9
CONTENTS
INTRODUCTION..................................................................
12
CHAPTER 1. THE ROLE OF MARKETING IN THE COMPANY .........
14
1.1.
Ideological foundations of marketing ........................................
14
1.2.
The role of marketing in the company .......................................
18
1.3.
The role of marketing in a market economy ..............................
21
1.4.
Changing the priority role of marketing ....................................
26
Questions for control and discussion..........................................
32
CHAPTER 2. MARKETING AND MEETING NEEDS ..............................
33
2.1.
Human needs ..............................................................................
33
2.2.
Motivation of an individual buyer .............................................
37
2.3.
Typology of human needs ..........................................................
41
2.4.
Motivation of the industrial buyer .............................................
48
Questions for control and discussion..........................................
54
CHAPTER 3. ANALYSIS
OF
NEEDS
BY
MARKET
SEGMENTATION ..................................................................
55
3.1.
Analysis of macrosegmenting ....................................................
55
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