文档介绍：该【萝卜家园PartOneUnderstandingofMarketing专题培训 】是由【知识徜徉土豆】上传分享，文档一共【39】页，该文档可以免费在线阅读，需要了解更多关于【萝卜家园PartOneUnderstandingofMarketing专题培训 】的内容，可以使用淘豆网的站内搜索功能，选择自己适合的文档，以下文字是截取该文章内的部分文字，如需要获得完整电子版，请下载此文档到您的设备，方便您编辑和打印。Part One: Understanding of Marketing
( Chapter1-Chapter4)
1
What are they doing?
What are they need?
2
What is Marketing ?
Old sense: making a sale – “telling and selling”
New sense: satisfying customer needs
3
Marketing Defined ()
A social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others.
市场营销是个人或组织经过发明、提供并同别人互换价值旳产品或价值，以满足各自旳需要和欲求旳一种社会活动和管理过程。
4
Core marketing concepts()
Core
Marketing
Concepts
Needs,Wants,
and Demands
Products and
Services
Value,
Satisfaction,
Markets
Exchange,
Transactions,
and relationships
5
Needs,Wants and Demands()
States of felt deprivation（或缺）.
The form taken by human needs as they are shaped by culture and individual personality.
Human wants that are backed by buying
power .
Needs
Wands
Demands
6
Product and Service (-7)
Anything that can be offered to a market for attention,acquisition,use,or consumption that might satisfy a want or need.
Any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything.
Product
Service
7
Value, Satisfaction ()
The difference between the values the customer gains from owning and using a product and the cost of obtaining the product.
The extent to which a product’s perceived performance matches a buyer’s expectations.
Customer value
Customer satisfaction
8
Exchange, Transaction and Relationships
the act of obtaining a desired object from someone by offering something in return.
a trade between tow parties that involves at least tow things of agreement, and a place of agreement.
Exchange
Transactions
9
Relationship marketing ()
The process of creating, maintaining, and enhancing strong, value-laden relationships with customers and other stakeholders.
Market ()
the set of all actual and potential buyers of a product or service.
10