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What about the marketing program in Guizhou Urban Vocational College?

Request error, status code:500 Marketing, English is Marketing, also known as marketing, marketing or marketing, the market is the scope of the commodity economy, is a form of economic linkage with the content of commodity exchange. For enterprises, the market is the starting point and destination of marketing activities.

Marketing is both a function and an organization in order to create, communicate, disseminate and deliver customer value for the benefit of itself and its stakeholders, bringing economic value to customers, clients, partners and society as a whole, the activities, processes and systems. It mainly refers to the process of business activities and sales behavior of marketers for the market. In the concept of marketing, a series of core concepts are included, namely, needs, desires and demands, products, value, cost and satisfaction, exchange, relationship marketing and marketing network and other basic elements.

Classic business management programs such as MBA, EMBA, etc. include marketing as an important module in the management and education of managers.

Definitions

AMA DefinitionsThe American Marketing Association (AMA) defines marketing as:

Marketing is the set of activities, processes, and systems for creating, communicating, distributing, and exchanging products that bring value to customers, clients, partners, and society as a whole.

Marketing is a series of activities, processes and systems that bring value to customers, clients, partners and society as a whole in the creation, communication and exchange of products.

(This definition was unanimously reviewed by the Board of Directors of the American Marketing Association in July 2013)

Original: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings. delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved July 2013) American Marketing Association (AMA) Marketing Association (AMA)

AMA's definition of marketing in 1960: Marketing is all business activities that lead to the movement of goods and services from producers to consumers or users.

AMA's definition of marketing in 1985: Marketing is the process of planning and implementing the conception, pricing, promotion, and distribution of ideas, goods, and services to produce exchanges that satisfy individual and organizational objectives.

Kotler definition Philip Kotler underlined the value orientation of marketing:

Marketing is a social and managerial process by which individuals and collectives obtain what they need and want by creating products and values and exchanging them freely with others. The ultimate goal of marketing is the fulfillment of needs and wants.

Gronroth definition and Gronroth's definition emphasizes the purpose of marketing:

The so-called marketing is the process of business activities aimed at satisfying consumer needs and realizing corporate goals in a changing market environment, including market research, selection of target markets, product development, product promotion, and a series of market-related business operations of the enterprise.

Kelloggs Definition American scholar Keenan Kelloggs categorized the various marketing definitions into three categories:

(a) Marketing is viewed as a theory of service to consumers.

(ii) Emphasizes that marketing is a recognition of social phenomena.

(c) The view that marketing is the process of linking the producer with the market through sales channels. This reflects the complexity of marketing from one side. 

Non-academic definition of Taiwan's Jiang Gansong in "your marketing line" to explain the variability of marketing, the English Marketing for the following definition: "What is marketing?" Literally speaking, the English word for "marketing" is "Marketing". If the word Marketing is split into two parts, namely Market and ing, then marketing can be

It is worthwhile to explain that the marketing of the market is not the same as the marketing of the present tense.

It is worth pointing out that the concept and definition of marketing is not a standardized form like a mathematical formula, but is usually based on the viewer's own understanding and experience, even if it is a marketing management, usually constantly updating their own definitions of marketing, and any so-called definitions of anyone need to be viewed with a cautious attitude of choice. Here are some more common expressions and understandings:

Marketing is a process in which an organization performs productive and profitable activities on a market;

Marketing is the art of creating and satisfying customers;

Marketing is the practice of delivering products and services to the right consumers in the right place at the right time at the right price, with the right means of communication and promotion Provide the products and services of the market;

Marketing is to meet the various needs and desires of human beings for the purpose of the market to change the potential exchange into the actual exchange of activities.

Research object

Early research object: early marketing research is mainly limited to the circulation of goods, and once the goods reach the hands of consumers that is to enter the field of consumption after the problem, does not belong to the object of marketing research, obviously, this is a kind of early, outdated marketing concept.

Research

Marketing principles: including market analysis, marketing concepts, marketing information systems and marketing environment, consumer needs and buying behavior, market segmentation and target market selection and other theories.

Marketing practice: consists of product strategy, pricing strategy, distribution channel strategy, promotion strategy, marketing mix strategy and so on.

Marketing management: including marketing strategy, planning, organization and control.

Special marketing: consists of network marketing, service marketing and international marketing.

Marketing characteristics

The first purpose of marketing is to create customers, acquire and maintain customers;

Marketing

To consider how to effectively defeat competitors from a long-term point of view, to be invincible;

Focus on market research, collect and analyze a large amount of information, the only way to be in a situation where there is a great uncertainty in the environment and market changes.

Actively pursuing innovation, the extent of which is directly proportional to its effect;

Decision-making in the midst of change requires that its decision-makers be highly competent, with entrepreneurial insight, recognition, and decisiveness.

Marketing Steps

1, analyzing market opportunities

2, selecting the target market

3, determining the marketing strategy

4, marketing campaign management

(1) marketing plan. Both the development of longer-term strategic planning, to determine the direction of development and goals of the enterprise, but also a specific marketing plan, the specific implementation of the strategic plan.

(2) marketing organization. Marketing plan needs to have a strong marketing organization to implement. According to the plan's objectives, the need to form an efficient marketing organization structure, the need to implement a series of management activities such as screening, training, incentives and evaluation of the organization's personnel.

(3) marketing control. In the marketing program implementation process, the need for control systems to ensure the implementation of marketing objectives. Marketing control is mainly corporate annual plan control, corporate profitability control, marketing strategy control.

The basic process

1, market opportunity analysis

2, market segmentation

3, target market selection

4, market positioning

5, 4Ps (marketing mix)

6, to determine the marketing plan

7, product production

8, marketing campaign management (that is, the Implementation and control)

9, after-sales service, information feedback

The rapid development of the network, so that traditional enterprises have aimed at the huge network market, how to choose the right model for their own network marketing is a big problem in front of the enterprise, for different enterprises, enterprises should choose a different approach to network marketing in order to achieve the best results.

Marketing strategy Marketing strategy is the enterprise to customer needs as a starting point, according to the experience of customer demand and purchasing power of the information, the expectations of the business community, the planned organization of various business activities, through the coordinated product strategy, price strategy, channel strategy and promotional strategy, to provide customers with satisfactory goods and services to achieve the process of corporate goals.

(1) 4Ps, namely: product (Product), price (Price), promotion (Promotion), access and distribution channels and distribution (Place& Distribution)

These four factors are applied to the marketing process, the formation of four aspects of marketing strategy.

On the basis of the 4Ps, 6Ps, 7Ps, etc. were developed, such as the addition of political POLITICS and public **** relations PUBLIC, which is 6Ps.

In 1981, Booms and Bitner proposed to add three more on the basis of the traditional marketing theory of the 4Ps "service P", namely: personnel (People), process (Process), environment (or physical environment; Physical evidence), and formed the 7Ps theory.

The 7Ps are mostly used in the service industry.

Competitive product, price, channel, and promotion policies were developed based on the need to compete with market rivals. This period gave birth to the famous 4P theory. At that time, it was still the era of the prevalence of mass media, relying on mass media to promote sales, and the strategy of no differentiation became a clear feature of this stage.

① product strategy is mainly the study of new product development, product life cycle, brand strategy, etc., is the price strategy, promotional strategy and the basis of distribution strategy.

② Price strategy, also known as pricing strategy, the main goal of four points (1) to maintain survival; (2) profit maximization; (3) maximize market share; (4) product quality optimization

③ promotional strategy, the main purpose is to: convey information, strengthen the cognition, highlight the characteristics, induce demand, guide consumers, expand sales, breeding preference, and stabilize sales.

④ Channel strategy refers to the sales channels used to achieve the purpose of product distribution.

⑤ Personnel (Personal Sales), all people are directly or indirectly involved in the process of consumption of a certain service, which is a very important point of view of the 7P marketing mix. Knowledge workers, white-collar employees, executives, and some consumers add additional value, often significant, to the established supply of total social goods or services.

⑥ Process, the process by which services are realized through certain procedures, mechanisms, and activities (i.e., consumer management processes), is a key element of marketing strategy.

⑦ environment (Physical Evidence), including the service environment for the smooth transmission of service supply, the ability of tangible goods to carry and express services, the current intangible consumer experience, and the ability to potential customers to convey consumer satisfaction.

(2) 4Cs, including: customer (Customer), cost (Cost), communication (Communication), convenience (convenience).

Plus the opportunity to market Chance, market change market Change for the 6C.

Do not sell manufactured products, but to meet the needs of consumers to sell products; do not rely on competitors or self-profitability strategy pricing, but through a series of tests to understand the cost of consumers to meet the needs of consumers are willing to pay; do not take their own as a starting point, thinking about how to set up outlets. Starting point, thinking about how to arrange outlets, what kind of access strategy, but to focus on the convenience of consumers to buy products; not thinking about how to enhance sales through media communication, but to interact with consumers.

(3) 4R marketing theory is a new marketing theory proposed by American scholar Don Schultz on the basis of 4C marketing theory. 4R refers to Relevance, Reaction, Relationship and Reward. The marketing theory believes that, with the development of the market, enterprises need to establish a new type of proactive relationship between the enterprise and the customer from a higher level and in a more effective way than the traditional.

SWOT approach to analyzing the market

SWOT is an analytical approach to identifying a company's own competitive strengths, competitive weaknesses, opportunities, and threats in order to integrate the company's strategy with the company's internal resources and external environment.

Strengths: assessing one's strengths

Weaknesses: identifying one's shortcomings

Opportunities: discovering one's opportunities

Threats: recognizing the existence of threats

Merchandising Research Marketing Functions The empirical approach is to start with merchandising. The Definitions Committee of the American Marketing Association published a definition in 1960 that states, "Marketing is a business activity that directs the flow of goods or services from the producer to the consumer or to the user thereof." This definition does not recognize that marketing is sales, but it is believed that marketing includes sales, but also includes the improvement and refinement of the merchandising process. Many scholars believe that this definition is too narrow and does not fully demonstrate the functions of marketing. However, regardless of its appropriateness, this definition clearly reveals the relationship between marketing and merchandising.

Merchandising has two basic functions for the enterprise and society, one is to push the goods produced by the enterprise to the field of consumption; the other is to obtain money from consumers in order to compensate for the labor consumption in the production of goods. Enterprises are the product of socialized production using advanced methods of production organization in order to raise people's standard of living. By concentrating resources and specializing production to a certain extent in a real economy where resources are scarce, it is able to take advantage of the law of economies of scale in order to increase the efficiency of production and to create and disseminate a new standard of living. The sale of goods is the final completion of the increase in production efficiency, i.e., the link through which the products produced by enterprises are transferred to consumers to satisfy their living needs. On the other hand, society chooses the market and the commodity exchange method, by making money available to enterprises while they transfer their products to consumers, because it needs to maintain the continuity of the enterprises' production and operation in order to obtain more benefits from the increase in production efficiency. By allowing commodities to be converted into money through the sale of commodities, society can replenish and put additional inputs into the factors of production for the enterprise, and the enterprise thus gains the conditions for its survival and growth.

Merchandising is important. Enterprises need to do their best to strengthen this function. Its specific activities include: searching for and identifying potential customers, contact and transmission of information on the intention to exchange goods, negotiations, signing contracts, delivery and collection, and provide sales services. However, there are conditions for conducting merchandising. In order to successfully carry out the conditions related to the exchange of goods include: ① at least two subjects, they have their own relatively low value, but in the view of the other party has a higher value of the thing of value (goods, services, money), and is willing to use their own things in exchange for the other party has a thing of value; ② they know each other the quality of the goods owned by the other party and the cost of production; ③ they can communicate effectively with each other. (iii) They can communicate effectively with each other. They can effectively communicate with each other, for example, to negotiate the terms of the sale and to conclude the contract; and they can consume and enjoy what they have received after the transaction has taken place. However, it is often found that these conditions do not hold everywhere, and therefore companies often face difficulties in sales. In order to effectively organize the sale of goods, the enterprise will produce more sales of goods, the marketing department can not just do sales work, but also must carry out market research and study, the organization of the overall marketing, the development of market demand and other activities, and to wait until the latter of these efforts to achieve a certain effect, before the sale of goods.

Market research market research and study, also known as market research, refers to enterprises in the marketing decision-making process, the need to systematically and objectively collect and analyze information about marketing activities done by the study.

One of the necessary external conditions for enterprises to sell goods is the existence of market demand for the goods. People have this condition of goods is called marketable. Only the existence of market demand, goods can be sold. The market demand for a certain commodity, is a certain range of all potential customers in a certain period of time for the commodity has the purchasing power of the number of wants to buy. If the market demand for a certain commodity does exist, and the enterprise knows the need for customers who are, where, you can successfully carry out the sale of goods.

As the division of labor and commodity production itself in the continuous creation of market demand, therefore, in general terms, the potential market demand always exists. The question is whether the goods that people actually need are the goods that are supplied on the market. The root cause of the frequent difficulties in selling goods is that the goods supplied on the market are not the goods that people actually need, or that there is a discrepancy between the goods available on the market and people's real needs (expectations). This problem causes difficulties in selling goods on the one hand, while on the other hand it causes the needs of some customers not to be satisfied.

Sensible producers and operators, of course, will not produce goods that no one needs. They have to choose to produce those goods that people buy. The problem, however, is that the demand for a given commodity in a given market is constantly changing. There are a number of factors that affect the demand of potential customers. For example, the growth of the population's income will make people gradually give up the consumption of low-grade, obsolete goods, and then shift their purchasing power to higher-grade, new goods; a commodity is too expensive is many people think that it is not cost-effective to consume it and seldom buy it, but when the price of it falls, people will have the idea that it is cost-effective to consume it, and are willing to buy more and more consumption. The desire of potential customers to buy a commodity is never stable. Changes in purchasing desire inevitably affect the direction of payment of purchasing power, leading to changes in market demand. For this kind of change, producers and operators may lack of information, and thus in a passive state after the change occurs.

In order to effectively realize the sale of goods, the enterprise marketing manager needs to frequently study the market demand, to find out who is the potential customer, they need what kind of goods, why they need, how much they need, when and where they need to study the suitability of the enterprise to meet the needs of the customer, the study of the possible difficulties in the sale of goods and the source of the difficulties and correspondingly to meet the needs of each customer to develop Marketing strategy to satisfy each customer's needs. This is the basic content of the market research and study function. It is not difficult to find, market research and study is not simply the organization of commodity sales of the pilot function, in fact, is the whole enterprise marketing foundation function.

Production and supply how to grasp the market sales and profitability opportunities have come and it will be fully and effectively utilized? How to adapt flexibly to the upcoming changes in market demand? The key lies in whether the internal production and sales, internal and external coordination between the two management. Enterprises as production operators need to adapt to changes in market demand, and often adjust the direction of product production to ensure that the production and management of the product is always marketable. That is to say, we must strive to utilize the market demand of each period to maintain the stability and growth of the enterprise's sales revenue, and strive to make use of the profit opportunities of each production and management of goods. In the market demand often change conditions, the enterprise's adaptability comes from the enterprise to the market close monitoring, to the internal strict management, to the change of the strict wait, to the opportunity of the strict utilization. All these functions have been generalized as production and supply functions in business management. The name of this function actually follows the traditional terminology. In modern marketing theory, this function is called holistic marketing.

Holistic marketing is represented by the synthesis of several business functions within the enterprise. To let the sales department in each period can sell marketable products to the market, the market research department should provide accurate market demand information; management department should be the market demand forecast information into production instructions, direct the production department production and other departments of the collaboration. To allow the sales department to provide customers with the products they need in a timely manner, we must allow the production department to produce the corresponding products before the arrival of customer needs; in order to allow the production department to do this, the technology development department should be completed at an earlier time product design and technical preparations to provide production technology to the production department; the financial department should be raised at an earlier time to provide the production department with capital The financial department should raise funds at an earlier time to provide the production department for the adjustment of production lines or machinery and equipment, to provide the procurement department for the purchase of raw materials, materials, parts and components of the procurement and supply; personnel department should also be at an earlier time for technical training of workers and job responsibility education, to stimulate workers to improve the production of labor enthusiasm and initiative. To enable the sales department to quickly open up sales, expanding the number of goods sold, public **** relations department should be in the minds of customers before the establishment of a noble corporate image and corporate product image, expanding the prestige of customer service and credibility of the dissemination of the scope; advertising and publicity departments should be before the effective launch of the advertising campaign; promotional departments to organize attractive promotional activities for potential customers; sales channels and network management department should be before the fight to achieve the best possible results. Network management department to strive for as many intermediaries to distribute or sell the goods of the enterprise. In this way, the various departments work in concert with each other, *** with to do a good job in marketing, is the overall marketing.

The implementation of the overall marketing needs to be traditionally separate from each functional department to change the practice, and even need to change the setup of some functional departments. In marketing, to let the technology development department according to the needs of customers to develop people willing to buy goods; let the financial sector in accordance with marketing needs to raise funds, supply of funds, supplement the "sustenance"; let the production sector in the customer's need for time to produce the products that the customer needs to ensure that the sales department in a timely manner to get the right products, the use of The production department produces the products that customers need at the time that they need them, and the sales department gets the right products in time and sells them to the customers who need them in a way that they like. In this way, the technology development department, the production department, the financial department, and the sales department are combined and **** operate together to promote the sale of goods. This can form the effect of overall marketing.

The social responsibility to create market demand and to continuously improve the standard of living of society requires companies to strive for more consumer satisfaction. This means that it is not enough to sell consumers what they currently intend to buy. Consumers generally have "latent demand", i.e., for some reason, consumers do not intend to buy goods in the short term to meet the demand. For example, consumers who are dissatisfied with the quality level of a certain commodity in the 21st century market may not buy it even if they have a need for it; consumers may not buy, or buy very little, even if they have a need for non-essential commodities in the 21st century market, which are relatively expensive and are considered to be a bit of a luxury to consume more; some consumers save up part of their money and don't use it for 21st century living because of some kind of worries; and some consumers save up part of their money and don't use it for 21st century living because of some kind of worries. Some consumers because of some worries, part of the money saved up, not for the 21st century life consumption, will form a "potential demand"; some other consumers have a certain source of income, but because of the limitations of the amount of money in hand, can not buy some of the commodities he needs, but also the formation of a "potential demand The "potential demand" is also formed. Of course, there are still a lot of customers with money can not buy the goods they need, so the formation of "potential demand". The objective existence of potential demand is determined by the extensive and expandable needs of consumers. Potential demand is essentially unsatisfied customer demand, on behalf of the improvement of people's living standards, there are still deficiencies, but also enterprises can develop the market in the "new continent".

Enterprises should not only meet the real customer demand that has appeared in the market, so that every customer willing to buy the enterprise's goods really buy the goods, but also to fight for those who have a potential demand for customers, to provide them with the goods and services they need, to create some of the conditions that allow them to afford to be assured that they can be relieved of their worries, so that they can establish the purchase of a cost-effective, reasonable consumption of the beliefs In order to transform their potential demand into real demand, come to buy the enterprise's goods. This is "creating market demand".

For example, through appropriate price reductions, you can let those consumers who could not afford the goods in the past to buy and consume such goods, so that those who feel that it is not cost-effective to consume more consumers are willing to buy and consume more, to truly meet their needs; through advertising, so that those who do not know about a certain commodity and therefore did not buy and consume consumers to understand the goods, and to create the desire to buy and consume. Through the introduction of new products, we can make those consumers who are difficult to get the need satisfaction from the past kind of goods have the opportunity to buy the goods that suit their needs and make them satisfied; through the provision of sales services, we can make those consumers who feel that the consumption of a certain kind of goods is inconvenient, not as good as they want to be, not as safe and thus seldom buy the goods to buy and consume such goods as much as possible, and the creation of market demand can make the market's real demand The creation of market demand can make the reality of the market demand continues to expand, improve the degree of satisfaction of customer demand; can also enable enterprises to create a new world of their own, vigorously develop production; at the same time so that enterprises in the existing market can be in and out of the market, greatly enhancing the adaptability to changes in market demand.

Balancing public **** relations public **** relations activities have long been there. At the beginning of this century, the United States also appeared professional public **** relations consulting firm. Business management theory in the 30s recognized the importance of employee relations, customer relations. However, in the existence of backward concepts of production, sales concepts of the conditions, public **** relations as a marketing as an "intrinsic function". It was not until the 1960s, when the consumer protection movement broke out again, that the function of public relations was widely emphasized. In the 1980s, public relations was no longer seen as an "extra burden" for companies, but as a function of marketing. 1981, Christian Gronroos proposed the theory of "internal marketing"; by 1919, the theory of "internal marketing" had become more commonplace, and by the end of the decade, it had been recognized as a function of marketing. In 1981, Christian Gronroos proposed the theory of "internal marketing"; in 1985, Barbara B. Jackson proposed "relationship marketing". These new ideas, taken together, is that there is a need to add a new program in the marketing function: coordination and balance of various public **** relationship.

Business as a member of society, with customers and other aspects of society have objective links. Improvement and development of these links can both improve the social image of the enterprise, but also able to bring marketing benefits to the enterprise, that is, to increase the security and ease of marketing. According to Jackson, the sale of goods is only one part of the marketing relationship between a business and its customers. In fact, economic, technological and social ties and interactions can also be developed between them. Through these non-commodity exchange type of contact, the two sides can enhance mutual trust and understanding, can be developed into interdependence, mutual help, the same **** partnership, so that the enterprise to obtain a loyal customer base, but also in the past transactions in the tedious negotiation can be changed to customary type of transaction, saving transaction costs. This "relationship marketing" idea is also suitable for the development and improvement of the enterprise and distributors, suppliers, transportation and warehousing, financial institutions, publicity media and internal staff relations, so that enterprises in the marketing process, can be relied upon to find, can be helped by strategic partners. Coordination and balance of public **** relations need to correctly deal with three relationships, namely, the production and operation of goods and enterprise "socialization" of the relationship between the acquisition of profits and to meet the needs of customers, and to meet the needs of individual customers and the promotion of social welfare of the relationship.

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