2. What is Marketing?营销是什么?Marketing Definition:
The process of creating, distributing, promoting and pricing goods, services and ideas to facilitate satisfying exchange relationship in a dynamic environment
在变化的环境中通过货物、服务和观念的创造、配送、推广和定价而实现满足需求的交换关系
3. Marketing Concept 营销的概念This concept has evolved overtime
营销的概念经过了三个演进阶段
Production Era 生产时代
Sales Era 销售时代
Marketing Era 营销时代
4. Selling & Marketing Concepts Contrasted销售与营销概念对比Starting
pointFocusMeansEndsFactoryExisting
productsSelling
&
PromotingProfits through
sales volumeMarketCustomer
needsIntegrated
marketingProfits thought
customer
satisfactionSelling: sale what I have.Marketing: sale what my customer needs出发点 焦点 方式 结果工厂 现有产品 销售和推广 由销售量获取利润市场 顾客需求 综合性营销 由顾客满意获取利润
5. Marketing System营销体系Industry
(a collection
of sellers)
产业(卖方团体)Market
(a collection
of buyers)
市场 (买方团体)Communication 沟通Information 信息反馈Products/servicesMoney产品、服务资金