- 1、本文档共53页,可阅读全部内容。
- 2、原创力文档(book118)网站文档一经付费(服务费),不意味着购买了该文档的版权,仅供个人/单位学习、研究之用,不得用于商业用途,未经授权,严禁复制、发行、汇编、翻译或者网络传播等,侵权必究。
- 3、本站所有内容均由合作方或网友上传,本站不对文档的完整性、权威性及其观点立场正确性做任何保证或承诺!文档内容仅供研究参考,付费前请自行鉴别。如您付费,意味着您自己接受本站规则且自行承担风险,本站不退款、不进行额外附加服务;查看《如何避免下载的几个坑》。如果您已付费下载过本站文档,您可以点击 这里二次下载。
- 4、如文档侵犯商业秘密、侵犯著作权、侵犯人身权等,请点击“版权申诉”(推荐),也可以打举报电话:400-050-0827(电话支持时间:9:00-18:30)。
查看更多
;Define marketing and identify the diverse factors influencing marketing activities.;Explain how organizations build strong customer relationships and customer value through marketing.;;INNOVATION AND MARKETING AT 3M DISCOVERING SATISFYING STUDENT STUDY NEEDS;Marketing is NOT Easy;True;MARKETING MATTERSPayoff for the Joys (!) and Sleepless Nights (?)of Starting Your Own Small Business: YouTube!!!!;Marketing Seeks to:;WHAT IS MARKETING?DIVERSE FACTORS INFLUENCE MARKETING ACTIVITIES;FIGURE 1-2 A marketing department relates to many people, organizations, and environmental forces;HOW MARKETINGDISCOVERS CONSUMER NEEDSTHE CHALLENGE: NEW PRODUCTS;Dr. Care Vanilla-Mint Aerosol ToothpasteWhat “benefits” and what “showstoppers?”;Hot Pockets Sideshots Microwaveable SnacksWhat “benefits” and what “showstoppers?”;ATT CruiseCastWhat “benefits” and what “showstoppers?”;Pepsi MaxWhat “benefits” and what “showstoppers?”;Need;FIGURE 1-3 Marketing seeks to discover consumer needs through research and then satisfy them with a marketing program ;HOW MARKETINGSATISFIES CONSUMER NEEDS;HOW MARKETINGSATISFIES CONSUMER NEEDS;THE MARKETING PROGRAMCUSTOMER VALUE AND RELATIONSHIPS;Southwest Airlines, Starbucks, and Home DepotWhat customer value strategy?;THE MARKETING PROGRAM
RELATIONSHIP MARKETING;3M’S STRATEGY MARKETING PROGRAMHELPING STUDENTS STUDY;FIGURE 1-4 Marketing programs for two new 3M Post-it? brand products targeted at two distinct customer segments: college students and office workers;3M STRATEGY MARKETING PROGRAMMARKETPLACE SUCCESS?;FIGURE 1-A Four different orientations in the history of American business;HOW MARKETING BECAME IMPORTANTEVOLUTION OF THE MARKET ORIENTATION;HOW MARKETING BECAME IMPORTANTETHICS AND SOCIAL RESPONSIBILITY;HOW MARKETING BECAME IMPORTANTBREADTH AND DEPTH OF MARKETING;HOW MARKETING BECAME IMPORTANT
BREADTH AND DEPTH OF MARKETING;
3M’S POST-IT? FLAG HIGHLIGHTER: EXTENDING THE CONCEPT!;VIDEO CASE 1
3M’s Post-it? Flag Highlighter;2.
文档评论(0)