市场营销：1-4讲【荐】.pptVIP

举例：欲望：一个美国人需要的食物是汉堡、炸鸡；而中国人需要的则是米饭、面条…… Summary Overview Many people are surprised when they realize how many different ideas and activities are included in the term “marketing.” Key Issues ? Most people think that marketing involves selling and advertising. ? Think about a manufacturer of bicycles: many brand names many different bicycles many types of bicycles with various features prices range from low to very high Discussion Question: Why are there so many varieties of bicycles? This slide relates to material on pp. 4. ?Indicates place where slide “builds” to include the corresponding point (upon mouse click). Summary Overview By focusing on the many tasks involved in producing a bicycle, it is possible to get a feel for the wider range of marketing activities. Key Issues Among the different things a manager must do in producing a bicycle, he/she must: ? Analyze the needs of people for various models of bicycles; ? Predict the types of bicycles consumers will want and decide which consumers to satisfy; ? Estimate the number of bicycle riders and how many bicycles they might buy; ? Predict when consumers will want to buy; ? Determine where the consumers will be and how to get bicycles to them; ? Estimate the price consumers are willing to pay for a bicycle, and if that price will result in a profit for the firm; ? Decide what kinds of promotion should be used to inform consumers about the firm and its bicycles; ? Estimate the impact of competition from other bicycle producers; ? Determine how to provide customer service if a customer has a problem after purchasing a bike. Discussion Question: How many of these activities are marketing activities? This slide relates to material on pp. 5. ?Indicates place where slide “builds” to include the corresponding point (upon mouse click). （3）垄断性竞争市场 特征：①多家企业生产同一产品 ②产品替代性很大 ③进入市场容易 ④非价格竞争，重产品特色 举例：餐馆、服装、化妆品 (4)完全竞争市场 特征：①不同生产者生产的产品几乎完全相同 ②任何生产者都不能控制市场 ③生产者和销售者可以自由进入和退出