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1、JasonC.H.Chen,Ph.D.ProfessorSchoolofBusinessAdministrationGonzagaUniversitySpokane,WA99223chen@jepson.gonzaga.eduChapter1 AnOverviewof ContemporaryMarketingOPENINGVIGNETTEWWW.AMAZON.COMWhatisthebasisforAmazon.com’sinitialsuccess?WhataresomeofthemarketingservicesusedbyAmazon.comtobuildt
2、heircustomerbase?ServiceMasterMARKETINGNEEDSWANTSCustomerSatisfactionCustomerSatisfactionCustomersatisfactionistheextenttowhichafirmfulfillsaconsumer’sneeds,desires,andexpectationsAssomeneedsaremet,othersmaybecomemoreimportantExpectationsmaychangebasedonexperiencesSatisfyingexperiences
3、mayleadtoincreasingexpectationsDisappointingexperiencesmayreduceexpectationsExpectationsmayberealisticorunrealisticTypesofUtilityandHowTheyAreProvidedUtility:ValuethatcomesFromsatisfyingHumanneedsFormTaskTimePlacePossessionProvidedbyproductionwithguidanceofmarketingProvidedbymarketingT
4、oyotaMarketingisthebusinessfunctionthatdealswithcustomers’unfulfilledneedsandwants.Theroleofmarketinginorganizationsistoidentifyandmeasurecustomerneedsandwants,determinewhichtargetmarketstheorganizationcanserve,decideontheappropriateproductsandservicestoservethesemarkets,anddetermineth
5、eoptimalmethodsofpricing,promoting,anddistributingtheproductsorservices.Successfulorganizationsarethosethatintegratetheobjectivesandresourcesoftheorganizationwiththeneedsandopportunitiesinthemarketplace.MarketingandBeyondIntoday’scompetitiveenvironment,market-orientedthinkingisanecessi
6、ty.Asuccessfulimplementationofthemarketingconceptrequiresknowledgeoftheinternal(company)andexternal(competitorsandcustomers)environments,andhowtheyareinfluencedbymarketingmixvariables--product,price,distribution,andpromotion.MarketingandBeyondWhatisMarketing?“Theprocessofplanningandexe
7、cutingtheconception,pricing,promotion,anddistributionofideas,goods,andservicestocreateexchangesthatsatisfyindividualandorganizationgoals.”AmericanMarketingAssociationMarketing“Humanactivitiesofsatisfyingneedsandwantsthroughtheexchangeprocesses.”AnotherDefinitionWhatisMarketingMICRO-M
