Globe online: in the twentieth century, marketing has had a significant impact on our daily lives and has even changed our world。
Knowledge marketing
Knowledge marketing refers to the dissemination of new science and technology to the general public and their impact on people's lives, through the popularization of science so that consumers not only know but also know why, and re-establish new product concepts so that consumers can develop the need for new products for wider markets. With the advent of the age of the knowledge economy, where knowledge becomes the capital for the development of the economy, knowledge accumulation and innovation become the main drivers of economic growth, it is important, as an enterprise, to think of the diffusion of knowledge, while at the same time pursuing research and development, to minimize the market risk of the success of a new product, which requires the operational marketing of knowledge。
Bill gates teaches computers first, then sells them. At a cost of $200 million, he established the gates library foundation, equipped some low-income regional libraries around the world with state-of-the-art computers and donated software to make computers available to the public. For example, the shanghai corporation's gold key science programme, which has promoted public awareness of scientific health through community science lectures, the distribution of biological science books to citizens and the organization of science science competitions, has led to demand for biotechnologies, has served as a market for micro-ecological reagents, which has grown from zero to almost 100 billion dollars today, and has created a vast market。
Network marketing
It is using the internet for marketing purposes. In today's world, where information is well developed, information network technologies are widely used in all areas of production, especially marketing, to form network marketing. Businesses open their own home pages on the computer network, they open virtual shops on the home page, display their commodities, they have access to virtual shops through the network, they select goods, they place orders and they pay for them online, and they send them on orders. Similarly, online customers can feed their views back into the production process, so that producers can produce on the basis of consumer needs and tastes, which increases the level of coordination and cooperation between producers and consumers, while reducing the interaction costs of the production of business products. For example, the general motor company's buick motors plant, which allows customers to design their own car models and allows customers to choose their own body, axis, engine, tyre, colour and inner structure. The customer can see through the network the shape of the vehicle assembled by the component of his choice and can continue to replace the component until the customer is satisfied. This marketing approach is becoming increasingly common under modern market conditions. According to international telecommunication union statistics, global internet commerce reached $50 billion in 1997 and online advertising reached $906. 5 million, more than three times that of 1996. There are approximately 1,200 isps in the united states, and half of the 500 largest companies in the united states already operate online, with numerous smes. Web marketing can facilitate the rapid understanding of market developments and customer needs by businesses through networks, save middle links and reduce marketing costs. Businesses in our country should also act in this regard and vigorously engage in online transactions。
Green marketing
This refers to the full incorporation of environmental and social awareness throughout the marketing process, the provision to consumers of scientific, non-polluted, resource-efficient and socially ethical goods and services, and the use of pollution-free production and marketing methods to induce and meet consumer needs for environmental protection and physical and mental health. Its main objectives are the protection and improvement of the ecological and social environment through marketing, the protection and conservation of natural resources, conservation operations, and the safety, health and accessibility of consumer use of products in order to improve the quality of life of people and to optimize the living space of human beings。
The implementation of a green marketing strategy requires the application of the 5r management principles, namely, research: emphasis on research on corporate responses to environmental pollution; reduction of (reduce): reduction or elimination of releases of hazardous waste; recycling: recycling and reuse of used and end-of-life products; redevelopment (rediscover): transformation of common products into green products; protection (reserve): active participation in community environmental activities and environmental awareness. The implementation of green marketing is a major trend in international marketing strategies, and our enterprises should have a clear understanding of this and be active in its implementation. According to statistics, hundreds of products worth more than $5 billion will be banned from production and sale as a result of the relevant international conventions on the ozone layer, and over $4 billion will face market access problems as a result of the implementation of environmental markers by major trading target countries. In response to this situation, enterprises organize production and marketing activities in the sense and manner of a green marketing portfolio, organize production using the iso 4000 series of standards, and keep abreast of relevant green information, developments, new technologies and new methods in the target market and continuously adapt their activities。
Personalized marketing
Businesses have moved human concerns, personal releases and the satisfaction of individual needs to unprecedented centres, business and markets have gradually developed a new type of relationship, individual consumer databases and information files, more personalized contacts with consumers, timely understanding of market developments and customer needs, provision of a personalized marketing and service to customers, customer demand for commodity performance according to their own needs, enterprise production to the extent possible according to customer requirements, consumer-specific needs and tastes, and application of information, flexible strategies and appropriate adjustments to improve competitiveness through coordinated and coordinated cooperation between producers and consumers, replacing the former bulk of production with mixed production of diverse varieties and small and medium volumes. This will help to save the middle and reduce the cost of sales. Moreover, as a result of increased social production planning, the allocation of resources is close to optimal, there is a zero-stock management of businesses and savings in the cost of enterprises ' inventories。
Innovation marketing
Innovation is the key to the success of an enterprise, whose best strategy is to phase out its products before others, a new approach that applies innovation theory to marketing, including innovation in marketing ideas, innovation in marketing products, innovation in marketing organizations and innovation in marketing technology. To do so, marketers must always be flexible in their thinking patterns, making themselves the founders of new thinking. Innovation is advanced, not only because others do not have it, but also if a new technology is discovered, catch it in time to avoid missed opportunities. For example, in new jersey, the united states of america, a market-based detonator company, invented an impact-inflated air bag that was installed on a car plate to protect car drivers, who were refused to sell the product to united states general motors because they were not colleagues in the automobile industry. Later, toyota, japan, bought its technology at a cost of $50 for its manufacture, while now the air bags used by the three main united states motor plants, general, ford and clas, have a minimum cost of $500 to $600. There is also a need for new ideas when accepting a new product。
Integrated marketing
This is a concrete expression of the consumer-oriented marketing ideas of the 1990s in europe and the united states, starting in the 1990s with professor schultz of the united states. This theory is the integration of marketing ideas between manufacturers and distributors, which are market-oriented, coordinate the use of different means of communication, exploit the advantages of different means of communication, combine marketing activities with consumers, and seek incentives to motivate consumers to buy for the purpose of stimulating them. The theory suggests replacing the traditional 4p. 4c with 4c, which means that customer, cost, coNevenity (customer buyability), community (customer-business communication). The principle of integrated marketing is applied to control the process of psychological transformation of consumers, with the aim of buying the company's products by giving consumers a psychological sense of trust in the company's products. Such marketing has been effective in overcoming the trade-offs between manufacturers and distributors. Ibm and microsoft are partners, for example, in intel, which places great emphasis on the close cooperation of its product distributors, computer and software and hardware。
Consumer union
A new marketing approach based on consumer alliances and business alliances and driven by a return to consumer interests. The practice is that a marketing subject absorbs consumer-led consumption in a voluntary manner, that consumer acquires the qualifications of the subject and its distribution network, that the marketing entity converts the cumulative amount of consumer consumption in its distribution network into consumption credits, and that it then gives a percentage of the consumer's return, depending on the size of the consumer's score. The essence of the consumer union is that, through the marketing mechanisms described above, a well-connected and benefit-sharing cooperative marketing network is created, a fixed consumer group is nurtured, a stable, humane property relationship is established, and profits from traditional marketing methods are channelled directly to consumers through repeated, large-scale consumption by consumers, thus serving the purpose and spirit of promoting consumer interests and meeting consumer needs. The advantages of this marketing approach are to work in tandem, to share the benefits and to create a long-term and stable cooperative relationship between firms; to benefit from the return of the benefits in order to build a faithful consumer group; to share resources in a way that saves marketing costs; and to combine production and sales in a way that improves marketing efficiency。
Linking business channels
It is a vertically developed vertical marketing system, a conglomerate of producers, wholesalers and retailers, that applies the principles of modern industrial production to business operations and combines large volumes of production and sales, challenging traditional marketing channels. In traditional channels, distributors have two functions of buying and selling at the same time, one at headquarters and the other at branches, which not only gain price advantages and increase competitive power from centralized purchases at headquarters, but also allow buyers in practice to continuously improve the accuracy of their choice of goods and students, while branches can both benefit from the low-cost advantages of centralized purchases, concentrate on marketing operations and build close emotional ties with consumers, taking advantage of in-house consumption characteristics, and keep abreast of changing trends for headquarters to serve as a basis for imports。
Big marketing
Large marketing is an ongoing development of traditional marketing portfolio strategies. The theory is by american marketing scientist philip. Kotler submitted that, in order to gain access to specific markets and to operate there, enterprises should strategically use economic, psychological, political, public relations, etc., in a coordinated manner, with a view to gaining cooperation and support from foreign or local sources in order to achieve the desired purpose. The big marketing strategy further expands the marketing theory by adding two ps, power and public relations, based on two ps。
Integrated marketing communication
This is the concept of a marketing communication plan that estimates the strategic position of different forms of communication, such as general advertising, direct reaction advertising, marketing promotion, public relations, etc., and combines these forms with decentralized information to achieve clear, consistent and maximum communication. This mode of communication can bring more information and better marketing results, and it enhances the ability of companies to make appropriate information available to the right customer at the right time and place. One study showed that 70 per cent of middle-level managers and marketing staff in large consumer companies in the united states appreciated the idea of integrated marketing communication as a way to improve dissemination effectiveness。
