ch+1+international+marketing+understanding.pdfVIP

第一章 国际营销理解 内 容 • 市场营销的概念 • 市场营销的理念 • 国际营销的界定 1 第一节 市场营销的基础概念 1、市场营销学、市场营销 • 市场营销学 （Marketing），是一门建立在经济学、行 为科学、现代管理学、社会学和计量学等学科基础之上 的， “以企业的市场营销活动过程为研究对象”的一门 跨学科的应用科学。 • 市场营销是个人或组织通过创造并同他人或组织交换产 品和价值以获得其所需所欲之物的一种社会过程。 - 菲利普·科特勒 (Philip Kotler，“现代营销学之父”） 2 “Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals.” American Marketing Association The meaning • Viewing marketing as a process highlights the idea that activity goes beyond a single transaction. • Use of terms of planning and executing emphasizes that marketing as a discipline consists of the theoretical approach as well as the practical implementation that makes concepts come alive. • Conception, pricing, promotion, and distribution then explain the variety of marketing components that can be used in this planning and execution. • The application of marketing not just to goods but also to services and ideas makes the field broad and useful for producers of soap as well as for think tanks and government services. 3 • The term exchange clarifies that something is given and something is received by the participants in the marketing process. • The word create give marketing an anticipatory dimension and emphasizes the forward-looking approach necessary to identify future needs and wants. • Satisfaction is a crucial component of marketing. It means that all the participants in the exchange feel better after the marketing transaction has take