第一节市场和市场营销 市场营销的含义 (一)市场营销的含义 市场营销是个人和群体通过创造并同他 人交换产品和价值以满足需求和欲望的一种 社会和管理过程。(PhiQ K oter MARKETING is a social and managerial process by which individuals and groups obtain what they need and want through creating ,offering, and exchanging products of value with others.第一节 市场和市场营销 二、市场营销的含义 （一）市场营销的含义 市场营销是个人和群体通过创造并同他 人交换产品和价值以满足需求和欲望的一种 社会和管理过程。( Philip Kotler) MARKETING is a social and managerial process by which individuals and groups obtain what they need and want through creating ,offering, and exchanging products of value with others