【知识】marketing市场营销知识点整理.docx

Principles of MarketingChapter（1 —— Principles of Marketing Chapter （1 ——10 ） Name ： Class ： The International College of Henan University of Technology Chapter 1 ： Marketing in a changing worldWhat is marketingMarketers job is dealing with customers.Marketing is the delivery of customer satisfaction at a profit.Two goals of marketing: attracting new customer; keeping current customer. Marketing is the most important job in an organization.Marketing definedMarketing is not only selling and advertising.The old sense of marketing is“ telling and selling” ; at the present, the only way dothe marketing is satisfying customer needs.A detaileddefinition:A social and managerialprocesswherebyindividuals andgroups obtain what they need and want through creating and exchanging products and value with others.The process of marketingIdentifycustomerDesign or improvethe productSent the product to market(make it available)’sneeds and wantsGet feedbackfrom customerTelling customer the product cansatisfy their needs wantsSeveral important concepts in the definition1. Needs, wants, and demands.Needs: the basic human requirement.Want: The form takenpersonality. Chapter 1 ： Marketing in a changing world What is marketing Marketers job is dealing with customers. Marketing is the delivery of customer satisfaction at a profit. Two goals of marketing: attracting new customer; keeping current customer. Marketing is the most important job in an organization. Marketing defined Marketing is not only selling and advertising. The old sense of marketing is “ telling and selling ” ; at the present, the only way do the marketing is satisfying customer needs. A detailed definition: A social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. The process of marketing Identify customer Design or improve the product Sent the product to market (make it available) ’s needs and wants Get feedback from