MARKETING市场营销

EUROPEAN UNIVERSITY CYPRUS

DEPARTMENT: Marketing

SUBJECT: Introduction to Marketing-MAR101 LECTURER: Dr. DINO DOMIC

TITLE: The significance of marketing STUDENT: LIU YILIN

REG NO: F20132139

SUBMISSION DATE: Week 12

LECTURES COMMENT PAGE

CONTENT Introduction (4)

In Globally…………………………………………5-7 In Domestically…………………………………7-8 In Organizationally……………………………8-10 In Personally……………………………………10-11

First, I want to talk about the definition of marketing. What’s marketing? Marketing is an organizational function and a set of processses for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. It is the activity, set of institutions.

Marketing is one of those chameleon words with erratic implications. In its original dictionary definition-buying and selling in the marketplace-it describes an activity that has been part of around so long, we assume that at this basic level it has the same connotations for everybody. Not so. Probe a little and you will find that, for one cultural type, buying and selling in the marketplace has rather sordidi associations with barrow-boys and one trickster outsmarting another; for others it will be associated with merchant venturers, braving perilous seas in search of profitable trade. One type will nourish a prejudice against marketing, the other will be prejudiced in its favour.

More recently the same word, marketing, has been used to describe the techniques, greatly elaborated during the last forty years , which producers of goods and services use, in conjunction with traditional selling, to win and retain customers and optimise profits. These are the promotion.

Marketing is used to describe that part of a general manager’s job which is concerned with managing the organisation’s present relationship and planninng its future relationship with customers-the fickle and elusive body without which no business can survive. The third meaning, too, causes unnecessary misunderstanding and conflict. No advocate of marketing can have failed to meet the individual who proclaims that ‘I’ m a practical man ,I don’t hold with this marketing nonsense’-and then turns out to have spent his whole career practising the arts of marketing by the light of nature.1

Now ,I am going to talk about the significance of marketing in globally.

An effective marketing system is necessary for economic development. Improved marketing may be the key to growth in less-developed nations.

Without an effective marketing system, the less-developed nations may not be able to escape the “vicious cirle of poverty”.

A marketing system does more than just deliver goods and services to consumers-it allows mass production with its economies of scale. Also, mass communication and mass transportation allow products to be shipped where they’re needed. Oranges from California are found in Minnesota stores-even in December-and electronic parts made in New York State are used in making products all over the country.

In addition to making mass production possible, our market-directed, marketing system encourage innovation-the development and spread of new ideas and products. Competition for consumers’dollars forces firms to think of nes and better ways of satisfying consumer needs.

Marketing is concerned with the way the whole economy works.2

The 1990s mark the first decade in which companies around the world must start thinking globally. Time and distance are shrinking rapidly with the advent of faster communication, transportation, and financial flows. Products developed in one country are finding enthusiastic acceptance in other countries.

True, many companies have been carrying on international activities for decades. Coca-Cola ,IBM, Kodak, Shell, Toshiba, Sony and other companies are familiar to most consumers around the world. But today global competition is intensifying. Foreign firms are expanding aggressively into new international markets, and home markets are no

longer as rich in opportunity. Domestic companies that never thought about foreign competitors suddenly find these competitors in their own backyards. The firm that stays at home to play it not only might lose its chance to enter other markets but also risks losing its home market.

Companies manage their international marketing activities in at least there different ways. Most companies first organize an export department, then create an international division, and finally become a global organization.

A firm normally gets into international marketing by simply shipping out its goods. If its international sales expand, the company organizes an export department with a sales manager and a few assistants. As sales increase, the export department then can expand to include various marketing services so that it can actively go after business. If the firm moves into joint ventures or direct investment, the export department no longer will be adequate.

Many companies get involved in several international markets and ventures. A company may export to on country, license to another, have a joint ownership venture in a third, and own a subsidiary in a fourth. Sooner or later it will create an international division or subsidiary to handle all its international activity.

International divisions are organized in a variety of ways. The international division’s corporate staff consists of marketing, manufacturing, research, finance, operating units, which can be organized in one of three ways. They may be geographical organizations, with country managers who are responsible for salespeople, sales branches, distributors, and licensees in their respective countries. Or the operating units can be world product groups, each responsible for worldwide sales of different product groups. Finally

operating units can be international subsidiaries, each responsible for its own sales and profits.

Moving into the twenty-first century, major companies must become more global if they hope to compete. As foreign companies successfully invade their domestic markets, companies must move more aggressively into foreign markets. They will have to change from companies that treat their internationa operations as secondary concerns to companies that view the entire world a s a single borderless market.3

Next, I am going to talk about the significance of marketing in domestically.

The growth of cities brings together large numbers of people. They must depend on others to produce most of the goods and services they need to satisfy their basic needs. Also, many consumers have higher incomes. They can afford to satisfy higher-level needs as well. A modern economy faces a real challenge to satisfy all these needs.

Modern manufacturing skills can help produce great quantities of goods and services to satisfy large numbers of consumers. But mass production alone can’t solve the problem of satisfying consumers’needs. Effective marketing is also needed. The total marketing concept implies that “the consumer is King.”8

Marketing should begin with potential customer needs-not with the production process. Marketing should try to anticipate needs. And then marketing, rather than production, should determine what goods and services are to be developed—including decisions about product design and packaging; prices or fees; credit and collection policies; use of middlemen; transporting and storing policies; advertising and sales policies; and after the sale, installation ,customer service, warranty, and perhaps even disposal policies.2

Every government runs an export promotion program, trying to persuade its local companies to export. The government in Denmark pays more than half the salary of marketing consultants who help small and medium-size Danish companies get into exports. Many countries go even farther and subsidize their companies by granting preferential land and energy costs –they even supply cash outright so that their companies can charge lower prices than their foreign competitors.3

Then ,I am going to talk about the significance of marketing in organizationally.

Marketing does not mean that it should try to take over production, accounting ,and financial activities. Rather, it means that marketing-by interpreting customer’s needs-should provide direction for these activities and try to coordinate them.4 The most immediately relevant environmental factor for any organization is the customer on whose continued approval the organisation’s future depends. In almost all cases the ultimate customer is some segment of the general public; even the industrial marketer, whose immediate customers are other organisations, is dependent in the end on the ability of those organisations to satisfy the segment of the general public which they serve.

Bankers will instantly recognize the truth of this. Indeed, when they act as lenders to industrial companies, they are one stage further removed from the general public, yet most bankers will still want to know about no excuse whatsoever for talking about general marketing principles .Good bankers will see the relevance to banking.

For the organization marketing goods or services(including financial services)to the general public, the changes in personal circumstances and lifestyle which have characterized the last twenty-five years in all countries have opened up many new

opportunities while putting a stop to some. The UK with its 56 million population has changed less than most countries of the developed or developing world. The growth both of population and of gross national product has been relatively slow. There has been no obvious revolution in the form of government or in social structure. Industrialisation and urbanization, the flight from the farm to the factory, from the village to the city, still talking place in many countries, had more or less run their course in Britain before the Second world war.

And yet, slow economic growth or not, the income of the average British family has doubled over the quarter century in real terms. Moreover, the cumulative effect of redistributive taxation, strongly supported by the power of organize labor, has resulted in some flattening of the family income pyramid, though the flattening is not as dramatic as some would have wished or others feared. But it does mean that the producers of many products and services, not least financial services, can think in terms of a much wider potential market than they had before.1

The role of marketing in business Is to create and deliver to customer needs. Business faces a bewildering choice today in selection of its marketing agents and suppliers. Advertising agencies of all structures and philosophies vie with direct marketing management consultants as well as a new range of service bureau specializing in data processing ,mail and telephone. There must be consolidation, and shape of the consolidation will reflect the imperatices of business.

Marketing is the custodian of all stake holder relationships and will be fully accountable for what it does. Suppliers of marketing communications will be valued for their ability to realize the aims of the brief they are given. Marketing will brief its

suppliers on the business outcomes that must be delivered and the measurements that will determine success of failure. Marketing will determine a strategic framework for its activities that is derived from the business strategy and will explicitly relate to the milestones within the strategic plan. What’s more, marketing will value a scientific approach that will drive a relentless, but structured, search for performance improvement. Marketing will value creativity and entrepreneurship in service of activity that will yield explicit and measurable results and always seek to validate its assumptions. All functions will recognize the imperative of a co-ordinated policy for relationship management. Organizations will encourage and enable the Forensic approach.5

Finally ,I am going to talk about the significance of marketing in personally.

As a consumer, you pay for the cost of marketing activities. In advanced economies, marketing costs about 50cents of each consumer dollar. For some goods and services, the percentage is much higher. Marketing affects almost every aspect of your daily life. All the goods and services you buy, the stores where you shop, and the radio and TV programs paid for by advertising are there because of marketing. Even your job resumeis part of a marketing campaign to sell yourself to some employer! Some courses are interesting when you take them but never relevant again once they’re over. Not so with marketing-you’ll be a consumer dealing with marketing for the rest of your life.

Personal selling involves direct spoken communication between sellers and potential customers. Salespeople get innediate feedback, which helps them to adapt.

Societies can be classified according to whether cultural emphasis is on the group or the individual . There is a strong correlation between societies oriented towards group

organization and high context cultures.7

While face to face with prospects, salespeople can get more attention than an advertisement or a display. They can adjust what they say to the prospect’s needs, questions, and feedback. If, and when, the prospect is ready to buy, the salesperson is there to ask for the order. And afterward, the salesperson works to be certain that the customer is satisfied and will buy again in the future.4

Social responsibility, this takes the debate about consumerism on to a much broader level. It raises questions about whether marketing management should adopt particular stances in the firm about a wider range of “social issues”.9

Social marketing is not solely the study of marketing within the fram of the total social system, and it is even more than the subject matter of thediscipline.10 Our exploration of the road to successful marketing began with an examination of the problems created when individuals decide to wing it. We then went on to examine the importance of properly executing business strategies to the success of the individual as well as the firm. Now it is time for self-examination, exploring your won makeup to determine whether you have the characteristics that will help you succeed and finding ways to overcome any negative traits you may have.6

Anyway, from my point of view. Marketing do have much significance in globally, domestically, organizationally, personally!

References section

1. Mciver and Naylor.1986.”Marketing Financial Services”. Second Edition. Staples Printers Rochester Limited, London

2. Jerome McCarthy and Perreault.1985.”Essentials of Marketing” .3th Edition. RICHARD D.IRWIN,INC .United States of America

3. PHILIP KOTLER and GARY ARMSTRONG.”Principles of Marketing”.1996.Seventh Edition. A simon and Schuster company. United States of America

4. Jerome McCarthy and Perreault. ”Essentials of Marketing”.10th Edition. McGraw-Hill/Irwin .United States of America

5. Gavin Barrett.”FORENSIC MARKETING”.1995.McGraw-Hill Book company Europe. England

6. Frank and Sonnenberg.”Marketing to win”. 1990. A Dicision of Hanger&Row Publishers .New York.

7.J,B.McCall and M,B.Warrington. “Marketing by agreetment”. 1986.Bath Press. Avon

8.Martin Baier. “Element of Direct Marketing”.1983. Singapore National Printers.Singapore

9.TOM CANNON. “Basic Marketing”. 1980, Second Edition. Mackays of chatham pcc. Kent

10.Ehis and Keith. “Marketing Classics”. Seventh Edition.1991. A dicision of simon&Schuster.INC. Massachusetts

Bibliography

1. Mciver and Naylor

Marketing Financial Services

2. Jerome McCarthy and Perreault Essentials of Marketing

3. PHILIP KOTLER and GARY ARMSTRONG Principles of Marketing

4. Jerome McCarthy and Perreault Essentials of Marketing

5. Gavin Barrett

FORENSIC MARKETING

6. Frank and Sonnenberg

Marketing to win

7. J,B.McCall and M,B.Warrington Marketing by agreetment

8. Martin Baier

Element of Direct Marketing

9. TOM CANNON

Basic Marketing

10. Ehis and Keith

Marketing Classics