文档介绍：INTERNATIONAL MARKETING
Self Introduction
Name: Zuo Yu-ling
Office: III-503
Education: Master’s degree
Professional Title: associate professor
Questions
What is marketing?
How does marketing work?
Is marketing important? Why?
What is the purpose of the course?
What do you want to learn in this course?
What are the tasks necessary for essful marketing management?
What is marketing?
Marketing deals with identifying and meeting human and social needs. One of the shortest definitions of marketing is “meeting needs profitably”
Marketing is the process municating the value of a product or service to customers, for the purpose of selling that product or service.
History of the Definition of Marketing
• 1935
As adopted by the National Association of Marketing Teachers, an American Marketing Association anization: [Marketing is] the performance of business activities that direct the flow of goods and services from producers to consumers.
1985
[Marketing is] the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual anizational objectives.
2004
Marketing is anizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit anization and its stakeholders.”
The new definition reads:
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners,and society at large.” (2007)
The Marketing Process
Design a customer-driven marketing strategy
Understand the marketplace
and customer needs and wants
Construct a marketing program that delivers superior value
Build profitable relationships and create customer delight
Capture value from customers to create profits and customer quality
How does marketing work?
Identification, selection and development