Marketing in a Changing World: Satisfying Hitman Needs 4 Chapter Objectives 4 Preview Case Nike 4 Introduction 7 What is Marketing? 9 Needs, Wants and Demands 10 Products and Services 11 Value, Satisfaction and Quality 11 Exchange, Transactions and Relationships 12 Markets 14 Marketing 15 Marketing Management 16 Demand Management 16 Marketing Management Philosophies 17 The Production Concept 17 The Product Concept 18 The Selling Concept 18 The Marketing Concept J9 The Societal Marketing Concept 22 Marketing Challenges into the Next Century 24 Growth of NonProf it Marketing 24 The Information Technology Boom 26 Rapid Globalization 28 The Changing World Economy 30 The Call for More Ethics and Social Responsibility 31 The New Marketing Landscape 31 Summary 32 Key Terms 33 Discussing the Issues 33 Applying the Concepts 34 References 34 Case 1 Amphitrion: Your Ultimate Host in Greece 36 Part One Marketing and the Marketing Process 2 Preface xiii Guided Tour xx About the Autfmrf xxii Text and cover design: Design Deluxe, Rath, Avon Typeset in lOpt Caslon 224 Book by Goodfellow and Egan, Cambridge Printed and bound in Italy by Rotolito Lombards, Milan British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library ISBN 0132622548 1 2 3 4 5 0,3 02 01 00 99 No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form, or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission, in writing, from the publisher. First European Edition published 1996 Second European Edition published 1999 by Prentice Hal! Europe Authorised for sale only in Europe, the Middle East and Africa Copyright © Prentice Hall Europe 1996,1999 All rights reserved.

A Simon & Schuster Company Upper Saddle River New Jersey, USA Copyright © 1999 by Prentice Hall Inc. Acquisitions Editor: Julia Helms Icy Development Editor: Andrew Goss Permissions Manager: Sara Jillings Production Editor: Ian Stoneham Manufacturing Manager: Richard Lamprecht Marketing Manager: Scott Dustan Original eighth edition en titled Principles of Marketing published by Prentice Hall Inc.

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