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;Definemarketingandidentifythediversefactorsinfluencingmarketingactivities.;Explainhoworganizationsbuildstrongcustomerrelationshipsandcustomervaluethroughmarketing.;;INNOVATIONANDMARKETINGAT3M
DISCOVERINGSATISFYINGSTUDENTSTUDYNEEDS;MarketingisNOTEasy;True;MARKETINGMATTERS
PayofffortheJoys(!)andSleeplessNights(?)
ofStartingYourOwnSmallBusiness:YouTube!!!!;MarketingSeeksto:;WHATISMARKETING?
DIVERSEFACTORSINFLUENCEMARKETINGACTIVITIES;FIGURE1-2Amarketingdepartmentrelatestomanypeople,organizations,andenvironmentalforces;HOWMARKETING
DISCOVERSCONSUMERNEEDS
THECHALLENGE:NEWPRODUCTS;Dr.CareVanilla-MintAerosolToothpaste
What“benefits”andwhat“showstoppers?”;HotPocketsSideshotsMicrowaveableSnacks
What“benefits”andwhat“showstoppers?”;ATTCruiseCast
What“benefits”andwhat“showstoppers?”;PepsiMax
What“benefits”andwhat“showstoppers?”;Need;FIGURE1-3Marketingseekstodiscoverconsumerneedsthroughresearchandthensatisfythemwithamarketingprogram;HOWMARKETING
SATISFIESCONSUMERNEEDS;HOWMARKETING
SATISFIESCONSUMERNEEDS;THEMARKETINGPROGRAM
CUSTOMERVALUEANDRELATIONSHIPS;SouthwestAirlines,Starbucks,andHomeDepot
Whatcustomervaluestrategy?;THEMARKETINGPROGRAM
RELATIONSHIPMARKETING;3M’SSTRATEGYMARKETINGPROGRAM
HELPINGSTUDENTSSTUDY;FIGURE1-4Marketingprogramsfortwonew3MPost-it?brandproductstargetedattwodistinctcustomersegments:collegestudentsandofficeworkers;3MSTRATEGYMARKETINGPROGRAM
MARKETPLACESUCCESS?;FIGURE1-AFourdifferentorientationsinthehistoryofAmericanbusiness;HOWMARKETINGBECAMEIMPORTANT
EVOLUTIONOFTHEMARKETORIENTATION;HOWMARKETINGBECAMEIMPORTANT
ETHICSANDSOCIALRESPONSIBILITY;HOWMARKETINGBECAMEIMPORTANT
BREADTHANDDEPTHOFMARKETING;HOWMARKETINGBECAMEIMPORTANT
BREADTHANDDEPTHOFMARKETING;
3M’SPOST-IT?FLAGHIGHLIGHTER:EXTENDINGTHECONCEPT!;VIDEOCASE1
3M’sPost-it?FlagHighlighter;2.
本人在医药行业摸爬滚打10年，做过实验室QC，仪器公司售后技术支持工程师，擅长解答实验室仪器问题，现为一家制药企业仪器管理。
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