- 名称：Marketing Management
- 类型：市场细分
- 大小：2.44 MB
- 更新时间：05-02 20:38:17
- 下载次数：7519次
- 语言：简体中文
- 推荐度：
- 上传会员ID：22516883
《Marketing Management》下载简介
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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