As a student of the department of administration, not only to learn a good profession but also to open up my eyes, i wanted to learn a little about marketing and then borrowed the book from the library. The book was edited by yang yongjie and published by the university of economics and trade press of the capital. By reading and learning, we can broaden our horizons and improve our own quality and upbringing。
Marketing science emerged from the early twentieth century in the united states, where marketing refers to a range of business activities related to the production, circulation and after-sales of products carried out by enterprises guided by consumer demand-centred thinking aimed at meeting social needs and achieving business objectives。
Marketing management is the process of planning and implementing concepts, design, pricing, distribution and promotion of goods and services to create opportunities for exchange to meet client needs and organizational objectives。
Marketing management includes the following five steps: developing and implementing sound marketing concepts; analysing business market opportunities; selecting target markets; developing marketing mix strategies; and managing and controlling marketing activities. The most fundamental task of marketing is to increase the ownership and economic efficiency of the products of enterprises。
The survival and development of an enterprise is dependent on the environment in which the entire marketing activity of an enterprise is essentially carried out in the social “ecological environment” in which it lives. Changes in the marketing environment determine the direction and measures taken by enterprises. The business marketing environment refers to the sum of factors influencing the marketing activities of the enterprise。
The macro-environmental factors of enterprises consist mainly of the population environment, the economic environment, the political and legal environment, the natural environment, the scientific and technological environment and the cultural environment, and the micro-environmental factors of enterprises consist mainly of resource suppliers, marketing agents, customers, competitors, the public at large and the enterprise's internal environment. Businesses must analyse the marketing environment, take advantage of opportunities, analyse threat levels and take different measures in combination with their own strengths and weaknesses。
Iv. 1 market purchasing behaviour analysis. Through this chapter, i understand that enterprises must allocate resources and arrange supplies in accordance with market needs. It is therefore important to focus on market-based analytical research, including consumer market purchasing behaviour analysis and organization of market purchasing behaviour analysis. Only in this way can enterprises win markets, maintain customers, and thus remain neutral in fierce markets and competition. Successful consumers are businesses and individuals that can effectively develop products of value to consumers and use attractive and persuasive methods to present products effectively to consumers. A study of the main factors of market purchasing behaviour and its purchasing decision-making process is therefore essential for effective marketing。
Consumers cannot make their own purchasing decisions in a vacuum, and their purchasing decisions are largely influenced by cultural and behavioural, social, personal and psychological factors. Culture is the most fundamental factor in the decision-making of human desires and behaviour, and most of humanity is acquired through learning. So as a student, a consumer, we need to learn better。
Price strategies are an extremely important component of a marketing mix, and enterprises must focus on pricing. Pricing objectives are those for which an enterprise sets a certain level of price for the products it produces to achieve the intended purpose and standard through the realization of the price. In intense market competition, the right choice of pricing strategies is an important means for enterprises to gain a competitive advantage in the market. Common pricing strategies include new product pricing strategies, discount pricing strategies, psychological pricing strategies, product portfolio pricing strategies and geographic pricing strategies. Pricing strategies are essential for an enterprise, and the absence of pricing strategies means that there are no benefits and that enterprises fail. Only a good pricing strategy can be developed and flexible prices of products adapted to market demand and consumer interests。
The last step in the marketing management process is marketing organization, planning and control. The business marketing sector is organized in five main forms: functional, regional, product, brand, market and matrix. Marketing plans typically consist of eight parts, namely executive summaries, current marketing status, opportunities and threats, objectives, marketing strategies, action programmes, marketing budgets and marketing controls. The process of implementing marketing plans includes the development of action programmes, the restructuring of organizational structures, a sound performance appraisal system, the development of human resources and the building of an enterprise culture. There are four main types of marketing control, namely, annual plans, profitability, efficiency and strategic control。
What i've said is that i've left a deeper part of this book. As a university student, in addition to learning his or her own profession, he or she should also be able to produce a collection of books to enhance his or her qualifications, improve cultural upbringing, and develop a multidimensional body of knowledge to enable him or her to better integrate and adapt to society. To become truly useful human capital in society。
