营销学导论（双语）-章.pptxVIP

Marketing:An Introduction Name:安书芳 Tel:5011621 Email:asfang@yahoo.cn © Copyright 2005 Pearson Education Canada Inc. What Is Marketing? Chapter 1 Chapter Objectives When you have completed your study of this chapter, you should be able to: 1、Define marketing and outline the steps in the marketing process. 2、Explain the importance of understanding customers and the marketplace, and identify the five core marketplace concepts. 3 3、Identify the key elements of a customer-driven marketing strategy and discuss the marketing management orientations that guide marketing strategy. 4、Di