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2018-06-21 发布于河南
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chap01 Marketing’s Value to Consumers, Firms, and Society 营销对于消费者，企业与社.ppt

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

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 functions other than buying and selling. advertising agencies, marketing research firms; independent product-testing laboratories; Internet service providers (ISP’s); transporting firms, etc. Universal functions of marketing need to be performed by someone. There can be specialization in the performance of these functions. Functions can also be shared and shifted among the marketing performers. Discussion Question: Why doesn’t each of the organizations or individuals in a macro-marketing system perform all of the marketing functions? This slide relates to material on pp. 10-12. ?Indicates place where slide “builds” to include the corresponding point (upon mouse click). Summary Overview Every society needs an economic system: the way an economy organizes to use scarce resources in production and consumption. Depending upon the type of economic system, decisions about resource allocation are made differently. Key Issues Command economy (also called “planned” economies): ? government officials make decisions about production and distribution; ? can work well in simple economies or under adverse conditions. Market-directed economy: individuals govern resource allocation, production and consumption. Characteristics of market-directed economies include: ? Adjusts itself. ? Price is a measure of value: consumers pay what they think things are worth; producers try to meet