国际市场营销Chap.3.MarketandBuyerBehavior.pptVIP

Chap.3.Market and Buyer Behavior CONTENTS: Understanding Market Correctly Consumer Market and Consumer Buyer behavior Business Market and business buyer behavior Key points of Chap.3 Understanding Market Correctly: The definition of market The narrow definition: 进行商品和劳务买卖 的地方 The broader definition: 各种经济活动和经济关系的总和 The special definition: Market is all persons and business units who buy or may be induced to buy a product or a service. Market is those who have needs to be satisfied, have money to be spent, and who are willing to spend their money. 市场 是那些具有某种需求要满足，同时有能力有意愿获得这种需求 满足的个人、集团和组织机构. . Understanding Market Correctly: The elements of market Market = buyer + buying power + buying desire Questions: 1) How to understand actual market and potential market? 2) What is information market? 3) What is human resource market? 4) Why the foreign investors aim at China’s market?(Why are they more and more interested in China’s market? ) 5) Which market is bigger, the American market , the Swedish market, or the African market ? Why? Understanding Market Correctly:The types of market By geography:domestic market, international market By the circulation of commodities: wholesaler market, retailer market By the degree of a country’s controlling the market: planning market, free market By the objects which is operated: commodity market, service market, finance market By the buyers’ purpose of buying: consumer market, business market Consumer Market and Consumer Buyer Behavior Why should we study consumer market? What are consumer market and consumer buyer behavior?(definitions) Characteristics of consumer market The objects purchas