国际营销复习资料,英文.docVIP

1.A market is defined as a group of people who have the authority, purchasing power, and willingness to buy. 2.Marketing A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others ①essence：The essence of the marketing concept is consumer satisfaction.②The three distinct elements that comprise the marketing concept are:1) satisfaction of consumer needs; 2) coordination of all activities in support of marketing, and 3) achievement of organizational objectives through customer satisfaction. 3.Marketing environment：The actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful transactions with its target customers.①The company’s microenvironment：The forces close to the company that affect its ability to serve its customers —The Company;Suppliers;Marketing Intermediaries ;Customers; Competitors; Publics②The company’s macroenvironment：The larger societal forces that affect the whole microenvironment—Demographic Environment ；Economic Environment ；Natural Environment；Technological Environment；Political Environment；Cultural Environment 4.Economic environment: Factors that affect consumer buying power and spending patterns ①Changes in income ②Changing consumer spending patterns 5.Cultural environment: Institutions and other forces that affect society’s basic values, perceptions, preferences, and behaviors. 6.Engel’s laws regarding how people shift their spending across food, housing, transportation, health care, and other goods and services categories as family income rises. 7.Environmental management perspective:A management perspective in which the firm takes aggressive actions to affect the publics and forces in its marketing environment rather than simply watching and reacting to it. 8.The Marketing Information Systems：People, equipment, and procedures to gather, sort, analyze, evaluate, and distribute needed, timely,