Marketing(英文版)

Demand-
Human wants that are backed by buying power。
Product-
Anything that can be offered to a market for Attention ，acquisition，use or consumption And that may satisfy a need or want。
Marketing management-
The analysis ,planning,implementation and control of programs designed to create,build and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.
Marketing
CAUC Management College
Chapter One
An introduction to Marketing
1、1 What is marketing？
It is 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。
1、2 marketing management philosophies
1、the production concept
The philosophy that consumers favor products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency。
To be effective when ：demand exceeds the supply；the product’s costs are too high。
2、The product concept
The idea that consumers favor products that offer the most quality，performance and that the organization should therefore devote its energy to making continuous product improvements。
5、the social marketing concept
The idea holds that the organization should determine the needs， wants and interests of target markets and deliver the desired satisfactions more effectively and efficiently than competitors in a way that maintains or improves the consumer’s and society’s well-being。
4、the marketing concept
It holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors。
3、The selling conceБайду номын сангаасt
The idea that consumers will not buy enough of the organization’s products unless the organization undertakes a large-scale selling and promotion effort。
Exchange-
It is the act of obtaining a desired object from someone by offering something in return.
Market –
A market is the set of actual and potential buyers of a product.
Important terms：
Needs-
The most basic concept underlying marketing is that of human deeds。 A human need is a state of felt deprivation。
Want-
The form taken by human needs as they are shaped by culture and individual personality。
1、3 The goals of the marketing system
What should a society seek from its marketing system?Four alternative goals have been suggested:maximize consumption,maximize consumer satisfaction,maximize choice and maximize quality of life.