《市场营销学》课程PPT教学课件（双语）Chapter 02 Company and Marketing Strategy

《市场营销学》课程PPT教学课件（双语）Chapter 03 The Marketing Environment

《市场营销学》课程PPT教学课件（双语）Chapter 04 Consumer Markets and Consumer Buying Behavior

《市场营销学》课程PPT教学课件（双语）Chapter 05 Segmentation, Targeting, and Positioning

《市场营销学》课程PPT教学课件（双语）Chapter 06 Product, Services and Branding Strategies

《市场营销学》课程PPT教学课件（双语）Chapter 01 Marketing - Managing Profitable Customer Relationships

CONTENTS 1. Marketing Marketing Concept 1.1 Definitions of Marketing 1.2 The Philosophy Marketing and the Marketing Concept. 2

Marketing Management: Brief edition 1.2 The Philosophy Marketing and the Marketing Concept The marketing concept is a philosophy. It makes the customer, and the satisfaction of his or her needs, the focal point of all business activities. It is driven by senior managers, passionate about delighting

消费者行为是指消费者为获取、使用、处置消费物 品或服务所采取的各种行动，包括先于且决定这些 行动的决策过程 . 影响消费者行为的个体与心理因素是：需要与动机 ；知觉；学习与记忆；态度；个性、自我概念与生 活方式。这些因素不仅影响和在某种程度上决定消 费者的决策行为，而且它们对外部环境与营销刺激 的影响起放大或抑制作用

Needs -通常是指对人类基本生存条件的满足期望 . i.e.比如人们需要食物、衣着、蔽护所、安全等。 Wants -指满足具体效用的期望. i.e.比如可口可乐、汉堡包、皮鞋、到欧洲旅游等。 . Demands -指满足具有购买能力和购买欲望的现实和潜 在的愿望 . i.e.花费两个月的工资去买一件时装，动用多年 的储蓄购买一套住房等