国际营销专业英语课件江春 ISBN9787810787369 PPTUnit 1 Introduction to Marketing.ppt

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1、UnitOneIntroductiontoMarketingLearningOutlineDefinitionofMarketingMarketingClarifiedMarketingasaMulti-StepProcessDoesMarketingWork?DefinitionsofMarketingMarketinghasdifferentdefinitions.Marketingisanorganizationalfunctionandasetofprocessesforcreating,c

2、ommunicating,anddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders.--AmericanMarketingAssociation’swebsiteDefinitionsofMarketing(cont’d)…Marketingisthusthe“rootofallincome”inallorganizations.

3、Marketingistheprocessofcreatingandharvestinginwardcashflow.--RoyYoungofmarketingprofs.comDefinitionsofMarketing(cont’d)…Marketing’staskistodiscoverunmetneedsandtopreparesatisfyingsolutions…Marketingisthehomeworkthatmanagersundertaketoassessneeds,measur

4、etheirextentandintensity,anddeterminewhetheraprofitableopportunityexists.--MarketingManagement,PhilipKotlerDefinitionsofMarketing(cont’d)Modernmarketingisdefinedbyafocusoncustomvalue…--BarbaraKahnDefinitionsofMarketing(cont’d)MarketingclarifiedEverythi

5、ngyoudotoacquireaclientandmaintainarelationshipwiththem.Approach:findingprospectsyou’dliketoworkwith,takingthenecessarystepstoconvertthemintoclients,offeringservicesthatwillgreatlybenefitthem,developingaworkingrelationshipwiththem,generatingreferralsan

6、drepeatbusiness.SellingVSMarketingSellingV.S.MarketingSellingisnotequivalenttoMarketing.Sellingispartofmarketing,butmarketingincludesmuchmorethanselling.Marketing–Multi-StepProcessMarketing–rarelyonestepMarketing–Multi-StepProcess:generatingleadsnurtur

7、ingexistingprospects,buildingrelationshipsthatwillleadtonewbusinessMarketing–Multi-StepProcess(cont’d)UsingMarketingforMeaningfulInteractions“Meaningful”“consistent”CreatingaMarketingSystemasystemtofollowupwiththoseleadsLeadGenerationandNurturingeducat

8、ingprospects/tacticsDoesMarketingwork?Marketingworksbestwhenyouhaveasysteminplaceandcommunicatewithprospectsonaconsistentbasis,providingthemwithinformationtheyfindvaluable.