International Marketing Chapter1.ppt

2008-9-1 International Marketing 2010-2011(1) Chapter 1 Chapter One Introduction to Marketing Objectives: When students finish this chapter, they should be able to accomplish the following: A. To define marketing and discuss its core concept; B. To understand basic concepts of marketing; C. To trace the evolution of marketing; D. To understand the importance of studying marketing; E. To present a real case of marketing activities. Key terms 1. competitive advantage (p.2): An advantage over competitors gained by offering consumers greater value, either through lower prices or by providing more benefits that justify higher prices. 竞争优势 (e.g. Volve positions powerfully on safety) Key terms 2. consumer value (p.3): The difference between the values the customer gains from owning and using a product and the costs of obtaining the product. 顾客价值 Key terms Example FedEx customers gain a number of benefits. The most obvious are fast and reliable package delivery. However, when using FedEx, customers also may receive some status and image values. Using FedEx usually makes both the package sender and the receiver feel more important. When deciding whether to send a package via FedEx, customers will weigh these and other values against the money, effort, and psychic costs of using the service. Key terms 3. customer satisfaction (p.3): customer satisfaction, the extent to which a product’s perceived performance matches a buyer’s expectations. If the product’s performance falls short of expectations, the buyer is dissatisfied. If performance matches or exceeds expectations, the buyer is satisfied or delighted. Key terms 4. marketing plan (p.3): A marketing plan is a written document that details the necessary actions to achieve one or more marketing objectives. It can be for a product or service, a brand, or a product line. Marketing plans cover between one and five years. A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of