Understanding marketing and the marketing process (英文版)(ppt 25页)

Words anand complicated to deal with 棘手 的 (TEM-4)
All this shows why setting an offering price for shares in an IPO is so tricky.
Words and Expressions
asset n. anything of material value or usefulness that is owned by a person or company 资产(TEM-4)
On the other hand, your debt is an asset to the bank, but it is your liability.
Warming up
2. To what extent do you think marketing can determine the success of a product these days? Please cite some examples to illustrate.
3. Why is marketing important?
Words and Expressions
prosperous adj. in fortunate circumstances financially; moderately rich 繁荣的，兴旺的(CET-4)
And if we succeed, our future will be more prosperous and more peaceful than our past.
Words and Expressions
intangible adj. (of especially business assets) not having physical substance or intrinsic productive value 无形的(CET-6)

Principle: An item we need is something we think is essential or
necessary for our lives; an item we want is something we desire.
5-12
5-13
• Motivations
• How is Dove changing the definition of real beauty?
\
Visit the Site
5-3
• Consumer behavior: how consumers select, purchase, use, or dispose of products, and the needs and wants that motivate behaviors
• Generation Jones (mid- to late-1950s to mid-1960s)
– Dream of affluence trying to “keep up with the Joneses.”
• Gen X or Baby Busters (born 1965–1979)
5-4
5-5
• Norms and Values
– Norms: a culture’s boundaries for “proper” behavior
– Values: the source of norms, which represent underlying belief systems
– Looks at patterns of consumption, personal relationships and leisure activities.

• Effective target marketing requires that marketers:
a. Identify and profile distinct groups of buyers who differ in their needs and Preference (market segmentation).
• A company then needs to identify which market segments it can serve effectively.
• This decision requires a keen understanding of consumer behavior and careful strategic thinking.
• To develop the best marketing plans, managers need to understand what makes each segment unique and different.
• Identifying and satisfying the right market segments is often the key to marketing success.
6 © Pearson Education Ltd. 2018. All rights reserved
Bases for Segmenting Consumer Markets
• There are two broad groups of variables are used to segment consumer markets.
• The company can operate in one or a few areas, or operate in all but pay attention to local variations.

Price Escalation 2 of 5
Tariffs a special form of taxation
• Serve to discriminate against all foreign goods • Hurt domestic market if counter-tariffs implemented
• Only wealthy customers able to buy product • Low-income consumers priced out of market
Approaches to Reducing Price Escalation 1 of 3
Lowering Cost of Goods
Varying Currency Values
• Impacts consumers’ perceptions of value • Changes cost of exporting products and impacts price
Price Escalation 5 of 5
Middleman and Transportation Costs
Chapter 18
Pricing for International Markets
ቤተ መጻሕፍቲ ባይዱearning Objectives
18-1 Components of pricing as competitive tools in international marketing
18-2 How to control pricing in parallel import or gray markets 18-3 Price escalation and how to minimize its effect 18-4 Countertrading and its place in international marketing