As a marketing plan and implementation activities, the process includes a product, a service, or the development of production, pricing, promotion and distribution activities such as an idea, the aim is to achieve to meet the organization through the process of exchange and transactions or the individual needs of the target. Marketing refers to the customer demand as the center of thought, about the production, distribution and after-sales service and a series of market-related business activities carried out by enterprises. Some scholars from a broad perspective on the definition of marketing. For example, ejmccarthy the marketing defined as a process of social and economic activities, its purpose is to meet the social or human needs, achieve social goals. Again, philop kotler noted that "Marketing is human activity and market-related. Marketing means dealing and market in order to meet human needs and desires, to realize the potential of exchange" ("Marketing Management" 13 5th Edition ~ 14). Some definitions also come from a microscopic point of view expressed. For example, the American Marketing Association in 1960 under the definition of marketing is: Marketing is "to guide the flow of goods or services from the producers and consumers of corporate marketing activities." Mba in marketing definitions: an enterprise customer-centric, market-oriented, from product planning to start, utilization of various marketing tools, and ultimately achieve business objectives of the entire process. jemccarthy in 1960 also under the definition of micro-marketing: Marketing "is the responsibility of business activities, products and services will lead directly from the producer to the consumer or user to satisfy customer needs and achieve profits" (" Market-based learning "on page 19). This definition, although pointed out to meet customer needs and achieve corporate profitability became the company's business objectives, but the two definitions are explained, marketing activities are the production activities at the end of the beginning, middle, after a series of business sales activities, when commodity Go to the hands of the end user, and therefore the enterprise marketing activities circulation is limited to a narrow range, rather than operating as a business sales throughout the entire process, which includes marketing research, product development, pricing, distribution, advertising, publicity reports , sales promotion, personal selling, service and so on. philop k otler in 1984 and for a definition of marketing: Marketing is an enterprise of such functions, "Recognizing the current unmet needs and desires, assess and determine the size of demand, companies can best choices and decisions for target market their services and determine appropriate product, services and programs (or programs) in order to target markets "(" Marketing Management "Preamble). American Marketing Association (ama) in 1985 for marketing under a more complete and comprehensive definition: Marketing "is thinking, products and services for the design, pricing, promotion and distribution of the planning process and implementation, resulting meet exchange of personal and organizational goals. "This definition is more comprehensive and complete than many previously defined. The main manifestations are: (1) expanding the product concept, which includes not only the product or service, but also thinking; (2) expand the marketing concept, marketing activities include not only profitable business activities, including the activities of non-profit organizations also ; (3) emphasizes the exchange process; (4) highlights the development and implementation of the marketing plan. In addition, we also can be understood: 1 Marketing is a business activity, there is a business purpose, conscious behavior. 2. Meet the needs of consumers and guide is the starting point and the center of marketing activities. Enterprises must be consumer-centric, the face of a changing environment, the right response to adapt to changing consumer demands. Not only to meet the needs of consumers now demand, further comprising the potential future demand. Now demand the performance of the existing product purchase tendency is manifested in the potential demand for the product has not yet come out a certain function of desire. Through the development of products and enterprises should use a variety of marketing tools to stimulate and guide consumers to generate new demand. 3. Analysis environment, _select_ the target market, the identification and development of products, product pricing, distribution, promotion and provision of services and coordination between them, be the best combination is the main content of marketing activities. Marketing mix, there are four basic variables can be artificially controlled, namely product, price, (sales) place and promotion methods. Since these four variables are at the beginning of the English "p" letters, so called "4ps". Corporate marketing activities have to do is pay close attention to changes in the external environment can not be controlled, the proper combination "4ps", do everything possible to enable enterprises to control variables (4ps) and the external environment variables can not be controlled quickly to adapt, which is the business management success, the key to their survival and development. 4. Achieve corporate goals is the purpose of marketing activities. Different companies have different business environments, different companies will develop at different times and in different product life cycle stages which are different, and therefore, business goals are diverse, profits, output, production sales, market share, productivity growth, social responsibility of staff may become targets, but no matter what kind of goals, the exchange must be done through effective marketing activities, deal with customers will be achieved.
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Marketing Concept
1) Why is the formation of the marketing concept is a fundamental change in marketing thinking? Marketing Concept 2) What major developments 70s? Business ideas (philosophy) is the guiding ideology of business activities, is how to treat customers and business interests of the community, namely, how to deal with critical proportion between businesses, between the interests of customers and society. Whether it is business or business concept in Western countries ideological evolution of Chinese enterprises have gone from "production-centric" to "customer-centric" from "production-oriented" to "market ability" process. The evolution of the business concept, reflects both the productivity and market trends of social development, but also reflects the business leaders on the development of the objective of marketing to deepen understanding of the law results. This evolution of American business concepts from idea enterprises can get a glimpse. The concept of the modern enterprise marketing management can be summarized into five, namely, the production concept, product concepts, marketing concepts, marketing concepts and social marketing concepts. (A) production concept Production concept is one of the oldest concepts to guide the conduct of sales. This concept stems from the 1920s. Business philosophy than from consumer demand, but from the production. The main performance is "what I produce, to sell anything." Production concept that consumers prefer to buy those that can be anywhere and inexpensive products, enterprises should aim to increase productivity and distribution efficiency, expand production and reduce costs in order to expand the market. For example, the United States Fort Pierce flour company, from 1869 to the 1920s, has been using the concept to guide enterprises engaged in production, when the company raised the slogan is "The company aims to manufacture flour." U.S. auto magnate Henry Ford had arrogantly declared: "No matter what color the car needs of customers, I have only one black." Is a typical performance. Obviously, the production concept is a heavy manufacturing, light commercial marketing philosophy. Production concept is generated in a seller's market conditions. In the early days of World War II and the late capitalist industrialization and post-war period, due to the shortage of materials, market product demand, production business management concept is quite popular. Under the planned economy of the old system, due to market product shortages, companies do not have to worry about its product sales, business management in their production are also pursuing the idea, specific performance: focus on the development of production of industrial enterprises, contempt marketing, to implement production-oriented; commercial enterprises focus on sourcing, industrial production for the acquisition of what is what, how much the acquisition of industrial production, nor attention to marketing. In addition to the shortage of materials, products in short supply situation, some companies under the conditions of high production costs, which is also affected by the product marketing management concept of disposal. For example, Henry Ford in the early part of this century has been fully in mass production vehicles, efforts to reduce costs, so that consumers can afford to buy in order to increase the market share of Ford vehicles. (B) the product concept It is also an earlier business concepts. Product concept that most consumers prefer high-quality, multi-functional and products with certain characteristics, enterprises should aim to produce high-value products, and continue to be improved. It produces products in short supply in the market, "seller's market" situation. Most likely to breed product concept occasions, than when the company invented a new product. At this point, companies most likely to lead to "marketing myopia" that unduly focus on the product, rather than on the needs of the market, the lack of foresight in marketing management, only to see the good quality of their products, see changes in market demand, resulting in business in trouble. For example, the United States × × × watch company founded since 1869 to the 1950s, has been recognized as one of America's best watch manufacturers. The company stressed that the production of quality products in marketing management, and through the marketing network by famous jewelry shops, large department stores like distribution products. Prior to 1958, the company has always been an upward trend in sales. But since then its sales and market share began to decline. The main reason for this situation is that the market situation has changed: many consumers this period for luxury watches has no interest tends to buy those economic, convenient plank novelty watches; Moreover, many manufacturers to meet consumer needs , has begun production of low-end products, and through discount stores, supermarkets and other mass distribution channels actively marketing, which won the × × × watch company most of the market share. × × × watch company actually did not notice the changes in the market situation is still obsessed with the traditional style of the production of fine watches, still the aid of traditional sales channels, considered a good quality of their products, the customer is bound to come. As a result, causing the business to suffer a major _set_back. (C) marketing concepts Marketing concepts (or selling concept) generated prior to the late 1920s, the 1950s, is another concept used by many companies, the performance of "I sell what the customer what to buy." It is believed that consumers typically exhibit an inert or buy contend psychological, if run its course, consumers are generally not enough to buy a company's products, so companies must actively promote and heavy promotion to stimulate consumer buying large quantities this product. Marketing concepts in the modern market economy is a lot to sell items that are not craving that buyers generally do not think of going to buy the product or service. Many enterprises in the surplus of products, they often pursue marketing concepts. Marketing concepts generated in the capitalist countries by the "seller" to "buyer's market" transitional phase. In the 1920-1945 years, due to the advancement of science and technology, scientific management and promotion of large-scale production, product yield increased rapidly, the gradual emergence of market oversupply and fierce competition among sellers new situation. Especially during the devastating 1929-1933 economic crisis, a large number of product sales do not go out, thus forcing companies to pay attention and salesmanship using advertising techniques to sell products. Many entrepreneurs feel: even with inexpensive products, it may not be able to sell out; enterprises to survive and develop in the increasingly fierce market competition, we must pay attention to marketing. For example, the United States Fort Pierce flour company in this business concept orientation, was that "the company aims to sell flour." Marketing concepts still exist in today's corporate marketing activities, such as the customer want to buy the product, often using forced marketing tool. Although this concept than the previous two ideas a step forward, paying attention to advertising techniques and salesmanship, but its essence is still a production center. (Iv) marketing concept Marketing concept is a new business philosophy as a challenge to the concept above all the emergence. This concept is to meet customer needs as the starting point, that is, "what the customer needs, to produce what." Although this idea for a long time, but its core principles until the mid-1950s until the basic shape, then the rapid development of social productivity, market trends oversupply buyer's market performance, while the majority of residents in personal income is rapidly increasing, it is possible to choose the product, competition between companies to achieve product, many companies began to realize that we must change our concept of operations, in order to survive and develop. Marketing concept that the key to achieving the goals of the enterprise, is to correctly determine the target market's needs and desires, and to send the desired target market goods or services more efficiently than competitors, and thus meet the target market more effectively than competitors needs and desires. Appear marketing concepts, so that business has undergone a fundamental change in the concept, but also the marketing revolution happened. Marketing concept marketing concepts with significant differences compared to. Theodore Levitt had marketing concepts and marketing ideas made a profound comparison, said: Vendors need to focus on marketing concepts; marketing concepts you need to pay attention to the buyer. Sellers need to sell the idea as a starting point, consider how the product into cash; while the marketing concept is to consider how to manufacture, transfer and final products, and all things related to consumer products to meet customer needs. Visible, four pillars of marketing concepts are: market center, customer orientation, coordinated marketing and profits. The four pillars of marketing concepts are: factories, product-oriented, marketing, profit. In essence, the marketing concept is a customer needs and desires oriented philosophy, the theory of consumer sovereignty embodied in enterprise marketing management. Many good companies are pursuing the concept of marketing. As Japan's Honda Accord car company to launch a brand new car in the United States. Before designing a new car, they sent engineers examine the situation came to the Los Angeles area freeway, field measurement path length, width, collecting asphalt highway, shooting design and export of the road. Back in Japan, they built a dedicated highway nine miles long, and even road signs and billboards are exactly the same with the U.S. highway. In the design of the trunk, designers differences of opinion, they looked to the parking lot one afternoon to see how people are to take luggage. As a result, the views immediately unified. The results Honda Accord car brand popular one to the United States, is known all over the world can accept a good car. Another example is the United States of Disneyland, the general air of joy as omnipresent. It makes the dream of every child are realized from around the world, so that adults produce year-end parties of all colors love. Since the establishment of Disneyland when it will be clear goal: its products are not Mickey Mouse, Donald Duck, but happy. People come here to enjoy the joy. The park offers a full joy. Everyone in the company must be the joy of the soul. No matter who the visitors to ask questions, no one must use "courtesy of Disney" answer, I can not say, "I do not know." Therefore, people travel here to return again and again to enjoy the joy, and is willing to pay the price. In contrast, some of our entertainment, folk village, beautiful city in the world, etc., that monotonous program, deadpan commentary, indifferent faces, people only feel the chill, how fun? This shows that Chinese enterprises to establish marketing concept of urgency. (E) the concept of social marketing The concept of social marketing is the marketing concept changes and additions. It produces Western capitalism appeared in the 1970s, energy shortage, inflation, rising unemployment, serious environmental pollution, consumer protection movement prevalent in the new situation. Because marketing concept avoided the consumer needs, between the interests of consumers and the implied long-term social welfare with the reality of the conflict. Social marketing concept that business task is to determine the needs of each target market, desires and interests, and ways to protect or improve the welfare of consumers and society more effectively than competitors to provide better able to meet its target market needs, desires and interests of the goods or services. The concept of social marketing requires marketers in formulating marketing policies to accommodate the interests of the three aspects, namely, corporate profits, and social benefits to meet consumer needs. These five business concept, its emergence and existence has its historical background and necessity, are associated with certain conditions, to adapt. Currently, foreign companies are to operate from a production-type or operating service type enterprises in order to survive and develop, we must establish a modern marketing concept awareness, social marketing concepts. However, it must be noted that due to the constraints of many factors, not all of today's U.S. companies to establish a marketing concept and social marketing concepts. In fact, there are many companies still product-oriented concepts and marketing concepts. At present, China is still in the primary stage of socialism market economy, due to the degree of development of the productive forces of social constraints and market trends, and the general situation of economic reform income status and other factors, China's enterprises are still in business concept to promote the concept-based, multi- coexisting phase concept.
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Stage of development
The first stage, marketing in the early 20th century in the United States 20 years of the creation of the world 20, due to industrial development, the scope of marketing then studied very narrow, but the research and commercial advertising network _set_tings. And related courses at the University of Illinois and other continents. By "American Advertising Association" to "National Advertising and Marketing Association of Science Teachers," to provide marketing research organization guarantee. Marketing research is characterized by: a focus on marketing and advertising techniques, modern marketing theory, concepts, principles has not yet appeared; b research activities are basically confined to the study and professor at the University of the classroom, has not been. society and the business community's attention. The second phase, in the 1920s to 1950s for the development stage, this time to take shape, the United States began large-scale domestic enterprises use marketing to operate businesses, open overseas markets, European countries have followed suit. Established in 1931, "American Marketing Association," Marketing preach, and the two organizations merged in 1937, extensively absorb the academia and the business community to participate, marketing platform to start from the university community. This stage of the development of marketing performance in the application. 1929 due to the outbreak of the capitalist world an unprecedented economic crisis, the economy of the Great Depression, large atrophy, a sharp decline in purchasing power, the unprecedented sharp market. The crisis of the entire capitalist economy dealt a serious blow. Stage, marketing research is characterized by: a product does not sell out of the narrow concept; b deeper and broader basis in research marketing and advertising techniques; c research in favor of selling the business organization.. _Set_;. d market began to social marketing theory, the majority of the business community is paying attention. The third stage, 20 actual 1950s to the 1980s for the development of the marketing stage, the U.S. military and the economy began to turn public economy, a sharp increase in social goods, social productivity improved significantly, and this corresponds to the level of consumption has not been much improved, the market began a state of oversupply. At this point the American Marketing expert w.aderson and r.cox that "generalized marketing is to promote the producers and consumers of goods or services in any activity potential transaction." This view enables marketers will start into the new stage. Originally thought the market is the end of the production process, is now considered to be the starting point of the production process; originally thought of marketing is to sell products, now that marketing is through surveys to understand consumer needs and desires, and life in line with consumer needs and desires goods or services, and then to meet consumer needs and desires; so get rid of corporate marketing framework into the community vision. And a clear management guidance. The fourth stage, since the 1980s, as a mature stage of marketing, in: an association with other disciplines, such as economics, mathematics, statistics, psychology, etc.; Second, begin to form their own theoretical system; 80 years is a marketing revolution, began to enter the field of modern marketing. So that the face of marketing a new look.
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The introduction of a new definition of marketing
August 2004, in Boston. The ama (American Marketing Association) summer workshop on teaching marketing, ama opened a new definition of marketing on the veil, in order to update the past 20 years ama official definition of marketing. Since then, the new definition of marketing in the U.S. marketing theory, practice community has aroused widespread discussion. The announcement of the new definition of marketing is to integrate the contribution of basic theory and practice of community many marketers from around the world based on the amendment out. Renmin University of China Professor Guo Guoqing proposed to complete the new definition is expressed as: Marketing is an organizational function, but also to organize themselves and the interests of stakeholders and the creation, dissemination, transmission customer value, a series of processes to manage customer relationships. Promote re-examine and revise ama about one of the main forces of the official definition of marketing from ama's ceo Dennis Dunlap. The first edition of the official definition of marketing is the predecessor of 1935 by ama - American Marketing Association of Teachers adopted in 1948 by ama formally adopted. 1960, when the first edition of ama re-examine the definition of the decision remains unchanged, without any modification. In this way, the original definition of marketing has been in use for 50 years, until 1985 when they were re-revised. The revised definition is what we see today on the most common definition of marketing: Marketing is the planning and implementation of ideas on goods, services and ideas, pricing, promotion and distribution, in order to create a process in line with the exchange of personal and organizational goals. This definition has been in use ever since, until this summer was only revised. The new definition is nearly 20 years on the first revision of the definition of marketing, no wonder aroused widespread attention to the majority of marketers. Of course, the causes of our concern also lies ama position. Thus, by her to make such amendments will naturally aroused concerns.
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Marketing functions System
In the face of increasingly fierce market competition, the marketing department should play a greater role. So, exactly what the marketing department do? 1934 American Association of Teachers of national marketing market definition proposed, marketing functions, including commercialization, purchase, sale, standardization and grading, risk management, centralized, financing, transportation and storage of 9, which has been grouped into three categories, That exchange functions (purchase and sale); logistics functions (transport and storage); support functions (finance, risk, communication and standardization, etc.). With the development of the productive forces and the fierce market competition, market marketing practice also constantly innovate. Some scholars by summing marketing experience, but also improves the number of new marketing functions. For example, in 1942 Clarke (FredE.Clark) proposed to sell in order to create demand first. Late 1950s Howard (JohnA.Howard) proposed marketing companies should be able to make "creative adaptation" dynamic environment. Entering the 1980s, the "internal marketing", "relationship marketing" and has been proposed to greatly enrich the functions of the system of marketing. So, what framework of modern marketing functions of the system is it? In accordance with the requirements of the modern marketing environment, the modern system should be marketing functions including marketing, market research, production and supply, creating market requirements and coordination and balance the five functions of public relations. Now the functions are detailed below: First, merchandise sales Research marketing functions, experienced approach is to start from merchandise sales. The definition of the American Marketing Association Committee in 1960 had published such a definition:. "Marketing is to guide the flow of goods or services from the producer or user of a consumer's business activities," this definition does not recognize the marketing is marketing, But that marketing includes sales, also includes the sale of goods process improvement and perfection. Many scholars believe that this definition is too narrow, you can not fully demonstrate the marketing function. However, regardless of whether it is appropriate that this definition clearly reveals the relationship between marketing and merchandising. Sales of goods for business and society, has two basic functions, namely the production of consumer goods areas; One is to get money from consumers, in order to compensate for commodity production labor consumption. Enterprise is to improve people's living standards and the use of advanced production organization conducted product socialized production. Shortage of resources in the real economy, its resources by implementing a certain extent, concentration and specialization of production, to take advantage of economies of scale to increase productivity, create and disseminate new standard of living. Merchandise sales are final completion of production efficiency aspects, namely through this link to be transferred to the production of consumer goods on hand to meet their needs. On the other hand, social choice and commodity exchange markets, the transfer of enterprise products to consumers at the same time, by allowing enterprises to obtain money, because society needs to maintain continuous production and operation, to improve access to the benefits of improved productivity . Through the sale of goods, commodities into money, social enterprises can be put into production factors and additional supplement, and therefore received a corporate survival and development conditions. Merchandise sales are very important. Companies need to make the greatest efforts to strengthen this function. Specific activities include: finding and identifying potential customers, contacts with the intention of passing the commodity exchange information, negotiations, contracts, delivery and collection, providing sales services. However, sales of goods is conditional. To smooth the exchange of commodities related conditions include: (1) at least two subjects, who were in their possession appears to be a relatively low value, but on the other side seems to have a higher value of value (goods, services currency), and are willing to use their own thing to have for each other have valuables; (2) they understand each other quality and production costs have goods; (3) they can effectively carry out the views from each other communication. For example, negotiate terms, a contract; (4) the transaction can be smug in their consumption and enjoyment of the proceeds. But often found that these conditions are not established everywhere, so companies are often faced with the difficult sales situation. In order to effectively organize merchandise sales, the production of more goods sold, the marketing department would not only on the sale, you must also conduct market research, marketing organization as a whole, the development of market demand and other activities, but to wait until after these achieved a certain effect only after the commodity sales. Second, the market survey and research One of the necessary conditions for enterprise external sales of goods there is market demand for the commodity. People to have this condition is known as marketable commodities. Only the existence of market demand, commodity to sell out. Market demand for a commodity, refers to all potential customers within a certain range of time for this product has a number of Wish purchasing power. If the demand for a commodity market does exist, but companies need to know who the customer is, where the sale of goods can be carried out smoothly. As the production division of labor and commodity production itself constantly creating market demand, therefore, generally speaking, there is always the potential market demand. The problem is that people are not the real needs of the supply of goods on the market commodity. Merchandising root of the difficulties is that there is often not the people the reality of the commodity market supply needed goods, or that there is a difference between the market of goods and people on the practical needs (expectations). The problem on the one hand the difficulties caused by the sale of goods, on the other hand caused some customers' needs are not met. Rational producers and operators certainly do not need people who do not have the production and operation of the product. To some people choose to produce those goods purchased. But the problem is that the demand for a range of a commodity market is constantly changing. There are many factors that will influence potential customers' needs. For example, people's income growth will gradually give up on low-grade, obsolete consumer goods, along with the purchasing power towards higher-end, innovative merchandise; kind of high commodity prices, many people believe that the consumer is rarely buy it uneconomical It is, but when its price fell, people will have a consumer-effective idea, willing to buy, and more spending. For potential customers desire to buy a commodity has always been unstable. Changes will inevitably affect the purchase desire to pay the direction of purchasing power, leading to changes in market demand. For this change, producers and operators may lack information, and therefore changes in the future, in a passive state. In order to effectively achieve merchandise sales, corporate marketing managers need to constantly study the market demand, to figure out who are potential customers, what kind of product they need, why you need, how much need, when and where they need to study the enterprise to meet customer needs appropriate aspects of research possible sources of sales difficulties and problems, and corresponds to satisfy every customer need to develop marketing strategies. This is the basic content of market surveys and research functions. Difficult to find, market surveys and research organization is not simply a function of merchandising pilot, in fact, is the foundation of the entire enterprise marketing functions. Third, the production and supply How to market and profit opportunity has come and exploit it fully and effectively? How changes in market demand for the coming flexibility to adapt? The key is whether the conduct of internal production and sales, both internal and external coordination between management. Business as production operators need to adapt to changes in market demand, often adjust production direction, so as to ensure the production and operation of the product is always marketable. That is, to strive to maintain steady growth in sales revenue and market demand for use of each period, for the use of each commodity produced operating profit opportunities. Under the conditions of constantly changing market demand, the company's business comes from such adaptability would closely monitor the market, strict internal management of change vigilant, to take advantage of opportunities in tight. All of these functions in the enterprise management generally become production and supply functions. The function name is actually follow the traditional argument. In modern marketing theory, this function is called integrated marketing. Marketing is the overall number of business functions within the enterprise to be embodied in a comprehensive. Let the sales department in each period can sell marketable products to the market, the market research department must provide accurate information on market demand; business management departments should demand forecast data into a production order, directing the production sector production and collaboration with other departments. Let the sales department in a timely manner to provide customers with the products they need, we must allow the production sector before the advent of the customer needs to the appropriate product produced; in order to allow the production sector to do this, technology development department would in earlier times completion of product design and technical preparation, production departments are able to provide production technology; financial sector is necessary in earlier times to raise funds to provide adjustments to the production department production lines or equipment, providing raw materials to the purchasing department, materials, procurement and supply parts; personnel department in earlier times have technical training for workers and job responsibility to educate and inspire workers to improve production and labor enthusiasm and initiative. Let the sales department to quickly open the market, expand product sales, public relations departments should be established before this noble enterprise image and product image in the minds of customers, expanding the scope of the momentum and credibility of the dissemination of customer service; advertising departments To effectively expand the advertising campaign before this; promotion departments should organize attractive to potential customers promotional activities; sales channels and network management departments before this fight as much as middlemen distribution or consignment business goods. In this way, each department in coordination with each other, work together to do the marketing, is the overall marketing. Implementation of the overall marketing needs to be changed on the various functions of the traditional fragmented approach, or even need to change the _set_tings of certain functional departments. In marketing, technology development department is willing to make according to the customer's need to develop people to buy goods; let the financial sector needs to raise funds in accordance with the marketing, supply funds to replenish "supplies"; allow the production department at the time the customer needs production to customer needs products to ensure timely sales department to get the right products, the use of the customer loved the way the existence of sales to customers need. Such technology development department, production department, finance department and sales department will combine up together to promote the sale of goods and operations. So as to form an overall marketing effectiveness. Fourth, create market demand Continuously improve the level of social responsibility and social life requires companies to strive more to meet consumer needs. This means that only those who sell their current plan to buy goods to consumers is not enough. Consumers prevalence of "latent demand", ie, for some reason, consumers in the short term does not intend to purchase goods needs to be met. For example, the current level of quality on the market for a commodity dissatisfied consumers, even if there is a need, it may not buy this product; For the current market price is relatively high, it is considered a luxury and more spending on some non-life necessity, even if there is the need of consumers, it may not purchase, or rarely purchase; some consumers because of some worries, put some money saved up, and not for the current cost of living, it will form a "latent demand"; Other Consumer While there are certainly those living source of income, but the amount of money due to the current limitations of the handheld, you can not buy a product he needs, but also formed a "potential demand." Of course, there are a considerable number of customers holding money can not buy the goods they need, thus creating a "potential demand." The objective existence of potential demand by the consumer needs and expand the breadth of the decision. Potential demand is essentially unmet customer needs, represents the improvement of people's living standards as well as shortcomings, but also business can open up the market in the "New World." Both companies have emerged to meet the market reality in customer needs, so that every one willing to buy goods business customers really buy goods, to fight for the needs of customers who have the potential to provide the goods and services they need to create Some can afford to buy them, you can rest assured that the conditions to relieve their worries and let them build cost-effective to purchase, consumption and reasonable belief, thereby converting the potential demand needs to become a reality, companies come to buy goods. This is the "creation of market demand." For example, through appropriate price, you can not afford to let those in the past for this commodity consumers to purchase and consume these products so that the consumer does not pay more than those in the past think consumers are willing to buy more, spend more, truly meet their needs; Through advertising, so that those who do not understand and therefore do not have to buy certain goods and consumer goods to consumers understand this, the desire to generate buying and consumption; through the introduction of new products, you can make those kind of difficult to obtain goods from the past need to meet Consumers have the opportunity to buy to fit their needs, make him satisfied with the goods; through the provision of marketing services, for those who think spending a commodity inconvenient, unhappy, insecure and therefore consumers can rarely buy as much as possible purchase and consumption of such goods, create market demand can make the reality of the market demand continues to expand and improve the satisfaction of customer needs; may also enable enterprises to create a new world of their own party, vigorously develop production; same is to enable enterprises in the existing market can retreat, greatly enhance the adaptability to changes in market demand. Fifth, public relations coordination and balance There have long been the public relations activities. The beginning of this century, the United States also appeared in professional public relations consulting firm. Business management theorists in the 1930s on the recognition of the importance of the relationship between employees, customer relations. However, in the presence of backward production concepts, marketing concepts condition, there is no public relations as an "intrinsic function" of marketing. After the 1960s resurgence of consumer protection movement, public relations functions before they get widespread attention. In the 1980s, people are no longer seen as the public relations business "extra burden", but it functions as a kind of marketing. In 1981, GE Lang Ru (ChristianGronroos) proposed the "internal marketing" theory; to 1985, Jackson (BarbaraB.Jackson) proposed to carry out the "relationship marketing." These new ideas together, that is considered necessary to add a new item in the marketing functions of: coordination and balance a variety of public relations. As a member of the business community, with customers and various other aspects of society there is an objective link. Improvement and development of these links can improve corporate social image, but also to be able to bring the benefits of marketing on the marketing that increases safety, ease. According to Jackson's view, merchandise sales is only part of the marketing relationship between businesses and customers. In fact, they can also develop between the economic, technological and social contacts and exchanges. Through these non-commodity exchange-type contact between the two sides can enhance mutual trust and understanding can develop interdependence, mutual help, partnerships through thick and thin, so that enterprises get a loyal customer base, but also can be the last transaction cumbersome negotiating changes to practice-based transaction, saving transaction costs. This "relationship marketing" thinking is also suitable for the development and improvement of enterprises and distributors, relationships with suppliers, transportation and warehousing, financial institutions, mass media and internal employees, so that enterprises in the marketing process, can be found dependence, can be a strategic partner to help. Public Relations coordination and balance needed to correctly handle the relationship between the three, namely, commodity production and business operations "socialization" of the relationship, the relationship between profits and satisfy customer needs and to meet the needs of the individual customer relations and promote social welfare.
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Marketing Professional Profile
A professional presentation 1. Professional acquaintance Marketing is an established economic science, behavioral science and modern management theory based on the application of science. The study of marketing is to meet consumer demand as the center of business processes and marketing activities regularity, that specific marketing environment, companies with marketing, research-based, to meet the real and potential consumers requires the implementation of a product (product), pricing (price), channels (place), promotion (promotion) as the main content of the marketing campaign process and its objective law. Its content is comprehensive, practical, application characteristics. 2. Academic navigation The students mainly learn the basic theory and basic knowledge of marketing and business management, marketing, basic training methods and skills, with the ability to analyze and solve basic marketing problems. Main disciplines: economics, business administration. Main courses: management, microeconomics, macroeconomics, management information systems, statistics, accounting, financial management, marketing, law, consumer behavior, international marketing, market research and so on. 3. Prospects Marketing is the economic management specialty in more practical type, the gradual improvement of the market economy today, as an independent economic entity for the business, the company, if there is no professional marketing talents, science, modern marketing means to "do business ", certainly not survive in the competitive market. Marketers are all enterprises, especially large enterprises indispensable talent, but because of the number of training has to keep up, so graduates in short supply. Two talents to shape 1. Potential candidates Very interested in marketing language, there salesman experience, good communication with others, like doing market research work, often reading books on marketing and innovation capacity is relatively strong, familiar with some of the relevant laws and regulations, such as consumer protection among others. 2. After you finish The professional training of specialized personnel management, economic, legal, marketing and other aspects of knowledge and ability. 3. Aspect workplace The graduates can engage in market research, marketing planning, market development, marketing management, advertising planning, marketing services, and teaching and research work.
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Authoritative definition
Defined under the American Marketing Association: Marketing is to create, communicate and send the value to the customer, the customer relations and operations so that the interests of an organization and its organizational functions and procedures related benefit. Define (Philip Kotler) • Philip Kotler under stressed value-oriented marketing: Marketing is the individual and collective by creating and exchanging products and value with others to meet the needs and desires of a social and management process. Philop Kotler in 1984 and for a definition of marketing: Marketing is an enterprise of such functions: to recognize not currently meet the needs and desires, assess and determine the size of the demand, choices and decisions for their businesses can best serve target market and determine the appropriate products, services and programs (or programs) in order to target markets. McCarthy (EJMccarthy) (in 1960 also under the definition of micro-marketing: Marketing is the responsibility of business activities, products and services will lead directly from the producer to the consumer or user to satisfy customer needs and achieve the company's profits , but also a process of social and economic activities, its purpose is to meet the social or human needs, achieve social goals. ("Basic Marketing" 1 of 9). although this definition than the definition of the American Marketing Association, a step forward, pointed out to meet customer needs and achieve corporate profitability became the company's business objectives, but the two definitions are explained, marketing activities are the production activities at the end of the beginning, middle, after a series of business sales activity, when the commodity to the hands of users on the end, so the enterprise marketing activities circulation is limited to a narrow range, rather than as a business throughout the whole process of business sales, which include marketing research, product development, pricing, distribution, advertising, publicity reports, sales promotion, personal selling, after-sales service. Marcus Ross defined to emphasize the purpose of marketing: Marketing is in the interests of a through mutual exchange and commitment to establish, maintain, strengthen relationships with consumers and other participants, to achieve the purpose of the parties.
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The new definition of
① Jiang Taiwan through song emphasize the changes in marketing in the "Your Marketing okay", the use of marketing in English Marketing made the following definition: "What is marketing?" Is literally, "marketing" in English is "Marketing" If the word is split into the Marketing Market (market) and ing (English present continuous representation) of these two sections, that marketing can use "market going" to express the products, price changes, promotions, pathway cause the delicate relationship between supply and demand sides. ② 2004 August Boston. On the AMA (American Marketing Association) summer workshop on teaching marketing, AMA opened a new definition of marketing on the veil, in order to update the nearly 20 years of marketing AMA official definition. Since then, the new definition of marketing in the U.S. marketing theory, practice community has aroused widespread discussion. The announcement of the new definition of marketing is to integrate the contribution of basic theory and practice of community many marketers from around the world based on the amendment out. Renmin University of China Professor Guo Guoqing proposed to complete the new definition is expressed as: Marketing is an organizational function, but also to organize themselves and the interests of stakeholders and the creation, dissemination, transmission customer value, a series of processes to manage customer relationships. One of the main forces to re-examine and revise the AMA's official definition of marketing is from the AMA's CEO Dennis • Dunlap. The first edition of the official definition of marketing in 1935 by the AMA's predecessor - the American Marketing Association of Teachers adopted in 1948, was formally adopted by AMA. 1960, when the AMA decided to re-examine the definition of the first edition remains unchanged, without any modification. In this way, the original definition of marketing has been in use for 50 years, until 1985 when they were re-revised. The revised definition is seen today on the most common definition of marketing: Marketing is the planning and implementation of ideas on goods, services and ideas, pricing, promotion and distribution, in order to create a process in line with the exchange of personal and organizational goals. This definition has been in use ever since, until the summer of 2004 was revised. The new definition is nearly 20 years on the first revision of the definition of marketing, no wonder aroused widespread attention to the majority of marketers. Of course, the causes of our concern also the status of the AMA. Thus, by her to make such amendments will naturally aroused concerns. Marketing theory development has the following four stages: First stage: start-up phase. Marketing in the 19th century to the 1920s in the United States was founded, from industrial development. Then study the characteristics of marketing are: a focus on marketing and advertising techniques, modern marketing theory does not appear, concepts and principles; b marketing theory has not been social and business importance.. Second stage: the application stage. 1920s to World War II for the application stage, the development of this phase of marketing performance in the application. Market research marketing theory began to society, the majority of the business community attention. Third stage: the formation and development period. 1950s to the 1980s for the development of the marketing stage, the market began a state of oversupply. Phase IV: the mature stage. Since the 1980s, as a mature stage of marketing, performance: a correlation with other disciplines, b began to form their own theoretical system; 1980s Revolution marketing, and began to enter the field of modern marketing, so marketing. learn a new look.
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Marketing Concept
Evolution and development of marketing concepts, can be summarized into six, namely, the production concept, product concepts, marketing concepts, marketing concepts, customer perceptions and social marketing concepts. (1) production concept Production concept is one of the oldest concepts to guide the conduct of sales. This concept stems from the 1920s. Business philosophy than from consumer demand, but from the production. The main performance is "what I produce, to sell anything." Production concept that consumers prefer to buy those that can be anywhere and inexpensive products, enterprises should aim to increase productivity and distribution efficiency, expand production and reduce costs in order to expand the market. For example, Feng. Fire headhunting experts believe Fort Pierce American flour company, from 1869 to the 1920s, has been using the concept to guide enterprises engaged in production, when the company raised the slogan is "The company aims to manufacture flour." • U.S. auto magnate Henry Ford had arrogantly declared: "No matter what color the car needs of customers, I have only one black." Is a typical performance. Obviously, the production concept is a heavy manufacturing, light commercial marketing philosophy. Production concept is generated in a seller's market conditions. In the early days of World War II and the late capitalist industrialization and post-war period, due to the shortage of materials, market product demand, production business management concept is quite popular. China under the planned economy of the old system, due to market product shortages, companies do not have to worry about its product sales, business management in their production are also pursuing the idea, specific performance: focus on the development of production of industrial enterprises, contempt marketing, to implement production-oriented; commercial enterprises focus on sourcing, industrial production for the acquisition of what is what, how much the acquisition of industrial production, nor attention to marketing. In addition to the shortage of materials, products in short supply situation, some companies under the conditions of high production costs, which is also affected by the product marketing management concept of disposal. For example, Henry Ford • Pour in the early part of this century has been full for mass production vehicles, efforts to reduce costs, so that consumers can afford to buy in order to increase the market share of Ford vehicles. (2) product concept It is also an earlier business concepts. Product concept that most consumers prefer high-quality, multi-functional and products with certain characteristics, enterprises should aim to produce high-value products, and continue to be improved. It produces products in short supply in the market, "seller's market" situation. Most likely to breed product concept occasions, than when the company invented a new product. At this point, companies most likely to lead to "marketing myopia" that unduly focus on the product, rather than on the needs of the market, the lack of foresight in marketing management, only to see the good quality of their products, see changes in market demand, resulting in business in trouble. For example, the United States × × × watch company founded since 1869 to the 1950s, has been recognized as one of America's best watch manufacturers. The company stressed that the production of quality products in marketing management, and through the marketing network by famous jewelry shops, large department stores like distribution products. Prior to 1958, the company has always been an upward trend in sales. But since then its sales and market share began to decline. The main reason for this situation is that the market situation has changed: many consumers this period for luxury watches has no interest tends to buy those economic, convenient plank novelty watches; Moreover, many manufacturers to meet consumer needs , has begun production of low-end products, and through discount stores, supermarkets and other mass distribution channels actively marketing, which won the × × × watch company most of the market share. × × × watch company actually did not notice the changes in the market situation is still obsessed with the traditional style of the production of fine watches, still the aid of traditional sales channels, considered a good quality of their products, the customer is bound to come. As a result, causing the business to suffer a major _set_back. (3) marketing concepts Marketing concepts (or selling concept) generated prior to the late 1920s, the 1950s, is another concept used by many companies, the performance of "I sell what the customer what to buy." It is believed that consumers typically exhibit an inert or buy contend psychological, if run its course, consumers are generally not enough to buy a company's products, so companies must actively promote and heavy promotion to stimulate consumer buying large quantities this product. Marketing concepts in the modern market economy is to sell a lot of desire for items that are not selling, buyers generally do not think that is going to buy the product or service. Many enterprises in the surplus of products, they often pursue marketing concepts. Marketing concepts generated in the capitalist countries by the "seller" to "buyer's market" transitional phase. In the 1920-1945 years, due to the advancement of science and technology, scientific management and promotion of large-scale production, product yield increased rapidly, the gradual emergence of market oversupply and fierce competition among sellers new situation. Especially during the devastating 1929-1933 economic crisis, a large number of product sales do not go out, thus forcing companies to pay attention and salesmanship using advertising techniques to sell products. Many entrepreneurs feel: even with inexpensive products, it may not be able to sell out; enterprises to survive and develop in the increasingly fierce market competition, we must pay attention to marketing. For example, the United States Fort Pierce flour company in this business concept orientation, was that "the company aims to sell flour." Marketing concepts still exist in today's corporate marketing activities, such as the customer want to buy the product, often using forced marketing tool. Although this concept than the previous two ideas a step forward, paying attention to advertising techniques and salesmanship, but its essence is still a production center. (4) Marketing Concept Marketing concept is a new business philosophy as a challenge to the concept above all the emergence. This concept is to meet customer needs as the starting point, that is, "what the customer needs, to produce what." Although this idea for a long time, but its core principles until the mid-1950s until the basic shape, then the rapid development of social productivity, market trends oversupply buyer's market performance, while the majority of residents in personal income is rapidly increasing, it is possible to choose the product, competition between companies to achieve product, many companies began to realize that we must change our concept of operations, in order to survive and develop. Marketing concept that the key to achieving the goals of the enterprise, is to correctly determine the target market's needs and desires, and to send the desired target market goods or services more efficiently than competitors, and thus meet the target market more effectively than competitors needs and desires. Appear marketing concepts, so that business has undergone a fundamental change in the concept, but also the marketing revolution happened. Marketing concept marketing concepts with significant differences compared to. • Theodore Levitt told the marketing concepts and marketing ideas made a profound comparison, said: Vendors need to focus on marketing concepts; marketing concepts you need to pay attention to the buyer. Sellers need to sell the idea as a starting point, consider how the product into cash; while the marketing concept is to consider how to manufacture, transfer and final products, and all things related to consumer products to meet customer needs. Visible, four pillars of marketing concepts are: market center, customer orientation, coordinated marketing and profits. The four pillars of marketing concepts are: factories, product-oriented, marketing, profit. In essence, the marketing concept is a customer needs and desires oriented philosophy, the theory of consumer sovereignty embodied in enterprise marketing management. Many good companies are pursuing the concept of marketing. As Japan's Honda Accord car company to launch a brand new car in the United States. Before designing a new car, they sent engineers examine the situation came to the Los Angeles area freeway, field measurement path length, width, collecting asphalt highway, shooting design and export of the road. Back in Japan, they built a dedicated highway nine miles long, and even road signs and billboards are exactly the same with the U.S. highway. In the design of the trunk, designers differences of opinion, they looked to the parking lot one afternoon to see how people are to take luggage. As a result, the views immediately unified. The results Honda Accord car brand popular one to the United States, is known all over the world can accept a good car. Another example is the United States of Disneyland, the general air of joy as omnipresent. It makes the dream of every child are realized from around the world, so that adults produce year-end parties of all colors love. Since the establishment of Disneyland when it will be clear goal: its products are not Mickey Mouse, Donald Duck, but happy. People come here to enjoy the joy. The park offers a full joy. Everyone in the company must be the joy of the soul. No matter who the visitors to ask questions, no one must use "courtesy of Disney" answer, I can not say, "I do not know." Therefore, people travel here to return again and again to enjoy the joy, and is willing to pay the price. In contrast, China's number of entertainment, folk village, beautiful city in the world, etc., that monotonous program, deadpan commentary, indifferent faces, people only feel the chill, how fun? This shows that Chinese enterprises to establish the marketing concept of urgency. (5) the concept of customer With modern marketing strategy from product oriented to customer-oriented, customer needs and satisfaction is becoming the key to the success of the marketing strategy. Various industries are trying fruitful way, even if accurately understand and meet customer needs, thus achieving business goals. Practice has proved that the existence of different sub-market customers with different needs, even belong to a sub-market customers individual needs will change frequently. In order to adapt to changing market demands, the company's marketing strategy must be timely adjusted. In this marketing background, more and more enterprises begin to shift from the idea of pursuing a marketing concept for our customers over customer concepts. The so-called customer concept, is an enterprise focusing on previously collected every customer transaction information, demographic information, mental activity information, media habits and other information, and information distribution preferences, depending on the customer's lifetime value thus confirmed, provided separately for each client their different products or services, the spread of different information, improving customer loyalty through increased purchases of each client, ensuring that corporate profit growth. Marketing concept contrast, it is enhanced to meet the needs of a child of the market, and the customer concept emphasizes meet the special needs of each client. It should be noted that the concept is not the same customers in all businesses. One marketing needs to be customized factory, operating a computerized communication network as a prerequisite, therefore, required to implement the concept of enterprise customers to invest heavily in information collection, database development, computer software and hardware acquisition, etc., which is not Every business can do. Some companies even willing to spend money, and there will inevitably be greater than investment income resulting situation. Concept is ideal for enterprise customers who are good at collecting individual customer information, these companies are marketing products to help customers use databases to achieve cross-selling, or products need to periodically re-purchase or upgrade, or high-value products. Such companies often give customers ideas and almost brought extraordinary benefits. (6) the concept of social marketing The concept of social marketing is the marketing concept changes and additions. It produces Western capitalism appeared in the 1970s, energy shortage, inflation, rising unemployment, serious environmental pollution, consumer protection movement prevalent in the new situation. Because marketing concept avoided the consumer needs, between the interests of consumers and the implied long-term social welfare with the reality of the conflict. Social marketing concept that business task is to determine the needs of each target market, desires and interests, and ways to protect or improve the welfare of consumers and society more effectively than competitors to provide better able to meet its target market needs, desires and interests of the goods or services. The concept of social marketing requires marketers in formulating marketing policies to accommodate the interests of the three aspects, namely, corporate profits, and social benefits to meet consumer needs. These five business concept, its emergence and existence has its historical background and necessity, are associated with certain conditions, to adapt. Currently, foreign companies are to operate from a production-type or operating service type enterprises in order to survive and develop, we must establish a modern marketing concept awareness, social marketing concepts. However, it must be noted that due to the constraints of many factors, not all of today's U.S. companies to establish a marketing concept and social marketing concepts. In fact, there are many companies still product-oriented concepts and marketing concepts. At present, China is still in the primary stage of socialism market economy, due to the constraints of social productivity level of development and market trends, and the general situation of economic reform income status and other factors, Chinese enterprises are still in business concept to promote the concept-based, multi- coexisting phase concept.
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Marketing functions
In accordance with the requirements of the modern marketing environment, the modern system should be marketing functions including marketing, market research, production and supply, creating market requirements and coordination and balance the five functions of public relations. Now the functions are detailed below: (1) Sales of goods Research marketing functions, experienced approach is to start from merchandise sales. The definition of the American Marketing Association Committee in 1960 had published such a definition:. "Marketing is to guide the flow of goods or services from the producer or user of a consumer's business activities," this definition does not recognize the marketing is marketing, But that marketing includes sales, also includes the sale of goods process improvement and perfection. Many scholars believe that this definition is too narrow, you can not fully demonstrate the marketing function. However, regardless of whether it is appropriate that this definition clearly reveals the relationship between marketing and merchandising. Sales of goods for business and society, has two basic functions, namely the production of consumer goods areas; second is to get money from consumers, in order to compensate for commodity production labor consumption. Enterprise is to improve people's living standards and the use of advanced production organization conducted product socialized production. Shortage of resources in the real economy, its resources by implementing a certain extent, concentration and specialization of production, to take advantage of economies of scale to increase productivity, create and disseminate new standard of living. Merchandise sales are final completion of production efficiency aspects, namely through this link to be transferred to the production of consumer goods on hand to meet their needs. On the other hand, social choice and commodity exchange markets, the transfer of enterprise products to consumers at the same time, by allowing enterprises to obtain money, because society needs to maintain continuous production and operation, to improve access to the benefits of improved productivity . Through the sale of goods, commodities into money, social enterprises can be put into production factors and additional supplement, and therefore received a corporate survival and development conditions. Merchandise sales are very important. Companies need to make the greatest efforts to strengthen this function. Specific activities include: finding and identifying potential customers, contacts with the intention of passing the commodity exchange information, negotiations, contracts, delivery and collection, providing sales services. However, sales of goods is conditional. To smooth the exchange of commodities related conditions include: ① at least two subjects, who were in their possession appears to be a relatively low value, but on the other side seems to have a higher value of value (commodity, currency services) and are willing to use their own thing to have for each other have of value; ② their mutual understanding of quality and cost of production of goods owned by the other party; ③ opinion that they can effectively communicate with each other. For example, negotiate terms, a contract; ④ After the transaction, they can be smug consumption and enjoyment of the proceeds. But often found that these conditions are not established everywhere, so companies are often faced with the difficult sales situation. In order to effectively organize merchandise sales, the production of more goods sold, the marketing department would not only on the sale, you must also conduct market research, marketing organization as a whole, the development of market demand and other activities, but to wait until after these achieved a certain effect only after the commodity sales. (2) Market surveys and research Market survey and research, also known as market research, refers to research done by corporate marketing decision-making process requires the system to collect and analyze objective of marketing activities. One of the necessary conditions for enterprise external sales of goods there is market demand for the commodity. People to have this condition is known as marketable commodities. Only the existence of market demand, commodity to sell out. Market demand for a commodity, refers to all potential customers within a certain range of time for this product has a number of Wish purchasing power. If the demand for a commodity market does exist, but companies need to know who the customer is, where the sale of goods can be carried out smoothly. As the production division of labor and commodity production itself constantly creating market demand, therefore, generally speaking, there is always the potential market demand. The problem is that people are not the real needs of the supply of goods on the market commodity. Merchandising root of the difficulties is that there is often not the people the reality of the commodity market supply needed goods, or that there is a difference between the market of goods and people on the practical needs (expectations). The problem on the one hand the difficulties caused by the sale of goods, on the other hand caused some customers' needs are not met. Rational producers and operators certainly do not need people who do not have the production and operation of the product. To some people choose to produce those goods purchased. But the problem is that the demand for a range of a commodity market is constantly changing. There are many factors that will influence potential customers' needs. For example, people's income growth will gradually give up on low-grade, obsolete consumer goods, along with the purchasing power towards higher-end, innovative merchandise; kind of high commodity prices, many people believe that the consumer is rarely buy it uneconomical It is, but when its price fell, people will have a consumer-effective idea, willing to buy, and more spending. For potential customers desire to buy a commodity has always been unstable. Changes will inevitably affect the purchase desire to pay the direction of purchasing power, leading to changes in market demand. For this change, producers and operators may lack information, and therefore changes in the future, in a passive state. In order to effectively achieve merchandise sales, corporate marketing managers need to constantly study the market demand, to figure out who are potential customers, what kind of product they need, why you need, how much need, when and where they need to study the enterprise to meet customer needs appropriate aspects of research possible sources of sales difficulties and problems, and corresponds to satisfy every customer need to develop marketing strategies. This is the basic content of market surveys and research functions. Difficult to find, market surveys and research organization is not simply a function of merchandising pilot, in fact, is the foundation of the entire enterprise marketing functions. (3) production and supply How to market and profit opportunity has come and exploit it fully and effectively? How changes in market demand for the coming flexibility to adapt? The key is whether the conduct of internal production and sales, both internal and external coordination between management. Business as production operators need to adapt to changes in market demand, often adjust production direction, so as to ensure the production and operation of the product is always marketable. That is, to strive to maintain steady growth in sales revenue and market demand for use of each period, for the use of each commodity produced operating profit opportunities. Under the conditions of constantly changing market demand, the company's business comes from such adaptability would closely monitor the market, strict internal management of change vigilant, to take advantage of opportunities in tight. All of these functions in the enterprise management generally become production and supply functions. The function name is actually follow the traditional argument. In modern marketing theory, this function is called integrated marketing. Marketing is the overall number of business functions within the enterprise to be embodied in a comprehensive. Let the sales department in each period can sell marketable products to the market, the market research department must provide accurate information on market demand; business management departments should demand forecast data into a production order, directing the production sector production and collaboration with other departments. Let the sales department in a timely manner to provide customers with the products they need, we must allow the production sector before the advent of the customer needs to the appropriate product produced; in order to allow the production sector to do this, technology development department would in earlier times completion of product design and technical preparation, production departments are able to provide production technology; financial sector is necessary in earlier times to raise funds to provide adjustments to the production department production lines or equipment, providing raw materials to the purchasing department, materials, procurement and supply parts; personnel department in earlier times have technical training for workers and job responsibility to educate and inspire workers to improve production and labor enthusiasm and initiative. Let the sales department to quickly open the market, expand product sales, public relations departments should be established before this noble enterprise image and product image in the minds of customers, expanding the scope of the momentum and credibility of the dissemination of customer service; advertising departments To effectively expand the advertising campaign before this; promotion departments should organize attractive to potential customers promotional activities; sales channels and network management departments before this fight as much as middlemen distribution or consignment business goods. In this way, each department in coordination with each other, work together to do the marketing, is the overall marketing. Implementation of the overall marketing needs to be changed on the various functions of the traditional fragmented approach, or even need to change the _set_tings of certain functional departments. In marketing, technology development department is willing to make according to the customer's need to develop people to buy goods; let the financial sector needs to raise funds in accordance with the marketing, supply funds to replenish "supplies"; allow the production department at the time the customer needs production to customer needs products to ensure timely sales department to get the right products, the use of the customer loved the way the existence of sales to customers need. Such technology development department, production department, finance department and sales department will combine up together to promote the sale of goods and operations. So as to form an overall marketing effectiveness. (4) create market demand Continuously improve the level of social responsibility and social life requires companies to strive more to meet consumer needs. This means that only those who sell their current plan to buy goods to consumers is not enough. Consumers prevalence of "latent demand", ie, for some reason, consumers in the short term does not intend to purchase goods needs to be met. For example, the current level of quality on the market for a commodity dissatisfied consumers, even if there is a need, it may not buy this product; For the current market price is relatively high, it is considered a luxury and more spending on some non-life necessity, even if there is the need of consumers, it may not purchase, or rarely purchase; some consumers because of some worries, put some money saved up, and not for the current cost of living, it will form a "latent demand"; Other Consumer While there are certainly those living source of income, but the amount of money due to the current limitations of the handheld, you can not buy a product he needs, but also formed a "potential demand." Of course, there are a considerable number of customers holding money can not buy the goods they need, thus creating a "potential demand." The objective existence of potential demand by the consumer needs and expand the breadth of the decision. Potential demand is essentially unmet customer needs, represents the improvement of people's living standards as well as shortcomings, but also business can open up the market in the "New World." Both companies have emerged to meet the market reality in customer needs, so that every one willing to buy goods business customers really buy goods, to fight for the needs of customers who have the potential to provide the goods and services they need to create Some can afford to buy them, you can rest assured that the conditions to relieve their worries and let them build cost-effective to purchase, consumption and reasonable belief, thereby converting the potential demand needs to become a reality, companies come to buy goods. This is the "creation of market demand." For example, through appropriate price, you can not afford to let those in the past for this commodity consumers to purchase and consume these products so that the consumer does not pay more than those in the past think consumers are willing to buy more, spend more, truly meet their needs; Through advertising, so that those who do not understand and therefore do not have to buy certain goods and consumer goods to consumers understand this, the desire to generate buying and consumption; through the introduction of new products, you can make those kind of difficult to obtain goods from the past need to meet Consumers have the opportunity to buy to fit their needs, make him satisfied with the goods; through the provision of marketing services, for those who think spending a commodity inconvenient, unhappy, insecure and therefore consumers can rarely buy as much as possible purchase and consumption of such goods, create market demand can make the reality of the market demand continues to expand and improve the satisfaction of customer needs; may also enable enterprises to create a new world of their own party, vigorously develop production; same is to enable enterprises in the existing market can retreat, greatly enhance the adaptability to changes in market demand. (5) Public Relations coordination and balance There have long been the public relations activities. The beginning of this century, the United States also appeared in professional public relations consulting firm. Business management theorists in the 1930s on the recognition of the importance of the relationship between employees, customer relations. However, in the presence of backward production concepts, marketing concepts condition, there is no public relations as an "intrinsic function" of marketing. After the 1960s resurgence of consumer protection movement, public relations functions before they get widespread attention. In the 1980s, people are no longer seen as the public relations business "extra burden", but it functions as a kind of marketing. In 1981, Lang Ge Ru (Christian Gronroos) proposed the "internal marketing" theory; to 1985, Jackson (. Barbara B Jackson) proposed to carry out the "relationship marketing." These new ideas together, that is considered necessary to add a new item in the marketing functions of: coordination and balance a variety of public relations. As a member of the business community, with customers and various other aspects of society there is an objective link. Improvement and development of these links can improve corporate social image, but also to be able to bring the benefits of marketing on the marketing that increases safety, ease. According to Jackson's view, merchandise sales is only part of the marketing relationship between businesses and customers. In fact, they can also develop between the economic, technological and social contacts and exchanges. Through these non-commodity exchange-type contact between the two sides can enhance mutual trust and understanding can develop interdependence, mutual help, partnerships through thick and thin, so that enterprises get a loyal customer base, but also can be the last transaction cumbersome negotiating changes to practice-based transaction, saving transaction costs. This "relationship marketing" thinking is also suitable for the development and improvement of enterprises and distributors, relationships with suppliers, transportation and warehousing, financial institutions, mass media and internal employees, so that enterprises in the marketing process, can be found dependence, can be a strategic partner to help. Public Relations coordination and balance needed to correctly handle the relationship between the three, namely, commodity production and business operations "socialization" of the relationship, the relationship between profits and satisfy customer needs and to meet the needs of the individual customer relations and promote social welfare.
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Marketing Strategy
Marketing strategy is the enterprise customer needs as the starting point, the customer demand and purchasing power to obtain information, expectations of the business community based on experience, there are plans to organize various business activities, coordinated through mutual product strategy, pricing strategy, channel strategy and marketing strategy, customer satisfaction with products and services to achieve business goals process. (1) 4Ps, namely: product (Product), price (Price), promotion (Promotion), channel and distribution (Place & Distribution) These four factors applied to the marketing process, the formation of the four aspects of marketing strategy. Coupled with political and public relations POLITICS PUBLIC, is 6Ps. Enterprise 4Ps Marketing Mix Model Figure 1981 Booms (Booms) and Bitner (Bitner) the proposed increase in the three "service of P" on the basis of the traditional 4Ps of marketing theory, namely: personnel (People), processes ( Process), the environment (or the environment or entity; Physical evidence). According to market needs and formulated against rival competitive product, price, place and promotion policies. During this period the birth of the famous 4P theory. Was still prevalent in the era of mass media, relying on the mass media to promote the sale, no differentiation strategy became obvious features of this stage. ① Product Strategy The main new product development, product life cycle, brand strategy, pricing strategy is the basis of marketing strategy and distribution strategy. ② price strategy, also known as pricing strategy, pricing main product, price adjustment and other marketing tools ③ organization and promotion strategy is to spread the message to the target product markets have planned marketing activities, its main focus is to communicate with consumers. Promotions include a form of advertising, public relations (PR), promotion (SP) activities, personal selling (PS), word of mouth operation, through the promotion, so that enterprises can let consumers know, understand, love and then buy the product, The strength of its promotional plans are properly enough to influence or manipulate the product visibility, image, sales, and even corporate brand image. With the promotion, consumers only know what benefits the product offers, how much the price can go to any place to buy and how to buy, and these will further help promote consumer response other marketing mix (product, price, channel) do fix adjustments. ④ channel strategy, is the product distribution sales channels in order to achieve the purpose of the sky using. It represents the relationship between trade enterprises (institutions) before their products reach the end consumer, enacted between the various types of distributors, cost allocation and distribution of a comprehensive system of interest. Here includes both wholesale distributors, also includes retailers, and even includes logistics provider, or company's business sales directly to consumers, and mass direct - or the name of multi-level marketing company's direct sales personnel and organizational structure. Companies develop distribution policy aims to: make the product more smoothly reach the hands of customers, both to ensure that the low distribution costs, but also to ensure customer delivery period, delivery volume, assembly services, troubleshooting and consulting requirements. In the case of products becoming richer, distribution policy may become increasingly difficult to develop because the relative excess products and brands, distributors would seem scarce, and therefore the latter has a lot of bargaining power, sought from the manufacturer or upstream where to obtain greater business interests into proportion. Retailers performance in the last 10 years, particularly remarkable, they are not only engaged in retail, but also began to intervene in the upper reaches of the production process, and in his own name or the original name of the shop as his own brand new production - that is its own brand (private brand / label), or call the store brand (store brand / label). This deeper threat to the pure manufacturing company profit margins, of course, greatly increased the difficulty of the latter to develop distribution strategies. ⑤ staff (Personal Sales), all of them are directly or indirectly involved in the process of consumption of a service, this is a very important marketing mix 7P a point. Knowledge workers, white-collar employees, managers, and some consumers will supply additional value to both the total social product or service, which is often a very significant part of the value. ⑥ Process (Process), services through certain procedures, mechanisms and activities to be realized in the process (ie, consumer management processes), is a key element of the marketing strategy. Smooth transfer service environment, the ability to express tangible goods and services ⑦ hosted environment (Physical Evidence), including service delivery, currently invisible consumer experience of consumers, as well as the ability to transfer consumer satisfaction to potential customers. (2) 4Cs, including: customer (Customer), cost (Cost), communication (Communication), convenience (convenience). Coupled with the opportunity to market Chance, changes in the market market Change is 6C. No sales of manufactured products, and want to meet consumer demand for products sold; competitor or not in accordance with the pricing policies of self-earnings, but through a series of tests to understand the means to meet the needs of consumers willing to pay the costs; Do not itself as a starting point, thinking about how the network layout, what kind of channel strategy, and pay attention to the convenience of the consumers to buy the product; was not thinking about how to improve sales through the media, and to communicate and interact with consumers. (3) 4R marketing theory is a new marketing theory by the American scholar Don Schultz on the basis of the theory of 4C Marketing raised. 4R, respectively refer Relevance (association), Reaction (reaction), Relationship (relationship) and Reward (return). The marketing theory is that, with the development of the market, companies need from a higher level to a more efficient manner between enterprises and customers to establish a new initiative from traditional relationships. (C) Summary Of course, 4R marketing with any theory, also has its shortcomings and deficiencies. Associated with customers such as the establishment of the relationship, you need the strength of the foundation or some special conditions, not just any business can easily be done. But anyway, 4R provides a good marketing idea, is the operator and marketers should understand and grasp. Factors marketing strategies: Macro-environmental factors (external run an enterprise environment, it is for businesses, both uncontrollable, we can not affect, and the success of its corporate marketing plays a very important role) A human environment: a demographic factors: the relationship between population and market composition; Population Urbanization and market relations; World Population age structure changes in the relationship between the structure of two geographic market population migration factors:. Traffic characteristics and patterns of movement relationship with the geographical environment; relations purchase motivation and social geography of three factors: family; social status hierarchy, the impact of market segmentation. .. Two economic environments: a gross national product; 2 personal income, low purchasing power reactor 3 trade balance situation .. three natural environment: the shortage of natural resources and protection; environmental degradation; impact of the disease more. Four technical environment: impact of technology on business competition; impact on consumers. Five political - legal environment: a stable political situation and the country's political and legal environment have a direct impact on marketing strategy. Six community -. :: Educational level and cultural environment 'religious' traditions. Micro-environmental factors (mean and close to various factors and conditions of its marketing activities exist in the surrounding businesses, including suppliers. Competitors, the public and the enterprises themselves, etc.) A supplier: guaranteed resources and cost control. Two. Buyers A private buyer: people over a broad area, large differences in demand, mostly small purchase, higher purchase frequency, mostly non-expert to purchase, purchase greater mobility. 2 group buyers: Group number of buyers is small, but larger scale buyers; are derived demand; Group purchased the elasticity of demand is smaller. .. Three brokers: it is mainly the purchase of products and services in order to achieve monopoly profits; purchased by experts; fewer number of single purchase large quantities.. Four contenders: 1 contender and the number and size: 2 consumer demand and competitive supply relationship. Five public: public finance, government public, public public action, public places, public enterprise, the general public. Six departments within the enterprise collaboration: Decision 'command' development 'execution and feedback' supervision and guarantee 'staff agency.
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Marketing types
① Integrated Marketing Communications (Integrated Marketing Communications): refers to the various forms of communication will be a comprehensive enterprise integration, including general advertising, direct communication with customers, promotions, public relations, etc., for the dissemination of information scattered seamless bonding , so that the overall enterprise dissemination of results and its products and services to achieve a clear, continuous, consistent and improved. ② Database Marketing (DATABASE MARKETING): a particular way or entity on the network to collect information on consumer behavior, vendor sales information, and that information accumulated in a fixed format which database marketing at the appropriate timing to This database marketing conduct statistical analysis. ③ Network Marketing (Internet Marketing): Internet marketing is an integral part of their overall marketing strategy is to achieve the company's overall business objectives undertaken to create a business environment online activities to the Internet as the basic means. Internet marketing functions including website promotion, web brands, information dissemination, online research, customer relations, customer service, sales channels, sales promotion eight areas. China has accumulated years of experience in the Church keep lapel hold attention and observation of the Internet, new marketing communication vehicle for the first time to study, to verify and ensure the use of the most comprehensive approach to provide customers with a full range of marketing services. From the initial stage so far, lapel hold Church summed over 20 kinds of effective marketing, only to become the industry lapel hold the Church in the field of great vitality and sustainability leader, with a stable and long-term customers. ④ Direct marketing (direct marketing): under no circumstances intermediate marketers use direct consumer (consumer direct, CD) access to contacts and send goods and services to customers. Its most prominent feature is "to communicate directly with the consumer or through distributors and sales activities undertaken", but the use of one or more media, in theory, can reach any target on the area like where - including regional and positioning on segment on, and is a way to measure the results of marketing response or transaction mode. Typically used in direct marketing and mass media communication tool or a specific niche marketing multi-media (such as television advertising) is different, but in a small minority and non-minority given marketing media (such as printed advertising messages on the surface after the parcel The surface parcel distribution out to a potential consumer objects, as well as catalogs, telemarketing, TV shopping, online sales ...... etc.) based. ⑤ Relationship Marketing (RELATIONSHIP MARKETING): In many cases, the company did not seek immediate transaction, so they will build long-term customer relationships with suppliers. Companies want to show to the customer service is excellent ability, and now customers are mostly large and global. They prefer different regions can provide complementary products or services provider, and can quickly resolve the problem around. When a customer relationship management program is executed, the organization must focus on the customer and product management. Meanwhile, the company must understand that although the relationship marketing is important, but in any case will not be effective. Therefore, the company must evaluate which one department with which a particular customer relationship marketing using the most favorable. ⑥ green marketing is an enterprise in order to meet consumer spending habits green consumption, green environmental protection product doctrine as production values-oriented culture for the production of green philosophy, and strive to meet consumer demand for green products and marketing activities done . ⑦ social marketing is based on the person with the "economic" and "social" double feature, similar to the use of commercial marketing tools to achieve social welfare purposes; social welfare value or use to promote their goods or commercial services as a means. Like with general marketing, social marketing purpose is consciously change the target population (consumer) behavior. However, with the general business marketing model is different, in the pursuit of social marketing behavior change power more power from non-commercial or non-commercial activity simulate commercial selling point. ⑧ viral marketing is an information delivery strategy, through public information cheap copy, telling the audience to the other, thus rapidly expanding their influence. Compared to traditional marketing and audience characteristics make voluntary cost less, gain more more apparent. ⑨ crisis Marketing First, an appropriate extension products business line. Dealers in the manufacturer's product agents operating in the extent possible, an appropriate extension of their product line operations, risk differentiation due to the manufacturer's crisis brought. In a regional distributor of Pharaoh, for example, it operates over a single product line, the flagship product is Robust and Huiyuan series, the results in this storm, the loss is large, although it has taken some remedial measures, but its impact is, in a certain period of time but it is disastrous. Second, increase the terminal network construction and maintenance efforts. As a successful dealer in terms of product diversification is necessary, but should rely mainly on terminal network to survive rather than one or two products. The only way to in times of crisis, products and strategies quickly adjust operations to fully utilize their own control terminal network, in order to reduce risk. Third, to strengthen cooperation with the manufacturer. Under normal circumstances, the enterprise risk appetite is much greater than the dealer. When a crisis comes, manufacturers, distributors should be observed for some time, do not immediately go back the goods to the manufacturer, that very impulsive dealer, when the crisis is over when the enterprise, he is the greatest losses, companies will not cooperate with such dealers, which generally do not have the strength and vision are some of the dealer's performance. Especially for some well-known companies, as long as the manufacturer to the dealer's message is active, the dealer should be a good match manufacturers. As long as manufacturers keep its promise, the return of return, compensation for the damages, the smart dealers and manufacturers should now be in the same boat together to save the current unfavorable situation. After all, "icing on the cake," no matter what is commendable, but "timely" will be memorable. Such dealers can not only reduce risk, but after the manufacturer's crisis is over, and you can also establish closer cooperation between business, I believe in factory sales policy, marketing efforts, etc., will be made more lucrative returns. Fourth, improve their management capacity. In the modern business operations, opportunities and risks coexist. To become a good dealer, you should learn to plan ahead, to always cultivate the sense of crisis, always concerned about the manufacturer, product and market dynamics, a reasonable grasp of the relationship between their own cash flow, inventory, network, distribution, strengthen internal management, absorption advanced experience. Also note that the collection of information industry, to prepare a crisis plan, know the power of their own after the ready to deal with fate. In order to be good at seizing opportunities to avoid crises and risks. Successful dealers each have their own characteristics, but has failed a lot of similarities dealer residence, the key to the crisis in the judgment and response capability. Only learn how to correctly deal with the crisis, when the crisis comes, be able to turn adversity into opportunity, in the modern business battlefield, won a brilliant victory!
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The basic strategy of marketing
An Innovation Strategy 1) the concept of innovation. 2) organizational innovation. 3) technological innovation. 4) product innovation. 5) market innovation. Two. Talent strategy 1) Human KWG concepts. 2) the concept of lifelong learning. Three. Cultural strategy Four. Image strategy The five stages of marketing Production-oriented phase (late 19th and early 20th Century), also known as the period of production concepts to enterprise-centric stage. Since the beginning of industrialization, the market demand, lack of social product supply capacity. Consumers always like to be anywhere to buy cheap products, companies will focus on improving productivity and expand production distribution range, increase production and reduce costs. In the market under the guidance of this concept, generally considered to be heavy manufacturing, light market period, that is only concerned about the development of production, does not pay attention to changes in supply and demand situation. Product-oriented phase (early 20th century -20 1930), also known as product concepts period, product-centric era. After pre-cultivation and development, the market began to be more like consumers high-quality, versatile and has some unique products, companies also will be committed to producing quality products, and continue to strive for excellence. So companies are often obsessed with this period of their products, and do not care whether the popular products in the market, whether there are alternatives appear. Sales-oriented phase (-20 1930s 1950s), also known as marketing concepts period. As in the global economic crisis, and the purchasing power of consumers to buy lower, and in the market, businesses have been piling up unsalable goods, companies began to collect marketing experts, and actively carried out some promotional, advertising and marketing campaign to convince consumers to buy business products or services. Market-oriented phase (-20 1950s 1970s), also known as market concept period, consumer-centric stage. Since the rise of the third technological revolution, the development of attention, with many of the military to civilian use after World War II, making social product increased, supply exceeds demand, market competition began to intensify. Although a wide range of consumer choice, but do not know their real needs. Companies began a planned strategy to develop marketing programs, hoping to correctly and quickly to meet the desires and needs of the target market in order to achieve suppress competition, to achieve the dual purpose of corporate benefits. The long-term interests of the community-oriented phase (1970s - present), also known as the concept of social marketing period, the long-term interests of the community center stage. As the global business operations caused by environmental destruction, resource shortages, inflation, neglect of social services, coupled with the increasingly serious problem of population explosion, companies began to customer satisfaction and long-term welfare of consumers and the general public as the fundamental purpose of business and responsibility to promote corporate social responsibility (SCR). This is a marketing concept of additions and amendments, and also shows that the ideal marketing should also be considered: the needs and desires of consumers, the long-term interests of consumers and society as well as the effect of marketing companies.
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Application and development of our marketing
Marketing ancient China Our country is one of the world's ancient civilizations, in five thousand years of history, social system reform and change, affecting the progress of commodity production and exchange in ancient China are in terms of marketing or marketing idea then switched mode the world's most progressive. From the "Silk Road" to "Marine Silk Road", as early as its "international trade" time scale much in the world. Only specialized in commodity exchange traded commodities will appear merchant class, there will be a lot of simple commodity trading theory "business sense", which was born in the early process of marketing the commodity exchange theory only makes nation unique in the commodity business, so Chinese become one of the world's Arabs and Jews businessman tied three series, and many business sense and modern marketing theory is exactly the same, and is still our modern business marketing activities director.
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Marketing Professional
(1) Marketing (undergraduate) In 1993, Beijing Technology and Business University (formerly Beijing Business School) commissioned by the National Organization of undergraduate marketing argument, and reported the Ministry of Education. Ministry of Education approved new undergraduate marketing. Marketing training base business school training objectives: the professional training of management, economic, legal, marketing and other aspects of knowledge and ability to engage in marketing and management as well as teaching at enterprises, institutions and government departments, scientific research work Business Administration Discipline talents. Business training requirements: The students mainly learn the basic theory and basic knowledge of marketing and business management, marketing, basic training methods and skills, with the ability to analyze and solve basic marketing problems. Graduates should acquire the following knowledge and abilities: ① master the basic theory of management, economics and modern marketing, basic knowledge; ② master marketing qualitative and quantitative analysis methods; ③ with strong language expression, interpersonal communication, and to analyze and solve practical problems in marketing the basic skills; ④ familiar with the relevant national marketing principles, policies and regulations and understand the international marketing practices and rules; ⑤ understand the theory and cutting-edge developments in the discipline; ⑥ master document retrieval, the basic method, with some scientific research and practical work. Main disciplines: economics, business administration Main courses: management, microeconomics, macroeconomics, management information systems, statistics, accounting, financial management, marketing, law, consumer behavior, international marketing, market research, basic accounting, finance Introduction , corporate sales planning, commercial banking practice, human resource management, market research and forecasting, distribution channel management, bank marketing, modern marketing techniques, marketing innovation, advertising theory and practice, financial management, financial and taxation. The main practice teaching links include: internships and graduate internship programs are generally Arrangement 10 - 12 weeks. Duration: four years Degree: Bachelor of Management Similar Major: Business Administration Marketing (2) Marketing Professional (vocational college) Training objectives: Marketing specialist vocational training to adapt to the socialist market economy is needed moral, intellectual and physical development, to understand the market economy, based on solid, broad knowledge, both to understand and manage the marketing practices, and familiar with the national economic and trade policies and Act, can skillfully use computers, understand the import and export business, knowledge of foreign trade knowledge and master business management knowledge and marketing techniques, practical ability of application-oriented talents. Business training requirements: The students mainly learn the basic theory and basic knowledge of marketing and business management, marketing, basic training methods and skills, with the ability to analyze and solve basic marketing problems. After graduation, graduates should have: a professional master the basic theory of the necessary basic knowledge and basic skills; familiar with the relevant economic laws and policies; has some market research, market development and promotion and other marketing efforts necessary capacity. Duration: 4 years, in accordance with the relevant provisions may participate Top-examination.
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Marketing professional employment
Marketing graduates may engage in market research, marketing planning, advertising planning, market development, marketing management, marketing services, and teaching and research work. Marketers are all enterprises, especially large enterprises indispensable talent. According to China's statistics, from the mid-1980s to now, our business or co-run by about two thousand people exchange sessions, and each time the talent exchange meeting, marketers are the most popular, the most shortage of talent, with the increasingly fierce market competition, this trend in the future will become increasingly fierce.
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References
1, "the father of modern marketing Philip Kotler Classic Renditions: Marketing" Author: [U.S.] Kotler forward, 俞利军 translation Press: China Press Publication date: January 2003 2, "Principles of Marketing (Asia edition)" Author: (U.S.) Kotler (Kotler, P.) waiting, Zhiyi, M. Press: Machinery Industry Press Published: July 2006 3, "Principles of Marketing" author: (U.S.) Kotler (Kotler, P.), (U.S.) Armstrong (Armstrong, G.) with, Guo Guoqing, M. Publisher: Tsinghua University Press Published: 2007 May 4, "Marketing Management: tutorials and case (with CD)" Author: [U.S.] Kunqi waiting Lvyi Lin, M. Publisher: University Press Publication date: June 2004 5, "Data Mining Techniques: Marketing, sales and customer relationship management application (the original book Second Edition)" Author: (U.S.) Berry (Berry, MJA), (U.S.) Lainuo Fu (Linoff, GS) with Do not Wing Fong Yin Jing, Deng Six Love Translation Press: Machinery Industry Press Published: July 2006 6, "Principles of Marketing (11th edition, in English)" Author: (U.S.) Kotler, (U.S.) Armstrong Press: Tsinghua University Press Publication date: June 2007 7, "BCG Vision: The New Logic of Marketing," author: (day) Imamura wise with, 李成慧 translated Publisher: Electronic Industry Press Publication date: March 2008 8, "a classic case of marketing and Interpretation" Author: Yesheng Hong, Zhang Yong, Zhang plans to editor Publisher: Jinan University Press Publication date: September 2006 9, "Marketing Management Process Design and working standards" Author: Sunzong Hu, 程淑丽 edited Press: People's Posts and Telecommunications Press Publication date: July 2006 10, "marketing management positions Workbook - Fu Buke Management Consulting Series" Author: Cheng Shuli edited Press: People's Posts and Telecommunications Press Publication date: June 2005 11, "Kotler Marketing Guide" Author: [America] Gary Armstrong, Philip Kotler [America] a, Yu Lijun translation Press: China Press Publication date: October 2004 12, "Marketing Research: Application-oriented (4th Edition)" Author: (U.S.) Holt took Malta, painted flat translated Publisher: Electronic Industry Press Publication date: September 2006 13, "eloquence Marketing Training" Author: Li Hongmei, editor Publisher: Electronic Industry Press Publication date: January 2007 14, "Marketing Professional English" Author: Shen Cheng, 曹莉丽 eds Press: Machinery Industry Press Publication date: January 2008 15, "Pharmaceutical Marketing (for pharmacy administration, pharmaceutical marketing professional)" Author: Gu Hai editor Press: People's Health Publishing Date: June 2006 16, "marketing plan" Author: Wang Fang editor Press: People's University Press Publication date: July 2006 17, "Marketing Management (system · Forms · instruments) (VCD discs containing a) (fine edition)" Author: standardization of enterprise management application centers compiled Press: China Yanshi Press Publication date: January 2007 18, "Hotel and Tourism Services Marketing: Third Edition" Author: (U.S.) Ronald A. Nykiel forward, Li Tianyuan main translation Press: China Tourism Press Publication date: July 2002 19, "China's domestic marketing and _Select_ed Case Analysis" Author: Li Sui Yu, Chen Wei compiled Press: Guangdong Economic Publication date: May 2006 20, "Pharmaceutical Marketing" Editor: Luo Guohai Press Zhengzhou University Press Publication date: January 2005
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