国际商务与管理 Managing Functional Areas.pdf

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