留学作业:什么是市场营销?What is Marketing? [2]
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论文字数:1000论文编号:org201707031359401550语种:英语 English地区:英国价格:免费论文
关键词:市场营销留学生作业assignment范文
摘要:本文是留学作业写作范文,主要内容是详细解释什么是市场营销,以及针对针对市场营销的基本定义与内容进行分析和探讨。
igned. In this section, marketer should be very clear that which group of customers are they serving, and what more they can do to serve them better.(Kotler and Armstrong, 2009) So the first thing that marketer need to do is market segmentation. (Huber, 2006) Dividing the market into several groups will make it easier for marketer to search target. After decided a target market, it is necessary to have a proposition value in the market, which is very important as it helps to differentiate yourself from other company, like Samsung anycall. (Berkowitz, et al., 2000) On the other hand, there are five concepts from marketing management to help build a commercial relationship with target market. (Kotler and Armstrong, 2008; Sahaf, 2008) First is the production concept, which emphasise on large scale and lower cost. Second is the product concept, which focuses on product quality, selling concept, such as ideas to tempt the customers into buying by offering some discounts or promotion. The other concept is the marketing concept, which focuses on knowing the needs and wants of target consumer and delivering value to them. Lastly is the societal marketing concept, a concept which focuses on customer and society's interest in long run apart from just considering the needs and wants of the customers.
After deciding what the target customer is, according to (Kolter, P.et al., 2006, 2009; Lancaster and Reynolds, 2002), it is necessary to implement the marketing strategies by using 4ps. It includes product, price, place and promotion. (McDaniel and Darden, 1987) The company must combine all the 4ps into a comprehensive marketing program so as to deliver and communicate with the consumer timely. When all the processes have been gone through, it is time to manage the customer relationship effectively. The firm can understand their customers better through marketing research then inculcate them a superior customer value and delivered them customer satisfaction profitably. Under this management, company can produces highly satisfied consumers who stay loyal and willing to buy more, which means that, the company will gain return in a long-run and this will help them to expand their business as well. (Jobber, 2001, 2007)
As a conclusion, marketing has been changed from 'inward looking' discipline era, which always focus on the organisation produced to the 'outward looking' discipline era, which bring a greater understanding of market and consumer into the organisation. (Middleton, V. T.C. et al., 2009)Although market orientation has become a very common knowledge in the oganisation nowadays, there are still some parts of oganisation- especially the small and medium enterprises remain in the period of production or sale orientation because of the lack of understanding of marketing. But cannot deny that, marketing is still going to be changed and as Kotler and Armstrong (2008, 2009) state that, marketing process will become the most important action before a product enter into the market whatever the companies is small or big.
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