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Chapter one International marketing briefing 1.1 What is marketing 1.2 what is iternational marketing 1.3 international marketing of Chinese companies 1.4 marketing management orientations
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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. ● Question: do the marketers create human needs?
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needs, wants and demands product consumer value and consumer satisfaction exchange, transaction and relationships markets
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1 needs, wants and demands
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Demands: human wants that are backed by buying power.
When backed by buying power, wants beco/24
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2 product
Marketing offer: some combination of products, services, information, or experiences offered to a market to satisfy a need or want. ● Many sellers make the mistake of paying more attention to the specific products they offer than to the benefits and experiences produced by these products. These sellers suffer from “marketing myopia”.
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Objectives (学习目标) ------Page 3
terms ------page 14
●Key
●Notes
------page 14-15
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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.
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Basic needs are relatively few, but people's wants are unlimited, they are shaped by social influences, their past history and consumption experiences. Different people, then, may have very different wants to satisfy the same need. Everyone needs to keep warm on cold winter nights, for instance. But some people want electric blankets, while others prefer oldfashion down comforters. Just because of this, it give room or scope to the marketer.
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Main Content
Part Ⅰ: International Marketing Basics Prat Ⅱ: The International Marketing Environment Part Ⅲ: Targeting International Markets Part Ⅳ: International Marketing Mix(4Ps) Part Ⅴ: Managing the International Marketing PartⅥ: E-commerce and Online Marketing
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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.
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4 exchange, transaction and relationships
Exchange: the act of obtaining a desired object from someone by offering something in return. ● Exchange is the core of marketing.
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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.
International Marketing
Huili Shang Associate Professor
Doctor
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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.
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These conditions must be met before an exchange occurs:-----five conditions
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人口经 济环境
营销 中介
技术自 然环境
产品
供应 商 分 销
目标 顾客
促销
价 格
公众
基 本 内 容
政治法 律环境
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竞争者
社会文 化环境
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要注意区别的几个问题
角度问题
营销人员与销售人员
要注意的问题
宏观营销与微观营销
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营销人员与销售人员的区别
营销人员 销售人员
(1)Customer needs and wants (2)R&D (3)Engineering (4)Manufacturing (5)Customer value
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1.1.3 basic elements of the marketing concept---P 4
1 ● 2 ● 3 ● 4 ● 5
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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.