文档介绍：principles of MARKETING Chapter 1 Marketing in a Changing World Creating Customer Value and Satisfaction
principles of MARKETING
Chapter 1
Marketing in a Changing World: Creating Customer Value and Satisfaction
Presented by Zhou Yanfeng Business School, Zhongshan University
Chapter Objectives
Define marketing and discuss core concepts
Explain customer value, satisfaction, and quality
Discuss and understand marketing management
Compare the five marketing management philosophies
Analyze major future challenges
Presented by Zhou Yanfeng Business School, Zhongshan University
What is Marketing?
A social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others
Presented by Zhou Yanfeng Business School, Zhongshan University
Marketing Defined:
Core Marketing Concepts
Needs, wants,
demands
Products and
Services
Value, satisfaction,
and quality
Exchange, transactions,
relationships
Markets
Presented by Zhou Yanfeng Business School, Zhongshan University
Marketing Defined:
Core Marketing Concepts
Needs
Wants
Demands
Presented by Zhou Yanfeng Business School, Zhongshan University
Marketing Defined:
Core Marketing Concepts
Products
Services
Presented by Zhou Yanfeng Business School, Zhongshan University
Marketing Defined:
Core Marketing Concepts
Value
Satisfaction
Quality
Presented by Zhou Yanfeng Business School, Zhongshan University
Marketing Defined:
Core Marketing Concepts
Exchange
Transactions
Relationships
Markets
Buyers
Actual
Potential
Presented by Zhou Yanfeng Business School, Zhongshan University
Marketing Defined:
Core Marketing Concepts
Market:
a collection of
buyers
Industry:
a collection of
sellers
Communication
Products/Services
Money
Information
Presented by Zhou Yanfeng Business School, Zhongshan University
Marketing Defined:
Core Marketing Concepts
Suppliers
Competitors
Marketing
intermediaries
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