经贸英语作业2-翻译.ppt

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1、BasicMarketingAGlobal-ManagerialApproachWilliamD.Perreault,Jr.E.JeromeMcCarthyChapter1:Marketing’sRoleintheGlobalEconomyWhenyoufinishthischapter,youshouldChapter1Objectives1.Knowwhatmarketingisandwhyyoushouldlearnaboutit.2.Understandthedifferencebetweenmicro-marketingandmacro-marketing.3.K

2、nowwhyandhowmacro-marketingsystemsdevelop.4.Understandwhymarketingiscrucialtoeconomicdevelopmentandourglobaleconomy.5.Knowwhymarketingspecialists—includingmiddlemenandfacilitators—develop.6.Knowthemarketingfunctionsandwhoperformsthem.7.Understandtheimportantnewterms.1-2MarketingDefinedMicr

3、o-marketingTheperformanceofactivitiesthatseektoaccomplishanorganization’sobjectivesbyanticipatingcustomerneedsanddirectingtheflowofneed-satisfyinggoodsandservices.Macro-marketingAsocialprocessthatdirectsaneconomy’sflowofgoodsandservicestoeffectivelymatchsupplyanddemandandtomeetsociety’sobj

4、ectives.1-3ImplicationsoftheDefinitionofMicro-MarketingAppliestoprofitandnonprofitorganizations.NOTjustpersuadingcustomerstobuy.Beginswithcustomerneedsandfocusesoncustomersatisfaction.Marketingactivities--butitisaphilosophythatguidesthewholebusiness.Seekstobuildsarelationshipwiththecustome

5、r.1-4MarketingIsImportant!MarketingimpactsallofusinourlivesasconsumersGivesuschoicesStimulatesinnovationandeconomicgrowthTherearemanygoodjobopportunitiesinmarketingRegardlessofwhatcareerpathyoutake,nofirm(ornon-profitorganization)survivesforlongifitcan’tsatisfysomegroupofcustomers.1-5Utili

6、tyandMarketingExhibit1-1FromProductionFromMarketingFormTaskTimePlacePossessionUtilityValuethatcomesfromsatisfyinghumanneeds1-6ExchangeandMarketingInverybasiceconomicsystems,eachsellermustmeetdirectlywitheachbuyerinordertoexchangesomethingofvalue.Asneedsincrease,thenumberofexchangescansoonb

7、ecomeunmanageableforoneperson.Exhibit1-2A1-7TenexchangesrequiredwithoutcentralmarketPotsBasketsHatsKnivesHoesExchangeandMarketingCentralmarketmiddlemanPotsBasketsHatsKnivesHoesFiveexchangesrequiredwithcentralmarketExhibit1-2B1-8Inacentralizedmarket,abuyercang