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1、Marketing: An OverviewRevisionBasic forms of business: Sole proprietorship Partnership CorporationOrigin of MarketingSelling era (economic reform)Essence of marketing: reform deepened and economy grew,satisfied the customers, neither producing nor sellingCRM(customer relationship management)Function
2、s of MarketingMarketing researchAcquiringSelling TransportationStoragingFinance and creditRisk takingStandardization and gradingMarketing Mix(4P)Product (special appeal, like quality,utility,image)Price(lower?higher?costs,rivalsprices,pricing,regulations)Promotion(adversiting,packaging,sales,brochur
3、es,personal selling)Place(channels of distribution)geographic variables(live,work)地理区域因素Government employees working in Beijing are not likely to purchase farming tools such as hoes and sickles.demographic variables(age,gender,ethnic background, race,religion,education,income)人口统计因素psychographic var
4、iables (attitudes,movies,activities,opinion)心理因素Koreans who have suffered from Japanese occupation are less likely to buy Japanese goods .product-use variables产品用途因素 Teenagers like colorful, fancy and toy-like pencils while office clerks prefer sturdy, practical and reliable ones.Marketing environme
5、ntTechnological advancesSocial-cultural trendsEconomic fluctuationsclozeExchangeFacilitationEvaluationsGeneralVariablesMixDistributionConsumerCreationNeedsPersonalReflectCulture-specificSuccessfulThoseHowbasedlearnedThe marketing process begins with the 1of a good or service that satisfies the 2 of
6、buyers. In addition to the product itself, the marketinf3 must include strategies for pricing, promoting ,and distributing the 4 .In practice marketing functions can be grouped into5 functions (buying and selling),6 functions (transportation and storage), and 7 functions(standardization,financing an
7、d risk taking)Businesses have8 that their marketing can be more9 when it is target toward10 market segments. Markets may be segmented11 on geographic,demographic,psychographic,or product-use12 .Market research can help to identify target markets by studying13 buying behavior and attitudes.Business C
8、aseA Niche PlayerMost of the washing machines in Chinas cities have been in use for over 7 years ,and it is estimated that about 40% of them will be replaced with new ones in the next 3 years. This is why Chinas major washing machine manufactures have been busy developing new models to attract custo
9、mers.Tianhua Co. has been a new comer to the marker and Li Hao,Ceneral Manager of the company, knows that it would be suicidal tor Tianhua to compete with the big guys headon.Instead,Tianhua must be a niche player, that is, find a small but profitable market segment and provide products with features Tianhuas rivals do not have.Questions1why cannot Tianhua compete with the big companies head on?2what kind of riche would you suggest for Tianhua in the washing machine market?Homework4p,select one factor and explain its importance in the economic market.
