第二章 营销的本理论(市场营销学).pptVIP

2010-2011 Chapter 2 Basic Theories and Concepts of Marketing Samantha Key Points Definition of Marketing Core Concepts Definition of Market Marketing Tactics Research Objectives Evolution of Marketing Concepts Process of Marketing Management Philip Kotler defines marketing as satisfying needs and wants through an exchange process 菲利普·科特勒的定义： 市场营销是个人和群体通过创造并同他人交换产品和价值以满足需求和欲望的一种社会和管理过程。 Conclusion: （1）Ultimate Goal: to satisfy customers’ needs and desire （2）Marketing core：exchange （3）The successful exchange depends on how the products and value created by companies satisfy customers’