Who is his customer?How to set the charge rate?Where to place the office site?How to identify his target market?How to attract his customers?productmarketpricingDistribution(place)targetingpromotionDefinition of MarketingPlace 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 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.Basic Concepts in MarketingNeeds,wantsdemandsproductsValue,satisfactionqualityExchangeTransactionrelationshipmarketsNeedsHuman needs are state of felt deprivation.Physical needs for food,clothing,warmth and safety.Social needs for belonging and affectionIndividual needs for knowledge and self-expressionThese needs are not invented by marketers;they are a basic part of the human makeup.WantsWants 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.DemandsDemands 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.汤臣一品汤臣一品汤臣一品汤臣一品12005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。汤臣一品汤臣一品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”五大功能区域有明显的划分汤臣一品汤臣一品3汤臣一品汤臣一品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，主人入室全凭指纹汤臣一品汤臣一品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，夜色中的外滩镜中映照下，翻倍地呈现在眼前。汤臣一品汤臣一品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。汤臣一品汤臣一品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ProductsA product is anything that can be offered to a market to satisfy a need or want.Not limited to physical products.The term product covers physical goods,services,and a variety of other vehicles that can satisfy consumers needs and wants.To avoid marketing myopiaPaying more attention to the physical products they offer than to the benefits produced by these productsCustomer valueCustomer value is the difference between the values the customer gain from owing and using a product and the costs of obtaining the product.Customers often do not judge product values and costs accurately or objectively.They act on perceived value.Customer SatisfactionCustomer satisfaction depends on a products perceived performance in delivering value relative to a buyers expectation.Smart companies aim to delight customers by promising only what they can deliver,then delivering more than they promise.MarketA market is the set of actual and potential buyers of a product.Originally the term market stood for the place where buyers and sellers gathered to exchange their goods.此课件下载可自行编辑修改，供参考！感谢您的支持，我们努力做得更好！