Consumer demand

What does the sales theme mean?

Who is the seller is the sales subject.

What is the main body of sales?

It should be said that there are two: one is your product, and the other is your entry point.

If you have enough knowledge about your product and the people it is suitable for, you will get twice the result with half the effort from the consumer's point of view!

What is the core concept of marketing?

product

Utility, cost and satisfaction

market

Marketers and marketers

Needs, desires and demands

The core concept of marketing

One. Demand, desire and requirement: the starting point of marketing thinking is the demand and desire of consumers. This desire and demand must have two conditions: the ability to pay and the willingness to buy. -Enterprises should not only predict and know how many people like their products, but more importantly, know how many people are willing and able to buy them.

The core concept of marketing

Two. Product-anything that can satisfy people's needs and desires (generally referring to goods and services).

The core concept of marketing

Three. Utility, cost and satisfaction

The core concept of marketing

Four. Exchanges, transactions and relationships

Section 2 Customer Delivered Value

Philip kotler Publishing 1994 Marketing Management-Analysis, Planning, Implementation and Control, 8th Edition. A new chapter of "building customer satisfaction through quality, service and value" has been added, and the concept of "customer delivered value" has been put forward. "customer delivered value"

Section 2 Customer Delivered Value (Continued)

In the competition, enterprises must provide customers with more "customer delivered value" products than competitors. To this end, we should make two improvements:

Section 2 Customer Delivered Value (Continued)

Total customer value)-refers to a set of benefits that customers expect to obtain when purchasing products or services. It includes the product value. Service value. The value of people and image, etc. Total customer cost)-refers to the time it takes customers to buy a product. Energy. Physical strength and paid monetary funds, etc. , including money cost, time cost, energy cost and physical cost.

Customer-centered 4C concept

Consumers Consumers-studying the cost of customers' buying behavior-providing customers with the value of delivery (convenience)-serving customers in the whole process of communication-the most important communication activity 4C is consumers, which can be understood as ordinary customers.

What is marketing? 10 point

definition

As a planning and execution activity, marketing includes the development, production, pricing, promotion and circulation of a product, a service or an idea, and its purpose is to meet the needs of organizations or individuals through the process of exchange and transaction.

Marketing refers to a series of market-related business activities such as product production, circulation and after-sales service under the guidance of customer demand.

Some scholars define marketing from a macro perspective. Like e.j. McCarthy? Marketing is defined as a process of social and economic activities, and its purpose is to meet the needs of society or human beings and achieve social goals. For another example, Philop Kotler pointed out, "Marketing is a human activity related to the market. Marketing is dealing with the market, in order to meet people's needs and desires and realize potential exchange "(Marketing Management, 5th edition, 13~ 14 pages). ?

There are also some definitions expressed from a micro perspective. For example, the American Marketing Association defines marketing in 1960: marketing is "an enterprise marketing activity that guides products or services to flow from producers to consumers".

The definition of marketing MBA: refers to the whole process that an enterprise takes customers as the center, takes the market as the guide, starts with product planning, and comprehensively uses various marketing means to finally achieve its business objectives.

J.E.Mccarthy also defined micro-marketing in 1960: Marketing "is the responsibility of an enterprise's business activities, which leads products and services directly from producers to consumers or users, so as to meet customers' needs and realize the company's profits" (basic marketing, p. 19). Although this definition points out that satisfying customers' needs and realizing enterprises' profits become the company's business objectives, both definitions indicate that marketing activities begin with the end of product production activities and end with the transfer of goods to users. Therefore, enterprise marketing activities are limited to the narrow scope of circulation and are not regarded as the whole process of enterprise sales, including market research, product development, pricing, distribution advertising, publicity and promotion.

Philop K otler defined marketing in 1984 as: Marketing refers to the function of an enterprise, "knowing the unsatisfied demand and desire at present, estimating and determining the demand, selecting and determining the target market that the enterprise can best serve, and determining the appropriate products, services and plans (or schemes) so as to serve the target market" (preface to Marketing Management).

The American Marketing Association (AMA) gave a more complete and comprehensive definition of marketing in 1985: Marketing "is a process of planning and implementing the design, pricing, promotion and distribution of ideas, products and services, thus generating communication to meet personal and organizational goals." This definition is more comprehensive and perfect than many previous definitions. The main manifestations are as follows: (1) The concept of products has been expanded, including not only products or services, but also ideas; (2) The concept of marketing has been expanded, and marketing activities include not only profitable business activities, but also activities of non-profit organizations; (3) emphasizing the communication process; (4) Highlighting the formulation and implementation of the marketing plan.

In addition, we can also understand this:

1. Marketing is an enterprise activity and a purposeful and conscious behavior of the enterprise. ?

2. Meeting and guiding consumers' needs is the starting point and center of marketing activities. Enterprises must take consumers as the center, face the changing environment and make correct responses to meet the changing needs of consumers. Meeting the needs of consumers includes not only the current needs, but also the potential needs in the future. The current demand is the tendency to buy existing products, while the potential demand is the desire for a certain function of products that have not yet come out. Enterprises should develop products and use various marketing methods to guide consumers to generate new demands.

3. Analysis of environment, selection of target market, determination and development of products, product pricing, distribution, promotion and provision of services, and their coordination, cooperation and optimal combination are the main contents of marketing activities. There are four basic variables in the marketing mix that can be controlled artificially, namely, product, price, place and promotion method. Because these four variables all start with the letter "P" in English, they are also called "4Ps". What an enterprise's marketing activities should do is to keep an eye on uncontrollable external factors. ......

Introduction to theme marketing

Theme marketing refers to a marketing method to realize the business objectives of enterprises by consciously exploring, utilizing or creating specific themes. It injects an idea and idea into the original simple and boring sales activities, which makes the marketing activities change from the exchange of money and things to the exchange of emotions, and makes sales have a soul. In this way, customers will get spiritual enjoyment and desire satisfaction in the process of buying and using goods, resulting in a psychological buzz. Giving the original pure goods a certain theme can better tap the selling points of the goods, make the sales activities more humanized, and thus stimulate customers' desire to buy.

What is the basic concept of marketing?

Marketing is also called marketing, marketing or marketing. Referred to as "marketing", Taiwan Province Province is often referred to as "marketing"; It refers to the process that individuals or collectives obtain what they need by trading their own products or values, so as to achieve a win-win or win-win situation. It contains two meanings: one is verb understanding, which refers to the specific activities or behaviors of enterprises, which is called marketing or market operation at this time; The other is noun understanding, which refers to the study of enterprise marketing activities or behaviors, and is called marketing, marketing or marketing.

Marketing is the study of the whole transaction process in the economic society, but the transaction belongs to marketing. Please note that I use marketing, not marketing. Marketing studies the whole transaction process, so it is marketing to apply this research result to benefit myself or the enterprise. The whole transaction process is very complicated, which also leads to marketing problems, such as research and development, market research, strategy, segmentation and so on. All this process is a whole, and all the links involved in marketing must be done well, so that is the perfect marketing. "Marketing" is not a new concept, it appeared as early as the beginning of the 20th century, but it is limited to finding the best channel for the commercialization of some agricultural products. At that time, marketing was essentially just a kind of distribution. Later, the function of sales was added. Marketing and sales are largely regarded as synonyms, and this misunderstanding is still the reason why many companies lose their chances of success even today. It can be seen that the traditional marketing concept is: marketing is distribution and sales.

Modern marketing: Customer-oriented modern marketing is a great leap of traditional marketing concept, which has experienced many developments and evolutions. Among them, there are three typical marketing concepts that can represent its evolution track: pure customer-oriented marketing, overall marketing and strategic marketing. 1. Customer-oriented Marketing The modern marketing concept centered on customers and consumers was formed 30 years ago. 1960 Ted Levitt of Harvard business school said: "sales are closely related to the interests of sellers and entrepreneurs; In essence, marketing is linked with buyers and buyers' needs. Using sales skills, sellers hope to make money as soon as possible by relying on their own products, while marketing is oriented to fully meet the needs of consumers through products and everything created in the process of manufacturing products. " This concept only brings consumers into the enterprise's interest-related system in the process of enterprise marketing, as shown in figure 1.

1 The dual subject in marketing can be said that the customer-oriented marketing concept has become the core concept of the whole modern marketing. Later, with the need of fierce market competition, two newer marketing concepts developed on this marketing ideas: overall marketing and strategic marketing. 2. Overall Marketing According to the modern marketing concept, manufacturers must first find out what consumers really need, and then try their best to provide products and services that satisfy consumers to meet their needs. In other words, an enterprise should take consumers as the starting point and consumers as the end point. In modern marketing, everything focuses on the transactions between consumers and producers who provide industrial products and services as well as consumer goods and services. Obviously, customer orientation is not enough, it is too simple. For suppliers, they also need manpower, financial resources and technology to produce products and provide services, and constantly develop and improve the functions of modern marketing. It can be seen that the concept of overall marketing is precisely: customer-oriented, through the overall planning of human, financial and technical resources of enterprises, to provide consumers with * * * products and services, so as to realize the marketing concept of modern marketing functions.

3. Strategic Marketing For modern enterprises, few manufacturers can monopolize a product, that is, they often face fierce market competition and strong competitors in the same industry. Therefore, in order to win the competition, you need to be different in the way you do things. It is very important to do better than your competitors, at least to some extent. It can be seen that it is very necessary for modern enterprises to consider competition in marketing. This contributed to the birth of another marketing concept: strategic marketing. The so-called strategic marketing is to study the needs of customers and the best way to meet such needs. Consider existing and potential customers from the beginning and clearly and specifically consider competitive marketing. This marketing concept fully considers the market subjects closely related to the enterprise, namely consumers and competitors, as shown in the following figure. At present, this kind of marketing is an advanced form of modern marketing concept. ......

Three levels of theme marketing

According to the different emphases of enterprise theme marketing, theme marketing can be divided into three levels: 3. Theme culture marketing. Theme culture marketing is a higher-level theme marketing method, and its marketing focus is not a specific product or a brand, but the culture contained in the theme. As far as the festival market is concerned, this is a festival culture. Festival culture is a deep-seated thing that guides consumers' holiday activities and purchase behavior, and it affects people's holiday consumption behavior and content. Theme culture marketing studies the influence of holiday culture on residents' holiday theme consumption. Through well-designed theme products and appropriate theme promotion activities, people's inner desires and needs are satisfied, and consumers are spiritually sound. The purpose of theme culture marketing is to realize the harmony and integration of commodity culture and festival culture. In the process of consumption, customers not only get material benefits, but also get cultural exchanges and spiritual pleasure.

What is the buyer's nature classification of marketing?

Give a rough list.

Knowledge marketing

Knowledge marketing refers to spreading new science and technology to the public and its influence on people's lives. Through popular science propaganda, let consumers know not only what it is, but also why it is, re-establish a new product concept, let consumers sprout demand for new products and broaden the market. With the advent of the era of knowledge economy, knowledge has become the capital of economic development, and the accumulation and innovation of knowledge has become the main power source to promote economic growth. Therefore, as an enterprise, while engaging in scientific research and development, we should think of the promotion of knowledge and minimize the market risk of successful development of a new product. To do this, we must operate knowledge marketing.

Bill Gates' practice of "teaching computers before selling them" is a typical knowledge marketing. He spent 200 million yuan to set up the Gates Library Foundation to equip libraries in some low-income areas around the world with the most advanced computers, and donated software to let the public accept computer knowledge. For another example, the popular science activity "Give you a golden key" carried out by Shanghai Jiaotong University Only Company, through holding popular science lectures in the community, presenting biological popular science books to the public, holding popular science knowledge contests, etc., has improved the public's scientific health concept, triggered people's demand for biotechnology products, and achieved the goal that no other form of product marketing can achieve, making the microecological preparation market grow from zero to nearly 10 billion yuan in a short period of 10 years.

Internet marketing

Is to use the network for marketing activities. Nowadays, information is developed in the world, and information network technology is widely used in all fields of production and operation, especially in the field of marketing, forming network marketing. Merchants set up their own homepage on the computer network, and set up a "virtual store" on the homepage to display goods. Customers can enter the virtual store through the network, choose goods, place orders and pay online, and merchants will deliver the orders to their doors after receiving them. Similarly, customers can feed back their opinions to the production process through the network, so that producers can produce according to consumers' needs and tastes, which on the one hand improves the level of coordination and cooperation between producers and consumers, and on the other hand can reduce the "interactive cost" of enterprise product production. For example, GM's Buick Automobile Factory allows customers to design their favorite models, and customers can choose their own body, axle, engine, tires, color, interior structure and so on. Customers can see the appearance of the car assembled by the parts they choose through the network, and can continue to replace the parts until the customers are satisfied. This marketing method is becoming more and more popular in modern market conditions. According to the statistics of the International Telecommunication Union, the global online business turnover of 1997 reached US$ 50 billion, and the online advertising business reached US$ 906.5 million, more than three times that of 1996. There are about 65,438+0,200 Internet service providers in the United States, half of the 500 largest companies in the United States operate online, and there are countless small and medium-sized enterprises. Network marketing can promote enterprises to quickly understand market trends and customer needs through the network, save intermediate links and reduce sales costs. China enterprises should also take action in this regard and vigorously carry out online transactions.

green marketing

It means that enterprises fully embody environmental awareness and social awareness in the whole marketing process, provide consumers with scientific, pollution-free, resource-saving and good social ethics goods and services, and adopt pollution-free or less pollution-free production and sales methods to guide and meet consumers' needs for environmental protection and physical and mental health. Its main goal is to protect and improve the ecological environment and social environment, protect and save natural resources, implement economical management, and ensure the safety, hygiene and convenience of consumer products, so as to improve people's quality of life and optimize human living space.

To implement the green marketing strategy, we need to implement the "5R" management principle, that is, study: pay attention to the countermeasures of enterprises to environmental pollution; Reduce: reduce or eliminate the discharge of hazardous waste; Recycling: recycling and reusing waste materials; Redevelopment: turn ordinary products into green products; Reserve: actively participate in environmental protection activities in the community and establish environmental awareness. Implementing green marketing is the general trend of international marketing strategy, and China enterprises should have a clear understanding of it and actively put it into action. According to statistics, China has hundreds of export products worth more than US$ 5 billion, which will be banned because of international conventions on the ozone layer. ......