国际市场营销InternationalmarketingCH1

InternationalmarketingKaiHu:Teachingstaff@ForeignLanguageSchoolSpecialization:InternationalTourism&HospitalityManagementHuBeiPolytechnicUniversityCiHuCampus,Hubei,Chinawebsite:@qq.com要注意区别的几个问题角度问题营销人员与销售人员宏观营销与微观营销要注意的问题营销人员与销售人员的区别营销人员销售人员依赖于市场调研依赖经验试图从目标市场进行正确的市场细分了解不同个性的买主时间用于计划上时间用于面对面的促销上从长期考虑从短期考虑目的在于获得市场份额并赚取利润目的在于促进销售宏观与微观营销宏观市场营销学（macro-marketing）从社会总体交换层面研究营销问题。它以社会整体利益为目标，研究营销系统的社会功能与效用，并通过这些系统引导产品和服务从生产进入消费，以满足社会需要。——社会福利导向微观市场营销学(micro-marketing)从个体（个人和组织）交换层面研究营销问题。——企业福利导向当代营销研究的主流仍然是微观市场营销学。CourseoutlineInternationalmarketingbasics1IntroductiontoInternationalMarketing2ThreebasictheoriesofInternationaltradeTheinternationalmarketingenvironmentTargetingmarketinginformationmarketsInternationalmarketingmixManagingtheinternationalmarketingE-commerceandonlinemarketingCourserequirementAttendanceandparticipation20%In-classQuiz20%Groupassignmentandpresentation60%IntroductionWhatismarketing?“Marketingisasocialandmanagerialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreating,offering,andexchangingproductsofvaluewithothers.”(Kotler)Process,exchange,valueNeeds,wantsanddemandsNeeds:needsisastateofdeprivationofsomebasicsatisfactionsuchas:food,clothes,digitalsWants:anindividualmayneedtowatchTV,butwantstoconsumeaparticularbrandofTelevision.Demands:itisdefinedinanarrativewaynotinabroadwayinthetextbooks.itcouldbedefinedastheabilityandwillingnesstobuyanynumberofproductsbasedoncustomer’spurchasingpower.ThepyramidofMaslow'shierarchyofneedsAccordingtoMaslow'shierarchyofneeds,hedivideshuman'sneedsintofivelevels:basicneeds,safetyneeds,socialneeds,esteemneedsandself-fulfillmentneeds.Heusuallyusesatriangleorpyramidshapetodescribehistheory.Question:dothemarketerscreatehumanneeds?Basicneedsarerelativelyfew,butpeople'swantsareunlimited,theyareshapedbysocialinfluences,theirpasthistoryandconsumptionexperiences.Differentpeople,then,mayhaveverydifferentwantstosatisfythesameneed.Everyoneneedstokeepwarmoncoldwinternights,forinstance.Butsomepeoplewantelectricblankets,whileotherspreferold-fashiondowncomforters.Justbecauseofthis,itgiveroomorscopetothemarketer.Consumervaluetwofactorscontributetoconsumervalue,theyaredesiredvalueandperceivedvalueDesiredvaluereferstowhatcustomersdesireinaproductorservicePerceivedvalueisthebenefitthatacustomerbelievesheorshereceivedfromaproductafteritwaspurchasedConsumervalue:thedeferencebetweenthevaluestheconsumergainsfromowningandusingaproductandthecostsofobtainingtheproduct.consumersatisfactionConsumerpurchasingdecisionisbasedontheirperceptionofthevaluethatproductsandservicesdeliver.Consumersatisfaction:Towhatextentthatproduct’sperceivedperformancecouldmatchabuyer’sexpectation.(quality)exchange,transactionandrelationshipsExchange:theactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.Exchangeisthecoreofmarketing.ButterfliesHighprofitpotentialTruefriendsHighestprofitpotentialStrangersLowestprofitpotentialBarnaclesLowprofitpotentialShort-termcustomerslong-termcustomersProjectedloyaltyCustomerrelationshipgroupsHighprofitabilityPotentialProfitabilityLowprofitabilityTheseconditionsmustbemetbeforeanexchangeoccurs:-----fiveconditionsTheremustbeatleasttwoparties.至少有双方Bothpartiesmustoffersomethingofvalue(e.g.money,goods.Services,anidea)每方都有可能提供对另一方来说有价值的东西Bothpartiesmustbeawareoftheexistenceoftheother;bothmustbecapableofcommunicationanddelivery每方都有沟通与送货的能力Bothpartiesmustbefreetoacceptorrejecttheother'soffer.每一方都可以自由地接受或拒绝bothpartiesmustbewillingandabletonegotiatetermsofexchangethattheyfindacceptable.Inotherwords,bothpartiesmustbelievethattheexchangecreatesbenefitsorvalue.每一方都认为与另一方打交道是适宜或称心的。MarketsThedefinitionofmarketistheplacewherebuyersandsellersgatheredtoexchangetheirgoods.Thefactorsthatdecidethesizeofmarket:(1)Thenumberofthepeople;(2)Purchasingpower;(3)purchasingdesireAsimplemarketingsystem市场（买者总和）行业（卖者总和）商品或服务货币信息沟通MarketingfunctionsContact:tocommunicatewithprospective(potential)customerMerchandising:theprocessofbringingtherightproducttotherightplaceattherighttimeintherightquantityPricing:todecidethepriceofproductisthemostsignificantdeterminantsforprofitPromotion:supportmarketingefforts,suchasadvertising,publicrelations,personalsellingDistribution(渠道):theprocessofputtingtheconsumerandtheproducttogetherHumanresources:internalmarketinginsideacompanybetweenemployersandemployees.Itisimportantforemployeestounderstand.MarketingprocessUnderstandthemarketplaceandcustomerneedsandwantsDesignacustomer-drivenmarketingstrategyConstructamarketingprogramthatdeliverssuperiorvalueBuildprofitablerelationshipsandcreatecustomersatisfactionCapturevaluefromcustomerstocreateprofitsandcustomerqualityCreatevalueforcustomersandbuildcustomerrelationshipsCapturevaluefromcustomersinreturnMarketingtechnologyGlobalmarketsEthicsandsocialresponsibilityIntroductionWhatisinternationalmarketing?-“Internationalmarketingistheprocessofplanningandconductingtransactionsacrossnationalborderstocreateexchangesthatsatisfytheobjectivesofindividualsandorganizations”(Czinko