philipkolter市场营销第一章重点解析.pptx

philipkolter市场营销第一章重点解析.pptx

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Marketing in the Twenty-First Century;Brief introduction of marketing II. Core concepts of marketing III. Marketing Environment ;Marketing deals with identifying and meeting human and social needs. One of the shortest definitions of marketing is “meeting needs profitably.” ;Target Markets and Segmentation;Segmenting ;Targeting ;Positioning ;Needs, Wants, and Demands;Product or Offering 产品或供应品;Exchange and Transactions Relationships and Networks Marketing Channels Supply Chain 5. Competition;Exchange is the act of obtaining a desired product from someone by offering something in return. For exchange potential to exist, five conditions must be satisfied: 1. There are at least two parties. 2. Each party has something that might be of value to the other party. 3. Each party is capable of communication and delivery. 4. Each party is free to accept or reject the exchange offer. 5. Each party believes it is appropriate or desirable to deal with the other party.;Two-party exchange map showing want lists of both parties;;Relationships and Networks ; Marketing Channels ;Supply Chain ; ; Competition;; Industry competition ;Form competition ;Generic competition ;I. Marketing Environment II. Marketing Mix III. Company orientations toward the marketplace IV. How business and marketing are changing V. Company Responses and Adjustments VI. Marketer Responses and Adjustments;Marketing Environment The overall marketing environment consists of: task environment broad environment;The task environment includes the immediate actors involved in producing, distributing,and promoting the offering. Material suppliers and service suppliers such as marketing research agencies, advertising agencies, banking and insurance companies, are included in the supplier group. ;;Marketing Mix(营销组合) Marketing mix is the set of marketing tools that the firm uses to pursue its marketing objectives in the target market. They are four P

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