国际市场营销1unit-1-a.ppt

Introductiontomarketing 1 Objectives Afterlearningthischapter youshouldbeableto definemarketing understandbasicconceptsofmarketing tracetheevolutionofmarketing understandtheimportanceofstudyingmarketingpresentarealcaseofmarketingactivities 2 DefinitionofMarketing PreviewCaseDefinitionofmarketing 3 PreviewCase1 MacrohasworkedinNoahArkConsultingCorporationaftergraduationfromabusinessschool NowheintendstoregisteraManagementConsultancyCorporationofhisOwn Then Whatmarketingdecisionsshouldbemade 4 PreviewCase2 Whatconsultancyservicetobeprovidedforthecustomers Whoishiscustomer Howtosetthechargerate Wheretoplacetheofficesite Howtoidentifyhistargetmarket Howtoattracthiscustomers product market pricing Distribution place targeting promotion 5 DefinitionofMarketing Placethecustomerattheverycenter Creatingcustomervalueandsatisfactionisattheveryheartofmodernmarketingthinkingandpractice Marketingmustbeunderstoodnotintheoldsenseofmakingasalebutinthenewsenseofsatisfyingcustomerneeds Thesimplestdefinitionisthatmarketingisthedeliveryofcustomersatisfactionataprofit 6 BasicConceptsinMarketing Needs wantsdemands products Value satisfactionquality ExchangeTransactionrelationship markets 7 Needs Humanneedsarestateoffeltdeprivation Physicalneedsforfood clothing warmthandsafety SocialneedsforbelongingandaffectionIndividualneedsforknowledgeandself expressionTheseneedsarenotinventedbymarketers theyareabasicpartofthehumanmakeup 8 Wants Wantsaretheformtakenbyhumanneedsastheyareshapedbycultureandindividualpersonality AnAmericanneedsfoodandwantsahamburger Frenchfries andaCoke 9 Demands Demandsarewantsforspecificproductsthatarebackedbybuyingpower Companiesmustmeasurenotonlyhowmanypeoplewanttheirproductsbut moreimportantly howmanywouldactuallybewillingandabletobuyit 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 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 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 17 Products Aproductisanythingthatcanbeofferedtoamarkettosatisfyaneedorwant Notlimitedtophysicalproducts Thetermproductcoversphysicalgoods services andavarietyofothervehiclesthatcansatisfyconsumers needsandwants Toavoidmarketingmyopia Payingmoreattentiontothephysicalproductstheyofferthantothebenefitsproducedbytheseproducts 18 Customervalue Customervalueisthedifferencebetweenthevaluesthecustomergainfromowingandusingaproductandthecostsofobtainingtheproduct Customersoftendonotjudgeproductvaluesandcostsaccuratelyorobjectively Theyactonperceivedvalue 19 CustomerSatisfaction Customersatisfactiondependsonaproduct sperceivedperformanceindeliveringvaluerelativetoabuyer sexpectation Smartcompaniesaimtodelightcustomersbypromisingonlywhattheycandeliver thendeliveringmorethantheypro