ch01市場營銷學-文庫吧
2025-02-22 19:38 本頁面
【正文】 g is an anizational function and a set of processes for creating, municating, and delivering value to customers and for managing customer relationships in ways that benefit the anization and its stakeholders.” ? The 2023 AMA CommitteeRemended Definition of Marketing “ Marketing is the activity, set of institutions, and processes for creating, municating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.” 14 湖南工程學院經(jīng)濟管理系 Evaluating the 2023 Definition ? “ marketing is the activity” recognizes that: ? marketing is something that anizations and individuals do ? marketing is not something done just by marketing departments ? “ marketing is the…set of institutions ” recognizes that: ? manufacturers, wholesalers, retailers, advertising agencies, distributors, and marketing research firms do marketing ? there are formal and informal norms(規(guī)范 ) that guide, inform, and regulate ethical, responsible, and legal marketing ? “ marketing is the…processes ” recognizes: ? the importance of marketing systems (., channels of distribution) in society ? that understanding, developing, and maintaining marketing systems are important tasks for efficient/effective marketing practice ? that understanding, analyzing, and theorizing about marketing systems are important research areas for marketing academic research 15 湖南工程學院經(jīng)濟管理系 The 2023, AMA, CommitteeRemended Definition of Marketing appropriately: ? acknowledges (1) the activity of marketing, (2) the institutions of marketing, and (3) the processes in marketing. ? recognizes the role of marketing in (1) creating, (2) municating, (3) distributing, and (4) exchanging market offerings. ? points out how the normal, everyday, ethical, and responsible practice of marketing benefits (1) customers, (2) clients, (3) partners, and (4) s
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