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1、Chapter 1,Marketingin the Twenty-first Century,Marketing ManagementTenth EditionPhilip Kotler,Objectives,Course OrganizationTasks of MarketingMajor Concepts&Tools of MarketingMarketplace OrientationsMarketings Responses to New Challenges,Course/Text Organization,Part I-Understanding Marketing Manage
2、mentPart II-Analyzing Marketing OpportunitiesPart III-Developing Marketing StrategiesPart IV-Shaping the Market OfferingPart 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,off
3、ering,and freely exchanging products and services of value with others.-Philip Kotler(p.7),Core Concepts of Marketing,Product or Offering,Value and Satisfaction,Needs,Wants,and Demands,Exchange and Transactions,Relationships and Networks,Target Markets&Segmentation,Marketing Channels,Supply Chain,Co
4、mpetition,Marketing Environment,Simple Marketing System,Goods/services,Money,Manufacturermarkets,Structure of Flows,The Four Ps,MarketingMix,The Four Cs,CustomerSolution,CustomerCost,Communication,Conven-ience,Production Concept,Product Concept,Selling Concept,Marketing Concept,Consumers prefer prod
5、ucts that are widely available and inexpensive,Consumers favor products thatoffer the most quality,performance,or innovative features,Consumers will buy products only ifthe company aggressivelypromotes/sells these products,Focuses on needs/wants of target markets&delivering value better than competi
6、tors,Company Orientations Towards the Marketplace,Customer Delivered Value,Customers,Front-line people,Middle Management,TopManagement,Traditional Organization Chart,Customer-Oriented Organization Chart,Evolving Views of Marketings Role,Evolving Views of Marketings Role,Evolving Views of Marketings Role,Review,Course OrganizationTasks of MarketingMajor Concepts&Tools of MarketingMarketplace OrientationsMarketings Responses to New Challenges,
