國際營銷chappt課件(編輯修改稿)
2025-02-08 10:33 本頁面
【文章內(nèi)容簡介】 Market=people+ buying power + desire 2 .definition of marketing ? The process of building lasting relationships through planning , executing and controlling the conception , pricing , promotion and distribution of ideas , goods and services to create mutual exchange that satisfy individual and anizational needs and objectives . （ AMA1985） Marketing mix營銷組合 ? A prehensive plan or strategy: 4Ps ? Product: special appeal for consumers in aspects like quality, utility or image ? Price: take costs, rivals’ prices（對手價格） and pricing regulations into account ? Promotion: making a product and its benefits known and stimulating consumers demand for it ? Place: channels of distribution and timely transportation, make goods and services available The Four Ps Marketing Mix Product Price Promotion Place The Four Cs Customer Solution Customer Cost Communication Conven ience 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 and sales ? Many people think that marketing means the activity of persuading potential customers to buy a particular product or service in preference to any other similar ones . ? That is to say , marketing is selling and adve
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