企业营销和创新创造价值理论概述(doc 70页)

企业营销和创新创造价值理论概述内容摘要：
 从市场的本义看，市场是商品交换的场所。
 从市场的性质看，市场是一切商品交换活动和交换关系的总和。
 从市场营销学的角度看，市场是一种商品和劳务的所有现实的和潜在的消费者需求的总和。
 For example, if the customer need is “eat breakfast”, then the relevant market could be defined as the “Breakfast Food Market”. Many products would be relevant to measuring and analyzing such a market:
 Relevant Links
 Chinese consumer goods market to rank second behind U.S. by 2015
 China will overtake Japan, Germany, Britain and Italy to become the world's second biggest consumer goods market behind the United States by 2015, according to the findings of a survey by Credit Suisse, one of the world's leading investment banks. The Swiss-based bank estimates that Chinese consumption will account for 14.1 percent of the total consumption among major economies in 2015, while the U.S. consumption will account for 37.7 percent.
 (Source:http://i.cn.yahoo.com/mawei13067864248/blog/p_59/)
      1.1.1.2 The component of market
 The size of a market depends on the number of people who exhibit the need, have resources to engage in exchange, and are willing to exchange these resources for what they want. There are two types of customers that engage in business exchanges. First there are organizational buyers, who purchases goods and services for business, government agencies, and other institutions, such as hospitals and schools. Organizational buyers purchase goods and services to run their own companies or to sell them to other organizations or consumers. Second, there are ultimate consumers, who use the goods and services purchased for a household. Figure 1.1 shows a simple marketing system.

 

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