Principles Of Marketing1.ppt

1、Principles Of Marketing市场营销原理,Jie Tao 陶杰,Question: What is market?,BRIEF Contents简要目录,Defining Marketing and the Marketing Process 定义营销和营销流程 Understand the Marketplace and Consumers 理解市场和顾客 Designing a Customer-Driven Strategy and Mix 设计顾客导向的营销战略与营销组合 Extending Marketing 拓展市场营销,Contents Part 1,Marke

2、ting: Creating and Capturing Customer Value 营销：创造和获取顾客价值 Company and Marketing Strategy: Partnering to Build Customer Relationships 公司战略与营销战略：合作建立客户关系,Contents Part 2,Analyzing the Marketing Environment 分析市场营销环境 Managing Marketing Information to Gain Customer Insights 管理市场营销信息获得顾客想法 Consumer Markets

3、 and Consumer Buyer Behavior 消费者市场与消费者购买行为 Business Markets and Business Buyer Behavior 经营市场与经营购买者行为,Contents Part 3,Customer-Driven Marketing Strategy: Creating Value for Target Customers 顾客导向的市场营销战略：为目标顾客创造价值 Products, Services, and Brands: Building Customer Value 产品、服务和品牌：构建顾客价值 New Product Devel

4、opment and Product Life-Cycle Strategies 新产品开发与产品生命周期战略 Pricing: Understanding and Capturing Customer Value 定价：理解和捕捉消费者价值,Contents Part 3,Pricing Strategies 定价战略 Marketing Channels: Delivering Customer Value 营销渠道：递送顾客价值 Retailing and Wholesaling 零售与批发 Communicating Customer Value: Integrated Marketi

5、ng Communications Strategy 沟通顾客价值：整合营销沟通战略,Contents Part 3,Advertising and Public Relations 广告与公共关系 Personal Selling and Sales Promotion 个人销售和促销 Direct and Online Marketing: Building Direct Customer Relationships 直销和网络营销：建立直接顾客关系,Contents Part 4,Creating Competitive Advantage 创造竞争优势 The Global Marketplace 全球市场 Sustainable Marketing: Social Responsibility and Ethics 可持续营销：社会责任和道德,Customer Value,心中价值：顾客以他们从产品或服务中所获得的核心利益来定义价值，也