市场营销双语科特勒亚洲版期末总结_超版.pdfVIP

Chapter 1 Marketing: managing profitable customer relationships 营销：管理有价值的顾客关系 What is marketing? A social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. 广义上，营销是通过创造和交换产品及价值，从而使个人或群体满足欲望和需要的社会和管理过程。 狭义上，营销是指和顾客建立有利可图、充满价值的交换关系。 总之，营销就是企业为了从顾客身上获得利益回报、创造顾客价值和建立牢固顾客关系的过程。 营销过程的五个步骤 1. Understand the marketplace and customer needs and wants