市场营销概念和竞争力,代写paper论文

marketing paper

此论文探讨营销的概念和在市场的竞争力，它包括出自4个不同作者的书，被命名为便携式MBA市场营销,营销大师,营销的22不变规律和影响。所有的这些书由不同的作者解释同样的问题,比如领导力,与客户的关系,客户感知、分化、影响因素、竞争激烈的市场和创新的营销概念。营销不仅仅是基于这些理论的论文,这些都是在现实生活中和各种公司得到的经验。它分析用于现实市场上提高企业利润额的多种方法,占据市场,满足顾客和吸引新顾客。

营销是什么?—What Is Marketing?

营销是什么,为什么我们做营销,营销背后的动机是什么,什么是做市场营销的各种方法和营销的优点是什么?当我在做这篇论文时，我一直在想这些问题。直到现在深入研究已经完成，营销给了我所有问题的答案,我在寻找并给自己提供新方法探索我自己的想法,我可以在现实市场中实现。营销仅仅是努力创造、开发和维护市场,可以满足客户的需要和欲望或者我们可以说营销是将正确的产品放在正确的地方、以合适的价格和合适的时间销售。(Mindtools.com, n.d)

The paper discusses about the marketing concepts and the competitiveness in market. It included the 4 different authors books named The portable MBA in marketing, The marketing gurus, The 22 immutable law of marketing and Influence. These all books by different author explains the same thing such as leadership, relationship with customer, customer perception, differentiation, influencing factors, competitive market, and innovative concepts of marketing. The marketing is not just based on these theoretical thesis, these are implemented in the real life and has been experienced by various companies. It discusses about various tools and methods which are used in real world to grow the businesses, capturing market, satisfying customers and attract new customers.


营销是什么?—What Is Marketing?

What is marketing, why we do marketing, what are the motives behind marketing, what are the various methods of doing marketing and what will be the advantages of the marketing? These are the questions keep on revolving around my head while I am doing this assimilation paper. Thorough studies which have been done till now in marketing gives all the answers to all of my questions which I am looking for and provides me the new ways of exploring my own ideas which I can implement in this real world. Marketing is simply the effort to create, develop and defend market that can fulfill the needs and wants of customers or we can say placing the right product in right place, at right price and at right time (Mindtools.com, n.d).

战略营销的概念—Strategic marketing concept

Strategic marketing concept is a philosophy, focus or orientation which highlights the proper display of the opportunities related to marketing as the basis for the planning of marketing and the growth of company. It is internally integrated but focused externally on set of choices like how the organization is going to concentrate on their consumers while keeping competitive environment in context. This strategy consists of five elements which are:

Where the plans of the organization needs to be active and where to not.

How to reach to you plans success.

How to make your plans succeed in the market.

What will be the next move or step to improve marketing

How to take the organization on profit line (Lingham 2006).

产品差异化—Product Differentiation

If you are not the first mover in the market, it’s not like that you cannot come into market with the same product. Yes, you can but with differentiating your product and services with keeping others company product in mind which will provide your company the distinct advantage and if you are not providing something unique to customers it will make your business more challenged. For example- The coco-cola was the first soft drink provider in the market, there is no other drink who tastes like that but what happen is people bring new tastes in soft drinks with name like Pepsi, Thumbs up and Dr Pepper which brings product differentiation in market and coco-cola itself start producing more soft drinks with different tastes under his brand. There are three C’s which are also known as key element of product differentiation- convenience, customization, and cost recovery. These elements are often missing while developing or improving the product, if these things are kept in mind the company will be in much better position of gain and keep a competitive advantage over the rivalry (Walsh, n.d).

Convenience- customers need convenient way of shopping and at their own specific timings, so if you want to gain advantage over your competitor you must run your business according to your customer need (Walsh, n.d).

Customization- Do not produce your product and throw in market and make customer to accept it rather than that customize your product according to your customer need, what they like, what kind, what color, what size etc. all these things matters a lot if you want to be unique in your business (Walsh, n.d).

Cost recovery- while you are differentiating your product, the price should be kept in mind firstly, provide customers the cheapest rate so that they can happily accept it and you can cover your production cost with less profit rather than running for high profit and loosing you r customers (Walsh, n.d).

关系营销—Relationship marketing

Relationship marketing is the process of attracting, maintaining, and enhancing relationships with key people. The relationship in which buyer as well as seller gets the benefit is crucial in this competitive market, the customer wants to be cared and serviced very well and the companies wants to do so because they know if they are going to take good care of their customers they will come back to them for more and also start buzzing of your products to others which is also an advantage of your company. The companies have been starting shifting from mass marketing to one-to-one marketing, so that they can have better relationship with customers and can also understand their customers need better (Schewe & Hiam, 1998).

影响原则—Influencing principles

Cialdini has studies the psychology of compliance, or why everyone say to everything in his book “Influence: The Psychology of Persuasion”, he recognize the 6 principles which are helpful in influencing the consumers and the psychology related to its effectiveness and how we are dissonantly hardwired to surrender to their effect.

Social proof: Always determine what is correct and what is wrong by judging what other people think is correct and this proof is the most powerful tool with the people of our own age, culture, religion and background.

Liking: Customer are easily influenced by other peoples they like and believe on those whose attributes attracts them which could be physical attractiveness, similarity, who gives compliment, relatives, or friends.

Authority: we are told from our birth that following or obedience to proper authority is always right and proper way of doing work. Sometimes the information which is provided by the right authority helps in taking the decisions for various things. The government have the unlimited authority and can influence the whole population to buy something if they willing to.

Reciprocation: It states that we need to pay back the things like product or service which another person or company has provided to us or when someone is doing some favor for us, then we are constrained to return a similar favor for him in the future in any way. The consumer needs to pay for the product or service if he wants to receive the product or service.

Consistency and Commitment: This triggered by our obsessive desire to be constant with the things that we had done in our past. Once we have taken the decision then we are going to follow it to fulfill it by any means to behave consistently for the commitment that we made.

Scarcity: The scarcity increases the demand of the product in the market and when we know that the product is limited in availability, we are more attracted towards it and very easily confined to take actions which are necessary to get it on any cost. People seem to be more encouraged by just having the thought of trailing or losing something than by the thought of getting something which is of same value (Cialdini, 1998).

顾客是上帝—Customer is king

The customer is the owner of every businesses, Sam Walton, founder of Wal-mart said that there is only 1 owner in the market which is customer who can fire anyone in business from chairman on down just by investing their money somewhere else. So provide customer whatever they want without thinking much about what will be the output or effect on your business because mean time you are planning or thinking the customer would have been spend his money somewhere else. The key goal of the business should be satisfied customer rather than the products sales by making them feel how much you care about them by providing better product and services according to their needs and wants (Welford, 2008). Strong customer services is a important plus point in today’s world where there is high technology available in market and if you are aware of some common customer services mistakes like unfulfilled promises, poor record keeping, online cop outs, failure to listen and forgetting basics and good in avoiding them you can have the strong competitive advantage in market (Allbusiness.com, N.D)

4P’s营销策略—Marketing 4 P’s

The marketing decisions which are to be taken while marketing the product into market or attracting customer is categorized in one of the following categories are: Price, Product, Promotion, and Place. These four variables are also known as marketing mix or 4 P’s of marketing and these are the only variables which can be controlled by the marketing manager to satisfy customers in target market (Schewe & Hiam, 1998). There is one more model which is known as extended marketing mix which includes the previous 4 P’s plus People, Processes, and Physical layout decision. The marketing is no more bounded in limitations it is opened to real world and keeps on changing with the time period, there are various powerful tools available in market to boost up sales and attract new customer, but these tools are needed to be used on the right place and right time otherwise there is no use (Mindtools.com, n.d).

市场营销组合决策—Marketing mix decisions

Product

Price

Place

Promotion

Packaging

Brand

Warranty

Service/Support

Appearance

Quality

List price

Discount

Allowances

Financing

Locations

Logistics

Service levels

Market coverage

Media

Public relations

Personal selling

Advertising

顾客感知—Customer perception

Here we are talking about the perception of customer and their mind set for any product, different customer have different perception for different products and sometimes it becomes very hard to differentiate customer according to their perception which is not accountable or calculated. There are various factors that help in setting up customers mind and influencing the customer perception like brand name, quality, price, availability, and after sale service (Ries and Trout, 1993). Ries and Trout in their book “positioning: The battle for your mind” explained that how positioning can be helpful in communicating with customers in crowded market place more efficiently whereas Law of leadership stated that the first mover has advantage of placing their product image on customer mind firstly and which is difficult for someone to change. In cases like this Ries and Trout suggests repositioning, in which competitor start convincing consumers to view in competition in different way. For example- Tylenol successfully follows the repositioning of their product aspirin by running advertisement in which they provide the information about the side effects of aspirin (Ries and Trout, 1981).