中山大学吴柏林教授 “广告策划——实务与案例”绝密资料_KOTLER01new.docVIP

Part I Understanding Marketing Management Chapter 1 – Defining Marketing for the Twenty-First Century Chapter Overview/Objectives/Outline Overview Marketing is the organizational function charged with defining customer targets and the best way to satisfy needs and wants competitively and profitably. Since consumers and business buyers face an abundance of suppliers seeking to satisfy their every need, companies and nonprofit organizations cannot survive today by simply doing a good job. They must do an excellent job if they are to remain in the increasingly competitive global marketplace. M