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- 2024-02-22 发布于四川
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Chapter1MarketingintheTwenty-firstCenturyMarketingManagementTenthEdition
ObjectivesCourseOrganizationTasksofMarketingMajorConceptsToolsofMarketingMarketplaceOrientationsMarketing’sResponsestoNewChallenges
Course/TextOrganizationPartI-UnderstandingMarketingManagementPartII-AnalyzingMarketingOpportunitiesPartIII-DevelopingMarketingStrategiesPartIV-ShapingtheMarketOfferingPartV-ManagingDeliveringMarketingPrograms
DefiningMarketing Marketingisasocietalprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreating,offering,andfreelyexchangingproductsandservicesofvaluewithothers. -PhilipKotler(p.7)
CoreConceptsofMarketingProductorOfferingValueandSatisfactionNeeds,Wants,andDemandsExchangeandTransactionsRelationshipsandNetworksTargetMarketsSegmentationMarketingChannelsSupplyChainCompetitionMarketingEnvironment
SimpleMarketingSystemIndustry(acollectionofsellers)Market(acollectionofBuyers)Goods/servicesMoneyCommunicationInformation
ManufacturermarketsServices,moneyGovernmentmarketsServices,moneyServicesServices,moneyTaxesTaxes,goodsTaxes,goodsTaxes,goodsMoneyMoneyConsumermarketsIntermediarymarketsGoods,servicesGoods,servicesResourcesResourcesResourcemarketsMoneyMoneyStructureofFlows
TheFourPsMarketingMixProductPricePromotionPlaceTheFourCsCustomerSolutionCustomerCostCommunicationConven-ience
ProductionConceptProductConceptSellingConceptMarketingConceptConsumerspreferproductsthatarewidelyavailableandinexpensiveConsumersfavorproductsthatofferthemostquality,performance,orinnovativefeaturesConsumerswillbuyproductsonlyifthecompanyaggressivelypromotes/sellstheseproductsFocusesonneeds/wantsoftargetmarketsdeliveringvaluebetterthancompetitorsCompanyOrientationsTowardstheMarketplace
MarketIntegratedmarketingProfitsthroughcustomersatisfactionCustomerneeds(b)ThemarketingconceptFactoryExisti
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