软件简介
营销管理下载1
Objectives
Course Organization
Tasks of Marketing
Major Concepts & Tools of Marketing
Marketplace Orientations
Marketing’s Responses to New Challenges
Course/Text Organization
Part I - Understanding Marketing Management
Part II - Analyzing Marketing Opportunities
Part III - Developing Marketing Strategies
Part IV - Shaping the Market Offering
Part V - Managing & Delivering Marketing Programs
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)
Core Concepts of Marketing
Simple Marketing System
Structure of Flows
The Four Ps
Company Orientations Towards the Marketplace
Customer Delivered Value
Traditional Organization Chart
Customer-Oriented Organization Chart
Evolving Views of Marketing’s Role
Evolving Views of Marketing’s Role
Evolving Views of Marketing’s Role
Review
Course Organization
Tasks of Marketing
Major Concepts & Tools of Marketing
Marketplace Orientations
Marketing’s Responses to New Challenges
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