Learning Objectives

1. Identify typical definitions about marketing management.

2. Appreciate the evolution of marketing philosophies.

3. Recognize the impact of key environmental elements on marketing management.

4. Understand the marketing management process.

Contents

1.1　Related Concepts of Marketing

1.2　Evolution of Marketing Philosophies

1.3　Marketing Environment

1.4　Marketing Management Process

Welcome to Marketing Management

Welcome to the world of marketing management. Marketing, as a very popular academic term in 21 century, is all around you. You can see marketing activities in small shops, shopping malls, supermarkets, etc. The fruit seller has to understand his or her market, and sell them at a right price.The new company has to select proper media to push its brand advertisements. The MICHELIN Group has to constantly innovate and deploys advanced technologies and redesigns its tire products in order to deliver more performance to carmakers. Even the college professor has to learn more about his or her students and choose an effective teaching method. Yet, there is much more to marketing than to meet the customer's casual eye, especially in the global market environment.Marketing is a massive network, and its primary purpose is to create long-term and mutually beneficial exchange relationships between an entity and the publics (individuals and organizations) with which it interacts. ueqdEWJXNwivoO8cCuKAPsNghnknWTYuV7lhuP5YmDpzDR5l68miayAkdnX1AQa4