IntroductiontomarketingObjectivesAfterlearningthischapter,youshouldbeableto:definemarketing;understandbasicconceptsofmarketing;tracetheevolutionofmarketing;understandtheimportanceofstudyingmarketingpresentarealcaseofmarketingactivities.DefinitionofMarketingPreviewCaseDefinitionofmarketingPreviewCase1MacrohasworkedinNoahArkConsultingCorporationaftergraduationfromabusinessschool.NowheintendstoregisteraManagementConsultancyCorporationofhisOwn.ThenWhatmarketingdecisionsshouldbemade?PreviewCase2Whatconsultancyservicetobeprovidedforthecustomers?Whoishiscustomer?Howtosetthechargerate?Wheretoplacetheofficesite?Howtoidentifyhistargetmarket?Howtoattracthiscustomers?

productmarketpricingDistribution(place)targetingpromotionDefinitionofMarketingPlacethecustomerattheverycenter.Creatingcustomervalueandsatisfactionisattheveryheartofmodernmarketingthinkingandpractice.Marketingmustbeunderstoodnotintheoldsenseofmakingasalebutinthenewsenseofsatisfyingcustomerneeds.Thesimplestdefinitionisthatmarketingisthedeliveryofcustomersatisfactionataprofit.BasicConceptsinMarketingNeeds,wantsdemandsproductsValue,satisfactionqualityExchangeTransactionrelationshipmarketsNeedsHumanneedsarestateoffeltdeprivation.Physicalneedsforfood,clothing,warmthandsafety.SocialneedsforbelongingandaffectionIndividualneedsforknowledgeandself-expressionTheseneedsarenotinventedbymarketers;theyareabasicpartofthehumanmakeup.WantsWantsaretheformtakenbyhumanneedsastheyareshapedbycultureandindividualpersonality.AnAmericanneedsfoodandwantsahamburger,Frenchfries,andaCoke.DemandsDemandsarewantsforspecificproductsthatarebackedbybuyingpower.Companiesmustmeasurenotonlyhowmanypeoplewanttheirproductsbut,moreimportantly,howmanywouldactuallybewillingandabletobuyit.湯臣一品湯臣一品12005年10月，均價11萬/平方米的湯臣一品開盤后，一夜間創(chuàng)造了中國豪宅的最高天價。湯臣一品由兩幢40層和兩幢44層的超高樓組成，電梯能否運作，一切靠掌紋。

湯臣一品2廚房——選用頂極品牌，價值百萬，人性化的定制設(shè)計“儲備區(qū)、存儲區(qū)、清洗區(qū)、準(zhǔn)備區(qū)、烹飪/烘烤區(qū)”五大功能區(qū)域有明顯的劃分湯臣一品3湯臣一品4最受成功人士歡迎的歐式設(shè)計風(fēng)格，金光中透出的奢華,采用的是防彈銅門和防彈窗，在門上鐫刻著經(jīng)典的西方植物圖案，同時各個細部還鑲嵌有水晶，主人入室全憑指紋湯臣一品5打開門，顯現(xiàn)在眼前的即是一個金碧輝煌的世界，晶瑩剔透的水晶吊燈、以金、黃為主色調(diào)的家具，夜色中的外灘……鏡中映照下，翻倍地呈現(xiàn)在眼前。湯臣一品6湯臣一品正坐落于黃浦江270度轉(zhuǎn)角處，屬浦東看江最佳的位置。在這個陽臺上，你可以將全上海最繁華，最有價值的景色盡收眼底。湯臣一品7巨大的落地窗增添了房間的通透感所有的家具都描上了金邊從次臥窗外望去，是上海最大的CBD——陸家嘴金融中心ProductsAproductisanythingthatcanbeofferedtoamarkettosatisfyaneedorwant.Notlimitedtophysicalproducts.Thetermproductcoversphysicalgoods,services,andavarietyofothervehiclesthatcansatisfyconsumers’needsandwants.ToavoidmarketingmyopiaPayingmoreattentiontothephysicalproductstheyofferthantothebenefitsproducedbytheseproductsCustomervalueCustomervalueisthedifferencebetween

thevaluesthecustomergainfromowingandusingaproductandthecostsofobtainingtheproduct.Customersoftendonotjudgeproductvaluesandcostsaccuratelyorobjectively.Theyactonperceivedvalue.CustomerSatisfactionCustomersatisfactiondependsonaproduct’sperceivedperformanceindeliveringvaluerelativetoabuyer’sexpectation.Smartcompaniesaimtodelightcustomersbypromisingonlywhattheycandeliver,thendeliveringmorethantheypromise.MarketAmarketisthesetof