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1、ObjectivesObjectivesCourse OrganizationTasks of MarketingMajor Concepts&Tools of MarketingMarketplace OrientationsMarketings Responses to New ChallengesDefining MarketingDefining MarketingMarketing is a societal process by which individuals and groups obtain what they need and want through creating,
2、offering,and freely exchanging products and services of value with others.-Philip Kotler(p.7)Simple Marketing SystemSimple Marketing SystemIndustry(a collection of sellers)Market(a collection of Buyers)Goods/servicesMoneyCommunicationInformationProduction ConceptProduct ConceptSelling ConceptMarketi
3、ng ConceptConsumers prefer products that are 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 Company Orientations Towards the MarketplaceTowards the Marketplace