通过本章的学习，使学生了解市场营销学科近年来研究的新领域、提出的新概念、获得的新成果，以对本学科有更为深刻的认识，对本学科的知识体系有更为全面和系统的把握

Objectives Course Organization Tasks of Marketing Major Concepts Tools of Marketing Marketplace Orientations Marketing's Responses to New Challenges

Factors to Consider Before Going global Selecting Foreign Markets Foreign Market Entry Product Adaption for Global Marketing Management Organization of global Activities C2000 Prentice Hall

市场营销者是指希望从别人那里取得资源并愿意以某种有价值的东西作为交换的人。 A marketer is someone seeking one more prospects who might engage in an exchange of values

产品是能够满足人的需要和欲望的任何东西。 product is anything that can be offered to satisfy a need or want

1、战略经营单位的含义 战略经营单位是企业值得为其专门制定一种经营战略的最小经营单位

总体战略 又称公司战略。它是根据企 业使命,选择企业参与竞争的业 务领域,合理配置企业资源,使 企业各项经营业务相互支持、相 互协调

消费者市场是指个人或家庭为了生 活消费而购买产品和服务的市场。 All the individuals and households who buy or acquire goods and services for personal consumption

Factors influencing consumer behavior Cultural Social Personal Reference Psychological Culture Age groups lifecycle stage

1、单一因素法。就是只用一个因素细分市场的方法。例如,按家庭人口数量,把电饭锅市场分成三个部分,见表