【2017年整理】商业与英语入门chapter4.ppt

Chapter 4;Defining Marketing;The Scope of Marketing;Core Concepts of Marketing;The Four P Components of the Marketing Mix;Alternative Marketing Mix: The Four Cs;Company OrientationsTowards the Market Place;Figure 1-7: Contrasts Between the Sales Concept and the Marketing Concept;Figure 1-10: The Customer Concept;Procter Gamble’s R site allows customers to design their own beauty products ;How Marketing Practices are Changing: E-Business E-business E-commerce E-purchasing E-marketing Internet Domains: B2C (Business to Customer);Customers can shop online at Calyx and Corolla or ask for a catalog and shop by phone;Adapting Marketing to the New Economy;Adapting Marketing to the New Economy;CarPoint, leading metamediary for car buying, is a pure click company: It exists only on the Web. ;Premier D is a special business-oriented part of the Dell Web site that allows customers to interact with Dell and customize all phases of doing business with Dell.;Three Intensive Growth Strategies:Ansoff’s Product/Market Expansion Grid;Starbucks’ home page: Customers can request a catalog of Starbucks products, subscribe to a newsletter, and shop online;SWOT Analysis;Questions for Discussion 1;Questions for Discussion 2;Research and Managerial Value;The Marketing Research Process;Popular Research Methods;Focus group research;Should Research Be Conducted?;Understand the Consumer;Overall Model of Consumer Behavior;Cultural Factors Culture Subcultures Diversity marketing Social class;Influencing Buyer Behavior;Levi-Strauss’s Silver Tab line is also featured on its Web site;Personal Factors Age and Stage in the Life Cycle Family life cycle Occupation and Economic Circumstances ;Personality and Self-Concept Personality Brand personality Sincerity Excitement Competence Sophistication Ruggedness Self-concept Person’s actual self-concept Ideal self-concept Others’ self-concept;Psychological Factors Motivation Motive Freud’s Theory Laddering Projective techniques ;Maslow’s Hierarchy of Need