国际营销英文课件International MarketingChapter 1 Introduction.pptxVIP

International Marketing Purpose and methods of this book Understand the fundamentals and practices of modern marketing See a systematic, comprehensive and vivid picture of marketing Learn core concepts and methods used in marketing Touch marketing with a light heart in reading the real world stories of the famous companies Teaching methods Teacher serves as a guidance with teaching outlines Students carry out task-focused teamwork and research projects Classroom presentation both individuals and teams Final exam includes a brief written test and a team project business plan Why do we learn Marketing? Three Important facts about Marketing Marketing costs are a big component of business budget Marketing provides an opportunity to contribute to society and companies You may choose a career in marketing Importance of Marketing Half of every dollar spent by consumers pays for marketing costs A science and art Marketing Relevant to You 1/4th to 1/3rd of the entire civilian workforce in the U.S. performs marketing activities Fastest route up the corporate ladder Entry level executive Philip Kotler (菲利普·科特勒) Philip Kotler Forefather and leading authorities of marketing Author of many famous books on marketing Consultant of big MNCs of the world Study on marketing from management science “Todays smart marketers dont sell products; they sell benefit packages. They dont sell purchase value only; they sell use value.”        - Kotler on Marketing forward Philip Kotler Philip Kotler (born May 27, 1931 in Chicago, Illinois) is an American marketing author, consultant, and professor; currently the Professor of International Marketing at the Kellogg School of Management at Northwestern University. He is the author of over 55 marketing books, including Principles of Marketing, Kotler on Marketing: How to Create, Win, and Dominate Markets, and From Products to Customers to the Human Spirit. Chapte