典型教学案例简介案例一.ppt

Prof. Richardson MKTG 116 Section 291 Marketing is for Everybody THE PURPOSE OF THE COURSE THE PURPOSE OF THE TEXT TO SHOW THAT MARKETING IS ESSENTIAL PROVIDE AN UNDERSTANDING OF THE BASIC MARKETING CONCEPTS Canada has a very high amount of imports and exports per capita - therefore a lot of our business/marketing has to involve international aspects Therefore a “Global-Marketing Approach” is indeed a very appropriate sub-title for the text The Good Life We have a very high standard of living in Canada, according to the United Nations, we have the #1 most desirable place to live “Canada’s ability to retain its high standard of living depends on our skills at competing efficiently on a global and local scale” So, if we want to keep things good We have to have a good understanding of marketing, here locally, and globally What is Marketing ? Selling ? Advertising ? What is Marketing ? We use the word Marketing to describe such things as analyzing the needs of the people trying to guess what types of products they want estimate how much they will buy predict when they will want to buy determine where they go to buy the stuff What is Marketing ? …. And, figure out the best price to sell it at - and can you still make a profit selling it at that price decide on promotional things to create awareness about the product look at the competition to see what they are doing with pricing, features etc. Introduction “Marketing is concerned with anticipating customer demand and directing the flow of goods from producers to consumers” Marketing has to do with matching producer’s outputs to consumer’s activities (wants, needs) Serving the needs of customers is what business should be all about … Marketing is the business function that interprets customer needs to the rest of the organization. Marketing should begin with the customer needs - NOT with the production process. Mktg should anticipate needs. Why should we know about Mktg Cause,,,,,,,,,,,,,,,,,, it effects