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1、Marketing:AnOverviewRevisionBasicformsofbusiness:SoleproprietorshipPartnershipCorporationMarketing:AnOverviewOriginofmarketingFunctionsofmarketingMarketingmix(4P:product,price,promotion,place)Marketingsegmentation(geographicvariables,demographicvariables,psychograp
2、hicvariables,product-usevariables)MarketingenvironmentOriginofMarketingSellingera(economicreform)Essenceofmarketing:reformdeepenedandeconomygrew,satisfiedthecustomers,neitherproducingnorsellingCRM(customerrelationshipmanagement)FunctionsofMarketingMarketingresearch
3、AcquiringSellingTransportationStoragingFinanceandcreditRisktakingStandardizationandgradingMarketingMix(4P)Product(specialappeal,likequality,utility,image)Price(lower?higher?costs,rivals’prices,pricing,regulations)Promotion(adversiting,packaging,sales,brochures,pers
4、onalselling)Place(channelsofdistribution)Zeroinon集中精力于……Targetmarket目标市场(agroupofpeoplewhohavesimilarneedsandwantsandarebelievedtohaveinterestinthesameproducts.)Marketingsegmentation 市场细分(dividingamarketintosegmentsaccordingtocustomers’needs,wantsandotherfactors)Ma
5、rketingsegmentationgeographicvariablesdemographicvariablespsychographicvariablesproduct-usevariablesgeographicvariables(live,work)地理区域因素GovernmentemployeesworkinginBeijingarenotlikelytopurchasefarmingtoolssuchashoesandsickles.demographicvariables(age,gender,ethnicb
6、ackground,race,religion,education,income)人口统计因素psychographicvariables(attitudes,movies,activities,opinion)心理因素KoreanswhohavesufferedfromJapaneseoccupationarelesslikelytobuyJapanesegoods.product-usevariables产品用途因素Teenagerslikecolorful,fancyandtoy-likepencilswhileoff
7、iceclerksprefersturdy,practicalandreliableones.MarketingenvironmentTechnologicaladvancesSocial-culturaltrendsEconomicfluctuationsclozeExchangeFacilitationEvaluationsGeneralVariablesMixDistributionConsumerCreationNeedsPersonalReflectCulture-specificSuccessfulThoseHo
8、wbasedlearnedThemarketingprocessbeginswiththe1＿＿ofagoodorservicethatsatisfiesthe2＿＿ofbuyers.Inadditiontotheproductitself,themarketinf3＿＿mustinclu
