菲利普科特勒FG_Kotler_03_Undertand_Customer_Concepts.pptVIP

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菲利普科特勒FG_Kotler_03_Undertand_Customer_Concepts.ppt

ChapterThreeEssentialMarketingConceptsUnderstandtheCustomer

UnderstandingtheMarketplace

andCustomerNeedsCustomerneeds,wants,anddemandsMarketofferingsValueandsatisfactionExchangesandrelationshipsMarketsCustomerValueCustomerSatisfactionCoreConcepts

UnderstandingtheMarketplace

andCustomerNeedsCustomerneedsThemostbasicconceptunderlyingmarketingishumanneedsAneedisastateoffeltdeprivation,suchastheneedforfood.Whenaneedisnotsatisfied,apersonwilleithertrytosatisfyitorelsetrytoreduceitCoreConcepts

UnderstandingtheMarketplace

andCu

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