滇炊疭扒营销恨瞶璣ゅ讲义
- 名称：滇炊疭扒营销恨瞶璣ゅ讲义
- 类型：营销课件
- 授权方式：免费版
- 更新时间：07-17 13:17:33
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- 语言简体中文
- 大小：6.42 MB
- 推荐度：2 星级
《滇炊疭扒营销恨瞶璣ゅ讲义》简介
标签：市场营销课件,市场营销学课件,
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Chapter1
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.
，大小：6.42 MB
tag: 营销课件，市场营销课件,市场营销学课件，市场营销 - 营销课件
