国际营销国际营销国际营销 (1).pdf
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1、Defining Marketing for the New RealitiesChapter 1studyLearning Objectives03What are some core marketing concepts?01Why is marketing important?04What forces are defining the new marketing realities?02What is the scope of marketing?05What new capabilities have these forces given consumers and companie
2、s?06What does a holistic marketing philosophy include?07What tasks are necessary for successful marketing management?The Value of MarketingFinancial success often depends on marketing abilitySuccessful marketing builds demand for products and services,which,in turn,creates jobsMarketing builds stron
3、g brands and a loyal customer base,intangible assets that contribute heavily to the value of a firmThe Value of MarketingThe Scope of MarketingMarketing is about identifying and meeting human and social needsAMAs formal definition:Marketing is the activity,set of institutions,and processes for creat
4、ing,communicating,delivering,and exchanging offerings that have value for customers,clients,partners,and society at large Marketing ManagementThe art and science of choosing target markets and getting,keeping,and growing customers through creating,delivering,and communicating superior customer value
5、What is Marketed?START123GoodsServicesEvents4Experiences5PersonsSTART678PlacesPropertiesOrganizations9Information10IdeasWhat is Marketed?Who Markets?A marketer is someone who seeks a responseattention,a purchase,a vote,a donationfrom another party,called the prospect8 Demand States Negative Nonexist
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