Marketing

The concept of marketing
Marketing is about how enterprises to discover, create and deliver value to meet the needs of certain target markets, while profits of subjects. Marketing used to identify unmet needs, definitions, measuring the size of the target market and profit potential, to find the most suitable for enterprises to enter the market segmentation and the breakdown of the market for the supply of goods.

Marketing often by enterprises instead of a dedicated department, which would in fact has both advantages and disadvantages. Benefit: easy on the training received marketing groups specializing in marketing; disadvantages in: Marketing should not be limited to one sector to enterprises, and enterprises should be reflected in all activities.

• Marketing in the main concept of what?
Including market segmentation (segmentation), the choice of target market (targeting), positioning (positioning), need (needs), desire (wants), the demand (demand), market supplies (offerings), brands (brands), the value and satisfaction (value and satisfaction), the exchange (exchange), transactions (transaction), and networking (relationships and networks), the marketing channels (marketing channel), supply chain (supply chain), the competition (competition), the marketing environment (marketing environment) and marketing planning / programme (marketing programs). These terms constitute a marketing professional of the terminology database.
Marketing Process
• How summarized the main marketing process?
Marketing of the main processes: (1) Identification of opportunities (opportunity identification), (2) the development of new products (new product development), and (3) to attract customers (customer attraction), and (4) retain customers and cultivate loyalty ( customer retention and loyalty building), (5) Executive Order (order fulfillment). These processes can, if handled well, then marketing are usually successful. If any part of the problem, then enterprises will be faced with crisis of survival.

• Marketing should be treated as a department or company's overall philosophy and practice?
Many years ago, one of the founders of Hewlett-Packard sent • David Card (David Packard), said: "the importance of marketing will be much more than simply leave their separate marketing departments do." Is the best in the world marketing sector companies as the possible failure of marketing. The reason is that: the production sector might provide faulty, the delivery service sector may be a little late, the accounting department may not be allowed off at the amount of the invoice, which will result in the loss of customers. Only the employees are committed to providing customers with the value of commitments to meet and please the customer, marketing will be effective.

• Marketing should adapt to different countries and regions specific circumstances, the presence of fixed principles?
Marketing geometric analysis is not as subjects. In a different political, economic, cultural, national, marketing should not be static. Even in the same country, in the consumer goods industry, industry B2B (business to business industries), and service marketing are different. In the same industry, different companies have different marketing approach.
Marketing principles
Marketing did include some fixed principles, including:

• in the development of marketing strategy to consumers, competitors and distributors status as a centre of respect.

• For each market segment the market, according to his company's strength and targeting the most promising market segment.

• For each target market choices market segmentation, research customer needs, knowledge, preferences and buying process.

• through serious definition, creation and delivery of better value, gain advantages in the target market.

Any person in any field theory will be obsolete, as we understand the process of the universe, Copernicus replaced Ptolemy, Copernicus, Einstein and replaced. So whenever a new marketing theory reveal clues, I will not hesitate to become the first person to eat crabs.

• Do you think that in today's business, with regard to what constitutes effective marketing major errors which, from where these misconceptions?

In the business community and public awareness, marketing was greatly misunderstood. Enterprises believe that the marketing is aimed at supporting the production, eliminate corporate stock. As a matter of fact it was the opposite - is the purpose of existence of production in order to sell. Enterprises can outsource their manufacturing, and create a marketing enterprise is the thinking and practice. Production, procurement, research and development, finance, as well as all other functions are to support enterprises in the marketing work.

Marketing and sales are often brought confusion. In fact, sales marketing is the tip of the iceberg. In the sales, marketing also includes a wide range of marketing research, the corresponding product development, product pricing, distribution channels, and to expand the opening of the market to understand this product. Compared with the sales, marketing is a wider and more comprehensive process.

Sometimes, marketing and sales have almost the opposite means. Difficult sales marketing is a self-contradictory statement. I said a long time ago: "Marketing is not to find a wise approach to swap your manufactured products, but to create true customer value of art." Marketing is to the benefit of your client arts. Marketing staff's motto is: quality, service and value.

Only when you have the hands of inventory, merchandise sales will start in product and marketing activities appear to have been started. Marketing is a business of the day-to-day activities to the needs of customers and found that the company should produce products. Decided how to start marketing, pricing, distribution and marketing of products and services and constantly monitor the market after the changes in the products and services to make corresponding improvements, and ultimately decide when to discontinue providing products and services.

In short, marketing is not a short-term sale, but rather a long-term investment behavior. Good marketing products in the enterprise before production has begun, and after the completion of the sale still exist for a long time.

• Marketing began when?

Early in the human occurs, the marketing has emerged. "• Old Testament Bible," the first chapter (of course, this is not the beginning of mankind), we can see that having tasted the forbidden fruit of Adam Eve persuade, but Eve is not the first marketing personnel, the title should belong to那条persuaded Eve the forbidden fruit to Adam selling snake.

As a discipline, marketing began in the first half of the 20th century, and then mainly in the distribution (especially wholesale and retail) related courses. But then economics is in a purely theoretical pursuit of the academic impulse, people overlooked this gate and close to the normal operation of the economy emerging disciplines. That the supply and demand curve is balanced at the level of prices, no one can explain from the manufacturers through wholesalers has been linked to the retail price. So early marketing research economists and scholars to fill the gaps. However, economics, marketing is still the mother.

• Marketing is an art or technology?

Marketing is a more technical and vocational. American Marketing Association (American Marketing Association) and the Chartered Marketing Association (British Chartered Institute of Marketing) has its own marketing staff to professional accreditation. They believe that through the establishment of rigorous testing system can distinguish between qualified personnel and marketing counterfeit.

However, many did not undergo a rigorous training of sales staff also have very good marketing idea. • British Hewa Kamprad (Ingvar Kamprad) is not a professional marketing staff, but he's IKEA (IKEA) is still the public through the provision of high-quality furniture great success. Creativity is an important part of marketing success, of course, this need not be limited to marketing personnel.

Science and Technology on Marketing is also very important. Marketing through the marketing research, market modeling, prediction will be a lot of useful data. Marketing through the marketing modeling decision-making and guiding investment, the establishment of marketing measurement method to display their activities for the impact of sales and profits.

Marketing is an art in the end, technology or science? The answer is all of these factors together constitute marketing.

• Marketing is an application of science?

As from engineering such as physics, chemistry, learn basic subjects like nutrition, marketing is rooted in several of the basic disciplines, including economics, psychology, sociology, science and policy-making organizations, such as science. Marketing With these subjects and the progress of development. I believe that marketing will eventually evolved into a demand management disciplines, including more comprehensive and on demand-driven demand optimization theory.

• Marketing will start extensive use of psychology, sociology and anthropology, and other disciplines conclusion?

Marketing staff gradually realized that marketing activities are at the centre of buyers rather than sellers. In order to understand the purchase, the sales staff must study organizational behavior. Marketing researchers must use the demography, psychology, cultural and social impact to understand customer needs, knowledge, preferences and behaviours, in order to find more effective marketing strategies.

• As a marketing is the use of the term is usually beyond the original field of goods and services, whether this is a good thing? Marketing for the expansion of the use of the concept, I will produce a lot of power. 1969, I wrote an article entitled "expanded marketing concept" (Broadening the Concept of Marketing) papers. Marketing article, I think not only can be used by profit-making organizations, such as museums can be, churches, charitable organizations and other non-profit organizations to use in order to attract clients, volunteers and donor funds. I further discussed marketing can be applied to the initiation of social activities, such as "Do not smoke", "Do not take drugs", "eating health foods", "daily exercise", "Do not throw."

Today, I think we can go further and marketing of goods, services, experiences, information, property, location, characters, organizations and public utilities. Like with any concept, marketing can be applied to both good or bad. I still think that way of thinking Marketing is the broad application of the advantages outweigh the disadvantages.

• Now it has a wide range of goods to meet all our needs, for the enterprises to conduct marketing activities need to consumers whether too little?
Talking about marketing, we always said that to meet unmet needs. Now, there are indeed a lot of products to satisfy the needs of the majority of us. My friend, the Italian Piaiteluo • Guido (Pietro Guido) wrote, "there is no need for society" (The No Need Society) to make the following points: marketing staff should be required to learn how to create similar to Sony (sony) Company Marketing Innovation electrical way. Enterprises should learn from market-driven (consumers want to drive) to drive the market (to create new markets). Many years ago, who would need players, big-screen color TV, micro-camera, etc. products? For businesses, the new competition is the continuous need to find new needs and new markets.

• Why Marketing is the best meet individual needs?

People can use many methods to meet their own needs, such as stealing or begging. Marketing is provided through some sort of value in exchange for the individual to obtain from the other side of things. Marketing is the basic concept of the exchange, this is a civilized society in the most reasonable and generally accepted manner.

• Marketing used in consumer goods, services, B2B, whether they were different?
Many of the marketing concepts and tools from the first fast-moving consumer goods industry is facing a number of practical problems, other tools from durable products industry (both consumer-oriented or business-oriented), daily necessities and services sectors . By STP (market segmentation segmentation, targeting select target market, and positioning positioning) Theory and the 4 P (Product Product, price Price, location Place, promotions Promotion) theories of marketing theoretical framework can help us analyze any market, products and services . Of course, each market has its own characteristics, the specific needs of the marketing concepts and tools, say, the marketing services sector in the development of their own staff marketing programme, will be more concerned about another 3 P (Personnel staff, the process of service delivery process and services tangible Physical evidence). However, these types of markets (consumer goods, industrial and services) does not require completely different theoretical framework. Otherwise, we will face a market I, II market, the market III this chaotic situation, but also between industries can not be carried out from the exchange of relevant experience.
Marketing task
• What is the mandate of marketing?

On this issue, there are at least three answers. The first answer is that the task of marketing is responsible for the entire enterprise product sales to anyone. Next answer some in-depth thinking on that marketing should be to meet the target market of unmet need for mandates. Finally, with a philosophical significance that the marketing task is to improve the material in the world of the living standards and quality.

Marketing is the role of people perceived unmet needs, creating new and attractive solution. Modern kitchen appliances, and its subsidiary is a good example to demonstrate how the marketing housewives from the heavy domestic work in the liberation, at a higher level to develop their own.

• You have said in the development of business strategy, marketing must play a primary role. Do you think that today's business managers have been fully aware of the marketing success of the enterprise?

CEO are often seen as a marketing department is responsible for the products produced after its sold. Our view is that marketing must be regarded as deciding the strategic direction of the activities. • Peter Drucker (Peter Druker) morning, more than 30 years ago, has made it quite clear: "an enterprise only two basic functions: marketing and innovation."

• You have said that if a company's marketing department can not discover new market opportunities, its staff should be dismissed. However, the market is there, as many good opportunities?

An economy, the absolute number of opportunities will be in the business cycle and technology cycle changes. In the economic recession and the new technology has not yet appeared when the number of opportunities will be fewer.

However, the opportunity is always there. Look at the emerging "innovation" and "surprised" directory products bar, provide any goods or services from an enterprise should be able to come up with new ways to make changes to the original products, and products related to the merger of different characteristics the creation of new products, to provide different types of products, or on the basis of the original product and add new features or services.

Available to market products and services not only for different remodeling market, the market itself can also supply goods with a new perspective on.

I and Fernando • Delieshidibeishi (Fernando Trias DeBes) co-authored the "horizontal marketing" (Lateral Marketing), I propose a marketing and longitudinal (vertical marketing, market segmentation) different and creative ways to find new marketing ideas. Vertical marketing is aimed at a specific market, and horizontal marketing from the perspective of a new product to treat. Can cite many examples. Today, we can buy food in the gas station, in the supermarket banking services, the use of computers in the Internet, using a mobile phone camera by chewing gum to medication, can also intake of cereal to eat snacks. Opportunities exist forever, only to discover the lack of. A period of recession does not mean that the failure of the marketing, marketing, only a lack of imagination in the time before failure.

• In today's economy, you can see the tremendous business opportunities?
Here is a list of what I believe in the tremendous business opportunities:

1, bio-technology [such as the rationalization of drug design (rational drug design), the application of biometric security system monitoring]

2, mobile phones (such as the telephone payment, wireless devices)

3, security technology (companies, the family safety equipment)

4, for a business niche markets (such as Latin America were created specifically for the banks)

5, outsourcing

6, storage systems

7, automation technology (such as automatic toll collection equipment Expressway)

8, health care equipment

9. Robot

Enterprises face a potential business opportunity, consider the following questions:

1, whether there is a larger market space?

2, whether there will be fierce competition and the prospects?

3, it would be able to establish profitable business models?

4, can quickly accumulate capital, expand business?

• marketing and sales planning (merchandising) What is the difference?

Sales planning as the main terms used in the retail industry, used to describe retailers to sell goods for the shelves and display mode of choice. Marketing is a much broader range of areas, sales planning is only one part of the activities.

• In addition to declining sales, which also is a business of their marketing measures taken symptoms?

These signs include:

1, company expansion strategy, and sales are too smooth

2, sales have ups and downs, not smooth

3, sales were good, but the margin is too low

4, low profitability of products, customer segmentation unknown, or impeded distribution channels

• those marketing is not very understanding of the CEO or business operators have the where, in addition to reading your book?

In fact, I would suggest that I read a book, not the 700 that the "Marketing Management" (page 11), but 270 "• Philip Kotler Marketing" (Kotler on Marketing). This book display the basic concepts, principles and strategies. For readers seeking marketing techniques, especially for those small companies from readers, Conrad • Levin Vincent (Conrad Levinson), "guerrilla marketing" (guerrilla marketing) book will help. Finally, there are many books on specific topics for reading, as build brand, communication management, pricing, and middle management staff work and the development of effective sales and marketing team.

• Since its birth, marketing, what changes have taken place?

Marketing is a branch of economics as a discipline arise. Early marketing staff dedicated to the research distribution channels, which differs from the majority of the economists of the supply-demand curve is the market price as the determining factor in the neglect of a multi-level distribution of the impact on prices. Early marketing emphasis on the description of the system of research. In addition to distribution channels, early marketing also put the focus on advertising and individual sales activities. Since then, many people began to think that marketing is just a synonym for selling their products until many years later, from marketing to liberate this misunderstanding. Following is the development of marketing ideas main phases:

4P marketing development theory marks a significant step in the process, because it product, price, place and promotion as part of the market supply of goods to consider when making a decision is part of the introduction of a marketing. Marketing officers who later realized that in order to determine the content of 4 P, they need to better understand customers, then to the 4 C theory - Customer Value (customer values), customer costs (customer costs), customer facilitation (customer convenience), customer communication (customer communication).

, The marketing staff have also introduced a concept: 4 P Enterprises decided before, it should be preceded by STP strategic thinking, market segmentation, target market selection and positioning.

Marketing staff are also aware that the enterprise marketing in the four different target levels: the mass market, market segmentation, market niche and individual clients.

Later, marketing be summarized as a set of demand-driven by the level and composition of the time management skills.

Further expand, beyond the concept of marketing products and services, including the concept began, utilities, locations, characters, organizations and other entities.