市场学导论 Outcome

1、HNDDefine the term marketing, and explain the marketing concept. Compare and contrast the marketing concept with the product philosophy.l The definition of Marketing is 'Selling goods that don't come back to customers who do - at a profit which satisfies shareholders - using means which sati

2、sfy other stakeholdersThere are five recognized orientation to business which are called marketing concepts, they are 1. Production, 2. Product,3. Selling4. Marketing 5. Societal Marketing.The marketing concept can be described as outside-in approach and others can be described as inside-out approac

3、h. Firstly, we should go out to do market research and finds out what the customers needs and wants are, and then we research and develop new products in order to satisfy the customers, whilst we offer the right marketing mix of product, place, price and promotion, the customers get satisfied eventu

4、ally. The organization should offer a set of satisfying product in acceptable price to customers accompanying popularization activities. Then, through marketing concept to motivate customers buy goods.Organization with this view of business recognize that key to success lies in finding out who its c

5、ustomers are and what they want, then finding a profitable way of satisfying those wants more successfully than their competitors.The marketing concept encourages organization to focus on the market, be orientated to the customer, co-ordinate all the business functions to serve the identified needs

6、of the customer and therefore produce profits.l Compare and contrast to the marketing concept with the product philosophy. The marketing concept aimed at what marketers should do in marketing and customer needs, wants and demands. About the marketing concept, it is a method that focusing on promotio

7、n. We will advertise through media and choose locations to do promotion in order to excite customers purchase desire, besides that, the skilful salespersons should be employed, and then sale the products to consumers through using aggressive selling techniques. The product philosophy is talking abou

8、t the customers favor product which should be designed and produced by focusing on the highest quality and technologically advanced features instead of the needs. We must reduce the costs of products and let them be available ubiquitously, anytime and in large volumes. 2. Identify the elements of th

9、e marketing mix and explain each element in terms of the organization in the case study. Your answer must include an explanation of the product life cycle and you should match the organizations main ranges of products to their positions on the product life cycle.l Marketing mix1. Product2. Price3. P

10、lace4. Promotionl Case studyProduct1. Landel in 1986 produced a limited range of wooden toys aimed at the pre-school market.2. Its range of products was originally limited to wooden building bricks, simple wooden jigsaws and a limited selection of wooden animals. 3. As the company became more establ

11、ished, the product range was expanded to include dolls houses and wooden train sets.4. In the early days the company sold through small, independent toys shops, and it slowly expanded its product portfolio to include a range for the 58 year old market.5. At the same time, the company also introduced

12、 Country Cousins books and to this end, it acquired an ailing publishing company in Exeter.6. The range currently includes wooden figures, cuddly figures, wooden play houses and scenery, a series of thirty Country Cousins story books, a Country Cousins Annual which has been produced each year since

13、1986, Country Cousins stationery, pencil cases, note pads, cards etc, and Country Cousins toiletries, including soap, shampoos, sponges, bath salts etc.7. In addition to the Country Cousins range, Landel still produces its traditional wooden jigsaws, wooden animals, wooden building blocks and variou

14、s other wooden toys aimed at the pre-school market.8. Has now been adapted to produce a range of more than forty different styles and types of bears and other creatures. Many of these are own label products for Toys stores.9. Other alterations to the product mix include the introduction of larger to

15、ys such as play houses, climbing frames and slides.10. A new series of pre-school books has been produced, including a range called Dolly the Dolphin for which the company has high expectations.11. A new range of self-reading books has also been developed.Price1. Along with the decline in demand, th

16、e company has had to change its pricing policies. During the boom period of the early 1990s, the price of the Country Cousins range was set at a premium, but in order to maintain sales, the company was forced to reduce price to a much more competitive level.2. On occasions this patronage has been ha

17、rd won, and in recent years has involved more and more price-cutting to ensure that the existing stores continue to stock Landels range. 3. Landel is selling to the middlemen at a considerably reduced pricePlace1. Disenchanted by its inability to become accepted by any of the larger chains, the comp

18、any toyed with the idea of mail order selling.2. The books were sold principally through toy shops and department stores as part of the overall Country Cousins package, and by concentrating on its established toy retailers rather than bookshopsPromotion1. A catalogue was produced and distributed thr

19、ough some of the leading Sunday newspapers,2. The companys big break, however, came when the Welsh language TV channel SC4 introduced an animated series featuring an assortment of animal characters collectively known as the Country Cousins. Against fierce competition, Landel won the contract to make

20、 a limited range of merchandise featuring the characters, and the popularity of the series resulted in sales which were way beyond Landels most optimistic expectations.3. Following the success of Country Cousins, ITV decided to give the series national airing, and in the lead up to the national laun

21、ch,4. The companys 30-strong sales team has been charged with the responsibility of maintaining good relations with existing outlets to ensure their continued patronage.5. In addition to this publicity, the companys promotional effort had been principally aimed at retailers and other middlemen, and

22、this had primarily involved personal selling through the sales team making regular visits to established clients. And in recent years this has been supplemented by advertising in childrens comics and magazines, and by a limited amount of advertising on Childrens TV, particularly in the run up to Chr

23、istmas each year.l Development: with the help of market research new products are designed. This is the most risky and expensive stage where the costs of research and technical development are incurred but not sales revenue is being earned. The Country Cousins series toys were product at beginning.

24、The price has a peak in late 1980s. It bring foothold for the company in the market.l Introduction: once it has been developed, the product is advertised and brought to market for sale. Profits may be low since development costs have to be recovered. The sale of Country Cousins were decreased. So th

25、e company put out series other products about it. Country Cousins stationery, pencil cases, note pads, cards etc, and Country Cousins toiletries, including soap, shampoos, sponges, bath salts etc.l Growth: if the product is successful sales and the profit contribution will increase rapidly but compe

26、titors may well be attracted into the marketplace.l Maturity: once established in a market the sales of a product do not grow rapidly. Competition is now fierce and profit level off as a result.l Saturation: in times sales stop increasing, leading tol Decline: eventually competition and other new pr

27、oducts are likely to result in falling sakes and profits. If this continues, the product may be withdrawn form the market. The Country Cousins was dropped by ITV; the Landel Toys Company has had to change it pricing policies to save these programmers.3 Explain each element of the marketing mix for a

28、 privately owned Sports Club, or Health and Beauty Spa, and describe how each element will differ from that of the organization in the case study.o Producto Price1 o Promotiono Placeo Peopleo Processo Physical EvidenceThe elements of marketing mix for a privately owned service firm can include the f

29、ollowings: price, place, promotion, product, people, process, physical evidence. The elements of marketing mix for the organization in the case study should include only 4P.For example, Hainan airline.For the South airline of China, The product is service of transportation. Service is the activity o

30、r benefit that one party can offer to another which is essentially intangible and does not result in ownership of anything. The South airline of China offers the transportation and service in traveling. The Landel Toy Company products are goods.Price is one of the most flexible elements of the marke

31、ting mix. Pricing is a very comparative business; it will be affected by consumers, the trade and the competition. For example, if customers feel the ticket price of South airline of China is lower than others; most of them may choose this airline. Landel Toys Company products price change belongs t

32、o the situation they have in the market. At the products stay in development, the price will highest. When the products price near by decline, the company needs to cut down their product price to maintain their situation in market.Promotion is concerned with communication information concerning prod

33、ucts and services and trying to persuade customers and markets to try them. South airline of China not only uses advertising but communicates with passengers to help them have a better understanding of the company. Landel Toys Company uses newspaper to promote its products originally. When it produc

34、t the Country Cousins they use the TV program to introduce its products to the public.The next is place, which not only includes retail store, online shop but also the movement of goods. If you want to book the ticket of South airline of China, you can buy online or flight ticket selling.Landel Toy

35、Company toyed with the idea of mail order selling.People play an important role in offering service; the customers satisfaction is intrinsically linked to the service provider. For the airline, the flight assistants attitude may have an effect on the customers.Processes involve looking at the qualit

36、y controls that need to be in place to ensure consistency of service. Services, unlike physical products, happen "on the spot" and customers like to know what to expect. Examples include processes to reduce the queuing systems and service delivery. So there must be a leader during the flig

37、ht. Physical evidence is the “tangible” part of the service, like the décor inside the plane.For the South airline of China, the product is service of transportation. Service is the activity or benefit that one party can offer to another which is essentially intangible and does not result in ow

38、nership of anything. The South airline of China offers the transportation and service in traveling. Price is one of the most flexible elements of the marketing mix. Pricing is a very comparative business; it will be affected by consumers, the trade and the competition. For example, if customers feel

39、 the ticket price of South airline of China is lower than others; most of them may choose this airline. Promotion is concerned with communication information concerning products and services and trying to persuade customers and markets to try them. South airline of China not only uses advertising bu

40、t communicates with passengers to help them have a better understanding of the company. the next is price, which not only includes retail store, online shop but also the movement of goods. If you want to book the ticket of South airline of China, you can buy online or flight ticket selling. The diff

41、erences between 4Ps and 7Ps are as follows. People play an important role in offering service; the customers satisfaction is intrinsically linked to the service provider. For the airline, the flight assistants attitude may have an effect on the customers. Processes involve looking at the quality con

42、trols that need to be in place to ensure consistency of service. So there must be a leader during the flight. Physical evidence is the “tangible” part of the service, like the décor inside the plane. 4. Describe at least three possible changes which could occur in the business environment, and

43、explain how the organization in the case study might alter its marketing mix in anticipation of, or in response to these changes.Organizations exist with an environment which can influence the industry or the individual organizations. An internal environment is in the company which is generally call

44、ed systems, the effectiveness of which largely depends on the corporate culture of the organization. And there is a micro environment that comprises all those factors which lie outside the organization boundaries. The success of an organization is affected directly by those in the microenvironment,

45、namely the company, the distributors, customers, competitors and public. And the macro environment consists of the lager forces which affect the way in which an organization operates and over which the organization has little or no control. These can be known as the acronym PEST. PEST standing for: Political/Legal: it is not simply domestic politics which will impact on marketing strategy. Ec