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国际商务与管理 Managing Functional Areas
MANAGING FUNCTIONAL AREAS
Business : A Set of Functions ?
• What problems are there in viewing business as a
composition of functional areas ?
• Will each manager/team in a functional area be able to
work independently ? Interdependently ?
• In what ways might these functions overlap or be
connected ?
• How might the decisions made by one functional
manager affect or be affected by decisions made by
another functional manager ?
MARKETING
The Marketing Process
• Identify needs of customers
• Segment potential customers
• Design products services
• Price products services
• Communicate to prospective customers
• Ensure availability of products services
Core Concepts of Marketing
• Needs, Wants Demands
• Products
• Utility, Value Satisfaction
• Exchange Transactions
• Markets
• Marketing Marketers
Marketing Management
• The process of planning and executing the
conception, pricing, promotion and distribution of
ideas, goods and services to satisfy individual
and organisational objectives.
AMERICAN MARKETING ASSOCIATION
Products
Needs, wants
and demands
Core
marketing
concepts Value,
satisfaction
and quality
Markets
Exchange,
transactions
and relationships
Evolution of the Marketing
Concept
• Production Era
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