文档介绍：Business Essentials Chapter 10 Understanding Marketing Processes and Consumer Behavior
Chapter 10
Understanding Marketing Processes and Consumer Behavior
Key Topics
Definition of marketing
The external marketing environment
Segmentation and target marketing
The consumer buying process
Organizational markets and buying behavior
Consumer and industrial products
Branding and packaging
What Is Marketing?
“Planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual anizational objectives”
Finding a need and filling it!
OR
The Influence of Marketing Permeates Everyday Life
Goods
Consumer
Industrial
Services
Ideas
Relationship marketing emphasizes lasting relationships with customers and suppliers
Expanding Marketing’s Traditional Boundaries
Nontraditional Marketing
Growth in the number of not-for-anizations has forced them to adopt businesslike strategies and tactics to pete
Expanding Marketing’s Traditional Boundaries
Nontraditional Marketing
Person Marketing—efforts designed to attract attention, interest, and preference of a target market toward a person
Place Marketing—attempts to attract people to a particular area, such as a city, state, or nation
Expanding Marketing’s Traditional Boundaries
Nontraditional Marketing
Cause Marketing—efforts to promote a cause or social issue, such as the prevention of child abuse, antilittering efforts, and anti-smoking campaigns
Expanding Marketing’s Traditional Boundaries
Nontraditional Marketing
Event Marketing—marketing or sponsoring short-term events such as petitions and cultural and charitable performances
Organization Marketing—attempting to influence consumers to accept the goals of, receive the services of, or contribute in some way to anization
Bid for Hosting 2012 Olympic Games
Video Clips
The External Marketing Environment
Figure 10–1
petitive Environment
Drives Marketing Decisions
Substitu