【市场营销学原理 】.ppt

Principles of Marketing 市场营销学原理 主讲 晁钢令 Part One:Understanding of Marketing ( Chapter1-Chapter3) What are they doing? What are they need? What is Marketing ? Old sense: making a sale – “telling and selling” New sense: satisfying customer needs Marketing Defined (broadly defined P.5) A social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. 市场营销是个人或组织通过创造、提供并同他人交换价值的产品或价值，以满足各自的需要和欲求的一种社会活动和管理过程。 Understanding the marketplace and consumer needs Five core concepts (P.6) Needs,Wants and Demands(P.6) States of felt deprivation（或缺）. The form human needs take as shaped by culture and individual personality. Human wants that are backed by buying power . Marketing offer (P.6) Some combination of products, service, information , or experiences offered to a market to satisfy a need or want. Customer Value and Satisfaction (P.7) The difference between the values the customer gains from owning and using a product and the cost of obtaining the product. The extent to which a product’s perceived performance matches a buyer’s expectations. Exchange and Relationships (P.7) the act of obtaining a desired object from someone by offering something in return. Market (P.7) The set of all actual and potential buyers of a product or service. Elements of a modern marketing system (P.8) The Marketing Process (P.5)