市场营销介绍

-.z.Title:AbriefIntroductionofMarketingMarketingistheprocessofmunicatingthevalueofaproductbyindividualorcollectiveStudyingonthemarketingfunctions,traditionalmethodisstartingfromthemerchandisesales.ThemitteeofUnitedStatesInstituteofmarketinghadissuedsuchadefinition:"marketingisakindofbusinessactivitythatguidesthegoodsorservicesfromproducertoconsumeroruser.〞Thisdefinitionisnotadmittingthatmarketingissales,butbelievesthatmarketingincludessales;itcontainsthesalesprocessimprovementandperfection.Manyscholarsthinkthatthisdefinitionistoonarrow;itcannotfullyshowcasethefunctionofmarketing.However,regardlessofwhetheritisappropriate,thisdefinitionclearlyrevealstherelationshipbetweenmarketingandsales.Forenterprisesandsociety,Merchandisesalehavetwobasicfunctions,thefirstistheproductionofmoditiestoconsumerareas;thesecondistoobtainmoneyfromtheconsumer,inordertobepensatedlaborconsumptionintheproductionofgoods.Enterprisewithadvancedproductionorganizationistheproductofsocializedproductioninordertoimprovepeople'slivingstandards.Intherealeconomywiththeshortageofresources,theMerchandisesales,tosomee*tent,havethefunctionofresourcesconcentrationandspecializationofproductiontotakeadvantageofthelawofeconomiesofscaletoimproveproductionefficiency,creationanddisseminationofanewstandardofliving.Merchandisesalesarepartofthefinalpletionoftheproductionefficiency,theproductionoftheproductistransferredtothehandsofconsumersthroughthislink,tomeettheirdailyneeds.Ontheotherhand,socialchoiceandmoditye*change,businesstransferproductstoconsumersatthesametime,byallowingenterprisestoobtainmoney,becausesocietyneedstomaintainproductionandoperationofenterprisescontinuously,Inordertoimproveproductionefficiency.Throughsellingmerchandise,themerchandisechangesintocurrency,societycansupplementfortheenterpriseandtheadditionalinputfactorsofproduction,andthereforealsowonthesurvivalanddevelopmentconditions.Marketingmanagement’sjobistobuildrelationshipswithcustomersbycreatingcustomervalueandsatisfaction.However,marketingmanagerscannotdothisalone.Itshowsthemajoractorsinthemarketer’smicroenvironmentmarketingsuccesswillrequirebuildingrelationshipwithotherdepartments,suppliers,marketingintermediaries,customers,andpany’svaluedeliverynetwork.Designingmarketingplans,marketingmanagementtakesotherpanygroupsintoaccount-groupssuchastopmanagement,finance,researchanddevelopment,purchasing,operationsandaccounting.Itneedsalltheseinterrelatedgroupsfromtheinternalenvironment.Topmanagementsetsthepany’smission,objectives,broadstrategiesandpolicies.Marketingmanagersmakedecisionswithinthestrategiesandplansmadebytopmanagement.Aswediscussed,marketingmanagersmustworkcloselywithotherpanydepartments.Otherdepartmentshaveanimpactonthemarketingdepartmentsplan’sandactions.Andunderthemarketingconcept,allofthesefunctionsmust"thinkconsumer〞.Theyshouldworkinharmonytoprovidesuperiorcustomervalueandrelationships.Suppliersformanimportantlinkinthepany’soverallcustomervaluedeliverysystem.Theyprovidetheresourcesneededbythepanytoproduceitsgoodsandservices.Marketingmanagersmustwatchsupplyavailability-supplyshortagesordelays,laborstrikes,andothereventscancostsalesintheshortrunmarketingmanagersalsomonitorthepricetrendsoftheirkeyinput.Risingsupplycostsmayforcepriceincreasethatcanharmthepany’ssalesvolume.Mostmarketerstodaytreattheirsuppliersaspartnersincreatinganddeliveringcustomervalue.Wal-Martgoestogreatlengthstoworkwithitssuppliers.Fore*ample,ithelpsthemtotestnewproductsinitsstores.Andit’sSupplierDevelopmentDepartmentPublishes,aSupplierProposalGuideandmaintainsasupplierWebsite,bothofwhichhelpsuppliestonavigatetheple*Wal-Martbuyingprocess"Wal-Marttalkstoughandremainsademandingcustomers.〞Saidonesuppliere*ecutive,but"italsohelpsyougetthere.〞ItknowsthatgoodpartnerrelationshipmanagementresultsinsuccessforWal-Mart,suppliers,andultimately,itscustomers.Marketingintermediarieshelpthepanytopromote,sell,anddistributeitsproductstofinalbuyers.Theyincluderesellers,physicaldistributionfirms,marketingservicesagencies,andfinancialintermediaries.Resellersaredistributionchannelfirmsthathelpthepanyfindcustomersormakesalestothem.Theyincludewholesalersandresellers.Butthecorporationisnoteasy.Asaresult,therearenotsomanysmallmanufacturers;independentdistributorsarealsoavailable.Theyarenowfacingahugeandgrowingdealershiporganizationsoftenhaveenoughpowertotimelimit,orevenshutdownsmallcreatesalargemarketLogisticspanyhelpsthepanytostocksandmoregoodsfromtheirpointsoforigintotheirdestinations.Workingwithwarehouseandtransportationfirms,apanymustdeterminethebestwaystostoreandshipgoods,balancingfactorssuchaslost,delivery,speedandsafety.Marketingservicesagenciesarethemarketingresearchfirms,advertisingagencies,mediafirms,andmarketingconsultingfirmsthathelpthepanytargetandpromoteitsproductstotherightmarkets.Financialintermediariesincludebanks,creditpanies,insurancepanies,andotherbusinessthathelpfinancetransactionsorinsureagainsttherisksassociatedwiththebuyingandsellingofgoods.Assuppliers,marketingintermediariesformsanimportantpartofthepany'soverallvaluedeliverysystem.Initsquesttocreatesatisfyingcustomerrelationships,thepanymustdomorethanjustoptimizeitsownperformance.Itmustpartnereffectivelywithmarketingintermediariestooptimizetheperformanceoftheentiresystem.Overallmarketingismadeupofmultiplebusinessfunctionswithintheenterpriseisprehensivetoreflect.Tomakesurethesalesdepartmentcansupplythemarketableproductsateachperiod.marketresearchdepartmentstoprovideaccuratemarketinformation;Managementdepartmentisgoingtothemarketdemandforecastdataintoaproductionorder,directcollaborationwiththeproductiondepartmentproductionandotherdepartments.Tomakesurethesalesdepartmentcanprovidecustomerswiththeproductstheyneedinatimelymanner,Productiondepartmentshouldmanufacturetheproductsbeforethetimethatcustomerswanttobuythem.tomakethis,technologydevelopmentDivisionneedetopleteproductdesignandtechnicalpreparationatanearliertime,productiontechnologytotheproductiondepartment;Financialdepartmentneedtoraisefundsatanearliertime,availabletotheproductiondepartmentforadjustmentofproductionlinesormachineryandequipment,availabletothePurchasingDepartmentforprocurementofrawmaterial,materials,sparepartsandsupplies;alsoinearliertimestothepersonnelDepartmentworkersconducttechnicaltrainingandpersonalresponsibilityeducation,stimulatetheenthusiasmandinitiativeofworkersimprovelabor.Tomakesalesdepartmenttoquicklyopensales,e*pandedproductsalesnumber,publicrelationsdepartmentonshouldthiszhiqianinlookedmindsintheestablishednobleofenterpriseimageandenterpriseproductsimage,e*pandedservicelookedofmomentumandcredibilityspreadrange;advertisingpublicitydepartmentisthiszhiqianeffectivetoe*pandadvertisingpublicityoffensive;promotionsdepartmenttoorganizationonpotentiallookedhasattractionofpromotionsactivities;saleschannelandnetworkmanagementsectortothiszhiqiantowardsasmoreofbrokersdistributionorsellenterpriseofproduct.Inthisway,variousdepartmentsworkwitheachother,andworktogethertodotheworkofmarketing,istheoverallmarketing.ToPracticethewholemarketingneedvariousfunctionaldepartmentsonthetraditionalfragmentedapproachtochange,orneedtochangetheSettingsofsomefunctionaldepartments.Inmarketing,thetechnologydevelopmentshoulddevelopproductsthatcustomerswanttobuy;financialdepartmentshouldraisedfunds,supplyfunds,added"supplies"accordingtomarketmarketing.Productiondepartmentcanproducttheproductsthatcustomersneedattherighttime.meanwhile,itprovidetheproductstosalesdepartmenttopromotesale.Thus,thesedepartmentsarebined.TheyWorktogethertomakeabettersale.Andthentheyformtheoverallmarketing.Asaresult,today'smarketerstoidentifywhatimportantisworkingwiththeirintermediariesaspartners,ratherthanmerelychannelsthroughwhichtheyselltheirproducts.Fore*ample,whenthebeverageCoca-Colalogoasthesoleprovideroffastfoodchains,likeMcDonald's,Wendy's,orthemetro,itprovidesnotonlysoftdrinks.Italsopledgedtopowerfulmarketingsupport.-.z.译文题目：市场营销:介绍市场营销，是指个人或集体通过交易其创造的产品或价值，以获得所需之物，实现双赢或多赢的过程。研究市场营销职能，经历的做法是从商品销售入手。美国市场营销协会委员会曾发表过这样一个定义："市场营销是引导商品或劳务从生产者流向消费者或其使用者的一种企业活动。〞这个定义虽不成认市场营销就是销售，但是认为市场营销包含着销售，也包含着对商品销售过程的改良与完善。许多学者认为这个定义过于狭窄，不能充分展示市场营销的功能。然而，不管其是否恰当，这个定义清楚地提醒了市场营销与商品销售的关系。商品销售对于企业和社会来说，具有两种根本功能，一是将企业生产的商品推向消费领域；二是从消费者那里获得货币，以便对商品生产中的劳动消耗予以补偿。企业是为了提高人们的生活水平而采用先进生产组织方式进展社会化生产的产物。在资源短缺的现实经济中，它通过在一定程度上实现资源集中和生产专业化，能够利用规模经济规律来提高生产效率，创造和传播新的生活标准。商品销售是生产效率提高的最终完成环节，即通过这个环节把企业生产的产品转移到消费者手上，满足其生活需要。在另一方面，社会选择市场和商品交换方式，在企业转让产品给消费者的同时，通过让企业获得货币，是因为社会需要保持企业生产经营的连续，以便更多地获得提高生产效率的好处。通过商品销售，让商品变为货币，社会可以为企业补充和追加投入生产要素，而企业因此也获得了生存和开展的条件。市场营销管理的工作是与客户建立关系通过创造顾客价值和满意。然而,市场经理无法单独做到这一点。它显示了主要行为者在营销者的微环境营销成功将需要建立联系与其他公司部门、供给商、营销中间商、订购、公司的价值交付网络。设计营销方案、市场营销管理需要其他公司组织成账户组如高层管理、金融、研发、采购、操作和会计。所有这些相关团体的内部环境。顶级管理设置公司的使命、目标、广泛的战略和政策。营销经理做出决定在策略和方案由高级管理。正如我们的讨论,营销经理必须与其他公司各部门严密合作。其他部门已经影响了营销部门的方案和行动。并根据市场营销观念,所有这些功能必须"认为消费者〞。他们应该和谐运作,以提供高级客户价值和关系。供给商形成一个重要环节,该公司的整体客户价值交付系统。他们提供所需的资源公司产生它的商品和效劳。营销经理必须看供给短缺或可用性供给延迟,罢工和其他事件这些可以使销售本钱在短期内运转，营销经理还监控价格趋势的主要输入。供给本钱上升可能会迫使价格上涨会伤害公司的销售量。大多数营销人员今天对待他们的供给商为合作伙伴创立和交付客户价值。沃尔玛会与供给商竭力工作。例如,它可以帮助他们来测试在其商店的新产品。和它的供给商开发部门发布,一个供给商的提议指南和维护一个供给商的,这两者都有助于供给导航复杂沃尔玛购置过程"沃尔玛的语气强硬,仍然是一个苛求的顾客。〞一个供给商的执行官说,但"它也帮助你到达那里。〞它知道这种良好的合作伙伴关系，管理中的成功的结果为沃尔玛、供给商和最终客户。市场营销中介帮助公司推广、销售和分发其产品给最终买家。它们包括经销商、物流公司、营销效劳机构,金融中介机构。经销商是分销渠道的公司,帮助公司找到客户或者销售给他们，也包括批发商和零售商，这之间的合作是不容易的。因此，不再有许多小制造商