市场营销概述PPT概要1.pptVIP

Summary Overview The universal marketing functions help the macro-marketing system overcome separations and discrepancies between those wishing to participate in an exchange. The fulfillment of these functions in a particular country or culture varies widely, but all the functions are needed in any macro-marketing system. Key Issues ? Buying: looking for and evaluating goods and services. ? Selling: promoting the product to prospective buyers. ? Transporting: moving the goods from place to place. ? Storing: holding an inventory of goods until needed by customers. ? Standardization and grading: sorting products by size and quality. Discussion Question: Can you think of products that have to be sorted or evaluated before you can purchase them? Hint: think about agriculture. ? Financing: providing necessary cash and credit to produce, transport, store, promote, sell, and buy products. ? Risk taking: assuming responsibility for uncertainties. Discussion Question: What are some examples of the risks taken in business enterprise? ? Market information: the collection, analysis, and distribution of all the information the marketer needs to plan, implement, and control need-satisfying marketing activities. This slide relates to material on pp. 9-10. ?Indicates place where slide “builds” to include the corresponding point (upon mouse click). Summary Overview Individuals and organizations perform marketing functions. It is often easiest to think of → producers, such as manufacturers of tangible products and providers of intangible services. However, there are many other marketing performers. Key Issues ? Consumers: their needs drive the marketing responses of many organizations; they provide marketing information to organizations. ? Intermediaries: firms that specialize in trade rather than production and execute tasks related to buying and selling. ? Collaborators: firms that aid in the exchange process and provide marketing functions other than buying and selling.