[医学]Chapter one.ppt

Chapter one International Marketing Briefing 1.1 What is marketing 1.1.1.Definition Marketing: The process of building lasting relationships through planning, executing执行 and controlling the conception观念, pricing, promotion and distribution of ideas, goods and services to create mutual exchange that satisfy individual and organizational needs and objectives. 1.1.2. Marketing and sales marketing ≠ selling and advertising marketing process: figure1-1 P4 Marketing is the process of uncover consumers requirements and adopting the information to products distribution and promotion. research and development 研究与开发 1.1.3. Basic elements of the marketing concept 1. Needs, wants and demands P4 needs: a state of deprivation剥夺 of some basic satisfaction, e.g. the need for food, shelter, clothing and belonging. wants: devices for specific items that can satisfy those needs, so that an individual may need to eat, but wants to consume a particular brand of food. demands: human wants backed by buying power For a marketer, it is very important to satisfy the wants and needs of a consumer. 2. consumer value and consumer satisfaction consumer value顾客价值 : the difference between the values the consumer gains from owning and using a product and the costs of obtaining the product 顾客评价，获得与付出之比 consumer satisfaction顾客满意度: the extent to which a product’s perceived 感知performance matches a buyer’s expectations. 自20世纪70年代以来, 学者和企业经理们不断地探求顺应形势变化的市场营销新方法, 从最初以产品为中心单纯注重产品质量, 到“以顾客为导向”争取顾客的满意与忠诚, 直至90年代顾客价值概念的提出, 将市场营销理念推向了一个全新的高度。 　　与传统营销概念相比, 顾客价值的创新之处是企业站在顾客的角度来看待产品和服务的价值,这种价值不是由企业决定的, 而是由顾客实际感知的。美国学者特雷西和威尔斯玛将顾客价值描述为: 顾客所得到的收益之总和减去其在获取产品和服务时所付出的成本。收益在某种程度上形成了价值, 这个价值是指产品或服务提升了顾客的绩效或经验。成本包括购买和维护上的支出, 以及花费在延期、差错和努力上的时间和精力, 有形的与无形的成本抵减了价值。从顾客满意、顾客忠诚到顾客价值的每一阶段, 企业的经营侧重点都存在差异。产品质量、服务质量、价格、品牌形象以及企业与顾客的关系等构成了顾客价值的来源。 　　注重顾客满意的企业关注的是如何使购买自己产品和服务的顾客感到满意, 而较少关注竞争对手与其顾客的情况, 这类企业与顾客之间的关系往往是静态的, 单方的“取悦”, 并通过这种“取悦”来获取现有顾客对自己产品的忠诚; 而注重顾客价值与竞争力相匹配的企业是基于自己的价值定位, 向目标顾客提供超越竞争对手的价值, 而顾