chapter 1 Marketing manage valuable costumer（课件）- 《市场营销基础（双语版）》同步教学（对外经贸大学·2016）

2023-11-21
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BASIC MARKETING Chapter One Marketing: manage valuable costumer Learning Objectives After studying this chapter, you should be able to: 1. Know what marketing is. 2. Understand the difference between micro-marketing and macro-marketing. 3. Know what the marketing concept is. 4. Understand how the marketing concept relates to customer value. 5. Understand the important new terms. Chapter Outline Marketing defined Micro Marketing and Macro Marketing The evolution of marketing The Marketing Concept Customer value Marketing of nonprofit organization Social Responsibility and Marketing Ethics Basic terms in marketing Market 1.1 Marketing defined By Production with guidance of marketing by Marketing Form Task Time Place Possession Utility Figure 1.1 Utility and Marketing The 5 types of utility Utility: the power to satisfy human needs. Form utility is provided when someone produces something tangible. Task utility is provided when someone performs a task for someone else. Possession utility: obtaining a good or service and having the right to use or consume it. Time utility: having the product available when the customer wants it. Place utility: having the product available where the customer wants it. Marketing defined The American Marketing association (AMA): Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. Marketing is both a set of activities performed by organizations and a social process. 1.2 Micro Marketing and Macro Marketing Micro-marketing looks at customers and the organizations that serve them; Applies to profit and nonprofit organizations More than just persuading customers Begins with customer needs Builds an ongoing relationship Macro-marketing is a social process that directs an economy’s flow of goods and services from producers to consumers in a way that effectively matches supply and

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chapter 1 Marketing manage valuable costumer（课件）- 《市场营销基础（双语版）》同步教学（对外经贸大学·2016）
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chapter 1 Marketing manage valuable costumer（课件）- 《市场营销基础（双语版）》同步教学（对外经贸大学·2016）
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chapter 1 Marketing manage valuable costumer（课件）- 《市场营销基础（双语版）》同步教学（对外经贸大学·2016）
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chapter 1 Marketing manage valuable costumer（课件）- 《市场营销基础（双语版）》同步教学（对外经贸大学·2016）
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chapter 1 Marketing manage valuable costumer（课件）- 《市场营销基础（双语版）》同步教学（对外经贸大学·2016）
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chapter 1 Marketing manage valuable costumer（课件）- 《市场营销基础（双语版）》同步教学（对外经贸大学·2016）
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