科特勒市场管理(第10版)第1章.pptVIP

Objectives Course Organization Tasks of Marketing Major Concepts Tools of Marketing Marketplace Orientations Marketing’s Responses to New Challenges Course/Text Organization Part I - Understanding Marketing Management Part II - Analyzing Marketing Opportunities Part III - Developing Marketing Strategies Part IV - Shaping the Market Offering Part V - Managing Delivering Marketing Programs Defining Marketing Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others