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ID:40844337
大小:307.19 KB
页数:10页
时间:2019-08-08
《The Nature of Marketing Management》由会员上传分享,免费在线阅读,更多相关内容在教育资源-天天文库。
1、CHAPTER1TheNatureofMarketingManagementhetermmarketingmanagementdescribestwoseparatebutrelatedtopics.First,itisacommonTnameforthecapstonecoursetakenbymarketingmajorsastheypreparetograduate.Inthatcontext,integratingmanagementandmarketingconceptstohelpprepareindivi
2、dualsforcareersconstitutestheprimarygoal.Second,marketingmanagementisabusinessprocess.Itincludesmanagingmarketingactivi-tiesinprofit-seekingandnonprofitorganizationsatthesupervisory,middle-management,andexecutivelevels.Successintheseendeavorswillbebasedonastrong
3、knowledgeofavarietyofmarketingfunctionscombinedwithaclearunderstandingandapplicationofsupervisoryandmanagerialtechniques.Bothofthesetopicsmaybeexaminedanddiscussedusingcaseanalyses.Studentsandprofes-sorscanlearnfromthecasecontentandfromeachotherwhenexaminingthec
4、onceptsandactionstakenbycompaniesinarangeofindustries.Thisfirstcasewaschosentoaccompanyareviewofthebasicmarketingmanagementfield.Asthenameimplies,marketingmanagementcombinesthefieldsofmarketingandmanagement.yMarketingMarketingexpertsagreethataneffectivemarketing
5、programshouldbedrivenbycustomers,whetheritisafor-profit,anonprofit,oragovernmentalorganization.Thetraditionaldefinitionofmarketinghasbeen1.discoveringconsumerneedsandwants;2.creatingthegoodsandservicesthatmeetthoseneedsandwants;and3.pricing,promoting,anddeliveri
6、ngthosegoodsandservices.12CASESINMARKETINGMANAGEMENTThedefinitionsuggeststhattheprimaryelementsofmarketingincludeunderstandingandmeetingtheneedsofconsumers.Doingsorequiresattentiontosixmajorareas:·Markets·Products·Prices·Places(distributionsystems)·Promotion·Peo
7、pleMarketsconsistofcustomerswithwantsandneeds,financialresources,andthewillingnesstospendresourcestosatisfythosewantsandneeds.Marketsegmentsaremadeupofgroupsofbuyersinconsumermarketsandbusiness-to-businessmarkets.Productsarethephysicalgoodssoldtocustomersandserv
8、icesrenderedtothem.Physicalgoodsincludebothdurablegoodsthatlastlongerthan1yearandnondurablegoodswithshorteruses.Nondurablegoodsincludeconvenienceitems,shoppinggoods,a
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