Marketing Theory and Example

Topics: Marketing, Marketing research, Brand Pages: 26 (7284 words) Published: October 14, 2010
Topic : Marketing.
1.introduce to marketing.
The major purpose of marketing is to recognize the individual and societal needs. If a product is produced without consumption, it will not be able to bring any profits to the manufacturer. Therefore, the brief definition of marketing is to evaluate people’s needs profitably. In 1985, the American Marketing Association defines marketing as follow: Marketing is the activity, set of processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. The Marketing Institute of the Great Britain defines marketing as a managing and organizing process of a whole business operation from realizing and manipulating people’s interests and desirability to specific products to urge them buying those products. In addition, marketing’s responsibility is to deliver the products from manufacturers to the end consumers in order to gain the predictable profits. People evaluate marketing as the art of selling.

According to Professor Philip Kotler, marketing is the process of satisfying customer needs and wants by the exchange methods. In general, nowadays marketing is the process of satisfying customer wants and needs while meeting organizational objectives. However, marketing is different from sales. •Marketing: do research and business analysis, plan distribution, promote sales; create marketing plans and strategies to approach the marketplace. •Sales: create customer lists, anticipate sales, perform selling projects, etc. Marketing is the beginning of a sales process, but marketing can result in sales. However, marketing promotes a brand while sales can express its worth. Although selling process is a part of marketing strategy, marketing is not sales. •The essential contents of marketing:

1.Marketing plan
2.research and divide to market
3.Strategic direction of marketing
4.Describing the target market
5.The marketing mix
6.Public relations
7.Following up on the marketing plan

2.research and divide to market.

a. Market research

what is Market research?

All decisions are derived from requirements of the market, so we can say market research is the first in the marketing process.

Market research business is a very important, if the market research is done well, it provides sufficient accurate information to help make a marketing strategy and appropriate performance high. Conversely, if the market research to collect information about the inaccurate, not properly reflect the actual market, and not base on information firm decision should be made will not close with reality, leading to the marketing activity is inefficient, waste of manpower.

For foreign businesses, before deciding penetrate a market, launch a new product, or make a campaign of advertising media, or the decision to adjust one of the factors such as increased marketing discounts, change product packaging and re-positioning etc. they conducted market research before building plan detail. Why need market research?

The most basic decision to the success of a product is accepted by the buyer or the satisfaction of users. How do I know the customers like or dislike, accept or not accept? Only the only way, the most accurate and also a technical question is the customer who will be purchasing, and although not directly purchase but that affect the decision to buy products. Along with the development of information technology, technical market research has been developing more sophisticated, people go all the opportunity to gather customer information, market.

Why market information important to that? Because:
• Information is key to understanding the market.
• You need to understand the market than competitors • You need to predict the changes in market and customer needs. • You need to know how to cope with the changes.
• You need a method of systematizing...
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