2014市场营销 英文版.pptVIP

2014/4/19 * A major part of a marketers job is to develop a new product or service and then to stimulate customer wants for it by persuading people it can help them better satisfy one or more of their needs. For example, homeowners might buy a home security system to satisfy their need for personal safety. 2014/4/19 * Demands: human wants that are backed by buying power. When backed by buying power, wants become demands. 2014/4/19 * 2 product Marketing offer: some combination of products, services, information, or experiences offered to a market to satisfy a need or want. Many sellers make the mistake of paying more attention to the specific products they offer than to the benefits and experiences produced by these products. These sellers suffer from “marketing myopia”. 2014/4/19 * Question: why do the ladies spend so much money on cosmetic? Lipstick? Remember: customers buy benefits, not product itself. 2014/4/19 * 3 consumer value and consumer satisfaction Question: Consumers usually face a broad array of products and services that might satisfy a given need. How do they choose among these many marketing offers? Consumers make choice based on their perceptions of the value and satisfaction that various products and services deliver. 2014/4/19 * 4 exchange, transaction and relationships Exchange: the act of obtaining a desired object from someone by offering something in return. Exchange is the core of marketing. 2014/4/19 * These conditions must be met before an exchange occurs:five conditions There must be at least two parties.至少有双方 Both parties must offer something of value (e.g. money, goods. Services, an idea ) 每方都有可能提供对另一方来说有价值的东西 Both parties must be aware of the existence of the other; both must be capable of communication and delivery 每方都有沟通与送货的能力 Both parties must be free to accept or reject the others offer.每一方都可以自由地接受或拒绝 both parties must be willing and able to negotiate terms of exchange that they find acceptable. In other words, both par