市场营销第1章(免费阅读).pptVIP

An Overview of Marketing Chapter 1 Version 6e An Overview of Marketing Learning Objectives Learning Objective What is Marketing? What is Marketing? What is Marketing? The Concept of Exchange Conditions for Exchange There must be at least two parties and each party… Must have something the other party values Must communicate and deliver goods Must be free to accept or reject offer Must want to deal with other party The Concept of Exchange Learning Objective Marketing Management Philosophies Marketing Management Philosophies The Marketing Concept The Marketing Concept Market Orientation Re