Marketing is one of the basic functions of companies, including non-profit organizations. It is responsible for providing services to consumers and handling relationships with intermediary organizations and external support organizations (such as distributors and advertisers). The following is the experience of marketing for everyone, I hope you like it!
Marketing learning model essay experience 1
Marketing is an applied science based on economic science, behavioral science and modern management theory, focusing on meeting market demand, and studying the process and law of enterprise marketing activities.
Is marketing understood and applied from the perspective of sellers? Market? This concept, so the market usually refers only to the buyer, that is, specifically to the demand side, and does not include the seller, that is, the supplier. In the field of marketing, market? Often equated with. Demand? .
Marketing refers to the overall enterprise activities of enterprises in order to meet the needs of consumers, from product development, pricing, publicity and promotion to delivering products from producers to consumers, and then feeding back consumers' opinions to enterprises. Marketing activities under the concept of marketing include not only sales, but also market research, new product development, advertising activities and after-sales service.
The concept of marketing is: a series of business activities aimed at seeking their own survival and development and meeting the needs of consumers in the ever-changing market environment. It includes four important concepts: demand, desire, motivation and behavior. There are six conveniences: the right time, the right place, the right price, the right channel, the right product and the right consumer. At the same time, we need to pay attention to four main points of sales promotion: attracting attention, stimulating interest, mobilizing desire and promoting sales.
Marketing first analyzes the market, involving the overall market environment, market selection and positioning, producers, sellers and consumers in the market. At the same time, it tells the story of positioning and subdividing the market through the market research and forecasting system, so as to understand the market, understand the opponents and know yourself, and then ensure that you take the initiative in the market competition.
More specific marketing includes planning stage, sales stage and supervision stage, as well as new service marketing, green marketing, integrated marketing, network marketing and marketing ethics.
To survive and develop in a dynamic environment, an enterprise should not only be good at creating customers and satisfying customers' desires, but also actively adapt to the rapidly changing market, which requires the enterprise to formulate its own long-term strategic plan to ensure its long-term development. And marketing management is carried out according to the needs of business strategy. Therefore, making a long-term strategic plan is the basis of enterprise development and all future decisions.
As an objective and irresistible factor, the marketing environment exists objectively, and enterprises can only actively adapt and seek their own market opportunities. See the needle? Seek faster and better development of enterprises.
At present, there are many new fields of marketing. Like green marketing? Social values and ethics embodied in enterprise marketing activities fully consider social benefits, consciously maintain ecological balance and resist all kinds of harmful marketing. So it is also called moral marketing. There is also integrated marketing communication for potential customers and existing customers. Put the enterprise in the socio-economic environment and investigate the relationship marketing in the marketing activities of the enterprise. People pay more and more attention to the new network communication and marketing ethics.
Marketing is developing towards an increasingly subdivided and broader market. Not only 65,438+0,000 words can explain the problem clearly, but only by applying what you have learned flexibly in real marketing activities can you promote the success of your own marketing activities.
Experience of learning model essay 2 in marketing? Marketing? We finished this course in the first semester of sophomore year. Before that, I always thought that marketing was far away from us. Because we were still students at that time, majoring in finance, we were not very interested in learning. However, after the cases told by the teacher and some theoretical knowledge in each class, I became very interested in marketing.
The university first came into contact with marketing theory, and participated in the competition when I was a freshman, the first semester of my freshman year? Unicom Cup? Campus mock recruitment contest? Because I usually read a lot of books, I know what SWOT theory is in advance. I don't want to do it in the same way as other players' resumes when making the competition resume, so I use SWOT theory to analyze my own conditions, weaknesses, strengths, opportunities and challenges. Although I won the third prize in that competition, the judges of Unicom said that my resume that night was the most memorable and gave me great encouragement. This is the first time I boldly used my shallow knowledge of marketing theory to participate in the competition, which not only gave me a surprise, but also gave me a deep memory of SWOT theory.
And after that? Career planning contest? I saw this theory again and applied it to my entry for the second time. In fact, I taught myself SWOT analysis and situation analysis in my spare time. These two methods were put forward by Wei Ruike, a management professor at the University of San Francisco in the United States in the 1980s, and are often used in enterprise strategy formulation and competitor analysis. I also learned to use SWOT to analyze the case of China Telecom. Team up with sophomore students in freshman semester? Marketing contest? I studied the SWOT-CLPV analysis method again, which is a slightly modified model based on the SWOT model. This analysis method is a method that can objectively and accurately analyze the actual situation of enterprises. Using this method, we can find out the factors that are beneficial to ourselves and worthy of development, as well as the things that are unfavorable to ourselves and how to avoid them, find out the existing problems, find out the solutions and make clear the future development direction. Besides, I also learned a lot during the communication and competition between seniors and sisters, including 4P (product price distribution channel promotion) theory and 4C (customer cost convenient communication) theory. For the first time, I think the marketing method is so interesting, and although the theory is simple, we should analyze individual differences when using it.
Last semester of sophomore year, we formally opened the course of marketing, systematically studied a lot of marketing theory knowledge in the classroom, and heard the wonderful analysis of many marketing cases by the teacher. What impressed us most was that the teacher told us that these marketing methods and means were used a lot in practice. Let's pay attention to the discounts around us when shopping on holidays, and provide us with a variety of price cuts and discounts in class for your reference. It has taught us a lot from different choices and made me feel a lot. It makes me feel that marketing is not only the application of theory, but also a means and an art. Learning marketing makes me understand that marketing, as an art and science, has a long history and special historical role and significance. At the same time that commodities and markets are produced, marketing means are born. While promoting the development of market economy, it has also made great progress. Marketing has now become an independent discipline. I used to think that marketing was unattainable and so abstract in my impression, but after studying, I realized that marketing has affected every corner, every time and every element of social market life. For example, can we go shopping in the supermarket, go shopping or go shopping? Encounter? It, marketing appears in every corner of our lives.
I think marketing is a practical subject, which involves marketing environment, consumer market and consumer buying behavior. After learning marketing, whether as a seller or a buyer, you can apply what you have learned to real life. Students who are interested in business or want to start their own businesses can learn a lot from marketing, even theoretical things, but only by learning theoretical knowledge well can they apply it to practice. For example, many students now generally open their own shops in the commercial street outside the school or set up stalls in front of the school cafeteria, and sometimes students sell gloves, scarves and other daily necessities. All these show that some students have the consciousness of doing business. Although they may be trying to earn some pocket money, at least we can see that the current students are quite good, perhaps to lay the foundation for future entrepreneurship or pave the way for becoming entrepreneurs.
If you are a salesperson, after learning marketing, you may be able to improve the market competitiveness of your products in practical activities, and sell your products according to the actual situation of the market by combining products and characteristics. When we go shopping as consumers, we sometimes encounter such a situation. We see something we like, but we don't know whether we should buy it or not. It's a pity not to buy it, but it seems a little useless to buy it. We are afraid to regret it after buying it, and maybe our hearts will shake. Especially for girls, this often happens. I've done this before. I feel bad when I see something, but it is not practical. After the clever mouth of the seller's aunt, my heart was shaken. Later, I found that I bought it but didn't use it very much! After learning marketing, you can make a judgment on your own psychology. The content about consumer market and consumer buying behavior can help us analyze our psychological activities. When we understand consumers' buying behavior and psychology, we will make wise choices for ourselves. Combined with books and materials, I have a preliminary understanding and prediction of marketing yesterday, today and future. I believe that with the sustained development of the world market economy, marketing will be constantly changing and updating, and more marketing models and means will appear in the future. Marketing will continue to improve, adapt to and promote the development of the world. Through the study of marketing, I know more about society, economy and market, which will lay a good foundation for us to adapt to society faster and better in the future.
Besides, I think? Marketing? The definition of this course is a subject about product flow in market operation, but in real life, the concept of marketing is so important. We are college students, facing the severe employment problem after graduation. How can we quickly sell ourselves to enterprises and let a company choose us in the fierce talent competition market? In our daily work and life, we need to organize a team to lead everyone to complete a task together. How can I sell my own ideas and ideas to others and sell my own ideas? In a new environment, how to make others know themselves quickly and leave a deep impression? These are all? Marketing? This concept, therefore, I think that when learning a course, we not only learn theoretical knowledge from books, but more importantly, apply these theories to our lives, or gain new thinking from this subject, which has a great impact on many aspects of our lives, just like the inspiration of SWOT analysis. In an environment, how to objectively understand our position, we analyze the external environment and internal environment, analyze the advantages and disadvantages, find our own development direction and marketing outlet, what kind of living environment is suitable for, and what kind of work to do. These rational and objective things are much more important than a simple theoretical knowledge, and what brings us growth and thinking is very important.
Experience of Marketing Mode 3 Through the study last semester, I should say that I have a basic understanding of marketing. Marketing is a science, an applied science and a science about the overall marketing management of enterprises. ? Camp? ,? Planning, planning? It also includes marketing environment investigation, purchase behavior analysis, market research and forecast, sales plan and customer information establishment. ? Sell? Namely. Sales? That is, professionally trained marketers sell products in the market according to the planned scheme. So, first of all? Camp? After that? Sell? As the beginning of the whole marketing activity, camp? It is often the key to the success or failure of marketing.
How to use marketing skills to open the market and increase income has become the primary task of all walks of life. But in practice, people are often heavy? Sell? Light? Camp? As a result, a lot of efforts have been made with little effect. In today's era of knowledge economy, enterprises must use their brains, do a good job in intellectual articles and give full play to their advantages if they want to turn defeat into victory. Camp? The key role of. In a sense? Camp? Is it a method? Sell? Is it an operation? Oh, my God. Camp? Only in this way can we win. Success? Win? It can not only consolidate the original market, but also continuously develop new markets. For example, Haier has introduced a washing machine that can wash sweet potatoes, a child prodigy washing machine and a washing machine that can wash shrimps. 1996, a farmer in Chengdu, Sichuan complained that the drain pipe of Haier washing machine was always blocked. When the service personnel came to the door for maintenance, they found that farmers washed sweet potatoes (also called sweet potatoes in the south) with washing machines, of course, because the soil was large and easy to block. The service staff did not shirk their responsibilities, but helped the customer thicken the drainage pipeline. The customers were so grateful that they complained that they had caused trouble to Haier people, saying that if there was a washing machine for washing sweet potatoes, they wouldn't have to bother Haier people. This sentence of the peasant brother was remembered by Haier people. Haier marketers found that in Chengdu Plain, which is rich in sweet potatoes, many farmers not only sold some fresh sweet potatoes, but also washed a lot of them and processed them into French fries. But washing the soil stained with sweet potatoes is time-consuming and laborious, so farmers use washing machines. Further investigation found that after many washing machines in rural Sichuan were used for a period of time, the motor speed was weakened and the motor shell was heated. Ask the farmers to know that they wash sweet potatoes with washing machines in winter and wash clothes with washing machines in summer. This gave Zhang Ruimin a bold idea: to invent a washing machine for washing sweet potatoes. 1997 Haier set up a four-person research team headed by engineer Li chongzheng, and put it into mass production in April 1998. The model of the washing machine is XPB40-DS, which not only has all the functions of a general double-barrel washing machine, but also can wash sweet potatoes, fruits and even clams, and the price is only 848 yuan. The first production of 1 1,000 units was put into the countryside and was immediately robbed.
Generally speaking, June to August is the off-season of washing machine sales every year. During this period, many manufacturers withdrew their promoters from the shopping malls. Zhang Ruimin wondered: Is it that the hotter the weather, the more people sweat and the less they wash clothes? The survey found that it is not that ordinary people don't wash clothes, but that the 5 kg washing machine is not practical in summer, which wastes both water and electricity. As a result, Haier's researchers quickly designed a washing machine with a laundry capacity of only 1.5 kg? Little prodigy. Little prodigy put into production in Shanghai for trial sale because Zhang Ruimin thinks that Shanghainese have high consumption level and are picky. As a result, Shanghainese immediately recognized the smallest washing machine in the world. After the product sold well in Shanghai, it quickly swept the country. In less than two years, Haier child prodigy sold more than 1 10,000 units nationwide and exported to Japan and South Korea. Zhang Ruimin warned employees: Only the idea of off-season, no off-season market. ?
In Tibet, Haier washing machine can even make qualified ghee. In July 2000, Haier Group developed a plateau type that can wash clothes and butter. Little prodigy? The washing machine was welcomed by consumers as soon as it was listed in Tibet, thus opening up its own unique market. It takes three hours for this washing machine to make butter, which is equivalent to three days' work for a Tibetan woman. After buying this washing machine, Tibetan compatriots can bid farewell to the heavy housework of butter beating by hand.
The first Hefei conference was held in 2002? Lobster Festival? Actually, one launched by Haier? Shrimp washer? Triggered a rare snap-up, hundreds? Shrimp washer? In less than a day, it was snapped up by local consumers, and many lobster shop operators made a deposit reservation. This Haier? Shrimp washer? Awarded by Anhui TV with huge market potential? Market prospect award? . Anhui in May is the season when local specialty lobsters are on the market. Lobster is a favorite food of many consumers. Every season, the business of large and small stalls in lobster shops is extremely hot. There are thousands of lobster shops, large and small, in Hefei alone, consuming nearly 50,000 Jin of lobster every day. However, the problem that lobster is delicious and difficult to clean has been puzzling the operators of local lobster shops. Because lobsters grow in mud bays, they are covered with mud when fishing, which is very troublesome to clean. Generally, lobster shops need 2-3 people to wash lobsters by hand every day, but often the shrimps washed in one day are not as much as those sold in a few hours. Moreover, manual cleaning is time-consuming and laborious, which also increases the labor cost. In view of this potential market demand, Haier washing machine division uses its own? Sweet potato washing machine? Technology, rapid introduction of all-plastic integrated barrel, wide voltage design can wash lobster? Shrimp washer? It not only saves time and labor, but also has a good washing effect and reasonable price positioning, which greatly meets the needs of local consumers. In the past, it took 10- 15 minutes to wash 2 Jin of lobster by one person. Do you use it now? Lobster machine? It only takes three minutes to finish.
? I heard that your washing machine can butter herders and wash lobsters in restaurants in Hefei. It's amazing! Can buckwheat skin be washed? One day in 2003, a phone call from a pillow factory in the north entered Haier headquarters. Haier washing machine company only took 24 hours after receiving the user's demand. Based on the existing washing machine module technology, a washing machine that can wash buckwheat skin pillows was innovatively introduced, which was well received by users and became another classic for Haier to meet the individual needs of the market after sweet potato washing machine, butter beater and lobster washing machine. Li Shizhen, a medical scientist in the Ming Dynasty, wrote an article in Compendium of Materia Medica? Eye pillow? Records of:? Buckwheat skin, mung bean skin? Chrysanthemums are used as pillows until they are old and bright. ? In China, people have always regarded buckwheat skin pillow core as the top grade in pillows. Buckwheat husk is a kind of raw grain, oily and high in hardness. If you don't wash or dry it often, it's easy to breed bacteria, but it's particularly difficult to clean and dry buckwheat shells because? Buckwheat skin? Because of its small size and extremely light weight, it is difficult to dry, and it is easier to be blown away by the wind if it is dried outdoors. ? Buckwheat skin? The problem of cleaning and drying becomes? Buckwheat skin? A big problem for pillow manufacturers and consumers. This pillow developed by Haier can be used for household laundry and buckwheat skin? Cool prodigy? The washing machine not only has the basic function of washing and dewatering, but also has two unique and efficient drying technologies: PTC rotary drying and natural air drying. At the same time, it specially designed buckwheat husk packaging washing bag, plus Haier's unique? Antibacterial? Technology, very successfully solved the problem of cleaning and drying buckwheat skin pillows. Like this? Camp? It not only opens up Haier's commercial market, but also serves the social life. Consumers are satisfied, Haier is satisfied, and there is more than one thing. Why not?
? Camp? Giving full play to the enthusiasm and creativity of marketers is a high-level intellectual labor. Marketers should have a keen perception of the development, guidance and user needs of the whole market. And then what? Camp? The responsibility lies mainly with the managers. Therefore, no matter what industry, managers should broaden their horizons, open their minds, study more marketing examples of modern well-known enterprises and competitors' marketing strategies, learn from them, digest and absorb them, and truly create a good one? Camp? A good soldier. At the same time, through the mechanism of survival of the fittest, marketers at all levels are urged to plan diligently, come up with more ideas and come up with good ideas, so as to launch operational and effective marketing planning schemes in time.
It should be pointed out that heavy? Camp? Doesn't mean it can be light? Sell? . ? Camp? 、? Sell? As a whole, the wings of birds and the wheels of cars are indispensable. Are you online? Camp? At the same time, the huge postal marketing team can only penetrate the market? Sell? ,? Camp? It makes sense to have an effect. Light? Camp? No? Sell? That will only be an armchair strategist. Is it heavy? Sell? Light? Camp? You will get twice the result with half the effort. Just use your heart? Camp? , to be effective? Sell? , is the true meaning of marketing, in order to truly receive practical results. Haier further innovates the concept and strategy of promotion in the sales process. For example, with the gradual rise of plasma and LCD TV, how to choose and design TV has become a difficult problem for consumers. In order to solve this problem and cooperate with the full listing of LCD and plasma TV, Haier color TV was launched in March 2003? Touched? Service, another service upgrade. This is also Haier color TV to meet 3? The arrival of 15 is an initiative to create a safe shopping environment for consumers.
Touching service, right? Provide users with unexpected services and create users' feelings with sincerity? . Touching service is another service upgrade of Haier Color TV after family service, birthday service and zero-distance service. Humanized care, considerate of every detail of users, putting yourself in the user's shoes and solving every problem are the characteristics of touching service.
From the beginning of product design, Haier color TV set thinks from the user's point of view, looking for information from users' letters and on-site feedback, and designing the products they need for users. In the sales process, we will give detailed guidance to users, deliver goods to your door, install and debug, and implement one-stop service. Haier color TV also pays regular telephone calls back to users, carries out regular maintenance and collects users' opinions in time.
Ms. Wang is one of the beneficiaries of Haier's new service, but she didn't know how to choose Haier plasma and LCD TV series at first. After learning of Ms. Wang's worries, Haier color TV service personnel immediately acted and followed Ms. Wang to her home? Website design? Combined with the structure, area, decoration, room style, family hobbies and other factors of Ms. Wang's home, the site design was carried out. After discussing several sets of design schemes, the most suitable scheme was finally found. After the installation and debugging, Ms. Wang was extremely satisfied: I haven't bought a plasma TV yet, because I'm worried that poor installation will destroy the home improvement environment. Haier color TV has solved my problem, and Haier is really considerate of users. ?
Combined with the above examples, I think the electrification construction enterprise where I work should also make better use of the principles of marketing, grasp the marketing environment, conduct in-depth market research, carefully formulate the development strategy of the enterprise in the Twelfth Five-Year Plan, and apply marketing to the strategic transformation of the enterprise, so as to play a greater role in promoting the long-term healthy and harmonious development of the enterprise.