29. Công cụ tìm kiếm: - Từ khóa - Tên doanh nghiệp - Địa điểm (thành phố) Kết quả tìm kiếm - Tên công ty - Địa chỉ - Email - Giới thiệu, tel, fax - Website
30. 3. ThÞ trêng EU HTTP://WWW.EUROPAGES.NET Khai thác hệ thống thông tin TM & TT trên Internet
31. Công cụ tìm kiếm: - Từ khóa - Tên doanh nghiệp - Địa điểm (thành phố)
32. Kết quả tìm kiếm - Tên công ty - Địa chỉ - Email - Giới thiệu, tel, fax - Website - Clich to talk
33. Giao dịch điện tử - Gửi email trực tiếp - Free Internet Call
34.
35.
36.
37. Khai thác hệ thống thông tin TM & TT trên Internet http://fita.org/
38.
39. Kết quả tìm kiếm - Thông tin XNK - Các cơ hội mua & bán - Danh bạ các công ty - Luật kinh doanh - Văn hóa kinh doanh - Các cơ quan QLNN
40. Kết quả tìm kiếm - Thông tin XNK - Các cơ hội mua & bán - Danh bạ các công ty - Luật kinh doanh - Văn hóa kinh doanh - Các cơ quan QLNN
42. Công cụ tìm kiếm: - Nước - Ngành hàng - Nhóm hàng - Ngôn ngữ
43. Kết quả tìm kiếm - Thông tin XNK - Các cơ hội mua & bán - Danh bạ các công ty - Luật kinh doanh - Văn hóa kinh doanh - Các cơ quan QLNN Số lượng danh bạ về thị trường Nhật Bản: 26
83. Môi trường marketing Khách hàng mục tiêu Sản phẩm Phân phối Giá Khuếch trương Thực hiện Lập kế hoạch marketing Kiểm soát Phân tích marketing Đối thủ Kênh Công chúng Nhà cung cấp Môi trường kinh tế - nhân khẩu học Môi trường kỹ thuật – tự nhiên Môi trường chính trị - luật pháp Môi trường xã hội – văn hoá
Editor's Notes
Maslow’s Hierarchy of Needs Maslow suggests that lower level needs must be satisfied before individuals become motivated to satisfy higher level needs. Thus consumers will respond to lower level products and promotions until those needs are met. Only then can other marketing offers be of interest. Needs include: Physiological. Physical needs such as hunger, thirst, and bodily functions are the lowest level need and require satisfaction before other needs become important to the individual. Sometimes this helps students understand the difference between needs and wants. A thirsty person may still want an expensive car but if thirsty enough will take a drink of water. Safety. Safety needs for security and protection are the next level needs in the hierarchy. So long as physiological needs are met, safety needs will take precedence over other needs. Fear appeals for consumer products are often linked to safety needs. Social. Human beings are social, gregarious animals. We group together in part to fulfill physiological and safety needs but also because we enjoy and need the company of others. Going to malls to "hang out" fulfills social needs. Esteem. To be recognized as an individual fulfills esteem needs. Self-esteem is the value a person places on himself or herself. As lower level needs become more stable, esteem needs become more important to the individual. Self-actualization. Beyond esteem needs very successful people may still be driven to improve themselves and "accomplish something." These people are driven to self-actualize their potential. Maslow’s Hierarchy of Needs This CTR relates to the material on p. 156 and corresponds to Figure 5-4 on p. 156.
The Marketing Process This CTR corresponds to Figure 2-5 on p. 45. Teaching Tip: This material previews the focus on later chapters. You may wish to show this CTR as an introduction to the following discussion on target consumers. The lecture information below is provided if you wish to cover the strategic background information prior to coverage of details. The Marketing Process This begins an extended discussion of planning, organization, and specific-actions that includes slide transparencies on the 4 Ps, factors affecting marketing strategy decisions, and a general outline of the contents of a marketing plan. These topics are covered in more detail on subsequent CTRs. Marketing Analysis (and Planning). Marketing must conduct a complete analysis of its situation and all relevant environmental influences. Further, marketing must provide each functional area of the company with the information from this analysis that affects their area-specific tasks. Selecting Target Markets. In evaluating analysis, it should become clear that the company cannot service each market opportunity equally well. Target market selection occurs by matching strengths and weaknesses identified in analysis to particular target markets. Marketing Implementation. Plans must be coordinated and launched with realistic logistical support if they are to succeed. Marketers must be able to translate plans into concrete action. Marketing Control. The need to measure, assess and evaluate performance all relate to control issues. These are discussed in more detail later.