● 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。
● Objectives (学习目标) ------Page 3
●Key terms ●Notes
------page 14 ------page 14-15
1.1 What is marketing
1.1.1 The definition of marketing ① Page 3 ②Marketing: a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others.
● According to Maslow's hierarchy of needs, he divides human's needs into five levels: basic needs, safety needs, social needs, esteem needs and self-fulfillment needs. He usually uses a triangle or pyramid shape to describe his theory.
● A major part of a marketer's job is to develop a new product or service and then to stimulate customer wants for it by persuading people it can help them better satisfy one or more of their needs. For example, homeowners might buy a home security system to satisfy their need for personal safety.
1 needs, wants and demands
● Need: states of felt deprivation. ● The most basic concept underlying marketing is that
of human needs. Needs are the basic forces that drive customers to take action and engage in exchanges. ● We all have basic physical needs critical to our survival, such as food, drink, warmth, shelter, sleep and security. We also have social and individual needs critical to our psychological well-being, social need for belonging, love, esteem and individual needs for knowledge and self-fulfillment.
Main Content
人口经 济环境
供应 商
营销 中介
产品 分 目标 价 销 顾客 格
促销
技术自 然环境
基 本 公众 内 容
政治法 律环境
竞争者
社会文 化环境
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
International Marketing
Huili Shang Associate Professor
Doctor
Lectures design
1、2*15=30 2、Reference book:
Marketing : An introduction Gary Armstrong(加里·阿姆斯特朗) Philip Kotler(菲利普·科特勒) 3、Communication: if you have any question, don not hesitate to let me know.
依赖经验
试图从目标市场进行正 确的市场细分 时间用于计划上
从长期考虑
了解不同个性的买主
时间用于面对面的促销 上 从短期考虑
目的在于获得市场份额 目的在于促进销售 并赚取利润
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
1.1.3 basic elements of the marketing concept---P 4
● 1 needs, wants and demands ● 2 product ● 3 consumer value and consumer satisfaction ● 4 exchange, transaction and relationships ● 5 markets
市场营销的定义 ——菲利普·科Fra bibliotek勒的定义● 市场营销是一个社会 管理过程，在这个过 程中，个人和群体通 过创造、提供、与他 人交换有价值的产品 而满足自身的需要和 欲望。
1.1.2 Marketing and sales ---the marketing process on page 4
(1)Customer needs and wants (2)R&D (3)Engineering (4)Manufacturing (5)Customer value
● Question: do the marketers create human needs?
● Wants: the form human needs take as shaped by culture and individual personality.
● A person wants particular products, brands and services to satisfy a need. A person is thirsty and wants a Coke. A person is tired and wants a vacation in Shanghai.