1. Marketing

2. 英语班级： 08 级 2B6 专 业：市场营销 小组成员：朱晓雯、余洁、单倩芸

3. A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product or service. Marketing theory and practice is justified in the belief that customers use a product/service because they have a need, or because a product/service provides a perceived benefit. A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product or service. Marketing theory and practice is justified in the belief that customers use a product/service because they have a need, or because a product/service provides a perceived benefit.

4. Two Factors of Marketing Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management). Two major factors of marketing are the recruitment of new customers (acquisition) and the retention and expansion of relationships with existing customers (base management).

5. Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing, influence. Market research underpins these activities. Through advertising, it is also related to many of the creative arts. Marketing methods are informed by many of the social sciences, particularly psychology, sociology, and economics. Anthropology is also a small, but growing, influence. Market research underpins these activities. Through advertising, it is also related to many of the creative arts.

6. For a marketing plan to be successful, the mix of the four "Ps" must reflect the wants and desires of the consumers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on marketing research, both formal and informal, to determine what consumers want and what they are willing to pay for it. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of this process. The offer is also an important addition to the 4P's theory. For a marketing plan to be successful, the mix of the four "Ps" must reflect the wants and desires of the consumers in the target market. Trying to convince a market segment to buy something they don't want is extremely expensive and seldom successful. Marketers depend on marketing research, both formal and informal, to determine what consumers want and what they are willing to pay for it. Marketers hope that this process will give them a sustainable competitive advantage. Marketing management is the practical application of this process. The offer is also an important addition to the 4P's theory.

7. The four Ps Product—planning and developing the right goods and/or services to be marketed, changing the existing products, adding the new ones, selecting the right assortment, package and brand. Product—planning and developing the right goods and/or services to be marketed, changing the existing products, adding the new ones, selecting the right assortment, package and brand. Place—choosing the right middlemen after comparing a variety of channel members, selecting the channel patterns. Place—choosing the right middlemen after comparing a variety of channel members, selecting the channel patterns.

8. Price—setting the right price for firm’s products or services after estimating the customer’ reaction to price changing making a decision about discount rates and allowances offered to different buyers. Price—setting the right price for firm’s products or services after estimating the customer’ reaction to price changing making a decision about discount rates and allowances offered to different buyers. Promotion—informing and persuading new or old products, putting advertisement, enhancing personal selling and sales promotion. Promotion—informing and persuading new or old products, putting advertisement, enhancing personal selling and sales promotion.

9. Within most organizations, the activities encompassed by the marketing function are led by a Vice President or Director of Marketing. A growing number of organizations, especially large US companies, have a Chief Marketing Officer position, reporting to the Chief Executive Officer. Within most organizations, the activities encompassed by the marketing function are led by a Vice President or Director of Marketing. A growing number of organizations, especially large US companies, have a Chief Marketing Officer position, reporting to the Chief Executive Officer.

10. Marketing is a wide and heavily interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing itself and its vocabulary according to the times and the culture. As a result, much continued work is required to improve the quality, usefulness and usability of the (this) Wikipedia description. Marketing is a wide and heavily interconnected subject with extensive publications. It is also an area of activity infamous for re-inventing itself and its vocabulary according to the times and the culture. As a result, much continued work is required to improve the quality, usefulness and usability of the (this) Wikipedia description.

11. Some of the main issues involved in marketing include: Marketers help design products, finding out what customers want and what can practically be made available given technology and price constraints. Marketers help design products, finding out what customers want and what can practically be made available given technology and price constraints. Marketers distribute products— there must be some efficient way to get the products from the factory to the end-consumer. Marketers distribute products— there must be some efficient way to get the products from the factory to the end-consumer.

12. Marketers also promote products, and this is perhaps what we tend to think of first when we think of marketing. Promotion involves advertising—and much more. Other tools to promote products include trade promotion (store sales and coupons), obtaining favorable and visible shelf- space, and obtaining favorable press coverage. Marketers also promote products, and this is perhaps what we tend to think of first when we think of marketing. Promotion involves advertising—and much more. Other tools to promote products include trade promotion (store sales and coupons), obtaining favorable and visible shelf- space, and obtaining favorable press coverage.

13. Marketers also price products to “move” them. We know from economics that, in most cases, sales correlate negatively with price—the higher the price, the lower the quantity demanded. In some cases, however, price may provide the customer with a “signal” of quality. Thus, the marketer needs to price the product to maximize profit and communicate a desired image of the product. Marketers also price products to “move” them. We know from economics that, in most cases, sales correlate negatively with price—the higher the price, the lower the quantity demanded. In some cases, however, price may provide the customer with a “signal” of quality. Thus, the marketer needs to price the product to maximize profit and communicate a desired image of the product.

14. Marketing is applicable to services and ideas as well as to tangible products. For example, accountants may need to market their tax preparation services to consumers. Marketing is applicable to services and ideas as well as to tangible products. For example, accountants may need to market their tax preparation services to consumers.

15. Marketing is a central focus for this exchange process. We define marketing as a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. To explain this definition, we examine the following important terms: needs, wants and demands; products; value, satisfaction and quality; exchange, transactions and relationships; and markets. Marketing is a central focus for this exchange process. We define marketing as a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others. To explain this definition, we examine the following important terms: needs, wants and demands; products; value, satisfaction and quality; exchange, transactions and relationships; and markets.

16. The most basic concept underlying marketing is that of human needs. Humans have many complex needs. These include basic physical needs for food, clothing, warmth and safety; social needs for belonging and affection; and individual needs for knowledge and self-expression. The most basic concept underlying marketing is that of human needs. Humans have many complex needs. These include basic physical needs for food, clothing, warmth and safety; social needs for belonging and affection; and individual needs for knowledge and self-expression.

17. A market consists of people or organizations with needs to satisfy, money to spend, and the willingness to spend it, while a target market consists of a group of customers (people or organizations) at whom the seller directs a marketing program. A firm may have a single target market, and most likely, have multiple target markets. Target market selection must be based on careful analysis of market opportunities. A market consists of people or organizations with needs to satisfy, money to spend, and the willingness to spend it, while a target market consists of a group of customers (people or organizations) at whom the seller directs a marketing program. A firm may have a single target market, and most likely, have multiple target markets. Target market selection must be based on careful analysis of market opportunities.