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1、PrinciplesofMarketingChapter（1——10）Name：Class：TheInternationalCollegeofHenanUniversityofTechnologyChapter1：MarketinginachangingworldWhatismarketinglMarketersjobisdealingwithcustomers.lMarketingisthedeliveryofcustomersatisfactionataprofit.lTwogoalsofmarketing:at
2、tractingnewcustomer;keepingcurrentcustomer.lMarketingisthemostimportantjobinanorganization.MarketingdefinedlMarketingisnotonlysellingandadvertising.lTheoldsenseofmarketingis“tellingandselling”;atthepresent,theonlywaydothemarketingissatisfyingcustomerneeds.lAdet
3、aileddefinition:Asocialandmanagerialprocesswherebyindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers.TheprocessofmarketingIdentifycustomer’sneedsandwantsDesignorimprovetheproductSenttheproducttomarket(makeitavail
4、able)GetfeedbackfromcustomerTellingcustomertheproductcansatisfytheirneeds&wantsSeveralimportantconceptsinthedefinition1.Needs,wants,anddemands.lNeeds:thebasichumanrequirement.lWant:Theformtakenbyahumanneedasshapedbycultureandindividualpersonality.lDemands:human
5、wantsthatarebackedbybuyingpower2.ProductsandserviceslProducts:Anythingthatcanbeofferedtoamarketforattention,acquisition,use,orconsumptionthatmightsatisfyawantorneed.lProductsincludephysicalobjects,services,persons,places,organizations,andideas.lProductscanberef
6、erredassatisfier,resource,ormarketingoffer.3.Value,satisfaction,qualitylCustomervalue:Thedifferencebetweenthevaluesthecustomergainsfromowningandusingaproductandthecostsofobtainingtheproduct.lCustomersatisfaction:Theextenttowhichaproduct’sperceivedperformancemat
7、chesabuyer’sexpectation.lQuality:Thetotalityoffeaturesandcharacteristicofaproductorservicethatbearonitsabilitytosatisfycustomerneeds.4.Exchange,Transactions,andRelationshipslExchange:theactofobtainingadesiredobjectfromsomeonebyofferingsomethinginreturn.lTransac
8、tion:Atradebetweentwopartiesthatinvolvesatleasttwothingsofvalue,agreed-uponconditions,atimeofagreement,andaplaceofagreement.lRelationshipmarketing:Theprocessofcreating,maint
