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1、PartI-UnderstandingMarketingManagementChapter1-DefiningMarketingforthe21stCenturyI.ChapterOverview/Objectives/OutlineA.OverviewMarketingistheorganizationalfunctionchargedwithdefiningcustomertargetsandthebestwaytosatisfyneedsandwantscompetitivelyandprofitably.Sinceconsumersandbusinessbuyersfaceanab
2、undanceofsuppliersseekingtosatisfytheireveryneed,companiesandnonprofitorganizationscannotsurvivetodaybysimplydoingagoodjob.Theymustdoanexcellentjobiftheyaretoremainintheincreasinglycompetitiveglobalmarketplace.Manystudieshavedemonstratedthatthekeytoprofitableperformanceistoknowandsatisfytargetcust
3、omerswithcompetitivelysuperioroffers.Thisprocesstakesplacetodayinanincreasinglyglobal,technical,andcompetitiveenvironment.Marketingmanagementistheconsciousefforttoachievedesiredexchangeoutcomeswithtargetmarkets.Themarketer’sbasicskillliesininfluencingthelevel,timing,andcompositionofdemandforaprodu
4、ct,service,organization,place,person,idea,orsomeformofinformation.Thereareseveralalternativephilosophiesthatcanguideorganizationsintheireffortstocarryouttheirmarketinggoal(s).Theproductionconceptholdsthatconsumerswillfavorproductsthatareaffordableandavailable,andthereforemanagement’smajortaskistoi
5、mproveproductionanddistributionefficiencyandbringdownprices.Theproductconceptholdsthatconsumersfavorqualityproductsthatarereasonablypriced,andthereforelittlepromotionaleffortisrequired.Thesellingconceptholdsthatconsumerswillnotbuyenoughofthecompany’sproductsunlesstheyarestimulatedthroughasubstanti
6、alsellingandpromotioneffort.Themarketingconceptmovestowardamoreenlightenedviewoftheroleofmarketing.Themarketingconceptholdsthatthemaintaskofthecompanyistodeterminetheneeds,wants,andpreferencesofatargetgroupofcustomersandtodeliverthedesiredsatisfactions.Thefourprinciplesofthemarketingconceptare:tar
7、getmarket,customerneeds,integratedmarketing,andprofitability.Themarketingconceptplacesprimaryfocusontheneedsandwantsofcustomerswhocomprisethetargetmarketforaparticularproduct.Ratherthancoaxcustomersintopurchasing
