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1、CustomerNeeds，Wants,demands需要、欲望和需求1.Humanneedsarestatesoffeltdeprivation.Theyineludebasicphysicalneeds,socialneeds,andindividualneeds.2.Wantsaretheformhumanneedstakeastheyareshapedbycultureandindividualpersonality.andpotentialbuyersofthetotal,andisthedemandofthecustomersbyha
2、saspecificform.市+购买欲與3.Whenbackedbybuyingpower;wantsbecomedemands.Giventheirwantsandresources,peopledemandproductswithbenefitsthatadduptothemostvalueandsatisfaction.市场Themarketistopointtorea扬=需隶+交换=人口+购买产品Beusedtomeettheneedordesireofhumansometangiblegoodsorservice;营销Marketin
3、gismanagingprofitablecustomerrelationships・theroleofmarketing:Markedngisthemanagementofexchangerelationships;importanceofthecustomersatisfactions:Markedngisconcernedwithmeetingbusinessobjectivesbyprovidingcustomersatisfactions;效用、价值和满足Utility,valueandsatisfactionTheutilityoft
4、heproductsandthevaluesarepeoplechoosetopurchasethebasisofthestandard,itistobuyproductscustomersgettomeetthedegreeofsubjectivefeelingandthejudgment.市场营销Marketingisasocietalprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreating,offering,andfreelyexchangingpr
5、oductsandservicesofvaluewithothers.基本要素Product、Price>Place、Promotion(4P)市场营销的功能创造市场CreatemarketWeakdemand-strongdemandPotentialdemand-therealitydemandNodemanckdemand现代营销Heisfromthestandpointoftheseller,tobuyahouseforobject,inaconstantlychangingmarketenvironment,customerdemand
6、asthecenter,throughthetradingprogram,providingandguideofgoodsorservicestoourclients,andmeetcustomerneedsandinterests,profitenterprisecomprehensiveactivities.现代营销基本过程Basicprocessl,organizationsurveytocollectdata,analyzethemarket;2,determinetheenterprisemarket!ngtargetandservic
7、emarketingpolicy;3,formulateservicemarketingdecision;4,servicemarketingplanning,implementationandcontrol;衿统市场营销与现屈希场营诸观念比较Thetraditionalmarketmarketing：Standinginthepointofviewoftheenterpriseconsiderhowtorealizethegoalofenterprise,andeventoenterprisebenefitattheexpenseofthecu
8、stomerattheexpenseofthevalueisatransaction;Modernmarketingconcept:St
