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Chapter 1 Defining Marketing

Marketing defined

* Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways to benefit organization and its stakeholders.

* Marketing means different things to different people, and encompasses 包含more activities than most people realize

- Marketing is more than advertising and selling!!!

Marketing management

is the art and science of choosing target markets and getting, keeping, and growing customers through creating, delivering, and communicating superior customer value

Marketing applied to both tangible有形的 and intangible无形的 products:

The marketing process starts with the customer!!

* Customers are the focal points of all marketing activities

* There are many different types of customers;

> Consumer markets 消费市场

> Business markets 商业市场

> Global markets

> Nonprofit/Government markets 非营利/政府市场

The Marketing Concept

The Marketing Concept

* The idea that an organization aims all of its efforts, in a coordinated协调的 and integrated综合的 manner, at simultaneously同时的 satisfying its customers and achieving its own corporate goal

Understanding the Marketing Concept

* It is a management philosophy哲学guiding an organization’s overall activities

* It affects all organizational activities, not just Marketing

* All functional areas of the business must work together

Marketing Concept and Customer Value

Customer Value:

* A good or service that does not meet a customer’s needs results in low customer value, even if the price is very low

* Customer satisfaction and loyalty are the major focal point of the marketing concept. These result in repeat重复 business, giving long-term viability长期生存能力 to the marketing-oriented organization

New Consumer Capabilities 新的消费能力

* Increase in buying power

* Greater variety of available good &...