Академический Документы
Профессиональный Документы
Культура Документы
Chapter 1
Welcome to the
World of
Marketing
• Wants
Desire to satisfy a need in a particular way
Influenced by history, past experience, and culture
• Benefits
Consumer received benefit when need satisfied
• Demand
Customers’ desires for products coupled with the resources
needed to obtain them
Consumer markets
Business markets
Global markets
Nonprofit & governmental markets
Collaborative Consumption
• Consumers increasingly would rather rent than
purchase the products they use.
Examples?
• Traditional marketers are also looking to take
advantage of this trend.
Blackboard Discussion 1
What skills will marketers need to succeed in a “Big
Data” era?
Source: Based on information from Erik Sherman, “Inside the Apple iPod Design Triumph,”
May 27, 2006, http://www.designchain.com/coverstory.asp?issue=summer02.