Chapter 1 An Overview of Marketing课件.pptVIP

Chapter 1: An Overview of Marketing Objective : Student should be able to understand the following concepts: exchange and marketing how marketing concept applies to business and non-business situations marketing concept and related issues utilities Skipped Section Skip Ethics (p.17-19) Importance of Marketing (p.40) Exchange Two or more parties involved Voluntary involvement Something of value: money, products Communication Nature and Scope of Marketing Why is exchange considered as the focus of marketing? Because exchange underlies marketing. Nature and Scope of Marketing  Market consists