文档介绍：WhatIsMarketing?什么是市场营销TheMarketingConcept市场营销观念TheMarketingMix(The4P’s)市场营销组合TheProductLifeCycle产品生命周期UnderstandingBuyerBehavior理解消费者行为MarketingResearch市场营销调研MarketSegmentation市场细分WhatIsMarketing?theprocessofplanningandexecutingtheconception,pricing,promotion,anddistributionofgoods,、服务和点子的定价、促销和分销,从而创造交换,以实现个人的组织计划目标的过程。DecidingwhatproductstoofferSettingpricesDevelopingsalespromotionsandadvertisingcampaignsMakingproductsreadilyavailabletocustomersThreeConceptsTheProductionConcept生产观念TheSellingConcept推销观念TheMarketingConcept市场营销观念TheProductionConcept生产观念Prevailedfromthetimeoftheindustrialrevolutionuntiltheearly1920’Theideathatafirmshouldfocusonthoseproductsthatitcouldproducemostefficientlyandthatthelow-,,-’panyfirstdeterminescustomers’-volume-o