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留学作业:什么是市场营销?What is Marketing?

论文作者:www.51lunwen.org论文属性:作业 Assignment登出时间:2017-07-03编辑:cinq点击率:1158

论文字数:1000论文编号:org201707031359401550语种:英语论文 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。

许多人认为市场营销只是广告和销售……尽管它们很重要,但它们只是营销冰山的一角。
定义营销的方法有很多种。科特勒和阿姆斯壮将营销定义为满足个人需要和需求的交换系统。也表示,营销是一种管理,预测和满足消费者需求。在十八、十九世纪,人们把营销定义为随着工业革命的发展,这是一个以科学技术和创新为动力的快速的根本社会变革时期。有三个方向的时代跨之间的十八到二十世纪,以生产为导向的时代,它强调对生产和成本分配;销售导向的时代,以广告、传播和品牌推广,最后营销导向的时代,集中对竞争对手。
营销是管理成本效益的消费者关系。如今,营销不只是专注于产品,它是满足了客户最重要。例如,最成功的公司依赖于顾客的回头购买,因此公司的共同目标是向消费者提供长期满意的服务,而不是在短期内“欺骗”他们。此外,创造附加价值来吸引新客户也很重要,在建设一个商业客户的关系,正如德鲁克认为,市场营销的基本功能是保持和吸引消费者的利益。因此,对客户案例进行研究,以了解其需求,与传统的单纯销售和广告方式有所不同。因此,广告已经成为通过营销过程建立客户关系的工具的唯一部分。

Many people think of Marketing is only advertising and selling… although they are important they are only the tip of the marketing iceberg

There are many ways to define 'marketing'. Kotler and Armstrong (2008) defined marketing as an exchange system which fulfill the needs and wants of individuals. While ( Lancaster and Withey, 2007) also stated that marketing is a management which foresees and satisfies the consumer needs timely. Nowadays, people tend to define marketing as the development along with the industrial revolution during 18th and 19th centuries, which was a period of rapid fundamental social change driven by scientific innovation and technology. According to (Pride and Ferrell, 2008; Cooper and Argyris, 1998), there are three orientation era cross between the 18th till 20th centuries, the production orientation era, which emphasise on distribution of production and cost; sales orientation era, which focuses on advertising, communication and branding, and lastly marketing orientation era, which  concentrates on competitors.

       Marketing is managing cost- effective consumer relationships. (Kotler and amstrong, 2009) Nowadays, marketing does not just focus on products, it is the satisfaction off customers matters the most. For instance, the most successful company rely on the returning purchase of the customer, and so the common goal for the company is to deliver long term satisfaction to the consumer but not 'deceiving them' in a short run. (Jobber, 2001; Kotler and amstrong, 2009)Besides that, creating an additional value to attract new customer is also very important in building a commercial customer relationships, as Drucker (2001) state that, the basic functions of the marketing is to hold and fascinate the consumer at profit. Therefore, it is of paramount importance to make researches on customer case studies so as to understand their needs, which is different from the old-traditional way of just selling and advertising. (Drucker, 2001) Hence, advertising has become the only part of tools for building customer relationships through marketing process.

        There are five steps in the marketing process. (Huber, 2006; Kotler and Armstrong, 2008) The first one is marketplace and customer needs understanding. This step focuses on human needs, market offering and customer satisfaction. According to Maslow (1954), hierarchy  of needs, it include basic needs of food and shelter, safety needs, love and belonging needs, esteem needs and the lastly self-actualisation. By understanding consumer needs and wants, marketer can offer a specific services and product into the market which is required by the consumer. By prioritising their needs, company will receive recognition from the public, as well as to help marketer in frame up their consumer relationships.

        Next is the customer-driven marketing strategic des论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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