1、1.Marketing 市場營銷：通過計劃和執行關于產品、服務和電子的定價、促銷和分銷，從而創造交換，以實現個人和組織的目標的過程）The process of planning and executing （執行、實行）the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual and organizational objectives.the definition emphasizes the div

2、erse activities marketers perform.(強調市場商人不同的行為活動)Deciding what products to offerSetting pricesDeveloping sales promotions and advertising campaignsMaking products readily available to customers2. Themarketing Concepts(市場營銷觀念：企業分析消費者需求，制定比競爭對后更好的決策來滿足這些需求的哲學)The Production Concept 生產觀念The Selling Con

3、cept 推銷觀念The Marketing Concept 市場營銷觀念The Production Concept 生產觀念The idea that a firm should focus on those products that it could produce most efficiently and that the low-cost products would create the demand for those products.The Selling Concept / sales concept 推銷觀念(利用廣告這種重要方式來與其顧客溝通從而獲取他們的訂單)The

4、 Marketing Concept市場營銷觀念Difference between Selling and Marketing銷售與營銷的區別Selling：先銷售再Marketing：先調查市場需要再Emphasis is on the product.Emphasis is on customers wants.Company first makes the product and then figures out how to sell it.Company first determines customers wants and then figures out how to mak

5、e and deliver a product to satisfy those wants.Management is sales-volume-oriented.Management is profit-oriented.Planning is short-run, in terms of todays products and markets.Planning is long term, in the sense of new products, tomorrows market, and future growth.Stresses needs of seller.Stresses w

6、ants of buyers.3.The Marketing Mix /The 4Ps of Marketing市場營銷組合1)Product（產品：有形和無形，包括包裝、色彩、品牌、服務，甚至銷售商的聲譽）Consumer products消費品：produced for and purchased by households for their use.Industrial products 工業產品：are sold primarily for use in producing other products.2)Price（價格：消費者為獲得產品所必須支付的金額）Refers to th

7、e value or worth of a product that attracts the buyer to exchange money or something of value for the product.Loss Leader Pricing (虧本出售商品）selling things in its lower price than its cost price in order to attract customers to purchase the products.Penetration Pricing (滲透定價法-心理定價策略）設定最初低價，以便迅速和深入地進入市場

8、，從而快速吸引來大量的購買者，贏得較大的市場份賴。is a pricing strategy where the organization sets a low price to increase sales and market share. “Introductory”.Price Skimming（撇脂定價法-心理定價策略）將產品的價格定的較高，盡可能在產品生命初期，在競爭者研制出相似的產品以前，盡快的收回投資，并且取得相當的利潤。Means the charging of relatively high prices that take advantage of early custo

9、mers strong need for the new product, and then decreasing it slowly as sales begin to decline.Differential Pricing（區別定價法）involves allowing the same product to be priced differently.3)Place (分銷：代表公司為使產品達到目標顧客手中所進行的各種活動)Place / Distribution refer to how you will sell your products to your customers.4)

10、Promotion（促銷：代表公司宣傳其產品優點和說服目標顧客購買所進行的各種活動）Personal selling(人員銷售）、Advertising、Sales promotion（銷售促銷）、Publicity（宣傳）4.The Product Life Cycle 產品生命周期（PLC）Introduction Phase 引入期Growth Phase 成長期Maturity Phase 成熟期 Decline Phase 衰退期（4p-市場營銷在每一個時期呈現的不同特點）Limitations of the Product Life Cycle Concept 產品生命周期的局限性

11、-不適用于產品銷量的預測，之使用與一般預測。5.1）Consumer Buying Behavior（消費者購買行為：作為個人使用產品和決策構成消費者購買行為。社會、心理、人口和環境因素）Need recognition SearchEvaluation of alternatives(比較同類產品訊息)Purchase decisionAfter-purchase evaluation（評估購買行為）Several factors affect the buying decision of consumers.Social factors: family members , peersPsy

12、chological factors: attitude, personalityPersonal characteristics: age, educationSpecific conditions2）Industrial Buying Behavior 企業購買行為The purchase decision making of organization such as manufacturers, service providers, government agencies, institutions, and non-profit groups is referred to as ind

13、ustrial buying behavior. 6.Marketing Research （市場營銷調研有效的調研包括5個步驟）Forming the research question確定問題和研究目標Research design制定調研計劃Data collection: secondary data, primary data資料搜集Data analysis資料分析Choosing the best solution確定最好的解決方法7Market Segmentation （市場細分：按照購買者所需的個別產品或營銷組合，把一個市場分為若干不同的購買者群體的行為）The divis

14、ion of a market into different homogeneous group of consumers.Mass marketing(大量營銷）Target marketing（目標營銷）1）Requirements of Market Segments 市場細分的要求Identifiable（可確認的）: The differentiating attributes（部分） of the segments must be measurable so that they can be identified.Accessible（可以達到的）: The segments mu

15、st be reachable through communication and distribution channels.Substantial: The segments should be sufficiently large to justify the resources required to target them.Unique needs（獨特的需求）:To justify separate offerings, the segments must respond differently to the different marketing mixes.Durable（耐用

16、持久的）:The segments should be relatively stable to minimize the cost of frequent changes.2）Segmentation Bases 細分依據Geographic segmentation bases(地理因素）: city, state, region.Demographic segmentation bases（人口因素）：age, income, education, occupation, sex, race, social class.Psychographic segmentation bases（消費心理因素）: attitudes, personality, opinions, lifestyles, interests, motives.Behaviouralistic segmentation（消費行為因素）: Based on actual customer behavior toward products. DATE M.d.yyyy 9.15.2022 DATE HH:mm DATE M.d.yyyy 9.15.2022 DA