Ch01 国际市场营销概述-introduction-160829.pdf

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1、InternationalMarketingZhaoXinna(赵欣娜)SchoolofEconomics&Management2016/8/301Chapter1TheIntroductionofInternationalMarketing2016/8/302MainContent1.1Whatismarketing1.2whatisinternationalmarketing1.3marketingmanagementorientations1.4internationalmarketingofChinesecompan

2、ies2016/8/3031.1WhatisMarketingTheDefinitionofMarketingMarketing:asocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingvaluewithothers.2016/8/304TheMarketingProcess(1)Customerneedsandwants(2)R&D(3)Engineering(4)

3、Manufacturing(5)Customervalue2016/8/305BasicElementsoftheMarketingConcept1.Needs,WantsandDemands2.Product3.ConsumerValueandConsumerSatisfaction4.Exchange,TransactionandRelationships5.Markets2016/8/3061.Needs,WantsandDemands•Kotlerdistinguishedthreecomponents:–Need:

4、alackofabasicrequirement;–Want:aspecificrequirementforproductsorservicestomatchaneed;–Demand:asetofwantsplusthedesireandabilitytopayfortheexchange.2016/8/3071.Needs,WantsandDemands•Need:statesoffeltdeprivation.–Themostbasicconceptunderlyingmarketingisthatofhumannee

5、ds.Needsarethebasicforcesthatdrivecustomerstotakeactionandengageinexchanges.–Weallhavebasicphysicalneedscriticaltooursurvival,suchasfood,drink,warmth,shelter,sleepandsecurity.Wealsohavesocialandindividualneedscriticaltoourpsychologicalwell-being,socialneedforbelong

6、ing,love,esteemandindividualneedsforknowledgeandself-fulfillment.2016/8/308Maslow'shierarchyofneeds•FiveLevels:basicneeds,safetyneeds,socialneeds,esteemneedsandself-fulfillmentneeds.•Question:dothemarketerscreatehumanneeds?2016/8/3091.Needs,WantsandDemands•Wants:th

7、eformhumanneedstakeasshapedbycultureandindividualpersonality.–Apersonwantsparticularproducts,brandsandservicestosatisfyaneed.–ApersonisthirstyandwantsaCoke.–ApersonistiredandwantsavacationinShanghai.2016/8/3010NeedsV.S.Wants•Basicneedsarerelativelyfew,butpeople'swa

8、ntsareunlimited−shapedbysocialinfluences,pasthistoryandconsumptionexperiences.•Differentpeoplemayhaveverydifferentwantstosatisfythesameneed.−Ever