marketingChapter 1 Introduction

1、InternationalMarketing,LecturedbyChenXiaodong,2015.9,AboutMyself,SylviaChen(陈晓东)TEL-mail:0411chenxiaodongRmNo:师贤居212,INTRODUCTION,AboutTextbook,Textbook:InternationalMarketingWriter:SunNing,ZhangAiminPress:HigherEducationPress,Purposeandmethodsofthisbook,Understandthefundamentalsandprac

2、ticesofmodernmarketingSeeasystematic,comprehensiveandvividpictureofmarketingLearncoreconceptsandmethodsusedinmarketingTouchmarketingwithalightheartinreadingtherealworldstoriesofthefamouscompanies,Teachingmethods,TeacherservesasaguidancewithteachingoutlinesStudentscarryouttask-focusedteamworkandresea

3、rchprojectsClassroompresentationbothindividualsandteamsFinalexamincludesabriefwrittentestandateamprojectbusinessplan,WhydowelearnMarketing?,ThreeImportantfactsaboutMarketingMarketingcostsareabigcomponentofbusinessbudgetMarketingprovidesanopportunitytocontributetosocietyandcompaniesYoumaychooseacaree

4、rinmarketing,ImportanceofMarketing,HalfofeverydollarspentbyconsumerspaysformarketingcostsAscienceandart,MarketingRelevanttoYou,1/4thto1/3rdoftheentirecivilianworkforceintheU.S.performsmarketingactivitiesFastestrouteupthecorporateladder,Entrylevel,executive,PhilipKotler(菲利普科特勒),PhilipKotler,Forefathe

5、randleadingauthoritiesofmarketingAuthorofmanyfamousbooksonmarketingConsultantofbigMNCsoftheworldStudyonmarketingfrommanagementscience“Todayssmartmarketersdontsellproducts;theysellbenefitpackages.Theydontsellpurchasevalueonly;theysellusevalue.”-KotleronMarketing,forward,PhilipKotler,PhilipKotler(born

6、May27,1931inChicago,Illinois)isanAmericanmarketingauthor,consultant,andprofessor;currentlytheProfessorofInternationalMarketingattheKelloggSchoolofManagementatNorthwesternUniversity.Heistheauthorofover55marketingbooks,includingPrinciplesofMarketing,KotleronMarketing:HowtoCreate,Win,andDominateMarkets

7、,andFromProductstoCustomerstotheHumanSpirit.,Chapter1.Marketing:AUniversalDiscipline,Thefoundationforasuccessfulprogramisasoundunderstandingofthemarketingdiscipline.Marketingistheprocessoffocusingtheresourcesandobjectivesofanorganizationonenvironmentalopportunities.Thefirstandmostfundamentalfactabou

8、tmarketingisthatitisauniversaldiscipline.ItisasapplicableinNewYorkofUnitedStatesasitisinTokyoofJapan.Marketingisasetofconcepts,tools,theories,practicesandprocedures,andexperience.,ChapterObjectives,IntroducethecoreconceptsonmarketingIdentifythreeprinciplesofmarketingLookatthedevelopmentofdomesticmar

9、ketingtoglobalmarketingUnderstandtheimportanceofglobalmarketing,1.1TheCoreConceptsonMarketing,Whatsmarketing?TheoriginalMarketingConceptTheoriginalconceptofmarketfocusedmarketingontheproduct,onmakinga“better”productfortheobjectiveofprofits,andthemeanstoachievingtheobjectivewasselling,orpersuadingthe

10、potentialcustomertoexchangehisorhermoneyforthecompanysproduct.Butinfact,marketingpracticehaspasseddifferentstagesandisguidedbydifferentconcepts.Table1.1,Forward,Originalmarketingconcept,back,Table1.1TheEvolutionofMarketingConcepts,forward,Translation,市场营销的原始概念认为市场营销重点研究的是产品，是制造出“更好”的产品来获利，而实现获利的途径是销

11、售产品或说服潜在客户购买公司产品。市场营销的新概念把市场营销的重点从产品转向客户，营销的目的仍然是利润，但通过的方式是市场营销组合或“4Ps”：一组结合起来使用以影响市场的营销工具，包括产品、价格、地点（分销）和促销等四部分。市场营销的战略概念是市场营销理论发展史上的重大革命，营销的焦点由此从消费者或产品转移至更广外部背景下的消费者。,back,back,back,1.1TheCoreConceptsonMarketing,TheNewConceptofMarketingThenewconceptofmarketingfocusmarketingfromtheproducttothecusto

12、mer.Theobjectivewasstillprofit,butthemeanstoachieveithasbeenexpandedtoincludetheentire“marketingmix”orthe“FourPs”,whichincludesasetofmarketingtoolsthatworktogethertoaffectthemarketplace,includingproduct,price,place(distribution)andpromotion.,forward,Newmarketingconcept,Back,1.1TheCoreConceptsonMarke

13、ting,TheStrategicConceptofMarketingThestrategicconceptofmarketing,amajorrevolutioninhistoryofmarketingthought,shiftedthefocusofmarketingfromthecustomerortheproducttothecustomerinthecontextofbroaderexternalenvironment.Bythisconcept,marketersmustknowthecustomerinacontextconsistingofthecompetition,gove

14、rnmentpolicyandregulation,andthemacroeconomic,social,culturalandpoliticalforcesthataffectmarkets.,forward,Strategicmarketing?,Arevolutionofmarketingthought,back,1.1TheCoreConceptsonMarketing,Meanwhile,theobjectiveofmarketingalsoexperiencedarevolutionarychangeinstrategicmarketingconcept,shiftingfromp

15、rofittostakeholderbenefits.Moreandmorepeoplerecognizethatprofitsarearewardforperformance.Thismeansmarketingmustfocusonthecustomers,thestakeholdersbenefitsanddelivervaluetothem.Then,accordingtoPhilipKotler,Marketingcanbedefinedas:asocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheynee

16、dandwantthroughcreatingandexchangingproductsandvaluewithothers.,forward,1.1TheCoreConceptsonMarketing,Stakeholders(notstockholders)areindividualsorgroupswhohaveaninterestintheactivityofacompany.Theyincludetheemployeesandmanagement,customers,society,andgovernment,tomentiononlythemostprominent.Profits

17、arearewardforperformance(definedassatisfyingcustomersinasociallyresponsibleoracceptableway).,back,Translation,利益相关者：在公司行为中有利益关系的个人或组织，最主要的利益相关者有员工、管理层、客户、社会和政府等。利润是对公司业绩（以对社会负责的或得到社会认可的方式满足客户需求）的回报。所谓市场营销，是指个人和组织通过创造并同他人交换产品和价值换取可以满足其需要和欲望的一种社会性管理过程。,back,back,back,Needs,Wants,Demands,Coremarketingc

18、oncepts,forward,1.1TheCoreConceptsonMarketing,Toexplainthisdefinition,wefirstexaminethefollowingimportantterms:Needs,WantsandDemands(需要、欲求、需求）ThemostbasicconceptunderlingmarketingisthatofHumanNeeds(Humanneedsarestatesoffeltdeprivation).Theydescribebasichumanrequirementsincludingphysicalneedsforfood,

19、clothing,shelter,safety,andindividualneedsforknowledgeandself-expression.Theseneedsarenotinventedbymarketers;theyareabasicpartofhumanmakeup(人性).,1.1TheCoreConceptsonMarketing,Needsbecomewantswhentheyaredirectedtospecificobjectsthatmightsatisfytheneeds(Wantscanbedefinedastheformtakenbyhumanneedsasthe

20、yareshapedbycultureandindividualpersonality).ForexampleanAmericanandaChinese,theydonothavethesamewants.So,wantsaredescribedintermsofobjectsthatsatisfyneeds.Peoplehavealmostunlimitedwants,buthavelimitedresources.Thus,theywanttochooseproductsthatprovidethemostvalueandsatisfactionfortheirmoney(Whenback

21、edbybuyingpower,wantsbecomedemands).AMercedesmeanscomfort,luxury,andstatus.Manypeoplewantthem,butnotallofthem,1.1TheCoreConceptsonMarketing,areableandwillingtobuyone.Companiesmustmeasurenotonlyhowmanypeoplewanttheirproductbutalsohowmanypeoplewouldactuallybewillingtobuyandcanaffordit.Wecanillustratei

22、tandmakeitclear.,Needs,WantsandDemands,人类需要是指感觉到没有得到满足的各种状态。欲求是由文化和个体的个性共同形成的人类需要表现形式。在购买力的支持下，欲求就变成了需要。,back,back,back,1.2ThreePrinciplesofMarketing,Wecansummarizetheessenceofmarketinginthreegreatprinciples.,CustomerSatisfaction:顾客满意performance/expectation,Ifcustomernotlikeit,itsadefect,Customerval

23、ue:benefits顾客价值,QualityTQM全面质量管理,TCS,Principle1:CustomerValueandSatisfaction,Customervalue:,Wedefinecustomervalueas:Thecustomersassessmentoftheproductsoverallcapacitytosatisfyhisorherneeds.Itisthedifferencebetweenthevaluethatcustomergainsfromowningandusingaproductandthecostofobtainingtheproduct.客户价值

24、指的是客户对产品满足其需要的总体能力的评价。客户价值是客户从拥有和使用某种产品中得到的价值与其获得该产品的成本之间的差额。,Customervalue:,Customerdeliveredvalue(CDV)顾客让渡价值Totalcustomervalue(TCV):bundleofbenefits(product,service,personnel,image)Totalcustomercost(TCC):bundleofcost(monetary,time,energy,psychic心理的)CDV=TCV-TCC,Customersatisfaction,Customersatisfac

25、tiondependsonaproductsperceivedperformanceindeliveringvaluerelativetoabuyersexpectation.顾客满意度取决于产品在传递价值的过程中相对于买主预期的可感知性能。,Customersatisfaction,Customersatisfaction:Perceivedperformance(PP)已知效用Customerexpectation(CE)顾客期望PPCEhighsatisfaction/delight/loyalty,Principle1:CustomerValueandSatisfaction,Smar

26、tcompaniesaimtodelightcustomersbypromisingonlywhattheycandeliver,thendeliveringmorethanpromise.,Principle2:CompetitiveorDifferentialAdvantage,CompetitiveadvantageAtotalvalueofanofferingvis-visrelevantcompetitionthatismoreattractivetocustomers竞争优势是企业为客户提供的比同类产品更具吸引力的产品和服务的总和。,Principle3：Focus,Focusis

27、requiredtosucceedinthetaskofcreatingcustomervalueatacompetitiveadvantage.要成功实现在竞争优势的基础上为客户创造价值的目标，重点战略不可或缺。Therefore,marketingmanagersneedtohaveaclearfocusoncustomerneedsandwants,andonthecompetitiveofferingsoastomobilizetheefforttheeffortnecessarytomaintainadifferentialadvantage.Thiscanbeaccomplishe

28、donlybyfocusingcompanysresourcesandeffortsontheneedsandwantsofitscustomers,andonthewaytodeliveraproductthatmeetsthoseneedsandwants.,1.3FromDomestictoGlobalMarketing,DomesticMarketingACompanyengagedinproductionandmarketingofitsproductonlyfordomesticconsumersisbelievedtododomesticmarketing.Itistargetedexclusivelyonthehome-countrymarket.国内市场营销是指仅面向国内