marketing(ppt 29) (英文).ppt

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。 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。 管理资源吧（），提供海量管理资料免费下载！ 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。 Exchange- It is the act of obtaining a desired object from someone by offering something in return. 管理资源吧（），提供海量管理资料免费下载！ Market – A market is the set of actual and potential buyers of a product. 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. 管理资源吧（），提供海量管理资料免费下载！ 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。 管理资源吧（），提供海量管理资料免费下载！ 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。 3、The selling concept The idea that consumers will not buy enough of the organization’s products unless the organization undertakes a large-scale selling and promotion effort。 管理资源吧（），提供海量管理资料免费下载！ 4、the marketing concept It holds that achieving organizational goals depends on determi