MARKETING(国际营销PPT).ppt

MARKETINGMANAGEMENT;PART 1Understanding Marketing Management;Ch.1 Marketing in the Twenty-First Century21世纪的营销;Marketing Tasks 市场营销的任务;The scope of marketing 市场营销的范围 (P3);A broadened view of marketing tasks对营销任务的一个更拓宽的观点 (P5);A broadened view of marketing tasks对营销任务的一个更拓宽的观点;A broadened view of marketing tasks对营销任务的一个更拓宽的观点;The decisions marketers make营销人员要作出的决策;Marketing Concepts and Tools营销观念与工具;Defining marketing 定义营销 (P8);Definitions of marketing;Core marketing concepts 核心营销观念;Company Orientations Toward the Marketplace公司对待市场的导向;The production concept 生产观念 (P17);The product concept 产品观念 (17);The selling concept 推销观念 (P18);The marketing concept 营销观念(P19);The societal concept 社会营销观念 (P25);How Business and Marketing Are Changing商业和营销在如何变化;Company responses and adjustments 公司反应和调整 (P27);Marketer responses and adjustments营销人员的反应和调整 (P27);Ch2. Building Customer Satisfaction, Value, and Retention建立顾客满意、价值和关系;Ch3. Winning Markets: Market-Oriented Strategic Planning赢得市场：市场导向的战略计划;Winning Markets: Market-Oriented Strategic Planning;Winning Markets: Market-Oriented Strategic Planning (P64);Winning Markets: Market-Oriented Strategic Planning (P64);The strategic-planning,implementation, and control process (P65);Corporate and Division Strategic Planning公司和部门的战略计划 ;Defining the Corporate Mission 定义公司使命 (P65);Defining the Corporate Mission;Establishing Strategic Business Units建立战略业务单位 (P67);Assigning Resources to Each SBU为每个战略业务单位安排资源;The Boston Consulting Group Approach (BCG)波士顿咨询公司模型 (P68);The General Electric Model (GE) 通用电气公司模型 (P71);The General Electric Model: (a) Classification;The General Electric Model: (b) Strategies;Planning New Business, Downsizing Older Businesses计划新业务工作，放弃老业务(P73);Intensive growth 密集型成长(P74);Integrative growth 一体化成长 (P92);Diversification growth 多样化成长 (P75);Downsizing older businesses放弃过时的业??;Business Strategic Planning业务战略计划 (P76);Business mission 业务任务;SWOT analysis SWOT 分析;External environment analysis Macroenvironment