对外经济贸易大学：《营销学原理》课程教学资源（授课教案，2007）Session 01 Marketing - Managing profitable CR

1-1 Principles of Marketing 营销学原理 University of International Business and Economics 對计至（的贫多大差 国际商学院市场营销学系 University of Intemational Business and Economic

国际商学院 市场营销学系 Principles of Marketing 营销学原理 University of International Business and Economics 1－1

Course Organization 1-2 Part I -Understanding Marketing and the Marketing Process Part Il -Developing Marketing Opportunities and Strategies Part Ill Developing the Marketing Mix :對计适（竹置多大差 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 Course Organization  Part I - Understanding Marketing and the Marketing Process  Part II - Developing Marketing Opportunities and Strategies  Part III - Developing the Marketing Mix 1－2

1-3 Principles of Marketing Session 1 Overview of Marketing Marketing:Managing Profitable Customer Relationships 對补至（竹置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 Principles of Marketing Overview of Marketing Marketing: Managing Profitable Customer Relationships 1－1－1 3 Session 1

Outline 1-4 I.What is Marketing? II.The Marketplace Customer Needs III.Customer-Driven Marketing Strategy IV.Integrated Marketing Plan V.Customer Relationships VI.Value from Customers VII.The New Marketing Landscape 對计至（价置多上孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 Outline I. What is Marketing? II. The Marketplace & Customer Needs III. Customer-Driven Marketing Strategy IV. Integrated Marketing Plan V. Customer Relationships VI. Value from Customers VII. The New Marketing Landscape 1－4

I.What is Marketing? 1-5 Definition Role Process 對酒价置影大兰 国际商学院市场营销学系 15 University of Intemational Business and Economic

国际商学院 市场营销学系 I. What is Marketing?  Definition  Role  Process 1－5

Definition 1-6 Marketing is a societal process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. -Kotler Armstrong (p.5) 计至（竹置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 Marketing is a societal process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. -- Kotler & Armstrong (p. 5) Definition 1－6

What is Marketed? 1-7 Goods Services Events Experiences Persons Places Properties Organizations Information Ideas 對计至（的宜多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 What is Marketed? Goods Services Events & Experiences Persons Places & Properties Organizations Information Ideas 1－7

The Marketing Process 1-8 Design a Construct an Understand customer-driven integrated the marketplace marketing strategy marketing program Capture value from Build profitable customers to create relationships and profits and create customer delight customer equity 计至（竹置多大学 国际商学院市场营销学系 University of Interational Business and Economics

国际商学院 市场营销学系 The Marketing Process Understand the marketplace Design a customer-driven marketing strategy Construct an integrated marketing program Build profitable relationships and create customer delight Capture value from customers to create profits and customer equity 1－8

II.Understanding the Marketplace Customer Needs 1-9 >The core marketing concepts Modern Marketing System 對好酒价置昌大孝 国圆庼蒂院院市扬物锚销系系 University of Intemational Business and Economics

国际商学院 市场营销学系  The core marketing concepts  Modern Marketing System 1－9 国际商学院 市场营销学系 II. Understanding the Marketplace & Customer Needs

Maslow's Hierarchy of Needs 1-11 5 Self- actualization Needs (self-development and realization) 4 Esteem Needs (self-esteem,recognition,status) 3 Social Needs (sense of belonging,love) 2 Safety Needs (security,protection) Physiological Needs (food,water,shelter) 對计至（竹宜多大芳 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 Maslow’s Hierarchy of Needs 1－11