Marketing Definition - Mustang sky

 Marketing as a planning and implementation activities, the process includes a product, a service, or an idea of development of production, pricing, promotion and distribution activities, the purpose is to process transactions through the exchange and to meet the organization or the needs of individual target .<><> marketing refers to customer demand as the center of thought, the business conducted on the production, distribution and after-sales service and market a range of related business activities. <> <> Some scholars from a broad perspective on the definition of marketing. For example, EJMccarthy the marketing is defined as a process of social and economic activities, its purpose is to meet the social or human needs, to achieve social goals. Again , Philop Kotler pointed out that ~ 14 pages) but also some definitions are expressed from the micro perspective. For example, the American Marketing Association in 1960 under the definition of marketing is: Marketing is the activities. .<><> JEMccarthy in 1960 also under the definition of micro-marketing: marketing in order to meet customer needs and realize profits activities are production activities in the beginning of the end, in the middle after a series of business sales activities, when the commodity to the hands of end users, and thus the flow of corporate marketing activities in the field is limited to a narrow range, not the entire business as a business marketing of the whole process, including marketing research, product development, pricing, distribution, advertising, publicity reports, sales promotion, personal selling, after sales service. <> <> Philop K otler on marketing in 1984 and a definition: Marketing is the business of this function, appropriate products, services and programs (or program), so as to target markets marketing perfect. mainly are: (1) expanded product concept, which includes not only products or services, but also ideas; (2) expanded the concept of marketing, marketing activities, including not only profitable business activities also include non-profit organization activities; (3) to emphasize the exchange process; (4) highlights the marketing plan development and implementation. <> <> In addition, we can interpret it this way: <> <> 1. Marketing is a business activity is the purpose of enterprises, conscious behavior. <> <> 2. to meet the needs of consumers and guide the marketing campaign is the starting point and center. the consumer-centric enterprises must the face of the changing environment, the right response to meet the changing needs of consumers. to meet the needs of consumers not only present needs, but also includes potential future needs. Now the demand has been expressed as the product of purchase intention, the potential demand is manifested as a function of the product has not yet come out of the desire. enterprises should be through the development of products and use various marketing tools to stimulate and guide consumers to the new requirements. <> <> 3 . analysis environment, select the target market, identify and develop products, product pricing, distribution, promotion and provision of services and coordination between them, the best combination of marketing activities is the main content. There are four marketing mix The basic variables can be artificially controlled, ie product, price, (sales) sites and promotion methods. Because the four variables are the letters in English is not closely controlled by the external environment changes, the proper combination of , enterprise survival and development of the key. <> <> 4. to achieve business goals is the purpose of marketing activities. Different companies have different business environment, companies will be different at different stage of development different products in the stage of its life cycle is also different, therefore, business goals are diverse, profits, output, production, sales, market share, productivity growth, social responsibility, staff may become the target But no matter what kind of goals, must be through effective marketing activities to complete the exchange deal with customers will be achieved.
marketing concept
1) Why is the formation of the marketing concept of marketing ideas a fundamental change? <> 2) 70 What's the marketing concept of a major development? <> business ideas (philosophy) is the guiding principle of business activities, is how companies treat customers and the interests of society, that is, how to deal with companies, customers and society between the interests of three share the key. whether it is Western countries, companies or our business have experienced the evolution of the concept of thinking from from the deepens the understanding of the objective laws of development results. This business concept from the United States can get a glimpse of the evolution of thought. <> a modern enterprise marketing management concepts can be grouped into five, namely, the production concept, product concepts, marketing concepts, marketing concept and social marketing concepts. <from the consumer demand, but production from the start. The main performance is, to improve production efficiency and distribution efficiency, expand production, reduce costs to expand the market. For example, the United States Fort Pierce flour company, from 1869 to the 20th century, 20 years, has been guiding the use of the concept of enterprise manufacturing operations, when the company made slogan is concept is a re production of light commercial marketing philosophy. <> product concept is generated in a seller's market conditions. In the early industrial capitalism and the end of World War II and postwar period of time, the materials shortages, the market product demand, production in the enterprise management concept was quite popular. of the old planned economy system, product shortages in the market, companies do not worry about its product sales, operation and management of industrial and commercial enterprises in their production are also pursuing the concept of Specific performance: focus on the development of industrial enterprises the production, marketing lightly, to implement insurance reform; commercial enterprises focus on sourcing efforts, what the acquisition of industrial production for what, how much the acquisition of industrial production number, not attention to marketing. < > In addition to the shortage of materials, products, demand is outstripping supply, some companies in the product under conditions of high cost, the marketing management concept is also dominated by the products. For example, Henry Ford early in this century has been all out in the large car production, efforts to reduce costs so that consumers can afford to buy in order to enhance Ford's market share. <most consumers prefer high-quality, versatile and has some characteristics of products, enterprises should be dedicated to the production of high value products, and continue to be improved. It produces products in short supply in the market, the product concept of the occasion is when the company invented a new product. At this point, the enterprise most likely to lead to in marketing management lack of vision, only to see their product quality, do not see the market demand is changing, resulting in business in trouble. <>, for example, from the United States *** watch company founded in 1869 to 20 century, 50 years, has been recognized as the best American manufacturers of watches. The company emphasized in marketing management in the production of quality products, and through the well-known jewelry stores, large department stores and other distribution network consisting of product marketing .1958 years ago, the company has always been an upward trend in sales. but since then its sales and market share began to decline. The main reason for this situation is the market situation had changed: in this period that many consumers have for luxury watches not interested in, and tend to buy those economic, convenient new watch; Moreover, many manufacturers to meet consumer needs, has begun production of low-end products, and through discount stores, supermarkets and other mass distribution channels actively selling, which won *** Watch the company's market share in the company actually did not notice .*** watch the market situation changes, is still obsessed with the production of exquisite traditional style watches, still use the traditional sales channels, that their product quality, customer must will find door. results, resulting in business suffered a major setback. <Another concept used, the performance of buy a particular company's products, so enterprises must actively marketing and hype, to stimulate consumers to purchase a large number of enterprise products. The selling concept in the modern market economy is a large number of items used to promote those who are not hungry, that buyers generally do not think of going to buy the product or service. a lot of excess in the product, they often pursue the marketing concept. <> marketing concept stems from the capitalist countries by the stage. In the 1920-1945 years, advances in science, technology, scientific management and the promotion of large-scale production, product output increased rapidly, the gradual emergence of a market product oversupply, competition among sellers of the new situation. especially in the 1929-1933 The big economic crisis, a large number of product sales does not go out, and thus forcing the enterprises to pay attention using advertising techniques to sell products with the sales pitch. Many entrepreneurs feel: even if there are affordable products, it may not be able to sell out; enterprises in the increasingly fierce competition in the market to survive and develop, we must attach importance to marketing. For example, the United States Fort Pierce flour business concept in this direction, the time that marketing activities, such as for customers reluctant to buy the products, often means using marketing force. <> Although this concept than the previous two concepts a step forward, paying attention to advertising techniques and salesmanship, but its essence remains the to produce as the center. <as a starting point, that market, rapid increase in the residents personal income, it is possible to choose the product among enterprises for the realization of products, increased competition, many companies began to recognize the importance of change management concepts in order to survive and develop. marketing concept that the key to achieving business goals is to correctly determine the target market's needs and desires, and transmitted more efficiently than the competitors desired target market goods or services, and more efficiently than its competitors to meet the target market's needs and desires. < ;> The emergence of the concept of marketing, business idea to make fundamental changes, also there was a marketing revolution. concept of the marketing concept to sell, compared with the great difference. <> Theodore Levitt marketing concepts and marketing had made a profound concept of comparison, that: the seller needs to sell the concept of focus; marketing concepts emphasize the importance of buyer needs. to the seller needs to sell the concept as a starting point, consider how the product into cash; and marketing concept is to consider how to create, send and end products, and all things related to consumer products to meet customer needs. see, marketing is the concept of four pillars: market centers, customer orientation, coordinated marketing and profits . to promote the concept of four pillars: the factory, the product orientation, selling, profit. in essence, is a marketing concept to customer needs and desires-oriented philosophy of consumer sovereignty is in the enterprise marketing management reflected. <> a lot of good companies are pursuing the concept of marketing. such as Japan, Honda Accord in the United States to launch a brand new car. in the design of new cars before they made a special trip engineering and technical personnel dispatched to the Los Angeles area examine the case of highways, field measuring road length, road width, collecting highway asphalt, road design import and export of film. back to Japan, they built a special 9 miles long highway, even the road signs and signboards are exactly the same on the road with the United States. in the design of the trunk, designers differences of opinion, they looked to the parking lot one afternoon to see how people take luggage. In this way, the views at once unified. results Honda Accord Car popular one to the United States, known as the world can accept the good car. <> Another example is the U.S. Disney theme park, the general happiness as the air everywhere. It makes every one from around the world Children's dreams can be achieved, so that generate year-end parties for adults of all colors love. because of Disneyland when it clearly established its objectives: its products are not Mickey Mouse, Donald Duck, but happy. People come here enjoy the fun. Park provides all joy. the company must become a joy to everyone's soul. visitors to ask questions no matter to whom, no one must use ;. so visitors have returned again and again here, to enjoy the fun, and is willing to pay the price. the other hand, some of our casino, folk village, city and other world scenery, it shows monotonous, expressionless, explanations, and love without reason Li's face, people only feel cold, how fun? shows the concept of corporate marketing foster the urgency. <marketing concept changes and additions. It is produced from the 20th century, Western capitalism emerged 70 years of energy shortages, inflation, unemployment, environmental pollution, consumer protection movement prevalent in the new situation. because the idea of avoiding the consumer marketing needs, interests and long-term social welfare of consumers implies a conflict between the reality. social marketing concept that every business task is to determine the target market needs, desires and interests, and to protect or enhance consumer and social welfare way more effective than the competition and more favorable to the target market to meet their needs, desires and interests of the goods or services. the concept of social marketing requires marketers in developing marketing policies, to the interests of balanced three , that is, corporate profits, consumer satisfaction of needs and social interests. <> the above five business concept, its emergence and existence has its historical background and necessity, are associated with certain conditions, compatible. Currently, foreign companies are from the production business to business type or service type, and development of enterprises in order to survive, we must establish a modern sense of the concept of marketing, social marketing concepts. However, it must be noted that, due to many factors constraints, not all of today's U.S. companies establish a marketing concept and the concept of social marketing. In fact, there are many companies still selling the product concepts and ideas as a guide. <> At present, China is still in the initial stage of the socialist market economy , due to the degree of development of social productive forces and market trends, economic reform conditions and the residents of income and other factors, our business concept to promote the concept is still in the main phase of the coexistence of a variety of concepts.
stage of development
the first stage, marketing in the early 20th century, 20 in the United States was founded 20 years the world, due to industrial development, then marketing of the very narrow scope of the study, but research and commercial advertising network settings. and Island in Illinois and other related courses at the university. by the research is characterized by: a. focus on marketing and advertising techniques, modern marketing theory, concepts, principles do not appear; b. research activities are basically confined to the classroom and the professor's study, has not been social and business The second stage of world attention .<><>, 20 century, 20 years to 50 years for the development stage, this time beginning to take shape, the United States began large-scale domestic enterprises to use marketing to operate businesses, opening overseas markets European countries have to follow the establishment of 1931, to the community. this stage the development of marketing in the applications. for 1929, the capitalist world outbreak of an unprecedented economic crisis, the economy of the Great Depression, large shrinkage in the purchasing power of the sharp decline in the unprecedented sharp market. the crisis of the entire capitalist economy dealt a serious blow. a stage of marketing research is characterized by: a. there is no product to sell this narrow concept; b. on the basis of the deeper and broader research on marketing and advertising techniques; c. study in favor of selling The business organization set; d. beginning of the study of marketing theory to society, paying attention to the general business community .<><> the third stage, 20 to 80 years the actual 50's for the marketing stage of development, U.S. military industrial economy began to shift the public economic and social goods increased dramatically, greatly enhance the social productive forces, and with this corresponds to the level of consumption has not been much improvement, the market began a state of oversupply. At this point the U.S. marketing expert W . Aderson and R. Cox the the end of the production process, is now considered the starting point of the production process; original that is marketing to sell products, now that marketing is through surveys to understand consumer needs and desires, and life in line with consumer needs and desires of the goods or services , which meet consumer needs and desires; so that from the marketing companies to enter the framework of social vision. and a clear management guidance .<><> the fourth phase, 80 so far, for the marketing the mature stage, as follows: one associated with other disciplines such as economics, mathematics, statistics, psychology, etc.; II, began to form their own theoretical system ;<><> is marketing 80 the revolutionary period, begun to enter the field of modern marketing. to make marketing a new look.
the introduction of a new definition of marketing
2004 年 8 months, in Boston. in the AMA (American Marketing Association) summer teaching marketing seminar, AMA opened a new definition of marketing on the veil in order to update the past 20 years, AMA's official definition of marketing. Since then, about the new definition of marketing, marketing theory in the U.S. sector, practice sector discussed extensively. The publication of a new definition of marketing from around the world in the integration of theory and practice of community contribution to many marketers based on the amendment out of .<><> Renmin University of China Business School Professor Guo Guoqing proposed new definition of the complete expressed as :<><> Marketing is an organizational function, but also to organize themselves and the interests of stakeholders, creation, dissemination, transmission customers value range of customer relationship management process to re-examine and revise .<><> promote AMA on the official definition of marketing is one of the major forces from the AMA's CEO Dennis Dolan P. About Marketing The first edition of the official definition of the predecessor in 1935 by AMA - American Marketing Association of Teachers adopted in 1948, formally adopted by AMA .1960, when the AMA decided to re-examine the definition of the first edition remains unchanged, will not do any changes. In this way, the first on the definition of marketing has been in use for 50 years until 1985 when they were re-revised. The revised definition is that today we see on the marketing of the most common definition: < > <> Marketing is the planning and execution on the goods, services, and innovative concepts, pricing, promotion and distribution, to create individual and organizational goals of the exchange of a process .<><> This definition has been in use ever since, until this summer was revised. The new definition is nearly 20 years on the first amendment to the definition of marketing, no wonder the majority of marketers universal attention. Of course, a matter of concern reasons AMA's position also lies. Thus, by her to make such amendments, naturally aroused concerns.

marketing functions of the system in the face of increasingly fierce market competition, marketing department should play a more big role. So, the marketing department really need to do? <> <> 1934 National Association of Teachers of the definition of marketing proposed, including the commercialization of the functions of marketing, purchasing, sales, standardization and classification, risk management, focus, financing, transportation and storage 9, which has been classified into three types, and functions of exchange (buying and selling); logistics functions (transport and storage); support functions (finance, risk taking, communication and standardization, etc.). With the development and intensification of market competition, marketing practices are innovative. by summing up some of scholars of marketing experience, and improve the marketing of certain new functions. For example, 1942 grams Mubarak (FredE.Clark) proposed to create a demand for sales to .50 for the first late Howard (JohnA.Howard) suggested that marketing should be able to Internal Marketing ? in accordance with the requirements of the modern marketing environment, the functions of modern marketing system should include marketing, market research, production and supply, and create market demand and the five functions of public relations coordination and balance. now the specific description of the functions are as follows: < > <> First, the goods sold <> of marketing functions, experience, approach is to start from the merchandise sales. the definition of the American Marketing Association in 1960, the Commission has published a definition: or services, the flow of consumers from producers or users of a business activity. Many scholars believe that this definition is too narrow, can not fully display the function of marketing. However, regardless of the appropriateness of this definition, the market clearly reveal the relationship between marketing and merchandising. <> merchandise sales for the business and society, has two basic functions, first, the production of goods into consumption; one get money from consumers in order to work on the production of consumption goods to be compensated. enterprises is to improve people's living standards and the use of advanced production organization for the product of social production. in resource-constrained real economy, it adopted to some extent, concentration and production specialization of resources, to take advantage of economies of scale laws to increase productivity, create and disseminate new standard of living. Goods Sales efficiency is the production of the final completion of links through this link the production of the products transferred to the hands of consumers to meet their needs. On the other hand, social choice markets and commodity exchange, the transfer of products to the consumer in the enterprise who at the same time, by allowing enterprises to obtain money, because society needs to maintain a continuous production and operation, to improve access to the benefits of increased productivity. through the sale of goods, so that merchandise into money, and the community can add additional input for the enterprise factors of production, and therefore also access to corporate survival and development conditions. <> merchandise sales are very important. companies need to make every effort to strengthen this function. The specific activities include: find and identify potential customers, contact and delivery intention of commodity exchange information, negotiation, contract signing,UGGs, delivery and collection, provide marketing services. However, sales of goods is conditional. to smooth exchange of goods with the conditions include: (1) at least two of the main, they appears to be owned in their own values are relatively low, but seems to have a higher value in each other's valuable property (goods, services, money), and is willing to have their own thing to have for each other valuables ; (2) they understand each other have the quality and cost of production of goods; (3) they were between the views can communicate effectively. For example, trading conditions for negotiations to reach contract; (4) they all smug after the transaction occurred to consume and enjoy the proceeds of the property. but often found that these conditions are not established everywhere, so companies often face the difficult sales situation. In order to effectively organize the sale of goods, will be more production of goods sold, marketing departments not just only sales, but also the need for market research, organize the overall marketing and development activities such as market demand, but also made them to wait until after a certain effect only after the sales of goods. <> <> II Market Survey and Research <> business sales of goods is one of the necessary external conditions for the existence of the commodity market. people to have this condition known as marketable commodities. Only there is market demand, goods can be sold. market demand for a commodity is defined as a range of all potential customers for a certain period of time we wish to purchase the number of the purchasing power of commodities. If the market demand for a commodity exists, but companies know the needs of customers who, where to connect smoothly merchandise sales. <> division of labor and commodity production as the production itself, is constantly creating market demand, therefore, generally speaking, there is always the potential market demand. The problem is that people need the goods are real not the market supply of commodities. there is often the source of the difficulties of goods sold on the market supply of goods is not the practical needs of people of goods, or that the products on the market and people's practical needs (expectations) there is a difference between. The problems on the one hand the difficulties of commodity sales, and on the other hand caused some customers needs are not met. <> rational producers and business operators who do not of course will not produce the goods people need. To those who choose to produce Some people buy. But the problem is that a range of market demand for a commodity is constantly changing. There are many factors that will influence the potential customer needs. For example, income growth make people give up on low and gradually , outdated consumer goods, followed by the higher purchasing power steering level, innovative products; a high commodity prices, many people believe that consuming it is uneconomical and rarely buy it, but when its price falls, people will Consumer cost-effective idea generation, willing to buy, spend more. potential customers desire to purchase a commodity has always been unstable. desire to buy the purchasing power of the change will inevitably affect the direction to pay, leading to changes in market demand. For this change, producers and operators may lack the information, and therefore the change has taken place, in a passive state. <> In order to effectively achieve marketing, corporate marketing managers need to constantly study the market demand, to figure out who the potential customers what they need kind of commodity, why, how much, when and where necessary, of the companies the right to meet customer needs, research the possible sale of sources of difficulties and problems, and corresponds to the formulation to meet the needs of each customer marketing strategy. This is the market survey and research functions of the basic elements. not difficult to find, market research organizations, not simply the precursor of the functions of merchandising, marketing is actually the basis for the entire enterprise functions. <> <> Third, the production and supply <> how the advent of the market and its sales and profit opportunities to the full and effective use? how the coming changes in market demand flexibility and adaptability? key is whether the internal production and sales coordination between internal and external management of the two. business as producers and traders need to adapt to changes in market demand, often to adjust the direction of production, production and management to ensure that products are always marketable. That is to say, to fight the use of each demand periods to maintain business stability and growth of sales, production and management for use of each of the profit opportunities of commodities. in the constantly changing market demand conditions, this adaptive enterprise will come from business-to-market close monitoring, strict internal management, the change of combat readiness, the use of the opportunities in tight. All these functions of business management in general to become the production and supply functions. The function name is actually the traditional view. In the modern market marketing theory, this function is called the whole ...