TAILIEUCHUNG - Lecture Basic Marketing: A global-managerial approach: Chapter 1 - William D. Perreault, E. Jerome McCarthy

After completing this chapter, students will be able: Know what marketing is and why you should learn about it, understand the difference between micro-marketing and macro-marketing, know why and how macro-marketing systems develop, understand why marketing is crucial to economic development and our global economy,. | Basic Marketing A Global-Managerial Approach William D. Perreault, Jr. E. Jerome McCarthy Chapter 1: Marketing’s Role in the Global Economy When you finish this chapter, you should Chapter 1 Objectives 1. Know what marketing is and why you should learn about it. 2. Understand the difference between micro-marketing and macro-marketing. 3. Know why and how macro- marketing systems develop. 4. Understand why marketing is crucial to economic development and our global economy. 5. Know why marketing specialists—including middlemen and facilitators— develop. 6. Know the marketing functions and who performs them. 7. Understand the important new terms. 1-2 Marketing Defined Micro-marketing The performance of activities that seek to accomplish an organization’s objectives by anticipating customer needs and directing the flow of need-satisfying goods and services. Macro-marketing A social process that directs an economy’s flow of goods and services to effectively match supply and demand and to meet society’s objectives. 1-3 This slide relates to the material on pp. 8-11 and Overhead 2. The next two slides provide bullet points related to the issues discussed below. Summary Overview The text points out the existence of, and sometimes conflict between, both a micro (individual company) level of marketing and a macro (society as a whole) level of marketing. The key point is that marketing includes both perspectives. Most of the text focuses on micro-marketing--the managerial perspective--as this is the level most students encounter everyday and in their careers. But decisions made at this level must be aware of the influences, opportunities, and constraints of the macro-level of marketing, both domestically and in international settings. So the first chapter focuses on macro-marketing. Micro-Marketing Micro-marketing is the performance of activities that seek to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of .

• Marketing - Bán hàng
• Basic Marketing
• Lecture Basic Marketing
• Micro marketing
• Macro marketing
• Marketing’s changing role
• Marketing’s role within organizations
• Marketing opportunities
• Strategic market planning
• Marketing plans
• Developing innovative marketing plans
• Marketing strategy
• Four Ps of the Marketing Mix
• Marketing information systems
• Marketing research process
• Marketing research
• Marketing problems
• Managing marketing’s link
• Marketing plan
• Marketing strategy planning
• Ethical Marketing
• Challenges facing marketers
• Marketing environment
• Competitive environment
• Integrated marketing communications
• Strategic distribution
• Controlling marketing plans
• Total quality management
• Marketing management process
• Marketing strategy planning process
• Forecasting market potential
• Channel systems
• Vertical Marketing systems