Introduction-to-marketing-市场营销全英PPT课件.ppt

Introduction to Marketing;What Is Marketing?;Marketing Defined;Why is Marketing Important?;The Marketing Process;Needs, Wants, and Demands;Need/ Want Fulfillment;Customer Value and Satisfaction;Marketing Management;Marketing Management;Choosing a Value Proposition;The Marketing Concept;Customer Perceived Value;The set of controllable, tactical marketing tools that the firm blends to produce the response it wants in the target market. Product: Variety, features, brand name, quality, design, packaging, and services. Price: List price, discounts, allowances, payment period, and credit terms. Place: Distribution channels, coverage, logistics, locations, transportation, assortments, and inventory. Promotion: Advertising, sales promotion, public relations, and personal selling.;第十五页，共26页。;Introduction to Marketing;Customer-Driven Marketing Strategy;Segmentation: The process of dividing a market into distinct groups of buyers with different needs, characteristics, or behavior who might require separate products of marketing programs. Targeting: Involves evaluating each market segment’s attractiveness and selecting one or more segments to enter.;Differentiation and Positioning;Market Segmentation;Market Segmentation;Evaluating Market Segments;Market Targeting;Differentiation and Positioning;Differentiation and Positioning;Thank you.