国际市场营销(第一章讲稿PPT).pptVIP

国际市场营销（双语）;参考书;;;;;;What is Marketing?;Chapter 1 ;Chapter Objectives;Ⅰ Defining Marketing for the twenty-first century;1. The new economy;2. Marketing Task;3. The Scope of Marketing;4. The Decisions Marketers Make;5. Marketing Concepts and Tools;Core marketing concepts;Core marketing concepts;交换（Exchange);交易(Transactions) 交换的最基本单位，指交换过程中付款交货的环节 基本方式 现金：如以现金或支票购买货物或服务 非现金：如以物易物;6. Company Orientations towards the Marketplace;;;;;;;;7. How Business and Marketing are changing;Company responses and adjustments ;Marketer responses and adjustments ;Ⅱ Building Customer Satisfaction, Value, and Retention;1. The nature of high- performance businesses;;(1) Stake-holders;(2) Processes ;(3) Resources ;(4) Organization and Organizational culture ;2. Delivering customer value and satisfaction;Margin;These core business processes include:; The value-delivery network;3. Attracting and retaining customers;(1) Attracting customers ;(2)Computing the cost of lost customers ;(3) The need for customer retention ;(4) Measuring customer lifetime value;two ways to strengthen customer retention:;(5) Customer relationship management (CRM): the key;three drivers of customer equity:;(6) Forming strong customer bonds: the basics ;Three methods: ;4. Customer profitability, company profitability, and total quality management;Customer profitability analysis (CPA) is best conducted with the tools of an accounting technique called Activity-Based Costing (ABC). ;图：根据顾客价值分配营销投资;(2) Increasing company profitability ;(3) Implementing total quality management