工商导论2.pptVIP

Topics Covered The Introduction of Marketing 营销简介 The Function of Marketing 营销的功能 The Marketing Mix 营销组合 Marketing Environment 营销环境 The Marketing Segmentation 市场细分 The Introduction of Marketing Definition Marketing “The activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” (AMA) 美国市场营销协会下的定义：市场营销是创造、沟通与传送价值给顾 客，及经营顾客关系以便让组织与其利益关系人受益的一种组织功能与程序。 台湾的江亘松在《你的营销行不行》中解释营销的变动性，将英文的 Marketing 作了下面的定义:“什么是营销？”就字面上来说，“营销”的英文是“Marketing”，若把 Marketing 这个字拆成 Market（市场）与 ing（英文的现在进行式表示方法）这两个部分，那营销可以用“市场的现在进行式”来表达产品、价格、促销、通路的变动性导致供需双方的微妙关系。 The Introduction of Marketing Origin of Marketing The production era(产品时代): the demand exceed the supply The selling era（销售时代）: the priority should be given to selling rather than making more products The introduction of marketing The essence of marketing The concept of “finding the needs of the consumers and satisfying them” (发现顾客的需要并满足他们)is the essence of marketing, a word literally meaning “finding a market and serving it”（发现市场，服务于市场）. Providing Value and Satisfaction Consumers buy products that offer the best value to meet their needs and wants Value and Benefits Value compares a product’s benefits with its costs. Benefits include the functions and the emotional satisfaction associated with owning, experiencing, or possessing a product. Goods, Services, and Ideas Consumer goods生产消费品: Tangible goods（有形商品） that consumers may buy for personal use (Consumer marketing消费者市场) Industrial goods工业用品: Physical items used by companies to produce other products (Industrial marketing工业市场) Services服务: Products with intangible (nonphysical) features (Service marketing服务市场) The Introduction of Marketing Relationship Marketing Building lasting relationships with customers and suppliers CRM—customer relationship management客户关系管理: A process of learning as much as possible about customers