菲利普科特勒-市场营销英文版课件 Marketing Management
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Consumers prefer products that are widely available and inexpensive Consumers favor products that offer the most quality, performance, or innovative features
©2000 Prentice Hall
Defining Marketing
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 (p. 7)
Consumers will buy products only if Baidu Nhomakorabeahe company aggressively promotes/sells these products
Focuses on needs/ wants of target markets & delivering value better than competitors
©2000 Prentice Hall
Simple Marketing System
Communication
Industry (a collection of sellers)
Goods/services
Money
Market (a collection of Buyers)
Information
©2000 Prentice Hall
Company Orientations Towards the Marketplace
Production Concept Product Concept Selling Concept Marketing Concept
©2000 Prentice Hall
Objectives
Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New Challenges