chap01 Marketing’s Value to Consumers, Firms, and Society 营销对于消费者，企业与社.pptVIP

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 fun