Definition 1-6 Marketing is a societal process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. -Kotler Armstrong (p.5) 计至（竹置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics
国际商学院 市场营销学系 Marketing is a societal process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. -- Kotler & Armstrong (p. 5) Definition 1－6
What is Marketed? 1-7 Goods Services Events Experiences Persons Places Properties Organizations Information Ideas 對计至（的宜多大孝 国际商学院市场营销学系 University of Intemational Business and Economics
国际商学院 市场营销学系 What is Marketed? Goods Services Events & Experiences Persons Places & Properties Organizations Information Ideas 1－7
The Marketing Process 1-8 Design a Construct an Understand customer-driven integrated the marketplace marketing strategy marketing program Capture value from Build profitable customers to create relationships and profits and create customer delight customer equity 计至（竹置多大学 国际商学院市场营销学系 University of Interational Business and Economics
国际商学院 市场营销学系 The Marketing Process Understand the marketplace Design a customer-driven marketing strategy Construct an integrated marketing program Build profitable relationships and create customer delight Capture value from customers to create profits and customer equity 1－8