雙語市場營銷Chapter

1、雙語市場營銷閆碧瑋聯系電話email: 共三十六頁課程(kchng)要求評分方法(fngf)：平時成績30%（含出勤和作業(yè)） 期末考試 70%積極參與保證出勤認真完成作業(yè)廣泛閱讀共三十六頁開篇(kipin)之言樹立市場營銷的相關觀念理解市場營銷相關的知識、方法、理論體系通過對人市場營銷個環(huán)節(jié)的系統學習，學會如何將知識、方法、經驗、 思路在解決案例中融為一體，提高知識素質、形成知識資本，進而促進知識能力和職業(yè)能力的提升(tshng)廣泛閱讀與交流，提高專業(yè)英語的程度共三十六頁Chapter1: Production & Development of MarketingF

2、ocus on:What are the connotation and features of marketing？What is the main pathway on which marketing evolves?共三十六頁Discuss the contributions to marketing by classical schools, management schools and behavior schools.Analyze the concerns for marketing by commodity research approach, functional resea

3、rch approach, institutional research approach, management research approach and systematical research approach.共三十六頁1.1 What is Marketing?美國市場營銷(yn xio)協會（AMA）的定義American Marketing Association DefinitionMarketing is the process of planning and executing the conception, pricing, promotion, and distri

4、bution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.“市場營銷是為創(chuàng)造達到個人和機構目標的交換，而規(guī)劃和實施理念、產品和服務構思、定價、促銷(c xio)和配銷的過程?！惫踩揗arketingThis replaces the previous definition, which still appears in the AMAs dictionary: an organizational function and a set o

5、f processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.共三十六頁It generates the strategy that underlies sales techniques, business communication, and business developments.It is an int

6、egrated process through which companies build strong customer relationships and create value for their customers and for themselves.共三十六頁Core Marketing Concepts共三十六頁What Motives A Customers to Take Action?Needs 通常是指對人類基本生存條件的滿足期望。比如：人們需要食物、衣著、庇護所、安全等等。Wants 指滿足具體效用的期望。比如：可口可樂、漢堡包、皮鞋、歐洲旅游等等。Demands 指

7、滿足具有購買能力和購買欲望的實現和潛在的愿望。比如：花費2個月的工資去買一件時裝，動用多年(du nin)的儲蓄購買一套住房等等。共三十六頁馬斯洛的需求層次(cngc)理論 共三十六頁What Will Satisfy Customers Needs and Wants?Products 產品是指任何可以提供于市場上，以引起消費者注意、購買，使用或消費，并滿足(mnz)他們的欲望或要求的事物。Service 顧客服務是伴隨主要提供物一起提供給消費者的附加利益與活動。服務將成為企業(yè)之間競爭的主要手段。共三十六頁How Do Customer Choose Among Products and S

8、ervices?Customer Value 顧客所得與所付出之比。所得包括功能利益(ly)和情感利益(ly)；而所得付出包括金錢、時間、精力以及體力。Customer Satisfaction 取決于其實際感受到的績效與期望的差異，是顧客的一種主觀感覺狀態(tài)，是顧客對企業(yè)產品和服務滿足需要程度的體驗和綜合評估。共三十六頁How Do Customers Obtain Products and Services?Exchanges 通過提供某種東西作為回報，從別人那里去的所需物的行為。Transactions 買賣雙方價值的交換，它是以貨幣為媒介的，而交換不一定以貨幣為媒介，它可以是物物(w w

9、)交換。Relationships 與其顧客、分銷商、經銷商、供應商等建立起長期的互信互利關系。共三十六頁Who Purchases Products and Services?共三十六頁Modern Marketing System共三十六頁Marketing Mix (4Ps)The marketing mix is a business tool used in marketing products. The marketing mix is often synonymous with the 4 Ps: price, promotion, product, and place.Howe

10、ver, in recent times, the 4Ps have been expanded to the 7 Ps with the addition of process, physical evidence and people.共三十六頁ProductA product is seen as an item that satisfies what a consumer needs or wants. It is a tangible good or an intangible service. Intangible products are service based like t

11、he tourism industry & the hotel industry or codes-based products like cell phone load and credits. Tangible products are those that can be felt physically. Typical examples of mass-produced, tangible objects are the motor car and the disposable razor. 共三十六頁PriceThe price is the amount a customer pay

12、s for the product. The price is very important as it determines the companys profit and hence survival. Adjusting the price has a profound impact on the marketing strategy, and depending on the price elasticity of the product, often, it will affect the demand and sales as well. 共三十六頁The marketer sho

13、uld set a price that complements the other elements of the marketing mix, When setting a price, the marketer must be aware of the customer perceived value for the product. 共三十六頁PromotionRepresents all of the methods of communication that a marketer may use to provide information to different parties

14、 about the product. Promotion comprises elements such as: advertising, public relations, personal selling and sales promotion. 共三十六頁PlaceRefers to providing the product at a place which is convenient for consumers to access. Place is synonymous with distribution. Various strategies such as intensive

15、 distribution, selective distribution, exclusive distribution, franchising can be used by the marketer to complement the other aspects of the marketing mix .共三十六頁1.2 Development of MarketingIn forming and developing the marketing theories, classical schools, management schools and behavior schools(古

16、典學派(xupi)、管理學派(xupi)、行為學派(xupi)）. Different schools have established their own views, features and specialties because of the research methods, interests, importance, and the individual backgrounds. They have been accelerating the development and progress of the marketing theory jointly, promoting t

17、he set-up and improvement of the marketing system as a discipline.共三十六頁1.3 Connotation and Nature of MarketingConnotation of Marketing:Marketing is a science to study the marketing activities and their rules of the firm. It absorbs both the principles and techniques of western economy, economical ma

18、nagement and econometrics and the theories and methods of sociology, philosophy, politics, behavior psychology and mathematics.共三十六頁Nature of MarketingApplicability (適應性）:Marketing studies not only the basic theory of the market, but also the marketing activities and their rules of the firm. Its pur

19、pose is to guide the market operation effectively.共三十六頁2. Comprehensiveness(理解(lji)性）：Modern marketing was initially set up on the theory of economy and further developed into a brand-new science with the absorption and use of the theories and approaches of modern management, behavior science, mathe

20、matics, psychology, sociology, biology, package, trademark, and advertisement. 共三十六頁3. Practicality(實踐性）：The theory and the contents of the marketing are originated in the marketing experience of the firm and the correspondent study is for the purpose of instructing the marketing practices.共三十六頁4. A

21、rtistry(藝術性）：The theoretic systems and approaches of modern marketing are easy to be understood and practicable.共三十六頁1.4 Research Approaches of MarketingMarketing aims at probing the external environments of firms, the consumer behavior and the influence of them on the marketing activities, and the

22、regularity of the whole marketing process in firms.Moreover, the research approaches keep on changing with the reform of the research object and the richness of the research content in the development of the marketing.共三十六頁The approaches of marketing research include of : commodity research approach

23、 (商品研究法）functional research approach （職能研究法）institutional research approach（機構(jgu)研究法）managerial research approach（管理研究法）systematic research approach（系統研究法）共三十六頁1. 商品(shngpn)研究法 商品研究法又稱產品研究法，是指研究特定的商品或產品大類的生產問題，以及如何分銷到中間商和最終消費者的問題。是研究市場營銷的一種途徑(tjng)。即按產品類別向縱深方向對市場營銷活動進行分析，是以產品為主體，分別研究各類產品或各個產品的設計、廠牌、商標、包裝、價格、壽命期、促銷等。共三十六頁2. 職能(zhnng)研究法職能研究法是市場營銷學的研究方法之一，即通過具體分析研究各種營銷職能（如購買、銷售、倉儲等）和執(zhí)行各種營銷職能中所碰到的問題來研究和熟悉市場營銷。市場營銷的基本功能一般可分為交換功能、供給功能和便利功能三大類。它包括購、銷、存、運、金融、信息等方面的內容。功能研究法主要(zhyo)是研究各種營銷功能的特性及動態(tài)，著重研究不同的營銷機構和不同的產品市場如何執(zhí)行這些功能。共三