《国际商务导论》ppt课件

《《国际商务导论》ppt课件》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、国际商务导论FundamentalsofBusinessLecture2:Marketing:AnOverviewWhattocovertoday：Whatismarketing?Marketingmix:the4P’sFunctions/proceduresofmarketingMarketingenvironmentMarketingresearchMarketsegmentationExercises1.Whatismarketing?Casestudy:GeneralMotors’MarketingApproachReadthestoryofG

2、M’smarketingeffortsovertime,andtrytocaptureasmanykeyconceptsaboutmarketingasyoucan.WhatdoyouthinkledtoGM’ssuccessinsellingtheircarsbeforethe1980s,andwhydidtheirmarketsharefallinrecentdecades?Keymarketingconcepts:customerneedspricerangesbrandsstylesandidentitymarketingstrategycus

3、tomerloyaltymarketsegmentdesign,quality,cost…Marketingis:--findingtheneedsofthecustomersandsatisfyingthemataprofit--howyoudesignanddefineyourproducts,distributeyourproducts,promoteyourproducts,andmaintainarelationshipwithyourcustomers--theprocessofplanningandexecutingtheconcepti

4、on,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationalobjectives(Source:TheAmericanMarketingAssociation,MarketingNews,September15,2004,p.17)Howdoes市场营销differfrom销售?marketingselling--marketingstartsfromthecustomers,whi

5、lesellingstartsfromtheproducts--marketinginvolvesabroaderrangeofactivities/functionsthansellingthemarketingconcept营销理念--thebeliefthatawholecompanymustbecoordinatedtoserveitspresentandpotentialcustomersandtodosoataprofitCRM(customerrelationshipmanagement)customersatisfaction(shor

6、t-term)customerloyalty(long-term)higher&moresustainableprofitWhatdoestheneedsofcustomersmeantoacompany?“Kodak’sfutureisintotalcustomersatisfaction.”--EastmanKodak“I(theCEO)wanteveryoneinIBMtobeobsessedwithsatisfyingourcustomers.”--IBM“Weaimtoredoubleourefforts…towardonesimplegoa

7、l:meetingtheneedsofourcustomers.”--AppleComputer(Source:annualreports)2.Marketingmix营销组合:the4P’sProduct产品Price价格Promotion促销Place/distribution分销Listening:Developingamarketingmix(07:46)Wordbank:trademark商标warranty质量保证Tasks:Listentothefirstpartoftherecording,andnotedownthedefinitio

8、nofamarketingmixListentothesecondpart,andmatcht