1、marketing: an overview,revision,basic forms of business: sole proprietorship partnership corporation,marketing: an overview,origin of marketing functions of marketing marketing mix(4p:product,price,promotion,place) marketing segmentation (geographic variables, demographic variables, psychographic va

2、riables, product-use variables) marketing environment,origin of marketing,selling era (economic reform) essence of marketing: reform deepened and economy grew,satisfied the customers, neither producing nor selling crm(customer relationship management),functions of marketing,marketing research acquir

3、ing selling transportation storaging finance and credit risk taking standardization and grading,marketing mix(4p),product (special appeal, like quality,utility,image) price(lower?higher?costs,rivalsprices,pricing,regulations) promotion(adversiting,packaging,sales,brochures,personal selling) place(ch

4、annels of distribution),zero in on 集中精力于 target market目標(biāo)市場(chǎng) (a group of people who have similar needs and wants and are believed to have interest in the same products.) marketing segmentation市場(chǎng)細(xì)分(dividing a market into segments according to customers needs ,wants and other factors),marketing segmenta

5、tion,geographic variables demographic variables psychographic variables product-use variables,geographic variables(live,work) 地理區(qū)域因素 government employees working in beijing are not likely to purchase farming tools such as hoes and sickles.,demographic variables(age,gender,ethnic background, race,rel

6、igion,education,income) 人口統(tǒng)計(jì)因素,psychographic variables (attitudes,movies,activities,opinion) 心理因素 koreans who have suffered from japanese occupation are less likely to buy japanese goods .,product-use variables 產(chǎn)品用途因素 teenagers like colorful, fancy and toy-like pencils while office clerks prefer stu

7、rdy, practical and reliable ones.,marketing environment,technological advances social-cultural trends economic fluctuations,cloze,exchange facilitation evaluations general variables mix distribution consumer creation needs personal reflect culture-specific successful those how based learned,the mark

8、eting process begins with the 1of a good or service that satisfies the 2 of buyers. in addition to the product itself, the marketinf3 must include strategies for pricing, promoting ,and distributing the 4 .in practice marketing functions can be grouped into5 functions (buying and selling),6 function

9、s (transportation and storage), and 7 functions(standardization,financing and risk taking) businesses have8 that their marketing can be more9 when it is target toward10 market segments. markets may be segmented11 on geographic,demographic,psychographic,or product-use12 .market research can help to i

10、dentify target markets by studying13 buying behavior and attitudes.,business case,a niche player most of the washing machines in chinas cities have been in use for over 7 years ,and it is estimated that about 40% of them will be replaced with new ones in the next 3 years. this is why chinas major wa

11、shing machine manufactures have been busy developing new models to attract customers. tianhua co. has been a new comer to the marker and li hao,ceneral manager of the company, knows that it would be suicidal tor tianhua to compete with the big guys headon.instead,tianhua must be a niche player, that is, find a small but profitable market segment and provide products with features tianhuas rivals do not have. questions 1why cannot tianhua compete with the big