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下载地址 下载次数：2751 次》》资料简介
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-
……………………
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