市场营销原理,清华大学出版社,英文原版教材.pptVIP

Chapter One;Creating and Capturing Customer Value;What Is Marketing?;Understanding the Marketplace and Customer Needs;Understanding the Marketplaceand Customer Needs;Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needs ;Understanding the Marketplaceand Customer Needs;Exchange is the act of obtaining a desired object from someone by offering something in return ; Markets are the set of actual and potential buyers