Social marketing concept is the further development of marketing concept. Compared with the concept of marketing, the concept of social marketing has the following characteristics: while continuing to make profits by meeting the needs and desires of consumers and users, it considers the immediate and long-term interests of consumers and users more reasonably, and considers in detail how to solve the contradiction between meeting the needs of consumers and users and public interests.

37. Marketing information system refers to an interactive complex composed of people, machines and programs. Enterprises collect, select, analyze, evaluate and publish appropriate, timely and accurate information with the help of marketing information system, which provides basis for marketing managers to improve marketing plan, implementation and control.

Marketing information system consists of internal reporting system, marketing information system, marketing research system and marketing analysis system.

38. The industrial market, also called producer market or industrial market, is composed of individuals or organizations that buy goods and services and use them to produce other goods and services for sale and lease to others.

It is generally believed that the industrial market is mainly composed of the following industries: agriculture, forestry, fishery, mining, manufacturing, construction, transportation, communication, public utilities, banking, finance, insurance and service. Compared with selling products to end consumers, selling products to industrial users involves more capital flows and commodity projects. For example, as far as the production and sales of clothing are concerned, farmers first need to sell their own cotton to textile mills, the grey cloth produced by textile mills to printing and dyeing mills, and the cloth processed by printing and dyeing enterprises to clothing production enterprises. The clothes they produce need to go through wholesalers and retailers in turn before reaching consumers. Every link in the production and sales chain needs to buy a lot of goods and services, which shows that producers buy far more than consumers.

39. Marketing mix refers to the optimal combination and application of enterprises in the selected target market, considering the factors that can be controlled by environment, ability and competition comprehensively, in order to complete the goals and tasks of enterprises.

Marketing mix is an important part of enterprise marketing strategy, which refers to the collection of basic marketing means that enterprises can control. The main purpose of marketing is to meet the needs of consumers, who have many needs and many measures to meet them. Therefore, when carrying out marketing activities, enterprises must grasp those basic measures, combine them reasonably, and give full play to their overall advantages and effects.

40. Market segmentation refers to the market classification process that marketers divide the market of a product into several consumer groups according to the differences of consumers' needs and desires, buying behaviors and buying habits through market research. Every consumer group is a market segment, and every market segment is a group of consumers with similar demand tendencies.

4 1. Factors affecting consumers' buying behavior

Internal factors affecting consumers' buying behavior

There are many internal factors that affect consumers' buying behavior, mainly including consumers' individual factors and psychological factors. The age, gender, economic income, education level and other factors of buyers will greatly affect consumers' buying behavior. This part of the content has been analyzed in the "population environment analysis" and "economic environment analysis" in the third section of Chapter 4. This paper mainly analyzes the psychological factors that affect consumers' purchase.

Consumer psychology is the ideology of consumers when they meet their needs, which dominates consumers' buying behavior. The psychological factors that affect consumers' purchase are motivation, feeling, attitude and study.

(1) motivation

1, need to cause power. Demand is people's demand or desire for something. As far as consumers are concerned, demand is manifested in obtaining various material needs and spiritual needs. Maslow's "five-level needs" theory, namely, physiological needs, security needs, social needs, respect needs and self-realization needs. Need generates motivation, and consumers' purchasing motivation is formed by the combination of consumers' internal needs and external stimuli to make the subject generate a motivation.

2. Types of purchase motives

Motivation is a kind of motivation and impulse to meet personal needs. Consumers' purchasing motivation refers to consumers' desire and thoughts to buy goods in order to meet a certain demand. Motivation to buy can be divided into two categories:

(1) physiological purchasing motivation. Physiological purchase motivation refers to the purchase motivation caused by people's physiological needs, such as the desire for food, the desire for drinks and the coldness of clothes, which is also called instinctive motivation. Including:

① Motivation to sustain life;

② Protecting life force;

③ The motive force of continuing and developing life.

Physiological motivation has the characteristics of regularity, habit and stability.

(2) Psychological purchase motivation. Psychological purchase motivation refers to people's purchase motivation caused by psychological needs. According to the understanding of people's psychological activities and the research on the process of psychological activities such as emotion and will, psychological motives can be summarized into the following three categories:

① Emotional motivation. Refers to the purchase motivation caused by personal emotions and emotional psychological factors. According to the different feelings, it can be divided into three kinds of consumer psychological tendencies: seeking novelty, seeking beauty and seeking glory.

(2) Rational incentives. Refers to the purchase motivation based on the objective understanding of goods and after full analysis and comparison. Rational motivation is objective and thorough. Show the psychology of seeking truth, honesty and safety in the purchase.

③ Sponsorship motivation. It refers to the purchase motivation of habitual repeated patronage formed by special trust and preference for a specific commodity or a specific store. This kind of motivation has the characteristics of regularity and habit, which is manifested in hobby psychology.

People's buying motives are different, and their buying behaviors are bound to be diverse and changeable. Enterprise marketing is required to deeply and carefully analyze consumers' needs and motives, design different products and services according to different demand levels and purchase motives, and formulate effective marketing strategies in order to achieve marketing success.

(2) Feeling

How a consumer behaves in buying depends on his reaction to external stimuli or situations, that is, the influence of feelings on consumers' buying behavior. Feeling refers to people's feelings and perceptions.

The so-called feeling is the reaction or impression of people to external stimuli or situations through their senses. With the deepening of feeling, all kinds of perceived information are linked in the mind for preliminary analysis and synthesis, forming an overall reflection of stimulus or situation, which is perception. Perception has a great influence on consumers' purchasing decisions and behaviors. Under the same stimulus or situation, consumers' perceptions are different, and their purchase decisions and behaviors are completely different. Because consumer perception is a selective psychological process. (1) selective attention. (2) selective misinterpretation. (3) selective memory.

The purpose of analyzing the influence of feelings on consumers' purchase is to require enterprise marketing to master this law, make full use of enterprise marketing strategies, attract consumers' attention, deepen consumers' memory, correctly understand advertisements and influence their purchase.

(3) Attitude

Attitude usually refers to an individual's evaluation, emotional feeling and action tendency. The attitude of consumers has a great influence on consumers' buying behavior. Enterprise marketers should attach importance to the study of consumers' attitudes.

The attitude of consumers comes from:

(1) Direct contact with commodities;

(two) directly or indirectly accept the influence of others;

(3) Family education and personal experience. Consumer attitudes include beliefs, emotions and intentions, which all have their own influences on purchasing behavior.

1, faith Refers to what people think is certain and true. In real life, consumers are not based on knowledge, but often based on opinions and trust as the basis of their purchases.

2. Emotion. Refers to the emotional reaction of goods and services to consumers, such as liking or hating goods or advertisements. Emotion is often influenced by consumers' psychological characteristics and social norms.

3. intention. Refers to the tendency of consumers to take certain actions, whether they are inclined to take purchase actions or refuse to buy. Consumer attitude is finally implemented in the purchase intention.

The purpose of studying consumers' attitudes is to make full use of marketing strategies, let consumers know about their products, help them establish correct beliefs about enterprises, cultivate their feelings about products and services, make their products and services adapt to consumers' intentions as much as possible, and change their attitudes towards enterprises.

42. There are three kinds of target marketing strategies, namely, undifferentiated marketing strategy, differentiated marketing strategy and centralized marketing strategy. ?

1. Cold marketing strategy?

Indifferent marketing strategy means that enterprises take the whole market of products as the target market, and use a single marketing strategy to open up the market, that is, attract as many buyers as possible with one product and one marketing plan. Indifferent marketing strategy only considers the similarity of consumers or users' needs, and does not care about their differences in needs. Before the 1960s, Coca-Cola Company used to face all its customers with a single variety, uniform price and bottle, and the same advertising theme, which was the strategy adopted.

The theoretical basis of indifference marketing is cost economy. The production of a single product can reduce the production, storage and transportation costs; There is no difference between advertising and other promotional activities, which can save promotional expenses; Without market segmentation, enterprises can reduce their marketing investment in market research, product development and making various marketing mix plans. This strategy is suitable for products with wide demand, high market homogeneity and mass production and sales.

2. Differentiated marketing strategy?

Differentiated marketing strategy is to divide the whole market into several market segments and make an independent marketing plan for each market segment. For example, clothing manufacturers launch products with different brands and prices for consumers with different genders and income levels, and use different advertising themes to promote these products, which is the differentiated marketing strategy adopted.

The advantages of differentiated marketing strategy are: small batch, multiple varieties, flexible production and strong pertinence, which can better meet the needs of consumers and promote product sales. In addition, because enterprises operate in multiple market segments, business risks can be reduced to some extent; Once an enterprise succeeds in several market segments, it will help to enhance its corporate image and market share.

The shortcomings of differentiated marketing strategy are mainly reflected in two aspects: first, increasing marketing costs. Due to the diversity of products, management and inventory costs will increase; Because the company must make independent marketing plans for different market segments, it will increase the marketing cost of enterprises in market research, promotion and channel management. Second, the resource allocation of enterprises may not be effectively concentrated, and even the phenomenon of competing for resources within enterprises may occur, making it difficult for fist products to form advantages. ?

3. Centralized marketing strategy?

By implementing differentiated marketing strategies and non-differentiated marketing strategies, enterprises aim at the overall market and try to meet the needs of all consumers in a certain aspect. Centralized marketing strategy is to concentrate on entering one or several market segments and implement specialized production and sales. To implement this strategy, enterprises do not pursue competition in a big market, but strive to occupy a larger share in one or several market segments.

The guiding ideology of centralized marketing strategy is that it is better to break through than to attack everywhere with little effect. This strategy is especially suitable for small and medium enterprises with limited resources. Small and medium-sized enterprises may not be able to compete with large enterprises in the overall market because of financial resources, technology and other factors, but it is more likely to succeed if they concentrate their resource advantages in one or several market segments where large enterprises have not taken into account or established absolute advantages. ?

The limitations of centralized marketing strategy are reflected in two aspects: first, the market area is relatively small, and the development of enterprises is limited. Second, there are huge commercial risks. Once the target market suddenly changes, such as consumer interest transfer; Or the entry of strong competitors; Or the emergence of new and more attractive substitutes may make enterprises get into trouble because there is no room for manoeuvre. ?

43. Characteristics of the consumer market

Compared with the producer market, the consumer market has the following characteristics:

1. From the perspective of traded goods, because they are products for people's final consumption and the buyers are individuals or families, they are more influenced by personal factors such as consumers' cultural literacy, appreciation habits and income level; The products have diverse colors, complex varieties and short life cycle; Commodities are not professional and technical, and there are many substitutes, so the price demand elasticity of commodities is greater, that is, price changes have a greater impact on demand.

2. From the perspective of transaction scale and mode, there are many buyers in the consumer goods market, and the market is scattered, with frequent transactions, but sporadic transactions. Therefore, most goods are sold through middlemen, which is convenient for consumers to buy.

3. From the point of purchase behavior, it can induce consumers' purchase behavior to a great extent.

This is because consumers are spontaneous and emotional when deciding to buy, unlike the purchase decision in the producer market, which is often limited by production characteristics and influenced by national policies and plans. Second, most buyers in the consumer goods market lack corresponding commodity knowledge and market knowledge, and their buying behavior is unprofessional, so their choice of products is greatly influenced by advertising. Due to the inducement of consumers' buying behavior, the production and operation departments should pay attention to the publicity and advertising of commodities and guide consumption. On the one hand, they should be good consultants for consumers, on the other hand, they can effectively guide consumers' buying behavior.

Consumers have great selectivity and flexibility in what goods to buy, when, where and how to buy them, and are easily influenced by corporate marketing activities and other external environmental factors. The reasons for this situation are:

(1) There are many colors, varieties and brands of consumer goods, and their quality and performance are also different. It is difficult for ordinary consumers to master all kinds of commodity knowledge and sufficient market information, and they are not experts, so they often need publicity, introduction and help from sellers when buying goods.

(2) Many consumer goods have strong substitutability and strong demand, and consumers' requirements for product specifications and quality are not as strict as those of buyers in other markets.

(3) Consumers generally make purchase decisions spontaneously and dispersedly. Therefore, unlike buyers in other kinds of markets, their purchase decisions and behaviors are greatly influenced by organizational factors and are rigid.

4. From the market dynamics, due to the complex consumer demand, frequent contradictions between supply and demand, the development of tourism and the increase of international exchanges, the mobility of population is increasing, and the mobility of purchasing power is also strengthening. Therefore, enterprises should pay close attention to market trends, provide marketable products, and pay attention to setting up more shopping outlets and creating larger shopping centers in transportation hub areas to meet the demand of mobile purchasing power. ?

(1) Non-profit

Consumers buy goods in order to obtain a certain use value and meet their own consumption needs, rather than reselling them for profit.

(2) Non-professional

Consumers generally lack specialized commodity knowledge and market knowledge. When consumers buy goods, they are often easily influenced by advertisements, promotion methods, commodity packaging and service attitudes of manufacturers and merchants.

(3) hierarchy

Due to the different income levels and social classes of consumers, consumers' needs will show certain levels. Generally speaking, consumers always meet the most basic survival needs and safety needs, and buy necessities such as food, clothing, housing and transportation, and then they can gradually meet higher-level needs and buy enjoyment-oriented and development-oriented goods according to the situation.

(4) substitutability

In consumer goods, except for a few goods that cannot be replaced by 10℃, most goods can find substitutes or interchangeable goods. Therefore, the goods in the consumer market have strong substitutability.

(5) universality

In the consumer market, there are not only a large number of buyers, but also buyers are widely distributed. From cities to rural areas, from domestic to foreign countries, the consumer market is everywhere.

(6) Prevalence rate

Consumer demand is not only influenced by internal factors of consumers, but also by external factors such as environment, fashion and values. The needs of consumers will vary with the times, and the goods in the consumer market have a certain popularity.

44.( 1) Propose research questions: Marketing researchers propose topics that need to be investigated according to the requirements of decision makers or new situations and problems found in marketing research activities.

(2) Preliminary situation analysis: according to the survey topics, collect relevant information for preliminary analysis and research. In many cases, marketing researchers don't know what they need to investigate, or they can't grasp the focus and scope of the research, so they can't determine the content of the research. Therefore, it is necessary to collect some relevant data for analysis, find out the crux, and lay the foundation for further research. This research method is usually called exploratory research. The data sources collected by exploratory investigation are: existing data, and data obtained through investigation by experts or related personnel. After exploratory investigation, the problems that need to be investigated have been made clear, and the problems that need to be solved next.

(3) Formulation of research plan: The research purpose, specific research object, steps and time of research process are determined in the research plan, and the selection method of investigation unit, the collection method and processing method of research data must also be clearly defined in this plan.

Investigation and implementation stage

45.( 1) product differentiation strategy, that is, to achieve differentiation in product quality and product style. Seeking product characteristics is a common means of product differentiation strategy.

(2) Service differentiation strategy. That is, to provide excellent services different from competitors to the target market. The better the competitiveness of enterprises is reflected in the service to customers, the easier it is to achieve market differentiation.

(3) personnel differentiation strategy, that is, by hiring and training people who are better than competitors to gain differentiated advantages.

(4) the strategy of image differentiation, that is, in the case that the core part of the product is the same as that of the competitors, to create different product images, so as to obtain the differentiation advantage.

46. It is because of Hilton's trust, respect and tolerance for subordinates that the company is full of harmonious atmosphere and creates a relaxed and happy working environment, which makes Hilton gain two magic weapons in management-team spirit and smile. Hilton's experience of fighting in Europe during World War I made him deeply understand the importance of team spirit to an organization. Later, someone asked him why he introduced team spirit into hotel management. He replied, "I learned it when I was a soldier. Team spirit is a sense of honor and mission. Wages alone can't improve the enthusiasm of shop assistants. " Hilton always treats each other with sincerity, develops team spirit, and binds everyone into a rope, whether it is between the start-up stage and partners, or between enterprise operations and employees. Facts have proved that this spirit is very important to Hilton's career. Whether it's "Dallas Hill"? Quot In the process of construction, there was a lack of funds, or under the predicament of the Great Depression, Hilton was able to tide over the difficulties, and team spirit played an important role. The foundation of all this is Hilton's honest and trusted way of employing people.