暨南大学市场营复习提纲完整版.docVIP

CHAPTER1 Market（13）: A market consists of people with both the desire and ability to buy a specific product. Target market（14）: The target market consists of one or more specific groups of potential customers toward which an organization directs its marketing program. Marketing mix（14）: The marketing mix consists of the marketing manager’s controllable factors—product, price, promotion, and place (the 4Ps)—that can be taken to solve a marketing problem. Environmental factors（14）: Environmental factors are the uncontrollable factors involving social, economic, technological, competitive, and re