文档介绍：Chapter 1
Introduction to Marketing
Marketing Management
Tenth Edition
Course Objectives
Understand the basic marketing concepts and theories
Apply the marketing theories to the given case study and make critical analysis
Collect first-hand or second-hand marketing information to study a business or a given case study
Do presentations in a clear and logical way
Develop the ability to solve specific problems or conflicts working with teams or groups.
Identify the issues involved in designing, implementing and evaluation of strategic marketing developments
Relate all elements of the marketing mix to the strategies devlopped and anizational context.
At the end of the term, students are expected to:
Course/anization
Can you tell me :what is the difference between market and marketing?
Defining Marketing
Marketing is the process of planning and executing the conception, pricing,promotion, and distribution of ideas,goods, and services to create exchanges that satisfy individual anizational goals.
_American Marketing Assocaiation
Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others.
- Philip Kotler
Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.
-The Chartered Institute of Marketing
Case IBM
After World War II, the president of IBM once went to a famous pany to make an enquiry about the quality of puter all panies, research institutiuons and government demand. And the answer is less than ten. Later on his son became the president of IBM and he didn’t believe the forcast. He decided to puter and eeded in the end.
Needs Trade
Whats→Market→&←Maketing strategy ← Marketer
Demands Exchange
Some Basic Concepts in Marketing
Wants
demands
Needs
Exchange
Transaction
Market
Wants
needs
wants
demand
→
→
Human hu
Human nature
culture
person