2025年marketing市场营销知识点整理范本

Pri ｎ c ｉ ｐ ｌ es of M ａrketi ｎ gＣｈ apter (１——10）Name： Ｃ l ａｓ s: Th ｅ Int ｅ rn ａｔｉｏ nal Co ｌ le ｇ e o ｆ Ｈ e ｎａ n Unive ｒ sity o ｆ T ｅ c ｈnologyChapter 1:Ｍａ rketing ｉ n ａ c ｈ an ｇｉ ng wo ｒ ldWhat is m ａ rke ｔ ingMa ｒ ke ｔ ers ｊ ob is dealing w ｉ t ｈ custome ｒ s。Market ｉ n ｇ is the de ｌ i ｖ ery of ｃ ust ｏ mer ｓａ tisfac ｔ io ｎ at ａ pro ｆ i ｔ。Two g ｏａ l ｓ of marketing： attr ａ cting n ｅ w cu ｓ tom ｅ r； k ｅ epin ｇ ｃur ｒ ent cu ｓ tom ｅ r.Mark ｅ ting is the ｍ ost importan ｔ jo ｂ ｉ n an organiz ａｔ io ｎ.Ma ｒ ket ｉｎ g def ｉ n ｅ dMarketing is no ｔ only ｓ elli ｎｇ an ｄ advertising.The old s ｅ n ｓ e of ma ｒ keting ｉｓ “t ｅ lling a ｎ d ｓ elli ｎｇ”; at t ｈ e present， ｔ he only way do t ｈ e ma ｒ ke ｔ ing is sati ｓ fy ｉ ng cus ｔｏm ｅ r n ｅ e ｄ s.A d ｅ tail ｅｄ definitio ｎ: A so ｃ ial and ｍ a ｎ ageri ａ l proce ｓ s wh ｅreby indivi ｄ ua ｌ s and group ｓ ob ｔａｉ n what they need a ｎｄ want th ｒｏｕ gh cr ｅａ t ｉ ng and e ｘ ch ａ ng ｉ ng prod ｕ ct ｓ and va ｌ ue wｉ th o ｔｈ ers. The ｐｒｏ c ｅｓ s o ｆ ｍ arke ｔ ingSev ｅ ral imp ｏ rta ｎ t c ｏ ncepts ｉｎ t ｈ e ｄ ef ｉｎｉｔｉｏ n1. Needs， wan ｔｓ, ａ n ｄ ｄ eman ｄ s。Nee ｄ s: the ba ｓ ic ｈ u ｍ an ｒｅｑ uirem ｅ n ｔ。Wa ｎ t: The form taken by a ｈ uman need a ｓ ｓ haped by culture ａ nd iｎ di ｖｉ d ｕ al ｐ ers ｏ nality。Deman ｄｓ： hum ａ n wants tha ｔ ar ｅ backe ｄ by bu ｙｉｎ g power2。 Prod ｕ cts and ｓ ervicesProd ｕ c ｔｓ: A ｎｙ t ｈ i ｎ g th ...