Transcript Marketing

Marketing
英语班级：08级 2B6
专
业：市场营销
小组成员：朱晓雯、余洁、单倩芸
A market-focused, or
customer-focused, organization
first determines what its
potential customers desire, and
then builds the product or
service. Marketing theory and
practice is justified in the belief
that customers use a
product/service because they
have a need, or because a
product/service provides a
perceived benefit.
Two Factors of Marketing
Two major factors of marketing
are the recruitment of new
customers (acquisition) and the
retention and expansion of
relationships with existing
customers (base management).
Marketing methods are
informed by many of the
social sciences, particularly
psychology, sociology, and
economics. Anthropology is
also a small, but growing,
influence. Market research
underpins these activities.
Through advertising, it is
also related to many of the
creative arts.
For a marketing plan to be successful,
the mix of the four "Ps" must reflect the
wants and desires of the consumers in
the target market. Trying to convince a
market segment to buy something they
don't want is extremely expensive and
seldom successful. Marketers depend on
marketing research, both formal and
informal, to determine what consumers
want and what they are willing to pay for
it. Marketers hope that this process will
give them a sustainable competitive
advantage. Marketing management is the
practical application of this process. The
offer is also an important addition to the
4P's theory.
The four Ps

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Product—planning and developing
the right goods and/or services to
be marketed, changing the existing
products, adding the new ones,
selecting the right assortment,
package and brand.
Place—choosing the right
middlemen after comparing a
variety of channel members,
selecting the channel patterns.


Price—setting the right price for
firm’s products or services after
estimating the customer’ reaction to
price changing making a decision
about discount rates and
allowances offered to different
buyers.
Promotion—informing and
persuading new or old products,
putting advertisement, enhancing
personal selling and sales
promotion.
Within most organizations, the
activities encompassed by the
marketing function are led by a
Vice President or Director of
Marketing. A growing number of
organizations, especially large
US companies, have a Chief
Marketing Officer position,
reporting to the Chief Executive
Officer.
Marketing is a wide and heavily
interconnected subject with
extensive publications. It is also
an area of activity infamous for
re-inventing itself and its
vocabulary according to the
times and the culture. As a
result, much continued work is
required to improve the quality,
usefulness and usability of the
(this) Wikipedia description.
Some of the main issues
involved in marketing include:


Marketers help design products,
finding out what customers want
and what can practically be
made available given
technology and price constraints.
Marketers distribute products—
there must be some efficient
way to get the products from the
factory to the end-consumer.

Marketers also promote
products, and this is perhaps
what we tend to think of first
when we think of marketing.
Promotion involves
advertising—and much more.
Other tools to promote products
include trade promotion (store
sales and coupons), obtaining
favorable and visible shelfspace, and obtaining favorable
press coverage.

Marketers also price products to
“move” them. We know from
economics that, in most cases,
sales correlate negatively with
price—the higher the price, the
lower the quantity demanded. In
some cases, however, price
may provide the customer with a
“signal” of quality. Thus, the
marketer needs to price the
product to maximize profit and
communicate a desired image of
the product.

Marketing is applicable to
services and ideas as well
as to tangible products. For
example, accountants may
need to market their tax
preparation services to
consumers.
Marketing is a central focus for this
exchange process. We define
marketing as a social and
managerial process by which
individuals and groups obtain what
they need and want through creating
and exchanging products and value
with others. To explain this definition,
we examine the following important
terms: needs, wants and demands;
products; value, satisfaction and
quality; exchange, transactions and
relationships; and markets.
The most basic concept
underlying marketing is that of
human needs. Humans have
many complex needs. These
include basic physical needs for
food, clothing, warmth and
safety; social needs for
belonging and affection; and
individual needs for knowledge
and self-expression.
A market consists of people or
organizations with needs to satisfy,
money to spend, and the willingness
to spend it, while a target market
consists of a group of customers
(people or organizations) at whom
the seller directs a marketing
program. A firm may have a single
target market, and most likely, have
multiple target markets. Target
market selection must be based on
careful analysis of market
opportunities.