Briefly describe the main contents of the basic framework of marketing.

Marketing mainly focuses on three issues: consumer behavior, supplier behavior and marketing agent behavior. Since its emergence in the early 20th century, it has fully absorbed the research results of economics, psychology and sociology, and gradually formed an independent discipline with specific research objects and methods. It can be said that marketing has diversified characteristics and is a comprehensive applied subject formed on the basis of interdisciplinary integration. Since 1950s, the concepts of market marketing myopia, market segmentation, product life cycle, marketing mix and marketing function theory have become the core of modern mainstream marketing. These concepts and theories constitute the logical framework of marketing. Below, according to the basic framework of marketing, briefly talk about the relationship between marketing and economics, psychology and sociology.

I. Marketing and economics

Marketing is closely related to economics, which draws on many economic concepts and theories, and economics is its important theoretical basis. Moreover, because the scholars of early marketing are basically economists, it has long been regarded as a branch of economics. But in fact, marketing is not a branch of economics, but belongs to the category of management, and its research scope is broader and deeper than economics. Economics is to study how people and society spend time choosing to use scarce production resources to produce various commodities and use them for consumption. Consumer satisfaction is based on the four economic effects of style, time, place and possession, while marketing provides the last three effects. Therefore, marketing is a very important economic activity. Therefore, many places in marketing have applied the concepts and theories of economics.

Consumer behavior analysis is the beginning of marketing activities. It borrows many economic concepts such as preference, indifference curve, marginal utility, opportunity cost and rationality, and develops some new research and analysis tools on this basis. For example, the preference ranking in market research methods such as multidimensional preference analysis and joint analysis is based on the preference and indifference curve in economics. Although consumer behavior research is also applied to the knowledge of psychology and other disciplines, these concepts of economics are its important research premise.

Market segmentation, target market determination and market positioning are the core of modern marketing strategy. The monopolistic competition theory in microeconomics provides theoretical support for it. Different markets have different consumer preferences, income levels and competitive conditions, forming different demand functions. Therefore, enterprises must segment the market to meet the needs of target consumers. The economic principle of market positioning application is that product differentiation can create an inelastic demand curve and form a "small monopoly" market, so different enterprises can compete in different target markets without price.

Some theories in industrial organization economics also have an important influence on the formulation of marketing strategy. For example, according to Porter's theory of competitive advantage, if manufacturers can produce at a lower cost than competitors or create value for buyers in a unique way, they can gain a sustainable competitive advantage. Accordingly, in marketing, it is emphasized that when formulating marketing strategies, we should not only consider the needs of target consumers, but also pay attention to the actions of competitors and establish a true "market-oriented" concept.

In economics, products are analyzed as a series of attributes, which are regarded as a collection of characteristics, and different consumers have different preferences for these characteristics. In other words, consumers have different reactions to the same product, not because they have different perceptions of product characteristics, but because they have different preferences for product characteristics. Therefore, in marketing, the product is regarded as "the satisfaction of the demand provided by the manufacturer". Meeting the needs of target consumers has become an important standard of product development. In addition, product strategy, packaging strategy and brand strategy are also applied to the concepts of complementary products and substitutes in economics.

Marketing pricing involves many economic theories. First of all, economics thinks that different consumers have different demand elasticity for the same product, so differential pricing method is adopted in marketing pricing to obtain more profits. Secondly, according to the principle of "price-quality" effect in information economics, that is, in the case of asymmetric information, consumers often think that the price of high-quality products is higher, so enterprises will combine brand creation with high-price strategy to establish a high-price and high-quality image in consumers' minds. Furthermore, the basic analytical tool of modern economics-game theory provides an important analytical tool for enterprise price competition decision-making. This theory considers the behavior reaction of stakeholders in decision-making, and its analysis results have strong practical explanatory power, which is most suitable for analyzing the price competition among enterprises. For example, the famous "prisoner's dilemma" model can better explain the causes of vicious price competition. In addition, income elasticity, cross elasticity and promotion elasticity are also commonly used economic concepts in marketing pricing.

The establishment of sales channels is the embodiment of the basic principle of division of labor in economics in marketing. Wholesalers, retailers or agents in the channel undertake different functions and have distribution skills that manufacturers do not have. They obtain economies of scale through large-scale distribution of products, and at the same time operate more varieties, which has obvious economies of scope. In this way, through the division of labor, the cost of realizing the distribution function is greatly reduced and the efficiency of distribution is improved. The transaction cost theory of new institutional economics provides a tool for the decision to establish their own vertically integrated sales channels or borrow other people's channels. According to the transaction cost theory, vertically integrated sales channels will generate internal transaction costs, while borrowing other people's channels will generate market transaction costs. Enterprises can choose appropriate sales channels by comparing these two costs. Specifically, asset specificity and uncertainty are important criteria for channel selection. When asset specificity is high, vertically integrated sales channels are needed, while when asset specificity is low, it is more economical to borrow other people's channels. When the uncertainty is low, the transaction cost of vertically integrated sales channels may be higher, and vice versa.

Promotion is the most creative activity in marketing, and it is also an economic phenomenon that economists pay more attention to. Economists believe that promotion can not only provide information to consumers, but also affect demand and make products different, which is of positive significance. Therefore, promotion has become an important way of non-price competition and occupies an important position in marketing. However, some economists believe that promotion, especially advertising, is a waste and affects social and economic welfare.

As one of the promotion combinations, public-private relationship also has certain economic attributes. The basic function of this system is to save transaction costs. When relational contracts are generally socialized, "the interpersonal network formed by a series of interpersonal contracts becomes an institutional arrangement." As an institutional arrangement, interpersonal relationship also has the function of saving transaction costs. Public-private relationship is an institutional arrangement for enterprises to maintain good interpersonal relationship with stakeholders. Therefore, "public relations" is an important system to reduce transaction costs and an important marketing function. In addition, some economic concepts are also used in marketing, for example, Engel's law is used in market analysis; The credit concept of monetary theory is used in sales; Land rent theory is used to explain the positioning and layout of marketing institutions; According to the Keynesian school, the theory of government intervention in market activities is put forward.

In a word, economics provides many concepts and theories for marketing and lays a theoretical foundation for the development of marketing. Nowadays, the combination of marketing and economics is closer, and some overlapping courses have been formed, such as consumer economics, retail economics, advertising economics, marketing economics and so on. With the emergence of new theories and analytical tools in economics, economics will further promote the development of marketing.

Second, marketing and psychology.

Psychology is a discipline that studies people's psychology, consciousness and behavior, and how individuals as a whole relate to their surrounding natural environment and social environment. Its research object is people. People are the subject of marketing activities and the object of marketing research. Because of the same research object, a new discipline-marketing psychology has gradually formed.

The early research of marketing psychology focused on the psychological behavior of advertising promotion. From 65438 to 0903, American psychologist Scott's On Advertising was the earliest work of marketing psychology. Since 1970s, pricing psychology research and consumer psychology research have become the main contents of marketing psychology research. At this time, British universities began to teach "consumer psychology". At the end of 1960s, represented by the German scholar Peter Salman's Market Psychology, marketing psychology entered a stage of perfection and maturity, and its research field almost covered the whole process of marketing activities. It is not only limited to the study of advertising promotion psychology and consumer psychology in marketing activities, but also studies market segmentation and manufacturers' psychological strategies for middlemen and salesmen. Specifically, marketing draws on these psychological concepts and theories in the following aspects.

The cognitive theory and motivation theory of psychology are mainly used to analyze consumers' buying behavior. Analyzing consumers' perception, attention, attitude, interest, experience, memory and other cognitive processes of products and services, and studying consumers' purchasing motives can explain why consumers are willing to buy this product instead of other products, and find out the real motivation of consumers to buy this kind of products. There are many criteria for market segmentation, among which psychological criteria is one of the most important. Consumers' lifestyle, personal character and psychological tendency can be used as psychological standards for market segmentation. After market segmentation according to psychological standards, corresponding marketing strategies can be formulated according to the psychological characteristics of consumers in the target market. For example, if the target consumer is weak in personality and psychologically worships celebrities and authorities, it is advisable to use celebrities to advertise and increase sales promotion to stimulate their purchase.

Market positioning is the result of consumers' evaluation of a brand and its related competitive brands in different dimensions, and it is consumers' specific and often unique cognition of a brand. Psychological research shows that in the process of cognition, people not only feel the individual attributes of goods with the help of sensory organs, but also connect and synthesize the attributes to reflect the whole and form perception. This process is influenced by subjective factors of consumers and individuals, and has the characteristics of selectivity, understanding, integrity and constancy. Therefore, it can be said that market positioning is the cognitive positioning of enterprise marketing strategy in consumers' minds. The main task of marketing management is to scientifically use limited resources in product development, pricing, sales channels and promotion, and finally establish a unique brand image.

Products are not only the material ties between manufacturers and consumers, but also the carriers of psychological strategies. Product design should be based on the individual psychological characteristics of consumers. For example, new products should reflect consumers' psychological characteristics such as prestige, social status, self-esteem and self-realization. In addition, in the diffusion of new products, consumers are divided into five categories: innovators, early adopters, early majority, late majority and laggards. This classification is based on the differences of consumers' attitudes and behaviors towards new products. According to the different psychological characteristics of these five types of consumers, different psychological strategies should be adopted at different stages of product life cycle.

Packaging strategy is mainly applied to the cognitive theory of psychology. Packaging has psychological functions such as recognition, beautification and association, and can produce psychological processes such as attracting attention, arousing interest, stimulating desire and leading to purchase behavior. According to these psychological requirements, some packaging strategies reflecting these psychological requirements of consumers have been formed in marketing. Like packaging strategy, cognitive theory is also the psychological basis of brand strategy. Once consumers have formed their cognition of a brand, they can meet their needs in self-image and social status from the brand, and at the same time, through empathy, they can gain emotional sustenance and psychological soundness, and have feelings for the brand, thus transforming into loyalty to the brand. These psychological viewpoints are the important basis for formulating brand strategy and operating brand assets.

Pricing according to consumers' psychology is an important pricing strategy, which is also commonly used by enterprises. Cognitive value pricing in pricing methods and mantissa pricing, integer pricing, prestige pricing and solicitation pricing in psychological pricing strategies are all successful applications of psychological principles in marketing pricing. Some of these pricing parties and strategies take advantage of consumers' emotions, and some seize consumers' cognitive characteristics. In addition, in price adjustment, analyzing the psychological activities of consumers and competitors is the most important content in price adjustment.

The main purpose of applying psychological analysis in distribution channels is to find ways to motivate channel members to actively promote enterprise products. Channel members' psychological activities and tendencies, such as perception, memory and emotion, will affect their behavior in marketing activities, such as the enthusiasm of channel members to buy goods, the quantity and cycle of buying goods, etc. Many incentive measures for channel members in channel strategies are based on their psychological and behavioral characteristics, and psychological strategies are formulated to mobilize their enthusiasm.

The psychological theory of promotion and utilization is related to the psychological function of communication and education. Every strategy in the promotion combination uses relevant psychological theories. #) Advertising, whether in the form of advertising or the choice of media, takes into account the cognitive process of consumers. Some psychometric techniques are also used to measure the advertising effect; $) There are many psychological aspects involved in sales promotion skills, and psychological incentives are also used to motivate salespeople; %) Promotion is to take advantage of customers' psychology of being realistic, honest and innovative, and adopt various psychological strategies to attract target customers to buy; Psychological strategies are widely used in public-private relations. On the basis of establishing a positive psychological relationship with the public, we can influence the public's thoughts and behaviors through suggestive situations and infectious situations, so that the public can trust the company's products and services. In addition, market research also draws lessons from psychological research methods, such as observation, experiment, questionnaire, in-depth interview and projection.

Third, marketing and sociology.

The relationship between sociology and marketing is not as close as economics and psychology, and there is no special book to study the relationship between marketing and sociology. However, as a basic social activity of exchange, marketing can better reveal its internal laws by using some concepts, principles and methods of sociology to study marketing activities.

The core view of sociology holds that man is a social person, a member of one or more groups, a representative of a certain culture and a product of the environment and culture in which he lives. People will change with the changes of customs, systems and values in their social environment. Self-esteem, emotion, pleasure and irrationality are all social reasons for people's actions. These views and concepts are embodied and applied in many places of marketing.

Market analysis mainly uses sociological point of view, among which consumer behavior analysis is the most important. The main factors that affect consumers' buying behavior, such as reference group, family, social stratum, culture and subculture, are all important concepts in sociology and an important theoretical basis for consumer behavior analysis. These factors will affect consumers' buying behavior, and also directly determine the choice of enterprise marketing strategy.

When analyzing the organizational market, the concepts of organization, rights and status involved are also sociological concepts. Based on these concepts, according to the basic characteristics of organizational market, marketing has formed an analysis model different from consumer behavior analysis.

The change of social culture is also a focus of sociological research. Sociologists' predictions of future social development are often borrowed by marketing scholars to analyze the changing trend of consumption. For example, the change of women's status in society, the shift of family leadership, the increase of children's consumption, and the change of personal and social values will all cause changes in the market. It is considered as a key factor in market forecasting.

In the dissemination of new products, marketing has applied the innovative communication theory of sociology. The spread of innovation in the social system is a complex social phenomenon. The research shows that the number of innovation adopters changes in a # curve with time, and different innovations may be completely different in the time range of the whole adoption process; The "innovators" and "early adopters" who adopt innovation earlier are obviously different from the late adopters in characteristics and information utilization. Late adopters hope to get help from early adopters; Mass media information can be spread in society through interpersonal communication. These sociological viewpoints are the theoretical basis of new product diffusion marketing strategy in marketing. It has become the basic principle of new product diffusion process management in marketing to formulate corresponding marketing strategies for different stages of new product diffusion and attach importance to the role of public opinion leaders and oral communication. At the same time, this theory has an important influence on the design of marketing communication strategy, product positioning and product life cycle "extension" strategy.

Sociology has conducted in-depth research on conflicts among members of society, and formed some viewpoints and methods to treat conflicts correctly. These are all important tools to solve conflicts among channel members. In addition, the concept of competition and cooperation is a way used by sociology to describe the relationship between social members and social groups, and it is also used by marketing to explain the relationship types between channel members, which has important guiding significance for dealing with the relationship between channel members.

Through the promotion of goods and services, advertisements convey relevant information to consumers in the target market, thus attracting consumers' attention and generating purchase motives. Whether advertising is efficient or not depends on consumers' recognition and attitude towards advertising. This kind of identity and attitude is closely related to social factors such as reference group, social class, culture and subculture. Accordingly, marketing advocates that the formulation of advertising strategy should fully consider the reference group and culture, and the relevant theories of sociology should guide advertising practice. For example, inviting reference groups of target consumers to advertise is to make use of the research conclusions of reference groups in sociology.

Relationship and network are also sociological concepts, borrowed from marketing. Modern marketing believes that there are two methods of exchange, one is marketing combination method, the other is relationship method and extended network method. Marketing combination method mainly considers marketing from the perspective of enterprises, while relationship method regards the specific transactions of buyers and sellers as a trading relationship characterized by long-term interdependence and interaction between the two sides, and network method further regards this relationship as an interconnected network. This view of exchange mode based on relationship and network is the cornerstone of relationship marketing.

Generally speaking, because marketing is regarded as a concept of commercial system, rather than a social system, many sociological concepts and principles have not been applied to marketing. But now marketing scholars pay more and more attention to the social relations among participants in marketing activities, so the viewpoint and method of $ TERM sociology will be more widely used in marketing.

The above only discusses the relationship between marketing and them from three aspects: economics, psychology and sociology. In fact, many other disciplines have also contributed to the development of marketing, such as anthropology and law. It can be said that the development of marketing is an inclusive process, and these disciplines have laid a solid theoretical foundation for its development.

References:

1. Michael Beck, Marketing Encyclopedia M Liaoning Education Press, 1998

2. Gordon Foxler, etc. Consumer Psychology in Marketing M Machinery Industry Press, 2002.

3.2 Jiang Lin "Consumer Psychology and Behavior M" China Renmin University Press, 2002

4. Guo Guoqing 2 Marketing Management-Theory and Model M Renmin University of China Press, 1995