Marketing Management

Wewilladdressthefollowingquestions:
■Whatarethetasksofmarketing?
■Whatarethemajorconceptsandtoolsofmarketing?
■Whatorientationsdocompaniesexhibitinthemarketplace?
■Howarecompaniesandmarketersrespondingtothenewchallenges?
Changeisoccurringatanacceleratingrate;todayisnotlikeyesterdayandtomorrow
willbedifferentfromtoday.Continuingtoday’sstrategyisrisky;soisturning
toanewstrategy.Thereforetomorrow’ssuccessfulcompanieswillhavetoheedthree
certainties:
➤Globalforceswillcontinuetoaffecteveryone’sbusinessandpersonallife.
➤Technologywillcontinuetoadvanceandamazeus.
➤Therewillbeacontinuingpushtowardderegulationoftheeconomicsector.
Thesethreedevelopments—globalizationtechnologicaladvancesandderegulation—
spellendlessopportunities.Butwhatismarketingandwhatdoesithavetodo
withtheseissues?
Marketingdealswithidentifyingandmeetinghumanandsocialneeds.Oneof
theshortestdefinitionsofmarketingis“meetingneedsprofitably.”Whetherthemarketer
isProcter&Gamblewhichnoticesthatpeoplefeeloverweightandwanttasty
butlessfattyfoodandinventsOlestra;orCarMaxwhichnotesthatpeoplewantmore
certaintywhentheybuyausedautomobileandinventsanewsystemforsellingused
cars;orIKEAwhichnoticesthatpeoplewantgoodfurnitureatasubstantiallylower
priceandcreatesknock-downfurniture—allillustrateadrivetoturnaprivateorsocial
needintoaprofitablebusinessopportunitythroughmarketing.
MARKETINGTASKS
ArecentbookRadicalMarketingpraisescompaniessuchasHarley-Davidsonforsucceeding
bybreakingalloftherulesofmarketing.1Insteadofcommissioningexpensive
marketingresearchspendinghugesumsonadvertisingandoperatinglargemarket-


……………………
本站免费提供《Marketing Management》下载，我们己经对《Marketing Management》进行全面的整理检查，以保证您安全的下载《Marketing Management》，如果下载的压缩文件需要密码那就是本站的网址 http://www.xiaozhibei.com，Marketing Management的文件大小为2.44 MB，本站还有大量关于市场细分,市场细分方面的资源提供下载哦，可以多找找。为下次能方便快速的找到本站，记得收藏我们的网址（http://www.xiaozhibei.com）哦！