第3章市场营销MARKETING - 第二章 企业的外部环境分析.pptVIP

Chinese-English Bilingual Teaching For Logistics Supply Chain Management 1. Definition １. 市场营销再认识 　 市场营销≠促销、推销、销售 　 通过满足顾客获得利益的社会过程 ２. 市场营销与企业经营管理 市场营销是企业经营管理的中心 What is Marketing? marketing is based around providing continual benefits to the customer, these benefits will be provided and a transactional exchange will take place. ‘The management process responsible for identifying , anticipating and satisfying customer requirements profitability’ Philip Kotler defines marketing as ‘satisfying needs and wants through an exchange process’ What is Marketing? Within this exchange tra