《Chapter 9marketing》.ppt

Chapter 9Understanding of Marketing What are they doing? What do they need? What is Marketing ? Old sense: making a sale – “telling and selling” New sense: satisfying customer’s needs Contents What is marketing? Marketing concept Marketing and utility The target market The industrial market Government and institutional markets The consumer market Classes of consumer goods Marketing 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。 Core marketing concepts(P.6) Needs,Wants and Demands(P.6) States of felt deprivation（或缺）. The form taken by human needs as they are shaped by culture and individual personality. Human wants that are backed by buying power . Product and Service (P.6-7) Anything that can be offered to a market for attention,acquisition,use,or consumption that might satisfy a want or need. Any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. Value, Satisfaction (P.9) 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, Transaction and Relationships the act of obtaining a desired object from someone by offering something in return.