What is marketing ？

英语班级： 1A1专业班级：市场营销 121 、 122课文翻译：沈帅，学号 12152040129黎圣益，学号 12152040115孟瑶，学号 12152040124姜帆，学号 12152040114房疏雨，学号 12152040207

• Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, client, partners, and society at large.

• According to the authorities, more than 90% of the richest man in the world, from a salesman bottom. Many large companies senior management personnel also have ever experienced as a salesman.

• Do sales personnel is equal to the marketing?

Marketing

• Marketing Management Philosophies

• Market Segmentation, Market Targeting and Positioning

• The market marketing professional

• There are five alternative concepts under which organizations conduct their marketing activities: the production concept, the product concept, the selling concept, the marketing concept, and the societal marketing concept.

Marketing Management Philosophies

The Production Concept

The production concept is one of the oldest concepts in business. It holds the philosophy that consumers will favor those products that are widely available and low in cost. Managers of production-oriented organizations concentrate on achieving high production efficiently and wide distribution.

The Product Concept

• The product concept holds that consumers will favor products that offer the most quality, performance, and innovative features. Managers of product-oriented organizations focus their energy on making superior products and improving them over time.

The product concept can lead to “marketing myopia”

The Product Concept

• Reliable quality, superior performance, distinctive products can attract consumers

• Companies committed to new product development

• Ignore the dynamic market demand

toothpaste

Shanghai toothpaste factory

toothpaste3toothpaste2toothpaste1

Guangzhou toothpaste factory

The market demand dynamic

quality Appearance design Many

varieties

The Selling Concept

• Selling concept holds that consumers will not buy enough of the organization’s products unless it undertakes a large-scale selling and promotion effort.

Most firms practice the selling concept when they have overcapacity. Their aim is to sell what they make rather than make what the market wants.

The Selling Concept

• Breed of design and color of goods on the market, supply increases, the supply situation, the competition between enterprises; The people's living standards continue to improve, demand to diversified development, the choice of customers to buy, there is no market for products on the market has not sorrow.

Goods cGoods bGoods a

factoryA

CUSTOMER

factoryB、 C…

Attaches great importance to the sales link

Marketing and advertising

The Selling and Marketing Concepts Contrasted

Concept

Starting point

Focus Means Ends

Selling Factory Products Selling and

promoting

Profits through sales volume

Marketing

Target market

Customer needs

Integrated marketing

Profits through customer

satisfaction

Sources: Philip Kotler, Gary Armstrong: Marketing,Prentice Hall, 1996

Four pillars for marketing concept

The marketing concept rests on four pillars which will be discussed below: target market, customer needs, integrated marketing, and profitability.

Target market

No company can operate in every market and satisfy every need. Nor can it always do a good job within one broad market.

Companies can do best when they define their target market(s) carefully and prepare a tailored marketing program.

Customer needs

The marketer must probe it further and distinguish among five kinds of needs:

1. Stated needs (the customer wants an inexpensive car)

2. Real needs (the customer wants a car whose operating cost, not its initial price, is low)

3. Unstated needs (the customer expects good service from the dealer)

4. Delight needs (the customer wants to buy a car and receives a complimentary U.S. road atlas)

5. Secret needs (the customer wants to be seen by others as a value-oriented savvy consumer)

Integrated marketing

When all the company’s departments work together to serve the customer’s interests, the result is integrated marketing.

Integrated marketing takes place on two levels.

First, the various marketing functions must work together, such as advertising, sales force, product management, and marketing research.

Second, marketing must be well coordinated with other company departments.

Profitability

The ultimate purpose of the marketing concept is to help organizations achieve their goals. In private firms, the major goal is profit; in nonprofit and public organizations, it is surviving and attracting enough funds to perform their work. In for-profit organizations, the key is not to aim for profits as such but to achieve them as a byproduct of doing the job well. A company makes money by satisfying customer needs better than its competitors do.

The Societal Marketing Concept

• The societal marketing concept is the newest of the five marketing management philosophies. It holds that the organization’s task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively and efficiently than competitors in a way that preserves or enhances the consumer’s and the society’s well-being.

The principle of Market segmentation

Profitable size - The relative profit potential in a segment is directly related to the competitive strength and cost effectiveness of the company. Even a small market may be profitable if the company has competitive pre-eminence

Accessibility - A segment must be accessible through advertising, other promotional media, and distributive networks.

Self containment - Preferably a product launched at a market segment should not take demand from another product in the company's range.

Marketing mix response - The market segment should be responsive to marketing and promotion effort.

The market marketing professional

• Students after graduation, suitable for all types of enterprises and institutions, the state economic and trade management departments and departments engaged in market research and development, marketing management and the practice work, also can be in the relevant units in the teaching and training in marketing work.