商务英语课件2.ppt

1 Define marketing and explain the importance of (1) discovering and (2) satisfying consumer needs and wants. Distinguish between marketing mix elements and environmental factors. Understand how organizations build strong customer relationships using current thinking about customer value and relationship marketing. Know what is required for marketing to occur and how it creates customer value and utilities效用 for customer. Marketing: Using Exchanges to Satisfy Needs The Diverse Factors Influencing Marketing Activities In many respects you are a marketing expert already. You are somewhat of an expert because you do many marketing activities every day. You already know many marketing terms, concepts, and principles. As a consumer, you’ve already been involved in thousands of marketing decision, but mainly on the buying, not the marketing. For example of the apple selling. What Is Marketing ? Marketing :Using Exchanges to Satisfy Needs. The American Marketing Association, representing marketing professionals, states that: 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 and organizational objectives. Many people incorrectly believe that marketing is the same thing as advertising or personal selling.This definition shows marketing to be a far broader activity. Further, this definition stresses the importance of beneficial exchanges that satisfy the objectives of both those who buy and those who sell ideas, goods and services---whether they be individuals or organizationals. To serve both buyers and sellers, marketing seeks: (1) to discover the needs and wants of prospective customers and (2) to satisfy them. These prospective customers include both individuals buying for thenselves and their households and organizations that buy for their own use or for resale. 营销的定义 1985年，美国营销协会给市场营销界定了明确的定义： 市场营销是指个人或组织对思想、货物或服务所作的有关构