2020年新版全球营销管理复习资料.docxVIP

第一章 营销的定义：（broadly defi ned ） social and man agerial process where by in dividuals and groups obta in what they n eed and want through creati ng and excha nging products and value with others. （narrow defined ） The process by which companies create value for customers and build strong customer relati on ships in order to capture value from customers in return. Marketing can be defined as a series of activities leading to an exchange transaction between a seller and a buyer at a profit. Maslows hierarchy of needs :即马斯洛需求层次理论， stir Al NtUultoe n^fd-fc Sochil n€rd ncerls 价值：V = B / P V = Value B