marketing management.doc

天津外国语大学国际商学院 本科生课程论文 Content summary Marketing management, as a popular major，is getting more and more attentionAs part of this overall professional of tourism management students，we have the necessary insight into this major’s concept, subjects and its requirement 关键词： subjects aim requirement Directory 一，Brief introduction 二，The subjects of marketing management Marketing management process 三，The major of marketing management in the college The requirements The aim The subjects of marketing management Brief introduction Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved July 2013) （American Marketing Association, AMA）. Marketing management, also known as marketing management, is an important part of enterprise management. Mainstream business education like MBA and MBA also include marketing management as an important part to educate managers. The subjects of marketing management Marketing management tasks is to facilitate the achievement of business objectives and adjust the level, timing, and nature of demand; its essence is demand management. According to the level of demand, timing and the different of nature， marketing management task is different. Marketing management process Marketing management process, in other words， is the process of finding，analysis, selection，management and exploiting market opportunities for the enterprise to realize mission and objectives. More specifically, the marketing management process includes the following steps: 1 Identifying and evaluating market opportunities: the potential market objectively already exists or will be formed, but had yet to be acknowledged by the market. To discover the potential markets, we must have thorough and careful investigation and find out what the market is, how big is the