Chapter 1市场
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Welcome
to
Marketing
Fundamentals
MKTG101/GCSB103
© 2009 John Wiley and Sons Australia
Chapter 1:
Introduction to Marketing
Presentation prepared by
Lucy Miller
Macquarie University
© 2009 John Wiley and Sons Australia
Chapter 1: Introduction to marketing
Learning Objectives:
•understand the definition of marketing
•recognise that marketing involves a mutually
beneficial exchange of value
•discuss the importance of ethics and corporate
social responsibility in marketing
•distinguish between aspects of a market
offering
•discuss how marketing improves business
performance, quality of life and benefits
society.
© 2009 John Wiley and Sons Australia
Definition of marketing
“… the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.”
(American Marketing Association)
© 2009 John Wiley and Sons Australia
Definition of marketing
© 2009 John Wiley and Sons Australia
The marketing evolution
•Over the past 100 years marketing has evolved through the following stages:
–Trade
–Production orientation
–Sales orientation
–Market orientation
–Societal market orientation
© 2009 John Wiley and Sons Australia
Introduction to marketing
•Marketing is used by:
–small businesses and large multinational
corporations
–businesses selling goods and businesses
selling services
–for-profit and not-for-profit organisations
–private and public organisations, including
governments.
© 2009 John Wiley and Sons Australia
Introduction to marketing
•Marketers need to learn what customers, clients, partners and society want.
•This is an ongoing process, as customer preferences are continually evolving.•Marketers must use information to maintain their understanding.
•Marketers must be creative to develop new ideas.
•The best marketers are able to offer something that is unique or special to consumers.
© 2009 John Wiley and Sons Australia
Marketing exchange
•Exchange can be defined as:
–the mutually beneficial transfer of offerings
of value between the buyer and seller.
• A successful marketing exchange involves:–two or more parties, each with something
of value desired by the other party;
–all parties must benefit from the
transaction;
–the exchange must meet both parties’
expectations (e.g. quality, price).
© 2009 John Wiley and Sons Australia