国际营销专业英语Unit_1_Introduction_to_Marketing教材教学课件.pptVIP

Unit One Introduction to Marketing Learning Outline Definition of Marketing Marketing Clarified Marketing as a Multi-Step Process Does Marketing Work? Definitions of Marketing Marketing has different definitions. Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. -- American Marketing Association’s website Definitions of Marketing (cont’d) …Marketing is thus the “root of all income” in all organizations. Marketing is the process of creating and harvesting inward cash flow. -- Roy Young of Definitions of Marketing (cont’d) …Marketing’s task is to discover unmet needs and to prepare satisfying solutions… Marketing is the homework that managers undertake to assess needs, measure their extent and intensity, and determine whether a profitable opportunity exists. -- Marketing Management, Philip Kotler Definitions of Marketing (cont’d) Modern marketing is defined by a focus on custom value… -- Barbara Kahn Definitions of Marketing (cont’d) Marketing clarified Everything you do to acquire a client and maintain a relationship with them. Approach: finding prospects you’d like to work with, taking the necessary steps to convert them into clients, offering services that will greatly benefit them, developing a working relationship with them, generating referrals and repeat business. Selling VS Marketing Selling V.S. Marketing Selling is not equivalent to Marketing. Selling is part of marketing, but marketing includes much more than selling.