已阅读5页，还剩24页未读， 继续免费阅读
版权说明：本文档由用户提供并上传，收益归属内容提供方，若内容存在侵权，请进行举报或认领
文档简介
1DefiningMarketingforthe21stCentury 1 ChapterQuestions Whyismarketingimportant Whatisthescopeofmarketing Whataresomefundamentalmarketingconcepts Howhasmarketingmanagementchanged Whatarethetasksnecessaryforsuccessfulmarketingmanagement Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 2 WhatisMarketing Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 3 Marketingisanorganizationalfunctionandasetofprocessesforcreating communicating anddeliveringvaluetocustomersandformanagingcustomerrelationshipsinwaysthatbenefittheorganizationanditsstakeholders WhatisMarketingManagement Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 4 Marketingmanagementistheartandscienceofchoosingtargetmarketsandgetting keeping andgrowingcustomersthroughcreating delivering andcommunicatingsuperiorcustomervalue WhatisMarketed Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 5 GoodsServicesEventsExperiencesPersons WhatisMarketed Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 6 PlacesPropertiesOrganizationsInformationIdeas Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 7 DemandStates NegativeNonexistentLatentDeclining IrregularUnwholesomeFullOverfull Figure1 1StructureofFlowsinModernExchangeEconomy Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 8 Figure1 2ASimpleMarketingSystem Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 9 Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 10 KeyCustomerMarkets ConsumermarketsBusinessmarketsGlobalmarketsNonprofit Governmentmarkets CoreConcepts Needs wants anddemandsTargetmarkets positioning segmentationOfferingsandbrandsValueandsatisfaction MarketingchannelsSupplychainCompetitionMarketingenvironmentMarketingplanning Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 11 TypesofNeeds Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 12 Stated Real Unstated Delight Secret TargetMarkets Positioning Segmentation Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 13 OfferingsandBrands Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 14 ValueandSatisfaction Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 15 MarketingChannels Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 16 Communication Distribution Service MarketingEnvironment Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 17 Demographic Economic Socio cultural Natural Technological Political legal MajorSocietalForces NetworkinformationtechnologyGlobalizationDeregulationPrivatizationHeightenedcompetition IndustryconvergenceRetailtransformationDisintermediationConsumerbuyingpowerConsumerparticipationConsumerresistance Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 18 CompanyOrientations Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 19 Production Product Selling Marketing HolisticMarketing Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 20 RelationshipMarketing Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 21 Customers Employees MarketingPartners FinancialCommunity IntegratedMarketing Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 22 InternalMarketing Internalmarketingisthetaskofhiring training andmotivatingableemployeeswhowanttoservecustomerswell Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 23 PerformanceMarketing Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 24 FinancialAccountability SocialResponsibilityMarketing TypesofCorporateSocialInitiatives CorporatesocialmarketingCausemarketingCause relatedmarketingCorporatephilanthropyCorporatecommunityinvolvementSociallyresponsiblebusinesspractices Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 25 TheMarketingMix Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 26 TheNewFourPs Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 27 Processes People Programs Performance MarketingManagementTasks DevelopmarketstrategiesandplansCapturemarketinginsightsConnectwithcustomersBuildstrongbrandsShapemarketofferingsDelivervalueCommunicatevalueCreatelong termgrowth Copyright 2011PearsonEducation Inc PublishingasPrenticeHall1 28 ForReview Whyismarketingimporta
温馨提示
- 1. 本站所有资源如无特殊说明，都需要本地电脑安装OFFICE2007和PDF阅读器。图纸软件为CAD,CAXA,PROE,UG,SolidWorks等.压缩文件请下载最新的WinRAR软件解压。
- 2. 本站的文档不包含任何第三方提供的附件图纸等，如果需要附件，请联系上传者。文件的所有权益归上传用户所有。
- 3. 本站RAR压缩包中若带图纸，网页内容里面会有图纸预览，若没有图纸预览就没有图纸。
- 4. 未经权益所有人同意不得将文件中的内容挪作商业或盈利用途。
- 5. 人人文库网仅提供信息存储空间，仅对用户上传内容的表现方式做保护处理，对用户上传分享的文档内容本身不做任何修改或编辑，并不能对任何下载内容负责。
- 6. 下载文件中如有侵权或不适当内容，请与我们联系，我们立即纠正。
- 7. 本站不保证下载资源的准确性、安全性和完整性, 同时也不承担用户因使用这些下载资源对自己和他人造成任何形式的伤害或损失。
最新文档
- 海洋调查设备项目风险评估报告
- 中国集成显卡行业市场深度分析及发展趋势预测报告
- 2025年 沧州市人民医院招聘考试笔试试题附答案
- 2025年中国全铜红冲三角阀行业市场发展前景及发展趋势与投资战略研究报告
- 2022-2027年中国瓜子行业市场供需现状及投资战略研究报告
- 2025年中国网络视频监控系统行业发展前景预测及投资战略研究报告
- 2024-2030全球RJ11连接器行业调研及趋势分析报告
- 小河口水电站环境影响评价报告书【专业版】
- 老年三轮车项目投资可行性研究分析报告(2024-2030版)
- 中国全钢子午线轮胎市场规模预测及投资战略咨询报告
- 有限空间作业及应急物资清单
- DB13(J)∕T 8060-2019 城镇供热管道及设备安装工程施工质量验收标准
- 《国际商务》课程
- 压力容器设计管理制度
- 比亚迪员工手册54
- 国际经济学期末考试试题库含答案
- 应力波理论复习资料
- 基于PLC的音乐喷泉控制系统的设计-毕业设计
- 体育场地与设施
- 五年级部编版语文下学期修改病句专项强化练习题
- 民办非企业单位清算报告
评论
0/150
提交评论