Why is marketing the core function of an enterprise?

why marketing is the core function of an enterprise

The existence of an enterprise is for profit, and marketing is the core means to create profits for the enterprise, so marketing is the core function of the enterprise.

Marketing is responsible for the design and planning of the whole process of products from enterprises to customers. With the transformation of the market from seller's market to buyer's market, it should be said that many enterprises are now very concerned about the sales of products. In other words, marketing has gradually become a core function of an enterprise!

Western Marketing scholars have given different definitions of marketing from different angles and development perspectives. Some scholars define marketing from the perspective of macro view. For example, McCarthy defines marketing as a process of social and economic activities, the purpose of which is to meet social or human needs and achieve social goals. For another example, Philop Kotler pointed out, "Marketing is a human activity related to the market. Marketing means dealing with the market, in order to meet human needs and desires, to achieve potential exchange. " Why is marketing the core function of an enterprise?

Marketing is responsible for the design and planning of the whole process from the enterprise to the customer. With the transformation of the market from the seller's market to the buyer's market, it should be said that many enterprises are now very concerned about the sales of products. In other words, marketing has gradually become a core function of an enterprise!

Western Marketing scholars have given different definitions of marketing from different angles and development perspectives. Some scholars define marketing from the perspective of macro view. For example, McCarthy defines marketing as a process of social and economic activities, the purpose of which is to meet social or human needs and achieve social goals. For another example, Philop Kotler pointed out, "Marketing is a human activity related to the market. Marketing means dealing with the market, in order to meet human needs and desires, to achieve potential exchange. "

Some definitions are expressed from a micro perspective. For example, the American Marketing Association defined marketing in 196 as "an enterprise marketing activity that guides products or services to flow from producers to consumers".

McCarthy (in 1 96, he also defined micro-marketing: marketing "is the responsibility of an enterprise's business activities, which leads products and services directly from producers to consumers or users in order to meet customers' needs and realize the company's profits" (page 19 of Basic Marketing). Although this definition is one step ahead of the definition of American Marketing Association, it points out that meeting customers' needs and realizing enterprise profits become the company's business objectives. However, both definitions indicate that marketing activities begin at the end of product production activities, and end when goods are transferred to users. Therefore, enterprise marketing activities are limited to the narrow scope of circulation, not regarded as the whole process of enterprise operation and sales, including marketing research, product development and pricing. Philop Kotler defined marketing in 1984: Marketing refers to this function of enterprises, "knowing the unsatisfied needs and desires at present, estimating and determining the demand, Choosing and deciding the target market that the enterprise can best serve

How to understand marketing is the core function of the enterprise

The products of the enterprise mainly go through several stages

Production-Marketing-Purchase

Marketing is the bridge to realize the products from the enterprise to the consumers

Without marketing, If the product can't reach the consumer terminal

then the production process of the enterprise is meaningless

In addition, marketing is a means to realize the value of the product

Only when any product reaches the consumer and is consumed and used by the consumer can the real value be realized

Therefore, marketing should be the core function of the enterprise. Why marketing is the basic function of the enterprise

No matter what kind of enterprise or company, its ultimate goal is also the ultimate requirement of the organization. The role of marketing is to help organizations plan. Of course, planning includes many aspects, guiding organizations to make profits, how to make profits, how to maximize profits, how to reduce risks, how to make long-term stable profits, and how to establish, improve and perfect corporate image while making profits. This is the work of marketing, and it is also the most basic function of enterprises. Why marketing and innovation are the basic functions of enterprises

Innovation in marketing management of enterprises in the information age

In the information age, the speed and breadth of information dissemination have greatly changed the marketing environment of enterprises, and the marketing concepts and technologies accumulated by enterprises in the past experience will be greatly challenged. Both market leaders and new entrants are at the same starting point in the brand-new online market, and every competitor has equal opportunities. Therefore, no matter how brilliant the past is, no matter how unknown the past is, every enterprise must make corresponding changes and innovations in marketing concepts, marketing methods, marketing strategies and marketing means in order to meet the requirements of the information age and obtain sustainable survival and development.

1. Innovation of marketing concept: continuous pursuit of customer value

Under the buyer's market conditions, the marketing concept is destined to be consumer-centered and take meeting the needs of consumers as the starting point. However, in different historical stages, the needs of consumers, especially the core needs, are often different, so the connotation of marketing concepts should also change accordingly. At present, domestic consumers have completed the historical transformation from "product buyers" to "demand satisfiers", and in the information age, consumers have also changed from "demand satisfiers" to "value creators". Therefore, building the marketing concept in the information age should naturally take this transformation as the basic starting point.

The economic theoretical basis of traditional marketing management is the firm theory, that is, the profit maximization of enterprises, and the actual decision-making process is a one-way chain of market research-marketing-strategy-marketing strategy-reverse marketing control; Instead of integrating customers into the whole marketing decision-making process, it puts the profit of manufacturers above satisfying consumers. In the traditional economic system, consumers can only meet their needs by buying products produced by enterprises. Although this product was developed after market investigation by manufacturers, it is not designed for the individual needs of every consumer, so this satisfaction of consumers is only a satisfaction under constraints.

in the information age, consumers have the initiative to choose. They can communicate with any enterprise in cyberspace in a very short time and at a low cost. This is beyond the traditional economic system. Consumers do not make choices among the products and services that enterprises can produce. On the contrary, what products enterprises should produce and operate is based on consumers' choices. Consumers have sufficient convenience to integrate their cognition of life and the world, their emotions and emotional experiences, as well as their moral concepts and value orientations into their choices of products, purchase behaviors and consumption patterns. In the virtual network world, consumers are not buying products, or even simply seeking to meet their needs. In an era of allowing full self-expression, consumers have regarded buying as an important way to embody their own values and realize their value pursuit. Therefore, in the face of the "value pursuers" in the information age, it is impossible to fundamentally solve the problem by meeting the needs in a general sense. Only by focusing on customer value and helping them realize their value pursuit, can enterprises effectively cater to the diverse needs of customers and finally seek their own development.

With the advent of the information age, the characteristics of online instant interaction make it possible for customers to participate in the whole process of marketing management, which forces enterprises to truly implement modern marketing ideas based on consumer demand and integrate customers into the marketing process. Therefore, enterprises must put the maximization of customers' needs and interests in the same position, and take the pursuit of customer value realization as the starting point to form an integrated marketing model of enterprises in the information age. In this mode, through the continuous communication between enterprises and customers, we can clearly understand each customer's personalized 4C (customer's needs and expectations, customer's expenses, customer's convenience in purchasing, and customer's communication with enterprises) needs, and then make corresponding 4P (product, price, channel and promotion) strategic decisions to maximize enterprise profits.

Second, the innovation of marketing methods: the stubborn rise of relationship marketing

In the information age, with the development and popularization of the Internet, a concept called relationship marketing is gradually becoming a new marketing hotspot. According to Swedish marketing scholars, the so-called relationship marketing refers to: an enterprise establishes, maintains and consolidates the relationship with its stakeholders through its own efforts, with mature exchange and fulfillment of commitments as the main ways, so that the marketing objectives of the enterprise can be realized in the coordinated relationship with all parties. The theory of relationship marketing is based on system theory, which holds that a system is a whole with specific functions, which is composed of several interacting and interdependent elements. For each system, it must be subordinate to a higher-order system, that is, it is in contact with a certain environment. On the one hand, the system will be influenced and restricted by the environment, and it should adapt to the environment; On the other hand, the system is relatively independent and dynamic, which can react to and transform the environment. As far as a single enterprise is concerned, stakeholders such as middlemen, consumers, suppliers, competitors, * * * and social organizations are isomorphic to form an external socio-economic environment that affects and restricts the enterprise. Enterprises should not only adapt to the external environment, but also constantly improve the external environment. According to this theory, relationship marketing regards marketing as an interactive behavior of relationship and network, and draws the conclusion that the market is driven not only by competition, but also by cooperation.

cooperation means that all groups should actively take responsibility and make relationships and networks work. Under this concept, the success in the marketing market depends not only on the efforts of the marketing and sales departments, but also on the close integration of the whole organization and the long-term cooperative relationship with relevant external institutions. In relationship marketing, consumers, suppliers, competitors and even related functional departments are closely linked with enterprises through the ubiquitous network, which blurs the boundary between enterprises and their external environment and enables enterprises to better integrate into the society they serve.

In the pre-information age, people paid more attention to competition than cooperation. Because as far as an enterprise is concerned, the available resources are limited, the market space for activities is limited, and there can only be limited information communication between enterprises and between enterprises and consumers, and the benefits that can be shared by enterprises are also limited. Before the information age, there was a lack of a mechanism for fully sharing resources, information and interests. Aside from the influence of super-economic forces, enterprises have to mobilize all competitive factors to the maximum extent in order to seek a relatively favorable market position. Aggressive advertising, competitive positioning, information blockade to consumers, and such competitive behaviors all stem from this.

In the information age, the infinite space of the network fully highlights the great significance of cooperation. Internet enables any enterprise to carry out business activities in the world, but any enterprise can't realize this trading function on its own. If there is no efficient logistics channel and the external strength and resources of the enterprise are not fully utilized, it is impossible for the enterprise to send the products directly to consumers in any corner of the world, and the transaction will not be realized at all. In the information age, an enterprise usually only performs advantageous functions, while other enterprises are responsible for non-advantageous functions. Since an enterprise only performs advantageous functions and other enterprises are responsible for non-advantageous functions, the enterprise must have all the functions it needs through external cooperation, and on this basis, finally realize the effective integration of various functions.

Relationship marketing in the information age is also reflected in the cooperation among enterprises and with relevant external institutions. Traditional enterprise marketing links were originally handled by different departments and personnel. This division of labor can certainly reduce the waste of resources caused by repeated work, but at the same time it increases the cost of information transmission and coordination between departments. For large enterprises, this kind of cost is very high. However, the network can effectively combine the division of labor and cooperation, integrate market research-product design and production-price change-sales-service, and maintain lasting cooperation among marketing functions, marketing and other departments, so as to fully and effectively play the marketing function.

third, innovation of marketing strategy: 4P new integration

1. product strategy: satisfaction of consumers' individual needs

in traditional marketing, after passing market survey, enterprises design and produce products according to the most frequent demand characteristics in statistical results, and finally push products to various market segments through extensive sales channels. On the one hand, due to the limitation of technical level, enterprises cannot understand and meet the unique needs of customers; On the other hand, it is also because the needs of traditional consumers are still at a low level, and they have not formed or realized their own individual needs. However, in the information age, the consumers faced by enterprises are essentially different from the traditional consumers who are passive recipients of goods. They require themselves to take the initiative in the market, require suppliers to provide them with personalized goods, and require enterprises to design and produce products according to their own wishes. Because of the network, consumers can not only receive information, but also send information, forming a full two-way information exchange between producers and consumers, so that producers can "tailor-made" for consumers.

2. Price strategy: consumer acceptance is the bottom line

In the pre-information age, due to the incompleteness and asymmetry of information widely existing in the traditional commodity market, people's activities were limited and their understanding of information was very limited. Generally, they only obtained commodity information from limited media or conducted on-the-spot search by themselves. If the search is cost-free, consumers will keep searching until they find the cheapest price, but in fact, this situation will not happen when there are obstacles in information communication, because consumers' search is costly and their search behavior is limited, which makes different price strategies for the same commodity exist. In the information age, because the network has broken through the limitation of timeliness, geographical scope and capacity of traditional media in information dissemination, it has basically solved the asymmetric information problem between buyers and sellers in the traditional transaction process, and consumers can roam and search on the network until the best price is displayed, and make rational purchase decisions accordingly. Therefore, diversified pricing strategies are difficult to implement on the Internet, and consumers' sensitivity to prices is greatly enhanced. Therefore, enterprises are required to provide consumers with * * * products and services at the lowest possible price.

3. Channel strategy: to facilitate customers' purchase

With the accelerated pace of life, consumers have less and less time to go out shopping, and they urgently need fast and convenient shopping methods and services. In such an interactive information age, how can enterprises seize and attract customers?