营销管理学文档.ppt

Outcome 1.1 compare alternative definitions of marketing 1.2 identify the main characteristics of a marketing-oriented organization 1.3 explain the various elements of the marketing concept 1.4 identify and assess the benefits and costs of a marketing approach Unit 1 Concept and process of marketing 1Definitions 2Marketing concept: 3Marketing process overview: 4Costs and benefits: Outcome 1.1 compare alternative definitions of marketing 1Definitions: alternative definitions including those of the Chartered Institute of Marketing and the American Marketing Association, satisfying customers’ needs and wants, value and satisfaction, exchange relationships, the changing emphasis of marketing alternative definitions Marketing is the management of exchange relationships. This emphasises the role of marketing in relating to the world outside the organization. the Chartered Institute of Marketing the American Marketing Association, Marketing is concerned with meeting business objectives by providing customer satisfactions. It stress the importance of the customers and , more particularly, customers satisfaction. the Chartered Institute of Marketing Marketing is the management process that identifies, anticipates and supplies customer requirements efficiently and profitably. This definition emphasises the wide scope of marketing,ranging from initial identificatin of customer needs by means of research, right through to enventual,profitable satisfaction of those needs. the American Marketing Association Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. This definition expands on the previous one and considers what is involved in marketing to satisfy both the customers and the company. Commons and distinctions Commons All definitions serve to demonstrate useful distinctions between marketing as a thi