Marketing《市场营销》双语教学课件.pdf

Chapter 1 第一章 The Induction and Marketing: Managing Profitable Customer Relationships 概论 Learning Objective • Be able to define marketing and outline the steps in the marketing process.界定营销概念和了解市场营销 的步骤。 • Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts.掌握五种主要的营销理念 • Understand customer relationship management and strategies which guided by marketing management orientations.理解顾客关系管理和营销理念影响下的战 略 • Analyze the marketing mix of company with the philosophies of marketing不同营销哲学指导下企业采 用的营销组合策略 1 Marketing Defined市场营销定义 Kotler’s social definition: “Marketing is a societal process by which individuals and groups obtain what they need and want through creating(生产）, offering （提供）, and freely exchanging （交易）products and services of value with others.” 1 Marketing Defined市场营销定义 The AMA managerial definition: “Marketing is the process of planning and executing the conception, pricing, promotion （促销）, and distribution （分销）of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.” 1 Marketing Defined市场营销定义 • Simple definition: Marketing is managing profitable customer relationships顾客关系管 理 Goals: 目标 • Attracting new customers • Retaining （保留）and growing current customers • “Marketing” is NOT synonymous 同义词with “sales” or “advertising” Difference between sales and marketing营销与销售的区别 营销的任务 销售的工作 寻找销售对象 产品设定 靠近 价格决策 会见 介绍产品 流通管理