市场营销讲稿英文版

1、 市场营销市场营销 . . , :, , , . . . . , , , . n n n , n , n - n n n:n , 9 . . .n 市场营销学教程晁钢令市场营销学教程晁钢令 主编，主编， 上海财经大学出上海财经大学出版社，版社，2000年。年。n :n 11 . E. , D. . ,1993. l : 营销导刊销售与市场市场营销（人大复印资料） n :n : 10.n , 30% . n, 20% .n , 50% .n : 65111000-3110, 109. a 1n .n .n .n .What is marketing? ProductsNeeds, wants,a

2、nd demandsExchange, transactions,and relationshipsMarketsCoreMarketingConceptsValue, satisfaction,and quality1 n, nA a .n .()n .()n, n s s .n .n “”.n .n n n , , , n n, , , FasterBetterCheaperReliabilitySecurityCompetenceCredibilityEmpathyCommunicationStyleResponsivenessAccessAffordabilityAvailabilit

3、yConveniencePerformanceFeaturesReliabilityConformanceServiceabilityAestheticsPerceived QualityPrice 1-1: nA a .n n n / SuppliersEnd UserMarketMarketingIntermediariesCompetitorsCompany(Marketer)EnvironmentEnvironment2. , . . a . ( 1998) . ( 1994) . . (, 1973)n n, , , n (4)n ()n ()n ()n () ( ) 1-1 Cus

4、termer orientationCustermer orientationAll marketing activities arefocused on providing satisfactionIntergrated marketingIntergrated marketingAll marketing activitiesare coordinated.Profits followProfits followcustomer satisfactioncustomer satisfactionProfit aims will be met when theneeds are succes

5、sfully served.The marketing conceptThe marketing concept(Achieve goals by meeting customers needs) 1-2 n n . n a . GoalsofMarketingSystemsMaximizeConsumptionMaximizeChoiceMaximize Quality of LifeMaximizeSatisfaction 3 CustomerLifetimeValueMarketingManagementDemandManagementKeyConceptsforManagingMark

6、eting4 n n n n n StartingPointFocusMeansEnds & Society(Human Welfare)Consumers(Satisfaction)Company(Profits)SocietalMarketingConcept EmergingChallengesNonprofitMarketingNewMarketingLandscapeEthicalConcernsGlobalizationChangingWorld Economy5 n n n n n n n () 1960s1970s Next weeknStrategic planning and the marketing processnAssignment:nReviewing the lecture 1nText book (chapter 1)/ P36-37nOrgnizing the first team discussion on the marketing concept by internet connections.(P38-39)ngetting information and writing the outlet on the marketing planning and marketing processnText book (cha