西方市场营销学1-Marketing in a changing world.pptVIP

What is Marketing ? Chartered Institute of Marketing ( CIM ) definition of marketing: “ The management process which identifies, anticipates and satisfies customer requirements profitably”. Marketing means Marketing Management Is the planning, organizing, implementing and controlling of programs designed to create, build and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives Need VS Want VS Demand Need : A state of felt deprivation. ( Basic physical items for a person to survive ) Want : The form taken by a human need as shaped by culture and individual personality ( Extra requirement ) Demands : Human wants that are backed by buying power. Needs VS Wants Q: You are required to list down some items that belong to need and want categories. Needs Wants Marketing Management Philosophies 1) Production 2) Product 3) Selling 4) Marketing 5) Societal Marketing Concept Production: The Philosophy that consumers will favor products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency. Product Concept The idea that consumer will favor products that offer the most quality, performance and features and that the organization should therefore devote its energy to marking continuous product improvements. Selling concept The idea that consumers will not buy enough of the organization’s products unless the organization undertakes a large-scale selling and promotion effort. Marketing concept To achieve organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do. Society Marketing Concept The idea that organization should determine the needs, wants and interests of target markets and deliver the desired satisfactions more effectively and efficiently than do competitors in a way than maintains or im