What are the basic knowledge of marketing?

1. Basic definition of marketing \x0d\ Marketing is the planning and implementation process of conceiving the design, pricing, distribution and promotion of products and services, with the purpose of creating an exchange to achieve personal and organizational goals. \ x0d \ \ x0d \ 2。 Basic functions of marketing \x0d\ 1. Understand the market consumption demand; 2. Guide the production of enterprises; 3. Develop the sales market; 4. Meet customer needs. \x0d\ x0d \ 3。 Marketing core concepts \ x0d \ Desire and demand of consumption-intrinsic quality of products-marketing pricing and production cost of enterprises-consumer satisfaction-exchange transaction relationship-marketer \ x0d. \x0d\ product strategy: product strategy refers to the plans and decisions related to product development made by enterprises according to the needs of the target market. It includes the use, quality, appearance, style, brand, packaging, specifications, service and guarantee of the product. \x0d\ Price strategy: Price strategy refers to the pricing strategy implemented by enterprises to sell goods and provide services. It includes basic price, discount, payment method, credit terms, etc. \x0d\ distribution strategy: distribution strategy, also known as channel strategy, refers to all kinds of activities carried out by enterprises to make their products enter and reach the target market, including the ways, links, places, storage and transportation of goods. \x0d\ Promotion strategy: Promotion strategy refers to various measures taken by enterprises to promote sales activities in order to realize the circulation of products from producers to consumers, expand product sales and increase market share; Including: personnel promotion, advertising, marketing promotion, public-private relations. \x0d\ Power: When carrying out large-scale marketing, in order to enter a specific market, we must find someone who has the right to open the door to the market. These people may be influential senior managers, legislative departments, government officials, etc. \x0d\ PR: Power is a push strategy and PR is a pull strategy. Through effective public relations activities, we will gradually establish a good corporate image and product image among the public, and maintain a more lasting and extensive effect. \x0d\ \ x0d \ 5。 The meaning of market segmentation \ x0d \ Market segmentation refers to the market classification process that marketers divide the market of a product into several consumer groups according to the differences of consumers' needs and desires, buying behaviors and buying habits through market research. Every consumer group is a market segment, and every market segment is a group of consumers with similar demand tendencies. \x0d\ x0d \ 6。 The purpose of market segmentation \ x0d \ Market segmentation is not based on product variety and product series, but on the theoretical basis of market segmentation from the perspective of consumers (referring to final consumers and industrial producers), that is, the diversity and differences of consumer demand, motivation and purchase behavior. Market segmentation plays a guiding role in the production and marketing of enterprises. \ x0d \ x0d \ 7。 Stow analysis \x0d\SWOT analysis is also called situation analysis. The four English letters of SWOT stand for strength, weakness, opportunity and threat respectively. Using this method, we can find out the factors that are beneficial to ourselves and worthy of development, as well as the things that are unfavorable to ourselves and should be avoided, find out the existing problems, find out the solutions and make clear the future development direction. According to this analysis, we can classify the problems according to the priority order, make clear which ones are urgently needed to be solved, which ones can be postponed slightly, which ones are obstacles to strategic goals and which ones are tactical problems, list these research objects, arrange them in matrix form, and then match and analyze various factors with the idea of system analysis, from which we can draw a series of corresponding conclusions, which are usually decision-making and conducive to leaders and managers to make more correct decisions. \ x0d \ \ x0d \ 8.6s refers to sorting (Seiri), correcting (Seiton), sweeping (Seiso), cleaning (Seikeetsu), literacy (Shitsuke), safety (safe) \ x0d \ \ x0d \ 9.4c and how to use \x0d\4C. Wants), cost, convenience and communication. \x0d\A, to meet the needs of customers, that is, to design products from the needs of consumers, two points need to be clarified. First, the demand of consumers is not completely reasonable. Second, meeting the real needs of consumers comes from quality and function, which is only external. B, pricing at a cost acceptable to consumers, that is, pricing at a psychological price acceptable to consumers, first understand how much consumers are willing to pay to meet their own needs, instead of being busy pricing products first, but enterprises should not be too passive. If consumers think that the price of products is too high, enterprises can't reduce costs and enterprises can't stop production. C, channel planning based on the principle of convenience, that is, reverse channel design from the perspective of consumers. First, consider how to facilitate customers' shopping and other transaction processes, instead of considering the choice and strategy of sales channels first, in order to shorten the sales process; D. Changing one-way promotion into two-way communication means changing a single promotion behavior into integrated communication promotion. Its essence lies in finding a more acceptable promotion method for consumers, integrating the internal and external marketing of enterprises through interaction and communication, and invisibly combining the interests of both customers and enterprises.