市场营销 英语期末论文

IntroductionAs we know, marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. This article introduces Marketing Mix and explains the various elements of the marketing mix in Japanese TV manufacturers. Markets were created when goods began to be exchanged. This form of marketing, when one person, who had surplus meat, gave some of the meat to another individual, who had a surplus of rice, in exchange for some of the rice, was called bartering. This system developed and became more specialized so that an individual might make clothes and exchange some of these for food, so avoiding the need to produce food for him.Marketing affects all of us and through its study you will appreciate how it can influence your decisions in other areas of your working life.Chapter I Marketing MixI. Definitions of Marketing MixThe marketing mix is a business tool used in marketing and by marketing professionals. The marketing mix is often crucial when determining a product or brand's offer, and is often synonymous with the four Ps: price, product, promotion, and place; in service marketing, however, the four Ps have been expanded to the Seven Ps or eight Ps to address the different nature of services.II.How the marketing mix meets the market’s needs and requirementsCelebrations of Kero University in Japan and fill Frei Si in "the view of strategic marketing theory.The marketing function to modify the application means is completed, based on the most important factor is the demand. He stressed the importance of activities, marketing activities and the other half.In the management of the market play a role. The combination of 5 marketing from the perspective of comprehensive investigation and marketing activities.The marketing mix is the integrated use of various marketing strategies and means, in order to attract customers at the same time to realize the goal of enterprise.How to achieve the perfect combination of marketing and customer demand management focusing on customer value, because the service demand higher than expectations in the areas of management and business focus on customers, customer service, and define the design requirements of content, including product packaging, storage, and public services, such as customer requirement according to the requirements of customers, paste brand, trademarks, packaging and installing the disk. Companies through the improvement of demand management, improve service quality, low price,to attract new customers and increase the market competitiveness of the marketing effect.Chapter II Explain the various elements of the marketing mix in XX Co.I. Product1.1Definitions of ProductA product is anything that can be offered to satisfy a need or a wantThe concept of product is not limited to physical objects. Anything capable of satisfying a need or want can be called a product.1.2How are these products developed to sustain competitive advantage?In the development of new products to take advantage of the product life cycle, take different strategies in different stages of development, to enable enterprises to maximize profits. Consideration should be given to the technical feasibility, economic rationality and advanced new products and new products since the market has been eliminated. Considering the nature of the use of the product, price, sales volume with the principle of standardization, to achieve the comprehensive management, and increase the pany research and development of new products in the market before only after the construction of adequate market research, market and channel, can quickly occupied the market success.Companies develop to new products cannot meet the needs of all, this requires that companies have to focus on targeting the market, gain a competitive advantage. Only the analysis of the market carefully, can drill cotton new opportunities in the market and find the part of the potential demand. By dividing the market may find the best combination of internal resources and customer needs. Put yourself in the market, the company based on market demand, product popular.II. PlaceIn marketing mix, location of the market and means of distribution used in reaching it.2.1How is distribution arranged to provide customer convenienceIn the traditional marketing companies, as a marketing strategy, target market will be affected, such as trading companies, covering the consumption level of consumer income, and the characteristics of professional structure and through which channels to sell products, and other constraints. Therefore, the traditional marketing mode in different marketing strategies, in the process, consideration should be given to distribution and marketing channels. But in the network environment, the concept of regional may not exist.From the geographical perspective is a huge market, one of the companies all over the world, potential clients have been anywhere can buy products online corporate marketing goals, but to watch the market and split. Internet companies in the face of globalization in the big market across the space-time "one" marketing, so enterprises in making marketing decisions, the most important thing to consider is how to use online marketing of consumer purchase, convenient service and marketing channels with its competitors, more convenient, faster and more secure than sales, create and enhance customer service.Now, in network marketing in the business environment through the network and consumers to maintain close contact, all trade negotiations and supply and demand information through the network and the distribution of goods and delivery from the delivery system, specialized in all kinds of new rapid transport and logistics companies and other enterprises, Online sales of the traditional logistics began to extend the consumption end.III. Price3.1Definitions of PriceThe current price at which an asset or service can be bought or sold.Economic theory contends that the market price converges at a point where the forces of supply and demand meet. Shocks to either the supply side and/or demand side can cause the market price for a good or service to be re-evaluated.3.2How are prices set to reflect the organization’s objectives and market conditions?Prices are always established with an organization's objectives or goals and market conditions in mind.Prices are also established based on an organization's goals and the market conditions at any given time in the business's operations. Companies examine the market and look at the way certain products are performing. This is how they determine if a product is going to be included in their own product lines or services that they offer. This is also how they decide if they are going to continue to produce a particular product.Businesses also look at market conditions in terms of competitor performance and pricing in order to set their own success measures. This is why you will see many businesses producing similar products and pricing those products very similarly as well.Businesses that are well established with easily recognizable names are often the ones to set the standard prices within the market. Businesses that are not as recognizable and can't as easily gain new customers have to set lower prices in order to attract people to purchase their products. If businesses wish to increase sales and win customers from competitors, they have to produce good products and price their items lower than the competition. This is just one of the many ways in which prices are set by an organization's objectives and market conditions.IV. Promotion4.1Definitions of promotionGenerally, promotion is communicating with the public in an attempt to influence them toward buying your products and/or services effective use of public relations and marketing, not less or essentially unused advertising.4.2How is promotional activity integrated to achieve its aims for the target market?Promotion includes a number of marketing tactics focused on communicating with your market. Ensure that all your communications cover the most important aspects of your product: the who, what, where, when, how and why buy story.▪Consider direct mail targeted specifically to your market.▪Consider digital media and/or online marketing, particularly if your target market shops online (e.g. buy advertisements through the big name searchengines).▪Consider traditional media advertising: print, radio, television. And also consider non-traditional media: how about a car wrap? This is an image orgraphic that is created to wrap a car in advertising; if you sell primarily to alocal market this is a great way to get your name out there (please go to theprofessionals to do this). You can also pay a monthly fee to put the graphic onother non-company vehicles.▪Attend industry (and non industry if there is a relationship) trade shows and events but only participate with a trade booth if you can put together a strong'show and tell' with great images, take-aways and a good story to tell. Consider partnering with a non-competing business at the trade show and share the costs;because this venue can be expensive. Participate in an event with measurablegoals: for example, you want 200 new leads; you want 30 sales by the end ofthe weekend and so on.V.PeopleDevelop the habit of thinking in terms of the people inside and outside of your business who are responsible for every element of your sales and marketing strategy and activities.It's amazing how many entrepreneurs and businesspeople will work extremely hard to think through every element of the marketing strategy and the marketing mix, and then pay little attention to the fact that every single decision and policy has to be carried out by a specific person, in a specific way. Your ability toselect, recruit, hire and retain the proper people, with the skills and abilities to do the job you need to have done, is more important than everything else put together.To be successful in business, you must develop the habit of thinking in terms of exactly who is going to carry out each task and responsibility. In many cases, it's not possible to move forward until you can attract and put the right person into the right position. Many of the best business plans ever developed sit on shelves today because the [people who created them] could not find the key people who could execute those plans.VI PackagingDevelop the habit of standing back and looking at every visual element in the packaging of your product or service through the eyes of a critical prospect. Remember, people form their first impression about you within the first 30 seconds of seeing you or some element of your company. Small improvements in the packaging or external appearance of your product or service can often lead to completely different reactions from your customers.With regard to the packaging of your company, your product or service, you should think in terms of everything that the customer sees from the first moment of contact with your company all the way through the purchasing process.Packaging refers to the way your product or service appears from the outside. Packaging also refers to your people and how they dress and groom. It refers to your offices, your waiting rooms, your brochures, your correspondence and every single visual element about your company. Everything counts. Everything helps or hurts. Everything affects your customer's confidence about dealing with you.As a result, every salesperson was required to look like a professional in every respect. Every element of their clothing-including dark suits, dark ties, white shirts, conservative hairstyles, shined shoes, clean fingernails-and every other feature gaveoff the message of professionalism and competence. One of the highest compliments a person could receive was, "You look like someone from IBM."VII.Analyze case studyIn 1979, Chinese relaxed on the import of household electric appliances. Japanese TV manufacturers began to study Chinese market analysis, think Chinese income is low, but the savings habits, have a certain purchasing power, some demand for TV, there is a potential black and white TV market. So the Japanese TV manufacturers according to the characteristics of the target market, the marketing elements, developed a marketing strategy:1.product strategy. Japanese TV sets to fit the need of China consumer, must meet the following conditions:(1) different China voltage system and Japan, must be 110 volts to 220 volts.(2) TV have stabilizing device.(3) to adapt to Chinese TV channel, to low power consumption are required to TV, large volume.(4) to a 12 inch TV, to provide quality assurance and repair services.2.sales channel strategy. There was no Chinese state-owned company as the formal channels, through the following channels:(1) promoted by Hong Kong and Macao domestic companies and agents, dealers.(2) carried by the Hong Kong and Macao Chinese territory.(3) by Japanese manufacturers cargo shipped directly to Guangzhou stream Hotel delivery.3.promote sales. The Japanese agents in the Hongkong media to carry out the advertising campaign.4.pricing strategy. Consider the Chinese market without other imported brands TV competition, so the price slightly higher than China domestic TV, people would be willing to buy.Due to the Japanese TV manufacturers coordinated use of marketing factors combination strategy, a Japanese TV once occupied a considerable advantage in Chinese Market.ConclusionPrior to designing an international marketing mix a business should carry out a PEST analysis for every country they would like to operate in. This will help them determine what elements of the marketing mix can be standardized and which elements will need adjustments to suit local needs. It may well be that a business is able to use a standard marketing mix in the majority of cases and only need to adjust it on the rare occasion. Every country may need its own marketing mix。