市场营销基础篇（英文）（ppt 370页）资料.pptVIP

Chapter 1 Defining Marketing for the Twenty-First Century Objectives Understand the new economy. Learn the tasks of marketing. Become familiar with the major concepts and tools of marketing. Understand the orientations exhibited by companies. Objectives Learn how companies and marketers are responding to new challenges. The New Economy Consumer benefits from the digital revolution include: Increased buying power. Greater variety of goods and services. Increased information. Enhanced shopping convenience. Greater opportunities to compare product information with others. The New Economy Firm