Marketing Concepts and Tools 营销观念与工具 e Defining marketing e Core marketing concepts
Marketing Concepts and Tools 营销观念与工具 Defining marketing Core marketing concepts
Defining marketing定义营销(P8) marketing(management ) is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals American Marketing association
Defining marketing 定义营销 (P8) Marketing (management) is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals. American Marketing Association
Definitions of marketing g Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably The Chartered Institute of Marketing The right product, in the right place, at the right time, and at the right price Adcock et al Marketing is the human activity directed at satisfying human needs and wants through an exchange process Kotler 1980 Marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and exchanging products of value with others
Definitions of marketing ‘Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably’ -The Chartered Institute of Marketing ‘The right product, in the right place, at the right time, and at the right price’ -Adcock et al ‘Marketing is the human activity directed at satisfying human needs and wants through an exchange process’ -Kotler 1980 ‘Marketing is a social and managerial process by which individuals and groups obtain what they want and need through creating, offering and exchanging products of value with others’ -Kotler 1991
Core marketing concepts核心营销观念 ● Target markets and segmentation目标市场与细分P8 ● Marketers and prospects营销者和预期顾客P1 Needs, wants, and demands需要、欲望和需求P1 ● Product or offering产品或供应品P1 4 Value and satisfaction价值与满意P11 ● Exchange and transactions交换和交易P11 ● Relationships and networks关系和网络P13 ● Marketing channels营销渠道P13 ● Supply chain供应链P13 ● Competition竞争P14 ● Marketing environment营销环境P15 ● Marketing mix营销组合P15
Core marketing concepts 核心营销观念 Target markets and segmentation 目标市场与细分 P8 Marketers and prospects 营销者和预期顾客 P11 Needs, wants, and demands 需要、欲望和需求 P11 Product or offering 产品或供应品 P11 Value and satisfaction 价值与满意 P11 Exchange and transactions 交换和交易 P11 Relationships and networks 关系和网络 P13 Marketing channels 营销渠道 P13 Supply chain 供应链 P13 Competition 竞争 P14 Marketing environment 营销环境 P15 Marketing mix 营销组合 P15
Company Orientations Toward the Marketplace 公司对待市场的导向 e The production concept The product concept e The selling concept e The marketing concept ● The societal concept
Company Orientations Toward the Marketplace 公司对待市场的导向 The production concept The product concept The selling concept The marketing concept The societal concept