《市场营销》（英文版） Chapter 1 Marketing in the Twenty first Centur arketing Management Tenth Edition

Objectives Course Organization Tasks of Marketing Major Concepts Tools of Marketing Marketplace Orientations Marketing's responses to New Challenges C2000 Prentice Hall

©2000 Prentice Hall Objectives Course Organization Tasks of Marketing Major Concepts & Tools of Marketing Marketplace Orientations Marketing’s Responses to New Challenges

Defining Marketing Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others Philip Kotler(p. 7) C2000 Prentice Hall

©2000 Prentice Hall Defining Marketing Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. - Philip Kotler (p. 7)

Simple Marketing System CoRtRieation Goods/services Industry Market (a collection (a collection of sellers) Money of Buyers) iiforatior C2000 Prentice Hall

©2000 Prentice Hall Simple Marketing System Industry (a collection of sellers) Market (a collection of Buyers) Goods/services Money Communication Information

Company Orientations Towards the Marketplace Consumers prefer products that are Production Concept widely available and inexpensive Consumers favor products that Product Concept offer the most quality, performance, or innovative features Consumers will buy products only if Selling Concept the com pany aggressively promotes/sells these products Focuses on needs/wants of target Marketing Concept markets delivering value better than com petitors C2000 Prentice Hall

©2000 Prentice Hall Production Concept Product Concept Selling Concept Marketing Concept Consumers prefer products that are widely available and inexpensive Consumers favor products that offer the most quality, performance, or innovative features Consumers will buy products only if the company aggressively promotes/sells these products Focuses on needs/ wants of target markets & delivering value better than competitors Company Orientations Towards the Marketplace