导论通用管理系列教材ed.pptVIP

3、市场营销学在我国的传播与应用 第2节　市场营销的内涵 市场营销的含义 　 　市场营销是指以满足人类各种需要和欲望为目的，通过市场变潜在交换为现实交换的一系列活动和过程。 第2节　市场营销的内涵 市场营销中的重要概念 　 需要、欲望和需求 产品 product or Market offerings Marketing Myopia Successful marketers avoid marketing myopia when constructing offers: Marketing myopia occurs when sellers pay more attention to the specific products they offer than to the benefits and experiences produced by the products. They focus on the “wants” and lose sight of the “needs.” E.g. ”好吃” vs.”营养”. “a better mouse trap” 价值和满意 价值和满意Value and Satisfaction Determinants of Customer perceived Value IF Customers Satisfied Are lo