市场营销美国MARKETING

© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
WHAT MARKETING IS AND WHAT IT IS NOT
‣ The Breadth and Depth of Marketing
‣ What is a Market? ‣ Who Markets? ‣ What is Marketed?
‣ Location: Main Campus 3737 Wascana Parkway, Regina, Saskatchewan, Canada
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
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Marketing
6th Canadian Edition
6.Describe how market orientation in the present era focuses on creating customer value, satisfaction, and customer relationships.
7.Understand the meaning of ethics and social responsibility and how they relate to the individual, organizations, and society.
‣ Social Marketing
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
WHAT MARKETING IS AND WHAT IT IS NOT
‣ The Breadth and Depth of Marketing (cont.)
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
1
Marketing: Customer Value, Satisfaction, and Customer Relationships
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
‣ The University of Regina provides a dynamic, innovative and supportive learning
experience with a growing national reputation for excellence in teaching and research. The University’s comprehensive services and programs prepare students to excel in local and global communities and its research opportunities attract the best and brightest minds.
WHAT MARKETING IS AND WHAT IT IS NOT
‣ Requirements for Marketing to Occur
‣ Two or More Parties with Unsatisfied Needs ‣ Desire and Ability to Satisfy These Needs ‣ A Way for the Parties to Communicate ‣ Something to Exchange
value to customers
‣ managing customer relationships in ways that benefit the
organization and its stakeholders
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
WHAT MARKETING IS AND WHAT IT IS NOT
‣ Marketing is not:
‣ advertising ‣ selling ‣ common sense ‣ hucksterism ‣ manipulating
Learning Objectives
After reading this chapter, you should be able to:
1.Define Marketing. 2.Know the basic requirements for successful marketing to occur. 3.Understand the breadth and depth of marketing. 4.Explain how marketing discovers and satisfies consumer needs
and wants.
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
Learning Objectives
After reading this chapter, you should be able to:
5.Distinguish between marketing mix elements and environmental factors.
‣ Who Buys and Uses What is Marketed? ‣ Ultimate Customers ‣ Organizational Buyers
© 2006 McGraw-Hill Ryerson Ltd. All rights reserved.
WHAT MARKETING IS AND WHAT IT IS NOT
‣ Marketing is:
‣ an organizational function ‣ a set of processes for creating, communicating, and delivering