营销核心概念（英文版）.ppt

Steps Between Evaluation of Alternatives and a Purchase Decision T27 Evaluation of alternatives Fig. 6.07 Purchase intention Unantici- pated situational factors Attitude of others Purchase decisioin How Customers Use orDispose of Products T28 Product Get rid of it temporarily Loan it Give it away Direct to consumer Fig. 6.08 Get rid of it permanently Keep it Rent it Store it Convert to new purpose Use for original purpose Trade it Sell it Throw it away To intermediary Through middleman To be used To be (re)sold 营销核心概念（英文版） Core Concepts of Marketing T1 Products (goods, services, and ideas) Value, cost, and satisfaction Needs, wants, and demands Exchange and transactions Relationships and networks Markets Marketers and prospects Fig. 1.02 Flow Structure in a Modern Exchange Economy T2 Government markets Manufacturer markets Consumer markets Intermediary markets Resource markets Taxes, goods Money Money Services, money Services, money Taxes Taxes, goods Services, money Services Taxes, goods Goods, services Goods, services Resources Money Money Resources Fig. 1.05 Actors and Forces in aModern Marketing System T3 Environment Suppliers Company (marketer) Marketing inter- mediaries End-user market Competitors Fig. 1.06 Selling and MarketingConcepts Contrasted T4 Factory Existing products Selling and promotion Profits through sales volume Target market Integrated marketing Profits through customer satisfaction Customer needs Starting point Focus Means Ends (b) The marketing concept (a) The selling concept Fig. 1.07 Evolving Views of Marketing’s Role T5a a. Marketing as an equal function b. Marketing as a more important function Finance Production Marketing Human resources Finance Human resources Marketing Production Fig. 1.09 Evolving Views of Marketing’s Role T5b Fig. 1.09 c. Marketing as the major function d. The customer as the controlling factor Marketing Finance Human resources Production Customer Human resources Finance Production Marketing Evolving V