原创力文档- 1、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。。
- 2、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。
- 3、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
行銷管理授課講義
邱志聖
政大國貿系
Spring, 2003
行銷管理/邱 1
Markets
definition and types
Markets: all individuals and
organizations with the potential desire
and ability to acquire a particular good
or service.
Types of Markets
•Consumer Markets
•Business-to-Business
Markets
•Non-profit Markets
•Internal Markets
1- C 1999 by Prentice-
2 Hall, Inc. 行銷管理/邱 2
Marketing Creates
Exchange that provides
customer utility
Exchange: a process facilitated by the
marketing function in which two or
more parties provide something of
value to the other.
Utility: the want-satisfying potential of a
good or service.
Four Fundamental
Types:
•Form
•Place
•Time
•Ownership
1- C 1999 by Prentice-
3 Hall, Inc. 行銷管理/邱 3
The Marketing
concept
THE MARKETING
CONCEPT
The Purpose of
Marketing
To understand the
customer’s needs and
wants
To create customer
value through
satisfaction and quality
To operate more
文档评论（0）