营销管理课件_introduction(-周).ppt

International Marketing 3.1 important definition of MARKETING3.1 营销的定义 Marketing is a social process by which individuals and groups obtain what they need and want through creating, offering, and freely exchange products and services of value with others. Is marketing equivalent to selling? Selling You care about selling the product--closing the sale with a potential customer Marketing You care about the wishes and the needs of your clients-- establish a relation with your client Selling is part of marketing Multiple Choices Michael Wang, the manager of Unishirt Corporation, is concerned with the planning and conception of his product, its pricing policy, and the distribution strategy. These activities are all part of ______. A. management B. production C. accounting D. marketing In order for exchange to occur ______. A. a complex social system must be involved B. Each party must have something of value to the other party C. A profit-oriented organization must be involved D. Organization marketing activities must also occur Suppose someone refuses to buy your goods by saying that they have just bought the goods of another brand, as a marketer, what will you do? 2nd Week Exercises on P.8 9 Differences between selling and marketing Development of Marketing philosophies P.13 Production concept Product concept Selling concept Marketing concept Societal marketing Relationship marketing 3rd week Exercises 1. A “marketing concept” business sees life from the perspective of who? A. Customers B. The government C. Suppliers to the business D. Employees 2. The key feature of a marketing-originated company will be ______. A. they invest heavily in advertising to outperform their competitors B. they use market intelligence to understand competitor activities C. they use feedback from customers to outperfo