Marketing

Topics: Marketing, Marketing research, Qualitative research Pages: 17 (3423 words) Published: April 18, 2015
The International College of Xiamen University
11 HND Business Accounting

Marketing: An Introduction

Unit Name: Marketing: An Introduction
Name: Zhu Yuanyuan
Student ID No.: 135118494
Supervisor: Zhang Hui
Submission Date: 12 April, 2013

Table of Content
1 Introduction of the Haier Group2
2 The Micro and Macro environment3
3 The importance of marketing research6
3.1 Importance of marketing research6
3.2 Example and explanation of qualitative and quantitative techniques8 4 The importance of market segmentation and the process that Haier Group may use to segment and target the market9 5 An explanation of marketing theory supported by examples11 5.1 Product12

5.2 Place12
5.3 Price12
5.4 Promotion13
5.5 People, Process and Physical Evidence13
6 How the Haier Group’s marketing mix responds to changing market conditions14 7 References15

1 Introduction of the Haier Group
Haier is the world's fourth largest white goods manufacturer and is the official home appliances sponsor of the Beijing 2008 Olympic Games.As of 2007, the Haier Group has established a total of 64 trading companies (19 located overseas), 29 manufacturing plants (24 overseas), 8 design centers (5 overseas) and 16 industrial parks (4 overseas). Consistent with Haier's position as a global brand, the company employs over 50,000 people around the world. It is the one of China’s Top 100 IT Companies. The business scope of Haier: technology research, product development and manufacturing, trade and financial services. The key products that Haier Group produce: refrigerators, commercial air-conditioners, microwave ovens, washing machines, dishwashers, televisions, mobile phones, and computers, etc. There are 240 subsidiary companies and 30 design centers in Haier Group. The brand value of Haier was $ 11.8 billion in 2008 and it is the top 4 in China. It can influence all over the world. (Haier Group HomePage, 2012) Haier Culture: Innovation is our soul. Its Enterprise Culture is “the base for sustainable development”. Haier Spirit is dedication and pursuing excellence. Haier Style is rapid reaction. The soul of Haier Culture is innovation spirit. There are five globalization strategies in Haier Group: globalization design, globalization of manufacture, globalization of marketing, globalization of purchase and globalization of capital operation.

2 The Micro and Macro environment
A micro and macro environment has two separate meanings in business. In economics, the micro environment is the study of issues at an individual level. Known as microeconomics, this field focuses on the choices made by individuals, as opposed to the whole market group. Micro in terms of business indicates the items a company can control, often internal processes. Macroeconomics (the opposite of microeconomics) is the study of large-scale theories relating to consumer spending, inflation and money supply. In business, the macro represents items outside of the company’s control. When studying economic information, economists look at microeconomics because individuals often behave differently under alternate economic conditions. A major difference between the study of a micro and macro environment is opportunity cost. Opportunity cost represents the potential return lost when an individual selects one choice over another. This is important in microeconomics because individuals often have limited income when making decisions. By studying the individual choices and movements of a consumer, economists can then make determinations for an entire group. This results in the study of macroeconomics, which looks at overarching issues that affect all consumers in each group defined by economists. Businesses separate issues in the micro and macro environment to aid owners and managers with completing tasks and earning the highest profit available in the market. Micro issues can be the amount of skilled labor within the...

References: Arnold A, 2012, The Importance of Market Segmentation, on 8 April 2012.
http://www.ehow.com/info_7743039_importance-market-segmentation.html
Bandolier, 2007, Qualitative and quantitative research, on 8 April 2012.
http://www.medicine.ox.ac.uk/bandolier/booth/glossary/qualres.html
Geoff L, 2012, Marketing and the organisation’s micro- and macro-environments, on 8 April 2012.
http://www.da-group.co.uk/index.php?option=com_content&view=article&id=31%3Amicro-and-macro-environments&catid=2%3Amarketing-lectures&Itemid=3
Hui Z, 2012, The Marketing Mix: 4 P’s of Marketing, DE3C 34, XiaMen University, on 8 April 2012.
Haier 's marketing analysis, 2012, on 8 April 2012.
http://wenku.baidu.com/view/62c9a304de80d4d8d15a4f9a.html
Haier group marketing channel strategy analysis, 2010, on 8 April 2012.
http://wenku.baidu.com/view/0abbec8884868762caaed5c6.html
Haier Group HomePage, 2012, Haier Group, on 8 April 2012.
http://www.haier.net/en/
Market Segmentation & Targeting and Positioning, 2011, on 8 April 2012.
http://www.cnshu.cn/yxgl/478588.html
Marla C, 2012, Target Market Segment Strategy, on 8 April 2012.
http://www.ehow.com/about_6530761_target-market-segment-strategy.html
Report about analyzing the customer care strategy of Haier, 2011a, on 8 April 2012.
http://blog.sina.com.cn/s/blog_7a95a8fb0100rvbt.html
Report about analyzing the customer care strategy of Haier, 2011b, on 8 April 2012.
http://blog.sina.com.cn/s/blog_7a95a8fb0100rvbt.html
Services Marketing Mix, 2012, on 8 April 2012.
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