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1、国际市场营销（双语）参考书n n营销管理【美】菲利普.科特勒 著 上海人民出版社 第11版n n市场营销原理【美】菲利普.科特勒 著 清华大学出版社 第11版n n市场营销原理亚洲版【美】菲利普.科特勒 著 机械工业出版社 第11版n n国际市场营销【美】达娜-尼科莱塔.拉斯库 著 机械工业出版社 What is Marketing?n nMarketing Defined:“Marketing is a social and managerial “Marketing is a social and managerial process by which individuals and pr
2、ocess by which individuals and groups obtain what they need and groups obtain what they need and want through creating and exchanging want through creating and exchanging value with others”value with others”市场营销是个人或群体通过创造和交换产品及价市场营销是个人或群体通过创造和交换产品及价值，从而满足欲望和需要的社会过程和管理过值，从而满足欲望和需要的社会过程和管理过程。程。Goal 1:
3、Define marketing and the marketing process.Chapter 1 Introduction to the MarketingChapter Objectivesn nWhat is the new economy like?What is the new economy like?n nWhat are the tasks of marketing?What are the tasks of marketing?n nWhat are the major concepts and tools of What are the major concepts
4、and tools of marketing?marketing?n nHow are companies and marketers responding to How are companies and marketers responding to the new challenges?the new challenges?n nWhat are customer value and satisfaction,and What are customer value and satisfaction,and how can companies deliver them?how can co
5、mpanies deliver them?n nHow can companies both attract and retain How can companies both attract and retain customers?customers?n nHow can companies improve both customer and How can companies improve both customer and company profitability?company profitability?Defining Marketing for the twenty-fir
6、st centuryn n1.The new economy1.The new economyn n2.Marketing Task2.Marketing Taskn n3.The Scope of Marketing3.The Scope of Marketing n n4.The Decisions Marketers Make4.The Decisions Marketers Maken n5.Marketing Concepts and Tools5.Marketing Concepts and Toolsn n6.Company Orientations towards the 6.
7、Company Orientations towards the MarketplaceMarketplacen n7.How Business and Marketing are 7.How Business and Marketing are changingchanging1.The new economyn nA substantial increase in buying power A substantial increase in buying power n nA greater variety of available goods and A greater variety
8、of available goods and services.services.n nA great amount of information about A great amount of information about practically anything.practically anything.n nA greater case in interacting and placing A greater case in interacting and placing and receiving orders.and receiving orders.n nAn ability
9、 to compare notes on products An ability to compare notes on products and services.and services.2.Marketing Taskn nEntrepreneurial marketing n nFormulated marketing:n nCoordinated marketing3.The Scope of Marketingn nMarketing is typically seen as the task of creating,promoting,and delivering goods a
10、nd services to consumers and businesses n nMarketing people are involved in marketing 10 types of entities:goods,services,experiences,events,persons,places,properties,organizations,information,and idea 4.The Decisions Marketers Maken nThese questions vary in importance in different marketplaces.Cons
11、ider the following four markets:consumer,business,global,and nonprofit.5.Marketing Concepts and ToolsWe can distinguish between a social and a We can distinguish between a social and a managerial definition of marketing.managerial definition of marketing.：n nHere is a social definition that serves o
12、ur Here is a social definition that serves our purpose:Marketing is a societal process purpose:Marketing is a societal process by which individuals and groups obtain by which individuals and groups obtain what they need and want through what they need and want through creating,offering,and,freely ex
13、changing creating,offering,and,freely exchanging products and services of value with others.products and services of value with others.n nFor a managerial definition,marketing has For a managerial definition,marketing has often been described as tile art of selling often been described as tile art o
14、f selling products products Core marketing conceptsn nTARGET MARKETS AND SEGMENTATION TARGET MARKETS AND SEGMENTATION n nMARKETPLACE,MARKETSPACE,AND MARKETPLACE,MARKETSPACE,AND METAMARKET METAMARKET n nMARKETERS AND PROSPECTS MARKETERS AND PROSPECTS n nNEEDS,WANTS,AND DEMANDS NEEDS,WANTS,AND DEMANDS
15、 n nPRODUCT OFFERING AND BRAND PRODUCT OFFERING AND BRAND n nVALUE AND SATISFACYION VALUE AND SATISFACYION n nRELATIONSHIPS AND NETWORKSRELATIONSHIPS AND NETWORKS Core marketing conceptsn nMARKETING CHANNELS n nSUPPLY CHAIN n nCOMPETITION n nMARKETING ENVIRONMENT n nMARKEIING PROGRAM n nExchange and
16、 Transactions交换（交换（Exchange)n n个人和集体通过提供某种东西作为回报，从他人那里取得所需东西的行为自给抢夺乞讨都不能成为满足需要和欲望的普遍方式转让低效率满足需要低效率满足需要牺牲别人的利益满足需要牺牲别人的利益满足需要也是以一方利益的来牺牲满足另一方的需要也是以一方利益的来牺牲满足另一方的需要和欲望的和欲望的甲将某物给乙，甲并不接受任何实物作为回报甲将某物给乙，甲并不接受任何实物作为回报n n交易(TransactionsTransactions)l l交换的最基本单位，指交换过程中交换的最基本单位，指交换过程中付款交货的环节付款交货的环节l l基本方式基本方式现
17、金：如以现金或支票购买货物现金：如以现金或支票购买货物或服务或服务非现金：如以物易物非现金：如以物易物6.Company Orientations towards the Marketplacen nProduction conceptn nProduct conceptn nSelling concept n nMarketing conceptn nSocietal marketing concept7.How Business and Marketing are changingThese major forces have created new behaviors and These
18、 major forces have created new behaviors and challenges:challenges:n nCustomers increasingly expect higher quality and Customers increasingly expect higher quality and service and some customization.service and some customization.n nBrand manufacturers are facing intense Brand manufacturers are faci
19、ng intense competition from domestic and foreign brads,competition from domestic and foreign brads,which is resulting in rising promotion costs and which is resulting in rising promotion costs and shrinking profit margins.shrinking profit margins.n nStore-based retailers are suffering.Store-based St
20、ore-based retailers are suffering.Store-based retailers are facing growing competition from retailers are facing growing competition from catalog houses;direct-mail firms;newspaper,catalog houses;direct-mail firms;newspaper,magazine,and TV direct-to-customer ads;home magazine,and TV direct-to-custom
21、er ads;home shopping TV;and e-commerce on the internet.shopping TV;and e-commerce on the internet.Company responses and adjustments n nReengineeringReengineeringn nOutsourcingOutsourcingn nE-commerceE-commercen nBenchmarkingBenchmarkingn nAlliancesAlliancesn nPartner-suppliersPartner-suppliersn nMar
22、ket-centeredMarket-centeredn nGlobal and localGlobal and localn nDecentralizedDecentralizedMarketer responses and adjustments n nCustomer relationship marketing:Customer relationship marketing:n nCustomer lifetime valueCustomer lifetime valuen nCustomer shareCustomer sharen nTarget marketingTarget m
23、arketingn nCustomizationCustomizationn nCustomer databaseCustomer databasen nIntegrated marketing communicationsIntegrated marketing communicationsn nChannels as partnersChannels as partners Building Customer Satisfaction,Value,and Retentionn n1.The nature of high-performance businessesn n2.Deliveri
24、ng customer value and satisfactionn n3.Attracting and retaining customersn n4.Customer profitability,company profitability,and total quality management1.The nature of high-performance businessesResourcesOrganizationandaligning.High Performance BusinessProcessesBy improving critical business.Stake-ho
25、ldersSet strategies to satisfy key.(1)Stake-holdersn nTraditionally,most businesses focused on their stockholders.Todays businesses are increasingly recognizing that unless they nurture other stakeholders-customers,employees,suppliers,distributors,the business may never earn sufficient profits for t
26、he stockholders.(2)Processes n nA company can accomplish its stakeholder goals only by managing and linking work processes.High-performance companies are increasingly focusing on the need to manage core business processes such as new-product development,customer attraction and retention,and order fu
27、lfillment.(3)Resources Many companies today outsource less critical resources if they can be obtained at better quality or lower cost.(4)Organization and Organizational culture n nWhat exactly is a corporate culture?the shared experiences,stories,beliefs,and norms that characterize an organization.2
28、.Delivering customer value and satisfactionn nIn a hypercompetitive economy with increasingly rational buyers,a company can only win by creating and delivering superior value.This involves the following five capabilities:understanding customer value;creating customer value;delivering customer value;
29、capturing customer value;and sustaining customer value.These core business processes include:n nThe market sensing process;n nThe new offering realization process:n nThe customer acquisition processn nThe customer relationship management processn nThe fulfillment management process:The value-deliver
30、y networkn nTo be successful a firm also needs to look To be successful a firm also needs to look for competitive advantages beyond its for competitive advantages beyond its own operations,into the value chains of own operations,into the value chains of its suppliers,distributors,and customers.its s
31、uppliers,distributors,and customers.Many companies today have partnered Many companies today have partnered with specific suppliers and distributors to with specific suppliers and distributors to create a superior value-delivery network create a superior value-delivery network(also called a supply c
32、hain).(also called a supply chain).3.Attracting and retaining customersn nworking with partners-called partner relationship management(PRM)n ndeveloping stronger bonds with their customers-called customer relationship management(CRM).(1)Attracting customers n nCompanies seeking to expand their profi
33、ts and sales have to spend considerable time and resources searching for new customers.(2)Computing the cost of lost customers n nFirst,the company must define and measure First,the company must define and measure its retention rate.its retention rate.n nSecond,the company must distinguish the Secon
34、d,the company must distinguish the causes of customer attrition and identify causes of customer attrition and identify those that can be managed better.those that can be managed better.n nThird,the company needs to estimate how Third,the company needs to estimate how much profit it loses when it los
35、es customers.much profit it loses when it loses customers.n nFourth,the company needs to figure out how Fourth,the company needs to figure out how much it would cost to reduce the defection much it would cost to reduce the defection rate.rate.n nFinally,nothing beats listening to customers.Finally,n
36、othing beats listening to customers.(3)The need for customer retention n nl).Acquiring new customers can cost five l).Acquiring new customers can cost five limes more than the cost involved in limes more than the cost involved in satisfying and retaining current customers.satisfying and retaining cu
37、rrent customers.n n2).The average comply loses 10 percent 2).The average comply loses 10 percent of its customers each year.of its customers each year.n n3).A 5 percent reduction in the customer 3).A 5 percent reduction in the customer defection rate can Increase profits by 25 defection rate can Inc
38、rease profits by 25 percent to 85 percent,depending on the percent to 85 percent,depending on the industry.industry.n n4).The customer profit rate tends to 4).The customer profit rate tends to Increase over tile life of the retained Increase over tile life of the retained customer.customer.(4)Measur
39、ing customer lifetime valuen nCustomer lifetime value(CLV)describes the present value of the stream of future profits expected over the customers lifetime purchases.two ways to strengthen customer retention:n nOne is to erect high switching barriers.n nThe better approach is to deliver high customer
40、 satisfaction.(5)Customer relationship management(CRM):the keyn nThe aim of customer relationship management(CRM)is to produce high customer equity.n nCustomer equity is the total of the discounted lifetime values of all of the firms customers.three drivers of customer equity:n nvalue equityn nbrand
41、 equity n nrelationship equity(6)Forming strong customer bonds:the basics n n1)Get cross-departmental participation in 1)Get cross-departmental participation in planning and managing the customer satisfaction planning and managing the customer satisfaction and retention process.and retention process
42、.n n2)Integrate the Voice of the Customer in all 2)Integrate the Voice of the Customer in all business decisions.business decisions.n n3)Create superior products,services,and 3)Create superior products,services,and experiences for the target market.experiences for the target market.n n4)Organize and
43、 make accessible a database of 4)Organize and make accessible a database of information on individual customer needs information on individual customer needs preferences,contacts,purchase frequency,and preferences,contacts,purchase frequency,and satisfaction.satisfaction.n n5)Make it easy for custom
44、ers to reach 5)Make it easy for customers to reach appropriate company personnel and express their appropriate company personnel and express their needs,perceptions,and complaints.needs,perceptions,and complaints.n n6)Run awed programs recognizing outstanding 6)Run awed programs recognizing outstand
45、ing employees.employees.Three methods:n nADDING FINANCIAL BENEFITS n nADDING SOCIAL BENEFITS n nADDING STRUCTURAL 4.Customer profitability,company profitability,and total quality managementn n(1)Measuring profitability What makes a customer profitable?What makes a customer profitable?A profitable cu
46、stomer is a person,A profitable customer is a person,household,or company that over time household,or company that over time yields a revenue stream that exceeds yields a revenue stream that exceeds by an acceptable amount the by an acceptable amount the companys cost stream of attracting,companys c
47、ost stream of attracting,selling,and servicing that customer.selling,and servicing that customer.n nCustomer profitability analysis(CPA)is best conducted with the tools of an accounting technique called Activity-Based Costing(ABC).图：根据顾客价值分配营销投资(2)Increasing company profitability n nCompetitive adva
48、ntage is a companys ability to perform in one or more ways that competitors cannot or will not match.(3)Implementing total quality management n nTotal quality management(TQM)is an organization wide approach to continuously improving the quality of all the organizations processes,products,and service
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