文档介绍：11--11 Principles of Marketing 营销学原理营销学原理 University of International Business and Economics 国际商学院市场营销学系 anization 11--22 ¾ Part I - Understanding Marketing and the Marketing Process ¾ Part II - Developing Marketing Opportunities and Strategies ¾ Part III - Developing the Marketing Mix 国际商学院市场营销学系 1-11-1-33 Principles of Marketing SessionSession 11 OverviewOverview ofof MarketingMarketing 国际商学院市场营销学系 Outline 11--44 . WhatWhat isis Marketing?Marketing? . EvolutionEvolution ofof MarketingMarketing . MarketingMarketing ManagementManagement . MarketingMarketing ManagementManagement PhilosophiesPhilosophies 国际商学院市场营销学系 11-1--121212 Principles of Marketing . WhatWhat isis Marketing?Marketing? 国际商学院市场营销学系 . WhatWhat isis Marketing?Marketing? 11--55 ¾ Definition ¾ Role ¾ Core Concepts 国际商学院市场营销学系 Definition 11--66 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. 6) 国际商学院市场营销学系 TheThe RoleRole ofof MarketingMarketing 1-411--77 SuppliersSuppliers pany petitors (Marketer)(Marketer) Environment MarketingMarketing IntermediariesIntermediaries Environment EndEnd UserUser MarketMarket 国际商学院市场营销学系 TheThe GenericGeneric ValueValue ChainChain 11--88 Firm Infrastructure Support Human Resource Management M a r Activities g Technology Development in Procurement M Inbound Operations Outbound Marketing Service a r Logistics Logistics & Sales g i n Primary Activities -- Michael E. Porter 国际商学院市场营销学系 The Value Equation 11--99 B V= P Where:: V = Value B = Perceived Value P = Price Value is enhanced by increasing the numerator or reducing the denominator 国际商学院市场营销学系