6. 6
行銷的意義
• 行銷的定義(美國行銷協會America Marketing
Association,AMA)
– 1.將生產者的物品與服務提供給消費者的商業活動表現(1960)。
(Marketing is the performance of business activities that direct
the flow of goods and services from producers to consumers.)
– 2.行銷是規劃與執行有關概念、物品和服務的形成、定價、推廣和
配銷的程序,以便創造能夠滿足個人和組織目標的交換(1985)。
(Marketing is the process of planning and executing the conception,
pricing, promotion, and distribution of ideas, goods and services to
create exchanges that satisfy individual and organizational
objectives.)
7. 7
行銷的意義
• 行銷的定義(美國行銷協會America Marketing
Association,AMA)
– 3. 行銷是創造、溝通與傳遞價值給顧客,及經營顧客關係以便讓組織
和其利益關係人受益的一種組織功能和程序(2004)。
(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.)
– 4. 行銷就是創造、溝通、傳遞與交換對消費者、客戶、合作夥伴與整
體社會有價值的活動、架構與流程(2008/2013)。
(Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients,
partners, and society at large.)