Marketing is also called marketing, marketing or marketing. Referred to as "marketing", Taiwan Province Province often calls it "marketing", which refers to the process that individuals or collectives achieve win-win or multi-win by trading their own products or values.
Authoritative definition
The American Marketing Association defines it as:
Marketing is an organizational function and procedure, which aims at creating, communicating and transmitting value for customers and managing customer relationships so as to benefit the organization and its stakeholders.
Philip kotler's definition emphasizes the value orientation of marketing:
Marketing is a social and management process, in which individuals and collectives get what they need and want by creating, offering and selling and exchanging value with others.
The definition given by Gronlos emphasizes the purpose of marketing:
Marketing is to establish, maintain and consolidate the relationship with consumers and other participants through mutual exchange and commitment under a kind of interest relationship, so as to achieve the purpose of all parties.
[Edit] New definition
Jiang Gensong of Taiwan Province Province emphasized the variability of Marketing in "Is Your Marketing OK?" and made the following definition by borrowing the English marketing of marketing.
"What is marketing? Literally, the English word "Marketing" means "marketing". If the word "marketing" is divided into two parts: market and ing, then marketing can express the subtlety of supply and demand with the progressive expression of the market now.
Your marketing work is OK, ISBN: 978-986-82609-5-5, Financial Management Culture, published in August 2007.
[Editor] Four stages of the development of marketing theory
Initial stage (1900—1920)
Functional research stage (192 1 year-1945)
The formation and development stage of modern marketing (1945-1980)
Marketing development stage (after 1980)
[Edit] Market and Demand
The market in marketing can be equated with demand, that is, studying the actual demand and potential demand of consumers.
American Marketing Association (AMA) Definition Committee 1960 put forward the following definition of market:
"Market refers to the total demand of potential buyers of a commodity or service."
Philip kotler defined the market as
"Market refers to the collection of all actual and potential buyers of products."
[Edit] Market Type
The market can be divided into different types from different angles. According to the basic attributes of commodities, they can be divided into general commodity markets and special commodity markets. General commodity market refers to the commodity market in a narrow sense, that is, commodity market, including consumer goods market and industrial products market; Special commodity market refers to the market formed to meet consumers' capital demand and service demand, including capital market, labor market and technical information market. When analyzing the above two markets, we should generally study the consumer market, industrial market and government market.
SWOT analysis is a commonly used method in marketing environment analysis, which means strength, weakness, opportunity and threat in English. Analyze strengths and weaknesses from the internal environment and opportunities and threats from the external environment.
[Editor] Marketing Strategy
The four factors of marketing mix are usually called 4Ps, namely:
Product (product)
Price (price)
Promotion (promotion)
Access and distribution (location &; Distribution)
When these four factors are applied to the marketing process, four marketing strategies are formed. Plus politics and public relations, it is 6P.
198 1 year, Booms and Bitner suggested adding three "service P" on the basis of traditional marketing theory, namely: people, process and environment (or physical environment; Physical evidence.
Formulate competitive products, prices, channels and promotion policies according to the needs of confronting market competitors. The famous 4P theory was born in this period. At that time, mass media was still prevalent, and relying on mass media to promote sales without adopting differentiation strategy became an obvious feature of this stage.
[Edit] Product
Product strategy mainly studies new product development, product life cycle and brand strategy, which is the basis of price strategy, promotion strategy and distribution strategy.
[Edit] Price
Price strategy, also known as pricing strategy, mainly studies the pricing and price adjustment of products [[marketing tools]
[Edit] Promotion
Promotion is an activity to spread the information of organizations and products to the target market, and its main focus is communication. Through promotion, enterprises try to let consumers know, understand, like or buy products, thus affecting the popularity, image and sales of products, and even the growth and survival of enterprises. With promotion, consumers can know what benefits the product provides, how much it costs, where to buy it and how to buy it. These consumers' responses will further help promote other marketing combinations (products, prices and channels).
[edit] channel
Also called channel strategy, also called promotion. It represents a comprehensive system of trade relations, cost sharing and benefit distribution made by enterprises (institutions) with various distributors before delivering their products to the final consumers. Distributors here include wholesalers, retailers, and even logistics distributors and direct sellers of direct selling companies.
The purpose of making the distribution policy is to make the products reach customers more smoothly, not only to ensure the low distribution cost, but also to ensure the customer's requirements for delivery time, delivery volume, assembly service, difficult consultation and so on.
With more and more products, it may be more and more difficult to formulate distribution policies, because distributors are scarce compared with the surplus of products and brands, so the latter has great bargaining power and tries to obtain a greater share of benefits from manufacturers or upstream enterprises.
The performance of retailers in recent years 10 is particularly remarkable. They are not only engaged in retailing, but also begin to intervene in the upstream production process of products, using their own store names or original names as the brands of new products they produce, that is, their own brands/labels, or store brands/labels. This further threatens the profit space of pure manufacturing enterprises, and of course greatly increases the difficulty of the latter in formulating distribution strategies.
[Editor] Person (Person)
Everyone directly or indirectly participates in the consumption process of a certain service, which is a very important point in the 7P marketing mix. Knowledge workers, white-collar workers, managers and some consumers have added extra value to the supply of total products or services in the existing society, and this value is often very significant.
[edit] process
The process that service can be realized through certain procedures, mechanisms and activities (that is, the process of consumer management) is the key element of marketing strategy.
[Edit] Environment (Physical Evidence)
Including the service environment where service supply can be smoothly transmitted, the ability of tangible goods to carry and express services, the intangible consumption experience of current consumers, and the ability to convey consumer satisfaction to potential customers.
[Edit] 4C
Including:
Customer (customer)
Cost (expense)
Communication (communication)
Convenient (convenient).
Plus opportunities, the market changes are 6C.
Do not sell finished products, sell products that meet the needs of consumers; Don't price according to competitors or their own profit strategies, but through a series of tests to understand the cost that consumers are willing to pay to meet demand; Don't take yourself as a starting point to think about how to arrange outlets and what kind of access strategy to adopt, but pay attention to the convenience of consumers to buy products; We should interact with consumers instead of thinking about how to increase sales through media communication.
[Edit] Marketing Category
[Edit] Integrated Marketing
Integrated marketing communication (IMC)
[Edit] Database Marketing
[Editor] Network Marketing
Network marketing is an integral part of an enterprise's overall marketing strategy, which is carried out to achieve the overall business objectives of the enterprise, and is a variety of activities in the network marketing environment created by the Internet as the basic means.
The functions of online marketing include website promotion, online brand, information release, online research, customer relationship, customer service, sales channels and promotion.
Viral marketing
[Editor] Bench Marketing
Jiang Gensong wrote in "Is your marketing ok?
Marketing methods based on existing competitors in a certain market, such as the classic "Sorry, Sony" put forward by Puteng Company more than ten years ago, are still often used as marketing cases by the industry and academia. In recent years, Audi has always claimed that some of their cars have threatened the double B in both performance and sales in the European market. This marketing method is to make Asian buyers who did not intend to buy Audi think about why all the cars that European consumers are willing to buy are in Asia.
Of course, to put forward such a marketing method, we must first have some confidence in our products, otherwise there will not be too many viewers shouting "Sorry Lin Chi-ling".
Viral marketing
[Editor] Direct Marketing
According to kotler.keller's Chinese translation of Marketing Management (12)
Direct marketing refers to the use of consumer direct (CD) channels to contact and provide goods and services to customers without intermediate marketers. The main channels include direct mail, catalogues, telephone sales, TV shopping, small ticket kiosks, internet and car advertisements.
Direct marketing is an interactive marketing system that uses one or more media to influence measurable reactions or transactions in any region. Especially in electronic marketing, it is growing rapidly.
[Editor] Relationship Marketing
In many cases, companies cannot seek real-time transactions, so they will establish customer relationships with long-term suppliers.
What the company wants to show its customers is excellent service ability. Nowadays, most customers are large global companies. They prefer to provide supporting products in different regions.
Or service providers, and can quickly solve problems anywhere.
When implementing the customer relationship management plan, the organization must pay attention to both customer and product management. At the same time, companies must understand that although relationship marketing is important,
But it doesn't always work. Therefore, the company must evaluate which department and which specific customers are most conducive to adopting relationship marketing.
[Editor] prairie fire marketing
Jiang Gensong wrote in "Does your marketing work? The focus of "prairie fire marketing" put forward in ". It is to adopt a low-price strategy that competitors can't emulate and make profits based on their own abundant financial resources, forcing market competitors to quit one after another and setting warning indicators to prevent other potential operators from crossing the border easily, thus creating an exclusive market without competitors before the next desperate competitor appears.
[Editor] Green Marketing
[Editor] Social Marketing
[Editor] Marketing Association
[Editor] Market research
Market research, also known as market research, refers to the research that enterprises need to systematically and objectively collect and analyze information about marketing activities during their stay in marketing decision-making. Marketing research activities involve products, advertisements, promotion channel selection, competitors and many other aspects.
[Editor] The New Development of Marketing Theory
Viral marketing
relationship marketing
database marketing
Internet marketing
International market sales
green marketing
Service marketing
Process marketing
Income management
Marketing is a continuous process of planning and implementing marketing mix (product, price, location, promotion) for products, services or ideas, so as to create communication between individuals and organizations.
Marketing is often regarded as a creative industry, which includes advertising, distribution and sales. It also involves the prediction of customers' future needs, which is usually found through market research.
In essence, marketing is the process of creating or guiding an organization to successfully sell products or services that people not only want but also want to buy.
Therefore, good marketing must be able to create a "proposition" or a series of benefits for the end customers and deliver value through products or services.
Its professional fields include:
Advertising and brand
communication
database marketing
direct marketing
Activity organization
Field marketing
Omnibus market
International market sales
Internet marketing
Industrial marketing
market survey
public relations
retailing
Search engine marketing
market strategy
sales planning
strategic management
experiential marketing
Social influence marketing
Content [hide]
1 Introduction
2 the concept of marketing
3 two levels of marketing
4 four Ps
4. 1 seven Ps
5 four new Ps
6 products
6. 1 range
6.2 Steps of product design
7 packaging
7. 1 Requirements for good packaging
7.2 Packaging Form
8 trademarks
8. 1 the meaning of the trademark
9 brands
10 pricing
10. 1 target
10.2 factors affecting pricing
10.3 steps to determine the price
1 1 allocation (location)
1 1. 1 channel
1 1.2 manufacturer
1 1.2. 1 reasons for direct selling.
1 1.2.2 Reasons for indirect sales
1 1.3 wholesaler
1 1.3. 1 Reasons for using wholesalers
1 1.3.2 reasons for bypassing wholesalers
1 1.3.3 Ways to bypass wholesalers
1 1.4 agent
12 marketing communication
12. 1 advertisement
Functions and advantages of successful advertising
12. 1.2 target
The requirements of a good advertisement
Eight steps of advertising campaign
12.2 Personal sales
12.3 Promotion
12.4 marketing public relations (MPR)
13 customer focus
14 product focus
15 See also
16 related list
17 reference
[Edit] Introduction
A market-oriented or customer-oriented organization first determines what its potential customers want, and then manufactures products or services. Marketing theory and practice believe that customers use products or services because they have needs or because they provide perceived benefits.
The two main factors of marketing are the recruitment of new customers (acquisition) and the maintenance and expansion of existing customer relationships (basic management). Once the marketers have transformed potential buyers, basic management marketing begins. The process of basic management transfers marketers to establish relationships, cultivate contacts, improve the benefits of initial sales to buyers, and continuously improve products/services to protect enterprises from competition.
To make the marketing plan successful, the combination of four "P's" must reflect the needs and desires of consumers or shoppers in the target market. Trying to persuade a market segment to buy what they don't want is extremely expensive and rarely successful. Marketers rely on insights gained from formal and informal marketing research to determine what consumers want and why they are willing to pay. Marketers hope that this process will bring them a sustainable competitive advantage. Marketing management is the practical application of this process. This proposal is also an important supplement to the 4P theory.
In most organizations, the marketing function includes activities led by the vice president or marketing director. More and more organizations, especially large American companies, have a position of chief marketing officer, reporting to the CEO.
The American Marketing Association (AMA) pointed out: "Marketing is an organizational function, a process of creating, communicating and delivering value for customers, and a process of managing customer relationships in a way that is beneficial to organizations and their stakeholders." [ 1]
Many social sciences, especially psychology, sociology and economics, provide information for marketing methods. Anthropology is also a small but growing influence. Market research is the basis of these activities. It is also related to many creative arts through advertisements. Marketing is a broad and closely related subject with a large number of publications. It is also an activity that is notorious for reinventing itself and its vocabulary according to the times and culture.
[Editor] The concept of marketing
Marketing is a guiding business field, which is used to inform and educate the target market about the value and competitive advantage of the company and its products. "Value" is the value that customers get from owning and using products. "Competitive advantage" means that the company or its products are better than competitors in a way that is beneficial to customers.
Marketing focuses on the task of conveying relevant information about companies and products to specific customers, and a large number of decisions (strategies) should be made in the field of marketing about what information to convey, how much information to convey, to whom, how to convey it and where to convey it. Once a decision is made, there are many methods (tactics) and processes that can be used to support the selected strategy.
The goal of marketing is to establish and maintain a preference for the company and its products in the target market. The goal of any enterprise is to establish a mutually beneficial and sustainable relationship with customers. Although all business areas have the responsibility to achieve this goal, the marketing field bears a large part of the responsibility.
In the larger scope of its definition, marketing is carried out through three coordinated disciplinary activities, namely, product marketing, enterprise marketing and marketing communication. [2]
[Editor] Two levels of marketing
Strategic marketing: trying to determine how an organization can compete with its competitors in the market. In particular, it aims to create a competitive advantage over competitors.
Operational marketing: carry out marketing functions to attract and retain customers, create maximum value for them, and satisfy customers through timely service and meeting customers' expectations. Operation marketing includes the determination of porter's five forces
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