The Concept of Modern Marketing flexstudy（现代营销flexstudy的概念）.pdf

1 The Concept of Modern Marketing Learning Objectives By the end of this chapter, you should be able to: • Define marketing. • Specify the three basic propositions of the marketing concept. • Name and describe the four components of focus the marketing mix. focus • List the five major environmental forces that affect marketing. An exciting, dynamic discipline, marketing affects our daily lives in many ways. We are all consumers, and many people are part of the marketing process—as salespeople, advertising executives, retailers, product managers, and so forth. This course introduces you to the study of marketing, begin- ning in this chapter with a description of marketing, an overview of market- ing management, and an explanation of the environmental factors that affect modern marketing. The chapter also presents a preview of the topics cov- ered in the remaining chapters. WHAT IS MARKETING ? Marketing has been viewed traditionally as a business activity. Business orga- nizations exist to satisfy human needs, especially material needs. Consequently, one way to define marketing is from the business perspective. For instance, marketing has been defined as the “delivery of a higher standard of living.” Other definitions refer to marketing as an exchange process. This process involves at least two parties: buyer and seller. Each party gives up something © American Management Association. All rights reserved. 1 2 FUNDAMENTALS OF ARKETING