Marketing anagement市场管理.docVIP

Chapter 1 marketing management 1.1marketing management philosophies??营销管理哲学 We define marketing management as the analysis ,planning,implementation,and control of programs designed to create,build,and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.我们定义营销管理为分析、计划、执行和控制的程序设计以用来与目标买家创造、建造、和维持有益的交流为目的从而实现组织目标。 1.1.1 the production,product,and selling concepts The production concept:生产理念: It holds the philosophy that consumers will favor those products that are widely available and low in cost.生产理念认为消费者青睐的产品将被广泛使用和低成本。 The produ