世纪的营销管理.docVIP

21世纪的营销管理 1 The concept of Marketing 1.1 The basic meaning of MARKETING Marketing = Market + ing Marketing is activities facing to customer (market) . 例 Figure1.1 1.2 Defining Marketing Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. Marketing is a societal exchanging process by which individuals and groups obtain what they need and want through creating, communicating, and delivering valuable offers to others. Marketing Manage