- 1、本文档共21页,可阅读全部内容。
- 2、有哪些信誉好的足球投注网站(book118)网站文档一经付费(服务费),不意味着购买了该文档的版权,仅供个人/单位学习、研究之用,不得用于商业用途,未经授权,严禁复制、发行、汇编、翻译或者网络传播等,侵权必究。
- 3、本站所有内容均由合作方或网友上传,本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺!文档内容仅供研究参考,付费前请自行鉴别。如您付费,意味着您自己接受本站规则且自行承担风险,本站不退款、不进行额外附加服务;查看《如何避免下载的几个坑》。如果您已付费下载过本站文档,您可以点击 这里二次下载。
- 4、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等,请点击“版权申诉”(推荐),也可以打举报电话:400-050-0827(电话支持时间:9:00-18:30)。
查看更多
The Concept of Modern Marketing flexstudy(现代营销flexstudy的概念)
1
The Concept
of Modern Marketing
Learning Objectives
By the end of this chapter, you should be able to:
• Define marketing.
• Specify the three basic propositions of the
marketing concept.
• Name and describe the four components of
focus the marketing mix.
focus • List the five major environmental forces that
affect marketing.
An exciting, dynamic discipline, marketing affects our daily lives in many
ways. We are all consumers, and many people are part of the marketing
process—as salespeople, advertising executives, retailers, product managers,
and so forth. This course introduces you to the study of marketing, begin-
ning in this chapter with a description of marketing, an overview of market-
ing management, and an explanation of the environmental factors that affect
modern marketing. The chapter also presents a preview of the topics cov-
ered in the remaining chapters.
WHAT IS MARKETING ?
Marketing has been viewed traditionally as a business activity. Business orga-
nizations exist to satisfy human needs, especially material needs. Consequently,
one way to define marketing is from the business perspective. For instance,
marketing has been defined as the “delivery of a higher standard of living.”
Other definitions refer to marketing as an exchange process. This process
involves at least two parties: buyer and seller. Each party gives up something
© American Management Association. All rights reserved. 1
2 FUNDAMENTALS OF ARKETING
您可能关注的文档
- THE BARGUE METHOD Academy of Realist Art (BARGUE法现实主义艺术学院).pdf
- The Bark’s DIY First Place Winner—Advanced (树皮的DIY Winner-Advanced).pdf
- The Basic Genogram Symbols Nebraska(内布拉斯加州的基本Genogram符号).pdf
- THE BASIC RELATIONSHIP BETWEEN RESIDUAL (剩余的基本关系).pdf
- The Bart243;k Controversy Holy Cross(圣十字Bart243;k争议).pdf
- The Basic Theory of Crowning Industrial Rollers(最高工业辊的基本理论).pdf
- The Basic Theory of Human Capital LSE(伦敦政治经济学院人力资本的基本理论).pdf
- THE BASICS DOOR ENTRY AND ACCESS (最基本的门入口和访问).pdf
- The basics of accounTing for derivaTives and …(会计的基础知识对衍生品和u2026).pdf
- The Basics of Arc Flash Fact Sheet v2 GE (电弧闪光简报v2通用电气的基本知识).pdf
文档评论(0)