Market Markets are the set of actual and potential buyers of a product Marketing Perspective: Industry and Market Multi-sided market eby 淘宝网 oogle Taobao. com What is Marketing? Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders Marketing is meeting needs profitably Stated needs: an inexpensive car Real needs: its operation cost, not initial price, is low Unstated needs: expect good service from the dealer >Delight needs: include an onboard navigation system Secret needs: seen by friends as a savvy consumer4 7 © Copy rights reserved, Zou Deqiang Market • Markets are the set of actual and potential buyers of a product ¾Economics perspective ¾ Marketing Perspective: Industry and Market ¾ Multi-sided market 8 © Copy rights reserved, Zou Deqiang What is Marketing? • Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders • Marketing is meeting needs profitably ¾Stated needs: an inexpensive car ¾Real needs: its operation cost, not initial price, is low ¾Unstated needs: expect good service from the dealer ¾Delight needs: include an onboard navigation system ¾Secret needs: seen by friends as a savvy consumer