Knowledge points of university course "Marketing"

1. What are the conditions for real market formation?

2. Why do you say that the basic functions of enterprises are marketing and innovation?

3. What is the difference between micro-marketing and macro-marketing?

L briefly answer the main research methods of marketing.

1. The formation of a real market requires the following expansion conditions:

(1) Consumers (users) have needs or desires and have their disposable exchange resources;

(2) products or services provided by another force that can meet the needs of consumers (users);

(3) There must be various conditions conducive to the exchange of transactions between the two parties, such as the price, time and price accepted by both parties.

, information and service methods, etc.

Therefore, the development of the market is determined by consumers (buyers) and promoted by producers (sellers).

State process. The buyer's demand is decisive for both sides in the towel field.

2. There are only two basic functions of an enterprise: marketing and innovation. This is because:

(1) As a member of the exchange system, an enterprise must be based on the existence of the other party (customer).

Without customers, there is no enterprise.

(2) The customer determines the essence of the enterprise. Only when customers are willing to spend money to buy products and services can enterprises

Industry resources become wealth. In other words, customers' feelings, judgments and buying behaviors determine the fate of the enterprise. With the continuous development of social economy and culture and the improvement of people's living standards, customers

Demand levels, structures and preferences are constantly changing, which essentially determines that enterprises must continue accordingly.

Adjust resource allocation to meet market demand. That is, innovation becomes the basic function of enterprises.

(3) The most remarkable and unique function of an enterprise is marketing. Other functions of the enterprise, such as production.

Function, financial function and personnel function are meaningful only when the marketing function is realized. because

Therefore, marketing not only distinguishes enterprises from other human organizations by creating markets for products or services.

In the future, we will continue to push enterprises to implement the concept of marketing to every department and regard marketing as the primary core of enterprises.

Cardiac function.

3. The construction of marketing theory starts from the micro (enterprise) and gradually forms the micro and macro points.

Branch, the difference between the two is mainly manifested in the following aspects:

(1) The research angle is different. Macro-marketing is a process of social and economic activities, that is, from society

The whole communication level studies marketing problems, while micro-marketing refers to the economy of an organization or institution.

The process of economic activities is to study marketing problems from the exchange level of individuals (individuals and organizations).

(2) Different management subjects. The management subject of macro marketing is society (that is, government and consumer groups)

Weaving), and the management subject of micro-marketing is enterprises (social institutions, organizations) or individuals.

(3) Different means. The means of macro-marketing are mainly various policies, laws and social ethics.

Micro-marketing means are mainly 4Ps (i.e. product, price, distribution and promotion).

(4) the purpose is different. Macro marketing should realize the balance between social production and social demand, and ensure that

The sustained and healthy development of the overall economy and the interests of consumers are the goals, and the purpose of micro-marketing is

It is to make a profit by meeting the needs of consumers.

L There are many research methods of marketing, mainly including:

(1) Traditional research methods include product research, mechanism research and function research.

(2) Historical research method, that is, analyzing and expounding marketing research from the process of development and change.

Method.

(3)

Zhehe Banner 1

(4)

The method.

Management research method, that is, studying marketing problems from the perspective of management decision-making, is a postwar western marketing science.

A research method is widely used in the world.

System research method is an application of modern system theory and method in market research.

1. On the formation and development of marketing.

2. Try to explain the significance of marketing principles to the growth of enterprises.

2. Generally speaking, the significance of marketing principles to enterprise growth is mainly manifested in the following aspects.

Aspects:

First of all, value exchange (realization) is the basis for the survival and development of enterprises. Enterprises as social division of labor

Industry must create value (product or service) according to a certain need of society and realize its price through the exchange process.

Value. Marketing aims at meeting demand, guiding enterprises to establish correct marketing concepts and facing market groups.

Weave the production process and circulation process, and constantly fundamentally solve the key problems in the growth of enterprises.

Secondly, marketing provides strategic management principles for enterprise growth and regards enterprise growth as change.

The process of maintaining a long-term adaptive relationship with the environment. Therefore, enterprises must constantly understand the changing environment and make predictions.

Trend, constantly innovate their own products and marketing strategies, avoid marketing short-sighted risks, and constantly meet at a higher level.

Need to achieve their own growth.

Third, marketing provides a set of competitive strategies for enterprise growth and guides enterprises to create competitive advantages.

Potential. At the strategic and tactical level, marketing attaches great importance to the study of business characteristics and corresponding

Competitive strategy ensures that enterprises are in an invincible position.

Fourthly, marketing provides a systematic strategic plan for enterprise growth. Enterprises can pass the market

Marketing strategy, marketing combination strategy and system implementation to achieve its growth goals.

Finally, marketing also provides organizational management and implementation and control of marketing plan for enterprise growth.

Method.

1. The meaning of customer satisfaction. By meeting the demand, we can achieve customer satisfaction and finally achieve profitability.

Enterprise goal is the basic spirit of modern marketing. The change of this concept and its application in management

With, to the United States and other western countries brought commercial prosperity and a late 1950s to 1960s.

Approve the growth of multinational companies that can compete with the state. The so-called customer satisfaction means that customers meet their own needs for a product.

A feeling state formed by the contrast between important performance and expectation. Whether the customer is satisfied after purchasing depends on this.

Difference between actual perceived performance and expectation: If performance is less than expectation, customers will be dissatisfied; If performance and period

I hope so, and customers will be satisfied; If the performance exceeds expectations, customers will be very satisfied. The formation of customer expectations depends on

For customers' previous purchasing experience, the influence of friends and colleagues, and the information and commitment of marketers and competitors.

No. The performance of satisfying customers' needs is the value of products (services) provided by enterprises to consumers through marketing efforts.

Or actual benefits. It is not only the expectation of enterprises, but also a feeling of customers through purchasing and using products.

Research shows that attracting new customers is more expensive than maintaining old customers. But in order to effectively maintain

It's not enough to satisfy old customers. Only by making them highly satisfied can we effectively cultivate customers' interest in the enterprise.

And brand loyalty. Therefore, modern enterprises must fully understand the customer delivered value, through a comprehensive enterprise.

Quality management and value chain management, establish a systematic benign mechanism of "customer satisfaction first" to make yourself true.

Market-oriented enterprises.

2. The meaning of customer delivered value. Customer concession value refers to the sum of total customer value and total customer cost.

The difference between. The total customer value refers to a series of benefits that customers expect to obtain when purchasing products or services.

Benefit; Customer total cost refers to the time, spirit, physical strength and payment spent by customers to buy a product.

The sum of monetary and capital costs. Customers often consider products from two aspects: value and cost.

Through comparative analysis, the product with the highest value and the lowest cost is selected, that is, the product with the largest "customer delivered value".

Priority shopping target.

One of the ways to make customers get more "customer value" is to increase the total value of customers' purchases.

The total customer value consists of product value, service value, person value and value of the image, each of which is valuable.

All changes will have an impact on the total value. Another way to make customers get more "customer value" is

Reduce the total cost of customer purchase. The total cost of customers includes not only the money umbrella, but also the time cost.

Non-monetary costs such as spiritual costs and material costs.

3. Total quality marketing. If an enterprise only relies on the marketing department, its marketing is difficult to be effective. from

According to the internal constraints of enterprises, although research and development departments can develop new products according to market demand, production

The department may not be able to manufacture effectively, and the sales department may not be able to actively promote it. Therefore, due to the lack of internal cooperation.

At the same time, in the process of competing for the market, the efforts made by enterprises at high prices may have no results.

There is a close relationship between product service quality, customer satisfaction and company profit. Higher quality

Quantity leads to greater customer satisfaction, but it also supports higher prices and lower costs. So, qualitative change.

QIP usually increases profits.

Total quality is the key to create value and customer satisfaction, and marketing managers should improve products and services.

Quality vision is the top priority. However, TQM is everyone's job, just as marketing is everyone's job.

So is work.

L value chain. Establishing a high degree of customer satisfaction requires enterprises to create more customer delivered value. for

Therefore, enterprises must systematically coordinate the division of labor to create value, that is, the enterprise value chain and its internal and external extension.

The work of supply and marketing value chain composed of suppliers, distributors and end customers will maximize the interests of customers and enterprises.

Change. The so-called enterprise value chain refers to different but interrelated economic activities that enterprises create value.

Collection of. Every management activity is a link in the "value chain". Every link in the value chain

The parts are interrelated and influence each other. But each link has different influence on other links. ordinary

Frankly speaking, the center of upstream economic activities is to create product value, which is closely related to the technical characteristics of products; under

The center of tourism is to create customer value, and the success or failure mainly depends on customer service. Supply and marketing value chain also

Weigh the value and formulate the system. Creating a high degree of customer satisfaction requires the joint efforts of supply chain and marketing chain members. Therefore, many enterprises

The industry is committed to cooperating with other members of the supply and marketing value chain to improve the performance of the whole system and enhance its competitiveness.

In many "value activities" of enterprise value chain, not every link creates value.

(6) Short answer questions

1. Briefly answer the main differences between sales concept and marketing concept.

2. Simply answer the enterprise value chain and its composition.

3. What role should marketers play in a quality-oriented enterprise?

(6) Short answer questions

1. Briefly answer the main differences between sales concept and marketing concept.

2. Simply answer the enterprise value chain and its composition.

3. What role should marketers play in a quality-oriented enterprise?

1. The sales concept is that all the business activities of A 1[h] are centered on promoting the existing products of the enterprise.

Management concept, and the concept of marketing refers to the market consumption demand as the business activities of enterprises.

Heart's philosophy of enterprise management. The main differences are as follows:

(1) has different arguments. The basis of sales concept is producer sovereignty theory, while the basis of marketing concept is

The foundation is the consumer sovereignty theory, which is different in essence.

(2) The sequence of servant service is different. The sales concept adopts the order of conducting business from the inside out, which is from

Starting from the existing products of the enterprise, we use various marketing means and skills to expand the enterprise.

Corporate goals of consumers' demand for profits. The marketing concept of 6 1Il is to conduct business from outside to inside.

Order, it starts from the market, takes customer demand as the center, and coordinates everything that affects customer demand and

Ways and means to satisfy customers and create profits.

2. The so-called enterprise value chain refers to different but interrelated economies where enterprises create value.

A collection of activities. That is, every operation and management activity of various functional departments within the enterprise is on the "value bearing chapter"

The' link. These links are interrelated and influence each other. The management quality of a link will affect.

Success and benefits of other links.

Generally speaking, we can divide the enterprise value chain into upstream links according to the production and circulation process of products.

The center of economic activities in 1-tour link is to create product value, which is closely related to product technical characteristics.

Closely related; The center of downstream link is to create customer value, and the success or failure mainly depends on customer service. besides

We can also divide enterprise value into basic value-added activities and

Enterprises have two auxiliary value-added activities, among which the reproduction value-added activities of enterprises include material supply and production and processing.

Industry, storage and transportation of finished products, marketing and after-sales service, while auxiliary value-added activities include facilities and groups.

Weaving construction, personnel management, technology development and procurement management actually occur in all basic activities.

During the whole process of moving.

3. The important roles that marketers must play are:

(1) is responsible for not accurately identifying customers' needs and requirements.

(2) Communicate customer requirements to product designers in a redundant way.

(2) Ensure that customers' orders are met correctly and timely.

(4) Check whether the customer has received appropriate guidance, training and skills on how to use the product.

Surgical help.

(; After the sale, you must keep in touch with customers to ensure that their satisfaction can last.

(6) Collect customers' opinions on improving products and services and report them to the company.

Relevant departments.

4. The principles of enterprise organization and system innovation include:

(1) Meet the requirements of stakeholders.

(2) Improve key business processes.

(3) Rational allocation of resources.

(4) Organizational innovation.

1. On the evolution and historical background of marketing management philosophy (idea) of western enterprises in the past 0/00 years.

2. Try to describe the customer delivered value theory and its significance.

[Refer to key points of answer]

1. Marketing management concept refers to the basic guiding ideology of enterprises for their marketing activities and management. it

It is an idea, an attitude, or an enterprise way of thinking. Its core is to correctly handle enterprises, customers and

The interest relationship among the three societies. Generally speaking, the marketing management philosophy of western enterprises is over 100 years.

The evolution of (ideas) has roughly gone through the following three stages.

(1) Enterprise-centered concept. That is, to deal with the camp with the interests of enterprises as the fundamental orientation and the highest goal.

The concept of sales problem. Specifically, it includes production concept, product concept and marketing concept:

The concept of production is that all business activities of an enterprise are production-centered management philosophy, which is a kind of

One of the oldest marketing management philosophies originated from the end of 19 and the tenacity of the 20th century. Due to the expansion of the market at that time

Large quantity, shortage of materials, strong market demand and short supply of products. As long as enterprises increase production and reduce costs, they will

You can get rich profits. Therefore, the central problem of enterprises is to expand the production of cheap and good products without passing

Pay more attention to market demand differences. In this case, the concept of production is accepted by many enterprises. Concept of production

It is believed that consumers always like products that can be bought everywhere at low prices, and enterprises should concentrate on improvement.

Improve production efficiency, expand sales scope and reduce costs. Its typical slogan is "What do we produce,

What to sell. "

The product concept is that all business activities of an enterprise revolve around improving product quality and producing exquisite products.

Heart's management philosophy is almost as popular as the concept of production. The product concept holds that consumers are the most

I like high-quality, multifunctional and distinctive products, and I am willing to pay higher prices for high-quality products.

Products. Therefore, the center of enterprise management is devoted to producing high-quality products and continuous improvement. typical

The performance is "good wine is not afraid of the deep alley."

The concept of promotion is the management that all business activities of an enterprise are centered on selling the existing products of the enterprise.

Philosophy of science prevailed in 1930s and 1940s. During this period, rA was due to scientific and technological progress, scientific management and large regulations.

Mold production has been popularized, commodity output has increased rapidly, and commodity supply exceeds demand in the market. How to sell existing products?

Going out has become the main problem faced by enterprises. According to the concept of promotion, consumers usually have a sense of purchase.

Or anti-street psychology, if left unchecked, consumers will not buy a lot of products from this enterprise. Therefore, enterprises must

All kinds of marketing techniques and means must be used to persuade or even force consumers to buy. Its typical performance is "we"

Let people buy what they sell. "

(2) Consumer-centered concept, that is, marketing concept. This concept was formed in the 1950s.

Age. After the Second World War, with the rise of the third scientific and technological revolution, product technology has been constantly innovated.

Products are competing to be listed, and market competition is further intensified. At the same time, western governments have successively promoted high welfare and high

Wage, high consumption policy, rapid changes in social and economic environment. Consumers have more disposable income.

In leisure time, the demand for quality of life increases, the consumption demand is more diversified, and the purchase choice is more refined.

Ming, the requirements are more demanding. How to make enterprise products meet the needs of consumers has become a problem that enterprises must solve.

The first question. This concept holds that all plans and strategies of enterprises should be consumer-centered, which is correct.

According to the market demand, set the demand and desire of the target market, and meet the demand of the target market more effectively than the competitors.

Organize all marketing activities of the enterprise. Its motto is "We will produce and supply what customers need."

What? "

(3) the concept of taking the long-term interests of society as the center, that is, the concept of social marketing. In the 1970s,

In recent years, with the global environmental destruction, resource shortage, population explosion, inflation and neglect of social services.

Serious interests require enterprises to take into account the overall and long-term interests of consumers, that is, the voice of social interests is getting higher and higher. exist

Western marketing scholars put forward a series of new concepts, which are collectively called social marketing concepts. This concept recognizes that

Therefore, the marketing decision-making of enterprises should consider both the immediate interests of consumers and the long-term interests. At the same time,

Consider the simultaneous growth of social interests and corporate interests, and satisfy customers more effectively than competitors.

Achieve the goals of the enterprise. The difference from the marketing concept is that it requires enterprises to pay attention to profits and consumer demand.

The balance between satisfaction and social interests, rather than focusing only on consumption like the marketing concept.

To sacrifice the long-term interests of consumers and the overall interests of society in exchange for corporate profits.

2. Customer concession value refers to the difference between total customer value and total customer cost. Total customer value

Refers to a set of benefits that customers expect when purchasing products or services, which consists of product value, service value,

People's value and image value, each of which has an impact on the total value; Customer manager

Cost refers to the time, spirit, physical strength and monetary funds paid by customers to buy a product.

Like other factors, it can be divided into monetary cost and time cost, spiritual cost, material cost and other non-monetary costs.

Because customers always want to include money, time, spirit, physical strength and other related costs when buying products.

At the same time, I hope to get more practical benefits in order to maximize my own needs.

Satisfied to a great extent, therefore, customers often compare their products from two aspects: value and cost.

Analysis, choose the product with the highest value and the lowest cost, that is, the product with the highest "customer concession value" as the priority.

The object of purchase. In order to win the competition and attract more potential customers, enterprises must ask customers.

Provide products with more "customer concession value" than competitors to improve customer satisfaction.

Then buy more products from this enterprise. In other words, establishing a correct concept of "customer delivered value" is very important for

It is of great significance to strengthen marketing management and improve the economic benefits of enterprises.

(1) The value of customer profits is influenced by two factors: the total customer value and the total customer cost.

The ring. Because the composition of total customer value and total cost will not be unique because of the change of family and its influence.

Standing, but interacting and influencing each other. Therefore, the change of one value factor not only affects others.

The increase or decrease of related value factors will affect the total cost of customers and the concession value of customers.

Size; or vice versa, Dallas to the auditorium Therefore, enterprises should comprehensively consider the composition of customers when making various marketing decisions.

The relationship between total value and total cost is poor, and it is operated with lower output and market.

Sales expenses provide customers with more products with delivered value.

(2) Different customer groups have different expectations of product value and pay different attention to various costs.

Enterprises should design to increase the total customer value and reduce customers according to the characteristics of different customer needs.

Total cost, in order to improve the practical value of products. In short, enterprises should meet the different needs of customers in different market segments.

Strive to provide products with strong practical value in order to increase the actual income of their purchases and reduce their purchases.

Cost, so that customers' needs can be met to the greatest extent.

(3) In order to win customers, defeat competitors and consolidate or improve the market share of enterprise products.

Rate, often take the fluctuation strategy of maximizing customer value. There is something wrong with the wave of pursuing maximum customer value.

Schools will lead to increased costs and reduced profits. Therefore, in marketing practice, enterprises should master reasonable

Limit, rather than one-sided pursuit of customer delivered value maximization, to ensure the realization of customer delivered value.

The benefits exceeded the increased costs and expenses. In other words, the value of corporate customer franchise should be

To achieve the business objectives of enterprises as the principle.

Briefly answer the characteristics of enterprise strategy.

Briefly answer the process of strategic planning.

What are the characteristics of strategic business units?

What are the characteristics of marketing mix?

1. Enterprise strategy has the following * * * characteristics: ① integrity. The strategy takes the overall situation of the enterprise as the object, according to the enterprise

To meet the needs of the overall development of the industry. ② Long-term. Enterprise strategy is not only the requirement for enterprises to seek long-term development.

Reflection is also the overall consideration of this enterprise for its long-term survival and development in the future. 3 resistance. Enterprise war

It is an action plan about how enterprises can compete with their rivals in fierce competition, and it is also aimed at all parties.

Shocks, pressures, threats and difficulties, and the basic arrangements for meeting these challenges. 4 programmatic. The strategy is

The long-term goal of the whole enterprise is to show the direction, focus, basic policy, main measures and basic steps that should be taken.

2. Making enterprise strategic planning includes the following steps: ① Determine the problem. According to the change of the external environment of the enterprise

The trend of transformation, the evolution trend of internal conditions and the development trend of economic benefits will be determined in the operation of enterprises.

Strategic issues in life. (8) Assess the importance of the problem. In other words, strategic issues are classified according to their priorities.

Classify them. 3 analyze the problem. After finishing, analyze important issues. (4) Ask related questions.

Strategy. ⑤ Make a strategic plan and form an action plan.

3. A strategic business unit usually has the following characteristics: (1) has its own business. These service can be independent

Or interrelated, but can be separated from other businesses of the enterprise in nature and have the same nature and requirements.

It is worth making a business strategy for it; ⑤ Master certain resources, and be able to proceed independently or differently.

Operational activities; (4) there are competitors; (5) A corresponding management team is engaged in the management of business strategy.

4. Marketing mix has the following characteristics: ① Controllability. Various hands that make up the marketing mix

Division is a factor that enterprises can adjust, control and use; ⑧ Dynamic. The marketing mix is not fixed.

The static combination of changes should respond according to the influence of internal conditions and external environment changes;

③ Complexity. The four main factors that make up the marketing mix include multiple sub-levels or more.

First-class factor. ④ Integrity. The various means and factors of marketing mix are not simple.

Add or piece together a set, but an organic whole, * * * with "resultant force" effect *

(7) Discuss the problem

1. How to plan the overall strategy of the enterprise?

2. Try to describe the general process of marketing management.

1. The overall strategy of an enterprise can be planned from the following aspects:

(1) Understand and define the corporate mission. The enterprise mission reflects the purpose, characteristics and nature of the enterprise. specific

The mission of an enterprise is to think and answer what an enterprise is and what an enterprise should look like. ① Identification

The key to understanding the mission of an enterprise lies in how to deeply analyze various factors that constitute the external environment and internal conditions of an enterprise.

Elements, learn more about their requirements, expectations and constraints on the enterprise, and find out the current and ideal enterprise.

Features. ⑦ Write the corporate mission statement from the aspects of activity field, main policies, vision and development direction.

(2) Distinguish strategic business units. A strategic business unit is an enterprise worthy of making a special business strategy for it.

The smallest management unit. A strategic business unit can be a department of an enterprise or a department.

A product, even a product, may sometimes include several departments and children's products. Distinguishing strategy

The main basis of business unit is whether there is a * * * business main line between businesses, so that enterprises can

Life is so concrete that it can be broken down into various businesses or a certain group of businesses.

(3) Evaluate the investment portfolio. In other words, the enterprise evaluates each strategic business unit and its business situation.

Classification, confirm its prospects and development potential, so as to determine the investment structure. Usually adopt "market growth rate/

Market share "short array or" multi-factor combination "matrix to evaluate the situation of strategic business units, so as to move.

Plan the investment portfolio direction of enterprises based on the country.

(4) Planning the growth strategy. After portfolio evaluation, it is clear which business units need to be developed and expanded.

When you grow older, which business units should be harvested and abandoned, and enterprises need to develop some new businesses to replace those that have been eliminated.

Business. Generally, new business is planned according to the following ideas: first, find new business within the existing business scope.

Opportunities for further development; Then, analyze the possibility of establishing and engaging in some new businesses related to the current business;

Finally, consider developing an attractive business that has nothing to do with the current business. Specifically, there are dense strata.

There are long-term, comprehensive growth and diversified growth strategies.

2. Enterprises generally conduct marketing management in the following order:

(1) Clarify the business strategy and objectives. Each strategic business unit must analyze and explain its own foundation.

This strategy and goal, their specific requirements and various constraints on marketing management change with the development of their respective markets.

Positioning of marketing plan.

(2) Strategic marketing decision. On the basis of clear business strategies and objectives, each strategy is

The business department needs to analyze the opportunities faced by the department and find out the opportunities that can be used in its marketing process.

Favorable conditions, find out the inevitable threats, and put forward the basic ideas of marketing. Include market segmentation.

Market selection and market positioning.

(3) Tactical marketing decision. Each strategic business unit needs to be based on characteristics and

Market positioning requirements, consider the main principles to achieve marketing goals. Tactical marketing includes two aspects.

Basic decisions: marketing mix and marketing budget.

(4) Make a marketing plan. Every business unit needs to be aware of its own products (services), production

Product lines, brands, market segments, regional markets and even customers do marketing planning.

(5) Implement and customize marketing activities. Translating marketing plans into marketing actions, and

Control the process of marketing activities to ensure that the predetermined marketing goals can be achieved.