课件：Inroducionomarkeing市场营销全英.ppt

Burberry- an example when over-riding social factors impacted on customer perceived value of the Burberry brand- often seen as highly exclusive and expensive brand and instantly recognisable. When it was ‘adopted’ by the football hooligan fraternity, and knock-offs became more common than the original brand, it started to affect perceived value- people don’t want to be associated with a cheapened brand, and began to associate the brand with the undesirable behaviours of the people wearing it. * No single way to segment is best. Often combine more than one variable to better define segments. Geographic- simply where people live Demographic- the easiest and most popular segmenting variable. Psychographic segmentation: Dividing a market into different groups based on social class, lifestyle, or personality characteristics. Behavioral segmentation: Dividing buyers into groups based on consumer knowledge, attitudes, uses, or responses to a product. MTV- different ages favour different channels. MTV pay attention to geographical differences also. * Introduction to Marketing Introduction to Marketing 可编辑 Introduction to Marketing 可编辑 Introduction to Marketing Miss Mary Lynn Mundell What Is Marketing? Simple definition: Marketing is the management process responsible for identifying, anticipating, and satisfying customer requirements profitably.” (CIM,2001) Goals: Attract new customers by promising superior value. Keep and grow current customers by delivering satisfaction. Marketing Defined Marketing is the activity, set of instructions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. OLD view of marketing: Making a sale—“telling and selling” NEW view of marketing: Satisfying customer needs Why is Marketing Important? Shifting Business Paradigms Sellers’ markets Buyers’ markets The Marketing Process A simple model of the marketing process: Understand the marketpla