市场营销学（第3版）杜鲁弗·格雷瓦尔-Chap001.pptVIP

* Point out that this new definition is somewhat controversial, because many feel it includes everything within marketing. Ask students: Do you agree? Answers might include uncertainly in the definition of value. * Ask students about problems they have for which there are no products to meet their needs. They might think about products that they could use for their homes, their computers, organizing their work, their cars. This is how marketers generate ideas for new products – by uncovering consumer needs. * Each party to the exchange gives up something of value: The customer usually gives up money., however, sometimes they also give up time and information. The firm gives up the good or service. The exchange in the end is mutually beneficial. * Students often can relate to goods and services, but the marketing of ideas is a new concept to them. Use the example of drunk driving prevention; Ask Students: How is that idea marketed? Organizations such as Mothers Against Drunk Driving or Students Against Drunk Driving often receive support from brewers and distillers in promoting responsible drinking and safe driving. Ask students: What is the exchange these groups are asking consumers to enter? Answer: They want you to consume alcohol in a manner that is consistent with safety, which means sacrificing some consumption. A good example of how price expresses value is the variations in price associated with air travel. The prices can vary based on demand for the flight, timing, and destinations. Pricing strategies will be discussed in later chapters, but you may also wish at this point to introduce the notion of market pricing versus cost pricing. * Place delivers the product to the customers. Students may overlook the importance of this component of the marketing mix because it is not as readily visible from the consumer perspective. To get this point across, suggest a few products and then trace the path those products likely take from manufacturer t