市場營銷ch01-在線瀏覽
2025-02-11 20:32本頁面
【正文】 Customization and customerization 34 ? Customization(定制化） involves taking the initiative to customize the market offering. ? Customerization ： leaving it to individual customer to design the marketing offering– allowing customer to be prosumers rather than only consumers. 35 ? Marketing environment () The actors and forces outside marketing that affect marketing management’s ability to develop and maintain successful transactions with its target customers. 36 ? Marketing environment () Marketing department Microenvironment Macroenvironment 37 ? The microenvironment () Company’s marketing Company’s Internal environment Suppliers Marketing intermediaries Customers Competitors Publics 38 ? The pany’s internal environment Marketing Top management Finance RD Purchasing Manufacturing Accounting 39 ? The macroenvironment （ ） Company Microenvironment Demographic forces Economic forces Natural forces Technological forces Political forces Cultural forces ? 靜夜四無鄰，荒居舊業(yè)貧。Part One: Understanding of Marketing ( Chapter1Chapter4) 2 What are they doing? What are they need? 3 ? What is Marketing ? Old sense: making a sale – “telling and selling” New sense: satisfying customer needs 4 ? Marketing Defined () ? A social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. ? 市場營銷是個人或組織通過創(chuàng)造、提供并同他人交換價值的產(chǎn)品或價值，以滿足各自的需要和欲求的一種社會活動和管理過程。 5 ? Core marketing concepts() Core Marketing Concepts Needs,Wants, and Demands Products and Services Value, Satisfaction, Markets Exchange, Transactions, and relationships 6 ? Needs,Wants and Demands() ? States of felt deprivation（或缺） . ? The form taken by human needs as they are shaped by culture and individual personality. ? Human wants that are backed by buying power . Needs Wands Demands 7 ? Product and Service () ? Anything th
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