工商导论课件概要1.pptVIP

Review Business forms Chapter 2 marketing: an overview Everyday expressions Market ----public place for trade 市场 Marketing ----theory and practice of selling 营销 Price 价格 Pricing 定价 Everyday expressions 商品、产品 Commodities，goods, products,merchandise Household commodities 家庭用品 Prices of commodities 物价 A commodities fair 商品交易会 Commodity society 商品社会 Everyday expressions 顾客 Consumer, customer, client 生产 Produce, turn out, make, manufacture 明确、确定 Identify, specify 供应 supply 需求 need, demand 需求超过供给The demand exceeded the supply Framework Ⅰ 4 stages of marketing in China Ⅱ What should do in marketing? Ⅲ Basic concepts of marketing Ⅰfour stages of China marketing 1.production era 2.selling era 3.marketing ear 4.CRM era 1.production era Before the economic reform, planned economy A chronic shortage of goods, the demand exceeded the supply People would buy whatever goods the factories made 2.selling era China reform and open to the outside world More and more goods Selling is prior to making 3.marketing ear Neither making nor selling is the key to successful business. The essence : finding and meeting the consumers’ needs 4.CRM era Further extended the marketing concept Customer relationship management learning as much as possible about customers →meeting them →long term loyalty Personalized service Summary of this part Ⅱ Functions of marketing What should we do to sell goods? 1.preparations for selling 2.work in the course of selling 3.work to ensure selling 1.preparations for selling ⑴Marketing research ---- identifying objectives of marketing the target market potential customers and their needs ⑵Acquiring Providing appropriate goods or services to meet the consumers’ needs 2.work in the course of selling ⑴selling Promotion Means: advertising, personal selling(上门销售), publicity(产品宣传), after-sale service ⑵transportation From the supplier to the customer ⑶storaging Enough to buy Bulk buying at discount possible 3.work to ensure s