市场营销学.ppt

Marketing
保定学院外语系
Contents
Unit 1 The development of marketing
Unit 2 Marketing environment
Unit 3 Creating value through
customer satisfaction and quality
Unit 4 Marketing planning
Unit 5 Marketing research
Unit 6 Market segmentation,
targeting, and positioning
Unit 7 Buyer behavior
Unit 8 Product strategy
Unit 9 Distribution strategy
Unit 10 Promotion
Unit 11 Pricing strategy
Part 1 Contemporary Marketing Environment
Unit 1 The Development of Marketing
ⅠWhat is market ?
A market is a place where things are bought and sold.
It is also defined as “ a place where buyers and sellers meet. ”
Ⅱ Definition of Marketing
The management process which identifies, anticipates and satisfies customers requirements efficiently and profitably.
-----(The Chartered Institute of Marketing)
Marketing is the process of planning and executing the conception, pricing, promotion and distribution, of ideas, goods and services to create exchanges that satisfy individual anizational objectives.
--- (The American Marketing Association)
市场营销是指对概念、产品、服务等制定构想、定价、促销和分销计划并加以实施,以创造和维护能实现个人和组织目标关系的活动。
Ⅲ What marketing is not?
1. Marketing is selling.
The underlying aim of most marketing activity is to make sales.
hard sell
Selling
soft sell