市场营销第一章(英文)课件

你想了解现代企业营销的奥秘吗？你正在准备各种英语考试吗？你想毕业后进外企工作吗？你想提高推销自己的能力吗？那就好好上市场营销学的双语课吧！我们共同努力，你一定可以实现你的梦想！Learningobjectives掌握市场营销学的基本理论、基本概念以及市场营销的基本方法掌握经济学、管理学尤其是市场营销学的专业术语大幅度提高英语水平，尤其是阅读水平参考书目参考书目:菲利普菲利普科特勒科特勒市场营销管理市场营销管理PrinciplesofMarketingMarketingManagement营销学导论营销学导论的翻译版的翻译版各种营销学书籍各种营销学书籍Marketing：AnIntroduction Part One Defining Marketing and Marketing ProcessChapter1Marketing:ManagingProfitableCustomerRelationshipsChapter2CompanyandMarketingStrategy Part Two Understanding the Marketplace and ConsumersChapter3TheMarketingEnvironmentChapter4ManagingMarketingInformationChapter5ConsumerandBusinessBuyerBehaviorPart Three:Designing a Customer-Driven Marketing Strategy and Marketing Mix Chapter6Segmentation,Targeting,andPositioningChapter7Product,services,andBrandingStrategyChapter8New-prodctDevelopmentandProductLife-CycleStrategiesChapter9PricingConsiderationsandStrategiesChapter10MarketingChannelsandSupplyChainMangementChapter11RetailingandWholesalingChapter12IntegratedMarketingCommunicationAdvertising,SalesPromotion,andPublicRelationsChapter13IntegratedMarketingCommunicationPersonalSellingandSalesManagementMarketing：AnIntroductionPart Four:Extending MarketingChapter14MarketingintheDigitalAgeChapter15TheGlobalMarketPlaceChapter16MarketingandSocietyMarketing：AnIntroduction学习方法如何抓重点各级标题及目录重点图表边框中术语的定义正文中的斜体字各段落的重点句（段首）CHAPTER1Marketing:ManagingProfitableCustomerRelationshipsAfterstudyingthischapter,youshouldbeableto1.Definemarketingandoutlinethestepsinthemarketingprocess2.Explaintheimportanceofunderstandingcustomersandthemarketplace,andidentifythefivecoremarketplaceconcepts.3.Discusscustomerrelationshipmanagement,andidentifystrategiesforcreatingvalueforcustomersandcapturingvaluefromcustomersinreturn.第一章小结营销活动的五大步骤营销的五组基本概念营销观念的发展演变：五种观念MARKETINGp5Asocialandmanagerialprocesswherebyindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingvaluewithothers.TheMarketingProcess1.Understandthemarketplaceandconsumerneedsandwants2.Designaconsumer-drivenmarketingstrategy3.Constructmarketingprogramthatdeliverssuperiorvalue4.Buildprofitablerelationshipsandcreatcustomerdelight5.Capturevaluefromcustomerstocreateprofitsandcustomerqulity1.Understand the marketplace and consumer needs and wantsFivecoremarketplaceConcepts:P5(1)needs,wants,and demands;(2)marketing offers;(3)value and satisfaction;(4)exchanges,transactions,and relationships;(5)markets(1)needs,wants,and demands;Needs需要:statesoffeltdeprivationWants欲望:theformhumanneedstakeasshapedbycultureandindividualpersonality.Demands需求:humanwantsthatarebackedbybuyingpower.(2)marketing offers;Some combination of products,services,Some combination of products,services,imformation,or experiences offered to a market to imformation,or experiences offered to a market to satisfy a need or want.satisfy a need or want.(3)valueandsatisfaction;(4)exchanges,transactions,and relationships;exchange交换:theactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturntransaction交易:atradeofvaluesbetweentwoparties(5)marketsThesetofallactualandpotentialbuyersofaproductorservice.Figure1.2elementsofaMordernMarketingSystemSupplierscompanycompetitorsmarketingintermediariesFinalconsumers2.Designingaconsumer-drivenmarketingstrategySelectingcustomerstoserveMarketing management:theartandscienceofchoosingtargetmarketsandbuildingprofitablerelationshipswiththem.demarketing:marketingtoreducedemandtemporarillyorpermanently;theaimisnotdestroydemandbutonlytoreduceorshiftit.Decidingonavalueproposition（价值陈述）adidas的广告语(slogan)“impossibleisnothing”耐克-JUSTDOIT！3.MarketingMangementOritationsp8TheProductionConceptTheProductConceptTheSellingConceptTheMarketingConceptTheSocietalMarketingConcept（1）p9TheProductionConceptThephilosophythatconsumerswillfavorproductsthatareavailableandhighlyaffordableandthatmanagementshouldthereforefocusonimprovingproductionanddistributionefficiency（2）p9TheProductConceptTheideathatconsumerswillfavorproductsthatofferthemostquality,performance,andfeaturesandthattheorganizationshouldthereforedevoteitsenergytomakingcontinuousproductimprovements.（3）p9TheSellingConceptTheideathatconsumerswillnotbuyenoughoftheorganizationsproductsunlesstheorganizationundertakesalarge-scalesellingandpromotioneffort.（4）p9MarketingConceptThemarketingmanagementphilosophythatholdsthatachievingorganizationalgoalsdependsonknowing(determining)theneedsandwantsoftargetmarketsanddeliveringthedesiredsatisfactionsmoreefficientlythancompetitorsdo.ThemarketingconceptMeetingneedsprofitably.findwantsandfillthem.lovetheconsumer,nottheproduct.The selling and marketing concepts contrastedThe selling and marketing concepts contrasted（5）P10SOCIETALMARKETINGCONCEPTTheideathattheorganizationshoulddeterminetheneeds,wants,andinterestsoftargetmarketsanddeliverthedesiredsatisfactionsmoreefficientlythandothecompetitorsinawaythatmaintainsorimprovestheconsumersandsocietyslong-runinterests(wellbeing).p11p11figurefigure 1.41.4 three considerations three considerations underlying the societal marketing conceptunderlying the societal marketing concept财富最受尊敬公司AmericasmostadmiredcompaniesFortune 2004年世界最受尊敬企业名单:通用(GE)，索尼和西门子分列前三名，三星、松下、日立、飞利浦则占据了第47名的位置。OURCREDO(Johnson&Johnson)Webelieveourfirstresponsibilityisthosewhouseourproductsandservices.oursuppliersanddistributorsmusthaveanopportunitytomakeafairprofit.Weareresponsibletoouremployees.Weareresponsibletothecommunitiesinwhichweliveandworkandtotheworldcommunityaswell.Ourfinalresponsibilityistoourstockholders.NOTICEIdonotconsiderasalecompleteuntilgoodsarewornoutandthecustomerisstillsatisfied.Wewillthankanyonetoreturngoodsthatarenotperfectlysatisfactory.Aboveallthingswewishtoavoidhavingadissatisfiedcustomer.4.Preparingamarketingplanandprogram5.BuildingCustomerRelationshipsCustomerRelationshipMangement(CRM)RelationshipBuildingBlocksCustomerRelationshipLevelsandToolsThechangingNatureofCustomerRelationshipsRelatingwithMoreCarefullySelectedCustomersRelatingforthelongtermRelatingdirectlyPartnerRelationshipMarketingPartnerRelationshipinsidethecompanyPartnersoutsidetheFirm5.1CustomerRelationshipMangement(CRM)CustomerRelationshipMangement(CRM):顾客关系管理theoverallprocessofbuildingandmaintainingprofitablecustomerrelationshipsbydeliveringsuperiorcustomervalueandsatisfaction.Partnerrelationshipmanagement:伙伴关系管理伙伴关系管理customerperceivedvalue:thedifferencebetweentotalcustomervalueandtotalcustomercost.P12(顾客感知价值)顾客感知价值=顾客总价值-顾客总成本CustomerSatisfaction(CS):theextenttowhichaproductsperceivedperformancematchesabuyersexpectationsp13.(顾客满意)顾客满意=产品性能感知-购买者预期Perceive-perceptionConsumerrelationshiplevelsandtoolsp131.公司建立顾客关系有哪两种程度?2.公司建立顾客关系通常有哪3种工具?p131.公司建立顾客关系有哪两种程度?Basicrelationships,fullpartnerships2.公司建立顾客关系通常有哪3种工具?financialbenefits,Socialbenefits,structuralties5.2Partnerrelationshipmanagement5.2Partnerrelationshipmanagement伙伴关系管理伙伴关系管理伙伴关系管理伙伴关系管理workingcloselywithpartnersinothercompanyworkingcloselywithpartnersinothercompanydepartmentsandoutsidethecompanytojointlybringdepartmentsandoutsidethecompanytojointlybringgreatervaluetocustomers.greatervaluetocustomers.PartnersinsidethecompanyPartnersinsidethecompanyPartnersoutsidethefirm-supplychainmanagementPartnersoutsidethefirm-supplychainmanagement6.CapturingvaluefromcustomersCustomer lifetime value:thevalueoftheentirestreamofpurchasesthatthecustomerwouldmakeoveralifetimeofpatronage.顾客终身价值Customer equity:thetotalcombinedcustomerlifetimevaluesofthecompanyscustomers.顾客资产patron:patron:n.n.赞助人赞助人赞助人赞助人,保护人保护人保护人保护人Examples:Examples:1.Thisstorehasmanypatrons.这家商店有许多老顾客。2.Modernartistshavedifficultyinfindingpatrons.现代艺术家们很难找到赞助人。patronage:n.赞助,光顾Examples:1.Wethankyouforyourpatronage.我们谢谢您的惠顾。2.ThetheatreisunderthepatronageoftheArtsCouncil.那家剧院得到了艺术委员会的赞助。P13patronagediscount常客折扣The changing Nature of Customer Relationships RelatingwithMoreCarefullySelectedCustomersRelatingforthelongtermRelatingdirectlybuildingtherightrelationshipwiththerightcustomers7.ThenewlandscapeTheGrowthofNot-for-ProfitMarketingInrecentyears,marketingalsohasbecomeamajorpartofthestrategiesofmanynot-for-profitorganizations,suchascolleges,hospitals,museums,symphonyorchestras,andevenchurchs.见备课材料1说客“暗战”国会山备课材料2Churchchurch“wanttofeedyoursoul?”“Wehavegotagreatmenu”（一）WHATISMARKETINGMarket.MarketingCustomervalueCustomersatisfaction(CS)totalqualitymanagement(TQM)Totalqualitymanagement(TQM)Programsdesignedtoconstantlyimprovethequalityofproducts,services,andmarketingprocesses.