1、WhatisMarketing?p5Marketingisaprocess,bywhichindividualsandgroups,obtainwhattheyneedandwant,throughcreatingandexchangingproductsandvaluewithothers.或者thedeliveryofcustomersatisfactionataprofit.2、CoreMarketingConcepts.营销的核心概念p5Needs,wants,anddemands；Productsandservices；Value,satisfaction,andquality；Exchange,transactions,andrelationships；Markets.3、WhatareConsumer’sNeeds,WantsandDemands?p6Needs-stateoffeltdeprivationforbasicitemssuchasfoodandclothingandcomplexneedssuchasforbelonging.i.e.Iamhungry.Wants-formthatahumanneedtakesasshapedbycultureandindividualpersonality.i.e.Iwantahamburger,Frenchfries,andasoftdrink.Demands-humanwantsbackedbybuyingpower.i.e.Ihavemoneytobuythismeal.4、WhatisStrategicplanning?什么是战略规划p37Strategicplanningistheprocessofdevelopingandmaintainingastrategicfitbetweentheorganization'sgoalsandcapabilitiesanditschangingmarketingopportunities.5、WhatisMarketingprocess?（p5上有相关内容，了解下）obtainTargetConsumers、Product、Price、PromotionPlace、MarketingAnalysis、MarketingControl、MarketingImplementation、MarketingPlanning、MarketingIntermediaries、Suppliers、Competitors、Publics.6、WhatisMarketingEnvironment?p64Consistsoftheactorsandforcesoutsidemarketingthataffectmarketingmanagement’sabilitytodevelopandmaintainsuccessfulrelationshipswithitstargetcustomers.7、WhatisMicroenvironment?WhatisMacroenvironment?p65MicroenvironmentConsistsoftheactorsclosetothecompanythataffectitsabilitytoserveitscustomers-thecompany,suppliers,marketingintermediaries,customermarkets,competitions,andpublic.Macroenvironmentconsistsofthelargersocietalforcesthataffectthemicroenvironment--demographic,economic,natural,technological,political,andculturalforces.8、WhatisaMarketingInformationSystem(MIS)?p100AMISconsistsofpeople,equipment,andprocedurestogather,sort,analyze,evaluateanddistributeneeded,timely,andaccurateinformationtomarketingdecisionmakers.9、WhatisMarketingResearch?p105MarketingResearchisthesystematicdesign,collection,analysis,andreportingofdatarelevanttoas