市场营销美国MARKETING.pptVIP

The University of Regina provides a dynamic, innovative and supportive learning experience with a growing national reputation for excellence in teaching and research. The University’s comprehensive services and programs prepare students to excel in local and global communities and its research opportunities attract the best and brightest minds. Location:?Main Campus??3737 Wascana Parkway, Regina, Saskatchewan, Canada Marketing6th Canadian Edition 1 Define Marketing. Know the basic requirements for successful marketing to occur. Understand the breadth and depth of marketing. Explain how marketing discovers and satisfies consumer needs and wants. Distinguish between marketing mix elements and environmental factors. Describe how market orientation in the present era focuses on creating customer value, satisfaction, and customer relationships. Understand the meaning of ethics and social responsibility and how they relate to the individual, organizations, and society. Marketing is not: advertising selling common sense hucksterism manipulating Marketing is: an organizational function a set of processes for creating, communicating, and delivering value to customers managing customer relationships in ways that benefit the organization and its stakeholders Requirements for Marketing to Occur Two or More Parties with Unsatisfied Needs Desire and Ability to Satisfy These Needs A Way for the Parties to Communicate Something to Exchange The Breadth and Depth of Marketing What is a Market? Who Markets? What is Marketed? Social Marketing The Breadth and Depth of Marketing (cont.) Who Buys and Uses What is Marketed? Ultimate Customers Organizational Buyers Who Benefits? The Diverse Factors Influencing Marketing Activities FIGURE 1-1 An organization’s marketing department relates to many people, groups, and forces Discovering Consumer Needs Consumer Needs and Consumer Wants FIGURE 1-2 Marketing’s first task: discovering consumer needs Satisfying Consumer Needs Target mar