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英语毕业论文范文:marketing、Products And Service [4]

论文作者:www.51lunwen.org论文属性:硕士毕业论文 dissertation登出时间:2015-05-13编辑:felicia点击率:29496

论文字数:9037论文编号:org201505081932569616语种:英语 English地区:中国价格:免费论文

关键词:

摘要:这是国外英文毕业论文,主要阐述了市场营销与产品和服务关系研究。

ity involves the idea that the product is made available to the consumer in some form that is more useful than any commodities that are used to create it. A customer buys a chair, for example, rather than the wood and other components used to create the chair. Thus, the customer benefits from the specialization that allows the manufacturer to more efficiently create a chair than the customer could do him or herself.


Place utility refers to the idea that a product made available to the customer at a preferred location is worth more than one at the place of manufacture. It is much more convenient for the customer to be able to buy food items in a supermarket in his or her neighborhood than it is to pick up these from the farmer. Time utility involves the idea of having the product made available when needed by the customer.


The customer may buy a turkey a few days before Thanksgiving without having to plan to have it available. Intermediaries take care of the logistics to have the turkeys-which are easily perishable and bulky to store in a freezer-available when customers demand them. Possession utility involves the idea that the consumer can go to one store and obtain a large assortment of goods from different manufacturers during one shopping occasion. Supermarkets combine food and other household items from a number of different suppliers in one place. Certain 'superstores' such as the European hypermarkets and the Wal-Mart 'super centers' combine even more items into one setting.


Marketing Strategy:


Once the company has obtained an adequate understanding of the customer base and its own competitive position in the industry, marketing managers are able to make key strategic decisions and develop a marketing strategy designed to maximize the revenues and profits of the firm. The selected strategy may aim for any of a variety of specific objectives, including optimizing short-term unit margins, revenue growth, market share, long-term profitability, or other goals.


To achieve the desired objectives, marketers typically identify one or more target customer segments which they intend to pursue. Customer segments are often selected as targets because they score highly on two dimensions: The segment is attractive to serve because it is large, growing, makes frequent purchases, is not price sensitive (i.e. is willing to pay high prices), or other factors; and The company has the resources and capabilities to compete for the segment's business, can meet their needs better than the competition, and can do so profitably. In fact, a commonly cited definition of marketing is simply 'meeting needs profitably.'


Marketing environment:


The term marketing environment relates to all of the factors (whether internal, external, direct or indirect) that affects a firm's marketing decision-making or planning and is subject of the marketing research. A firm's marketing environment consists of two main areas, which are:


Macro environment:


On the macro environment a firm holds only little control. It consists of a variety of external factors that m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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