HND国际营销导论.ppt

Attendance Policy Attendance in lecture is EXPECTED and will be noted - this could influence me if? grades are borderline.? Announcements will be made, at the beginning of class, so promptness is important. If a student misses a lecture, notes must be obtained from another student. I do NOT make notes available to students. However, Power Point notes can be accessed if asked. Please note that they are not all-inclusive. I will supplement them through lecturing in class. Attendance at lectures and tutorials is not normally marked; however, participation in some courses may be part of the assessment component. Each absence of one class hour will result in a 2.5% deduction from the usual?performance? Learning Resources 市场营销学 eg. 市场营销学， 张明立.科学出版社 /library/publications/the-world-factbook （CIA World Factbook website ) The World Factbook provides information on the history, people, government, economy, geography, communications, transportation, military, and transnational issues for 267 world entities. Our Reference tab includes: maps of the major world regions, as well as Flags of the World, a Physical Map of the World, a Political Map of the World, and a Standard Time Zones of the World map. Orientation International Marketing : An Introduction 1. Unit purpose: This Unit is designed to provide candidates with a basic knowledge of the marketing techniques applicable to different international markets. 2. Recommended prior knowledge and skills: It would be beneficial if the candidate had prior knowledge in the basic concepts of marketing. 营销观念 营销观念就是指指导和影响营销活动的经营哲学。营销观念是营销活动的指导思想，因此，它对企业的营销活动起着方向性的作用，有什么样的营销观念就会有什么样的营销活动。 产品观念（以质取胜） 产品观念内容： 产品观念认为，消费者喜欢那些质量高、功能多、有特色的产品，因此，企业应致力于生产高档次的产品，并不断地加以改进。 产品观念产生和流行的社会背景： 市场已开始由卖方市场向买方市场过渡；消费者的生活水平有了很大的提高，已不再满足于产品的基本功能，已开始追求产品在质量、性能、特色等方面的差别，因此，企业的当务之急就是生产出质量更高、更有特色的产品。在当时的市场条件下，产品观念比之以前的生产观念，其优越性非常明显。通用汽车公司在市场竞争中一举击败了福特公司就是一个典型的例子。 推销观念和市场营销观念比较 起点 中心 方法