科特勒的“市场营销”讲义 一教程教案.pptVIP

?2000 Prentice Hall Defining Marketing Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. - Philip Kotler (p. 7) Core Concepts of Marketing Product or Offering Value and Satisfaction Needs, Wants, and Demands Exchange and Transactions Relationships and Networks Target Markets Segmentation Marketing Channels Supply Chain Competition Marketing Environment Simple Marketing System Industry (a collection of sellers) Market (a collection of Buyer