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1、PartIUnderstandingMarketingManagementChapter1–DefiningMarketingfortheTwenty-FirstCenturyI.ChapterOverview/Objectives/OutlineA.OverviewMarketingistheorganizationalfunctionchargedwithdefiningcustomertargetsandthebestwaytosatisfyneedsandwantscompetitivelyandprofitably.Sinceconsumersandbusinessbuyersf
2、aceanabundanceofsuppliersseekingtosatisfytheireveryneed,companiesandnonprofitorganizationscannotsurvivetodaybysimplydoingagoodjob.Theymustdoanexcellentjobiftheyaretoremainintheincreasinglycompetitiveglobalmarketplace.Manystudieshavedemonstratedthatthekeytoprofitableperformanceistoknowandsatisfytar
3、getcustomerswithcompetitivelysuperioroffers.Thisprocesstakesplacetodayinanincreasinglyglobal,technical,andcompetitiveenvironment.Marketingmanagementistheconsciousefforttoachievedesiredexchangeoutcomeswithtargetmarkets.Themarketer’sbasicskillliesininfluencingthelevel,timing,andcompositionofdemandfo
4、raproduct,service,organization,place,person,idea,orsomeformofinformation.Thereareseveralalternativephilosophiesthatcanguideorganizationsintheireffortstocarryouttheirmarketinggoal(s).Theproductionconceptholdsthatconsumerswillfavorproductsthatareaffordableandavailable,andthereforemanagement’smajorta
5、skistoimproveproductionanddistributionefficiencyandbringdownprices.Theproductconceptholdsthatconsumersfavorqualityproductsthatarereasonablypriced,andthereforelittlepromotionaleffortisrequired.Thesellingconceptholdsthatconsumerswillnotbuyenoughofthecompany’sproductsunlesstheyarestimulatedthroughasu
6、bstantialsellingandpromotioneffort.Themarketingconceptmovestowardamoreenlightenedviewoftheroleofmarketing.Themarketingconceptholdsthatthemaintaskofthecompanyistodeterminetheneeds,wants,andpreferencesofatargetgroupofcustomersandtodeliverthedesiredsatisfactions.Thefourprinciplesofthemarketingconcept
7、are:targetmarket,customerneeds,integratedmarketing,andprofitability.Themarketingconceptplacesprimaryfocusontheneedsandwantsofcustomerswhocomprisethetargetmarketforaparticularproduct.Ratherthancoaxcustomersintopur
