原创力文档- 1、本文档共39页，可阅读全部内容。
- 2、原创力文档（book118）网站文档一经付费（服务费），不意味着购买了该文档的版权，仅供个人/单位学习、研究之用，不得用于商业用途，未经授权，严禁复制、发行、汇编、翻译或者网络传播等，侵权必究。
- 3、本站所有内容均由合作方或网友上传，本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺！文档内容仅供研究参考，付费前请自行鉴别。如您付费，意味着您自己接受本站规则且自行承担风险，本站不退款、不进行额外附加服务；查看《如何避免下载的几个坑》。如果您已付费下载过本站文档，您可以点击 这里二次下载。
- 4、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等，请点击“版权申诉”（推荐），也可以打举报电话：400-050-0827(电话支持时间：9:00-18:30)。
查看更多
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
文档评论（0）