英文版《广告学：原理与实务》课件2.ppt

* * Chapter Outline Chapter Key Points What is Marketing? The Key Players and Markets The Marketing Process How Agencies Work International Marketing The Dynamics of Modern Marketing * 第一页 Key Points Define the role of advertising within marketing Explain how the four key concepts in marketing relate to advertising Identify the key players in marketing and how the organization of the industry affects advertising List and explain the six critical steps in the marketing process Summarize the structure of the advertising agency industry Analyze the changes in the marketing world and what they portend for advertising * 第二页 What is Marketing? The way a product is designed, tested, produced, branded, packaged, priced, distributed, and promoted * 第三页 Key Concepts in Marketing The marketing concept Exchange Branding Added value Marketing should focus first on identifying the needs and wants of the customer To compete effectively, marketers must focus on the customers’ problems and try to develop products to solve them * 第四页 Key Concepts in Marketing The marketing concept Exchange Branding Added value The act of trading a desired product or service to receive something of value in return Money is exchanged for goods * 第五页 Key Concepts in Marketing The marketing concept Exchange Branding Added value The process of creating a distinctive and special meaning for a product Brand equity is reputation, meaning, and value that the brand name or symbol has acquired over time * 第六页 Key Concepts in Marketing The marketing concept Exchange Branding Added value A marketing or advertising activity makes a product more valuable, useful, or appealing * 第七页 The Key Players and Markets The marketer Suppliers and vendors Distributors and retailers The organization, company, or manufacturer producing the product and offering it for sale The advertiser or client (from the agency’s point of view) * 第八页 The Key Players and Markets The marketer Suppliers and vendors Distributors and retailers