中山大学吴柏林教授“广告策划与策略”绝密资料CHAP01.pptVIP

Chapter 1 Objectives What are the tasks of marketing? What are the major concepts and tools of marketing? What orientations do companies exhibit in the marketplace? How are companies and marketers responding to new challenges? Stages of Marketing Describe each of the three stages through which marketing might pass: Types of Things ThatAre Marketed Goods Services Experiences Events Persons Places Properties Organizations Information Ideas Just What Is Marketing? Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and free