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1、ObjectivesCourse OrganizationTasks of MarketingMajor Concepts & Tools of MarketingMarketplace OrientationsMarketings Responses to New ChallengesDefining MarketingMarketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exch
2、anging products and services of value with others. - Philip Kotler (p. 7)Simple Marketing SystemIndustry(a collection of sellers)Market(a collection of Buyers)Goods/servicesMoneyCommunicationInformationProduction ConceptProduct ConceptSelling ConceptMarketing ConceptConsumers prefer products that ar
3、e widely available and inexpensive Consumers favor products that offer the most quality, performance, or innovative featuresConsumers will buy products only ifthe company aggressivelypromotes/sells these productsFocuses on needs/ wants of target markets & delivering value better than competitorsCompany Orientations Towards the Marketplace
