滇炊疭扒营销恨瞶璣ゅ讲义
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语言简体中文
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Tag:市场营销课件,市场营销学课件,网络营销课件,国际市场营销课件
IntroductiontotheMarketing
KotleronMarketing
Thefutureisnotaheadofusithasalreadyhappened.Unfortunatelyitisunequallydistributedamongcompaniesindustriesandnations
ChapterObjectives
刋Inthischapterwefocusontwoquestions:
Whatistheneweconomylike?
Whatarethetasksofmarketing?
Whatarethemajorconceptsandtoolsofmarketing?
Howarecompaniesandmarketersrespondingtothenewchallenges?
Whatarecustomervalueandsatisfactionandhowcancompaniesdeliverthem?
Howcancompaniesbothattractandretaincustomers?
Howcancompaniesimprovebothcustomerandcompanyprofitability?
Todayitisfashionabletotalkabouttheneweconomy.Wehearthatbusinessesareoperatinginaglobalizeseconomy;thatthingsaremovingatananosecondpace;thatourmarketsarecharacterizedbyhyper-competition;thatdisruptivetechnologiesarechallengingeverybusiness;andthatbusinessmustadapttotheempoweredconsumer.
TheoldeconomyseemedsimpleritwasbasedontheIndustrialRevolutionandonman-agingmanufacturingindustries.Manufacturersappliedcertainprinciplesandpracticesforthesuccessfuloperationoftheirfactories.Theystandardizedproductsinordertobringdowncosts.Theyaimedtocontinuallyexpandtheirmarketsizetoachieveeconomiesofscale.Theytendedtoreplicatetheirproceduresandpoliciesineverygeographicmarket.Thegoalwasefficiency;andtoaccomplishthisthefirmwasmanagedhierarchicallywithabossontopissuingorderstomiddlemanagerswhointurnguidedtheworkers.
Theneweconomyincontrastisbasedonthedigitalrevolutionandthemanagementofinformation.Informationhasanumberofattributes.Itcanbeinfinitelydifferentiatedcustomizedandpersonalized.Itcanbedispatchedtoagreatnumberofpeoplewhoareonanetworkanditcanreachthemwithgreatspeed.Totheextentthattheinformationispublicandaccessiblepeoplewillbebetterinformedandabletomakebetterchoices.
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Tag:营销课件，市场营销课件,市场营销学课件,网络营销课件,国际市场营销课件，市场营销 - 营销课件
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