what is marketing

简介：Today, marketing must be understood not in the old sense of making a sale—“telling and selling”—but in the new sense of satisfying customer needs. Selling occurs only after a product is produced. By contrast, marketing starts long b...

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目录 1.Marketing Defined
2.Needs, Wants, and Demands
3.Products and Services
4.Value, Satisfaction, and Quality
5.Exchange, Transactions, and Relationships
6.Markets 参考资料书名 Principle of Marketing（市场营销原理）, 9th edition
作者 Philip Kotler

Today, marketing must be understood not in the old sense of making a sale—“telling and selling”—but in the new sense of satisfying customer needs. Selling occurs only after a product is produced. By contrast, marketing starts long before a company has a product. Marketing is the homework that managers undertake to assess opportunity exists. Marketing continues by improving product appeal and performance, learning from product sales results, and managing repeat performance. If the marketer does a good job of understanding consumer needs, develops products that provide superior value, and prices, distributes, and promotes them effectively, these products will sell very easily.