市场学Essay参考案例：The Importance of Marketing
本文是市场学专业的留学生Essay范例，题目是“The Importance of Marketing（营销的重要性）”，营销是向顾客传达产品或服务价值的过程。营销的另一个定义是公司与购买和销售产品或服务相关的活动。它包括广告、销售和运送产品给人们。在公司营销部门工作的人试图通过标语、包装设计、名人代言和媒体曝光来吸引目标受众的注意。营销的四个“p”是产品、地点、价格和促销。
Marketing is the process of communicating the value of a product or service to customers. Another definition of marketing is the activities of a company associated with buying and selling a product or service. It includes advertising, selling and delivering products to people. People who work in marketing departments of companies try to get the attention of target audiences by using slogans, packaging design, celebrity endorsements and general media exposure. The four ‘Ps’ of marketing are product, place, price and promotion.
Marketing Mix is one of the most fundamental concepts in marketing management. For attracting consumers and for sales promotion, every manufacturer has to concentrate on four basic elements/components. These are: product, pricing, distributive channels (place) and sales promotion techniques. A fair combination of these marketing elements is called Marketing Mix.
The Marketing concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition. Today most firms have adopted the marketing concept, but this has not always been the case. In 1776 in the Wealth of Nations, Adam Smith wrote that the needs of producers should be considered only with regard to meeting the needs of consumers. To better understand the marketing concept, it is worthwhile to put it in perspective by reviewing other philosophies that once were predominant. After world war II the variety of products increased and hard selling no longer could be relied upon to generate sales. With increased discretionary income, customer could afford to be selective and buy only those products that precisely met their changing needs , and these needs were not immediately obvious.
1.0 Introduction (Q1)介绍(第一季度)
Marketing Mix is one of the most fundamental concepts in marketing management. For attracting consumers and for sales promotion, every manufacturer has to concentrate on four basic elements/components. These are: product, pricing, distributive channels (place) and sales promotion techniques. A fair combination of these marketing elements is called Marketing Mix. It is the blending of four inputs (4 Ps) which form the core of marketing system. This marketing mix is marketing manager’s tool for achieving marketing objectives/targets. He has to use the four elements of marketing mix in a rational manner to achieve his marketing objectives in terms of volume of sales and consumer support. Marketing mix is the combination of four basic elements/ingredients under one head. Product itself is the most important element of marketing mix. Price, place and promotion are the other supporting elements. Marketing mix indicates an appropriate combination of four Ps for achieving marketing objectives.
营销组合是营销管理中最基本的概念之一。为了吸引消费者和促进销售，每个制造商都必须专注于四个基本要素。这些是:产品、定价、分销渠道(地点)和促销技巧。这些营销元素的合理组合被称为营销组合。四种输入(4ps)的混合构成了营销系统的核心。这种营销组合是营销经理实现营销目标的工具。他必须以合理的方式使用营销组合的四个要素，以实现他在销售量和消费者支持方面的营销目标。营销组合是四个基本要素/成分在一个标题下的组合。产品本身是营销组合中最重要的元素。价格、地点和促销是其他支持元素。营销组合指的是四个p的适当组合，以实现营销目标。
2.1.1 Question 1
Definition of marketing mix for every businessman is putting the right product in the right place, at the right price, at the right time. Marketing is a planned that mix of the controllable elements of a product’s marketing plan commonly termed as 4Ps: product, price, place, and promotion. These four elements are adjusted until the right combination is found that serves the needs of the product’s customers, while generating optimum income. Every business enterprises have to determine its marketing-mix for the satisfaction of needs of the customers. Marketing mix is a very useful tool for every firms or companies.
Product 产品
A product is seen as an item that satisfies what a consumer needs or wants. It is a tangible good or an intangible service. Intangible products are service based like the tourism industry, the hotel industry and the financial industry, in other words to explain, can feel it but can’t touch it. Tangible products are those thing that can touch or physical existence.
产品被看作是满足消费者需要或想要的东西。它是有形的商品或无形的服务。无形产品是以服务为基础的，就像旅游业、酒店业、金融业，换句话说就是能感觉到却摸不到。有形产品是指那些可以触摸或物理存在的东西。
Product-mix involves planning, developing and producing the right types of products and services to be marketed by the company. It deals with the product range, durability and other qualities and other features. In short, product planning and development involves decisions like quality of the product, size of the product, design of the product, volume of the production, packaging, warranties and after-sales service. And also, they have to decide which ‘market segment’ they are aiming at age, income and geographical location.
Price价格
The price is the amount that the customer willing to pay for the product. The price is very important as it determines the company’s profit and hence, survival. Adjusting the price has a profound impact on the marketing strategy, and depending on the price elasticity of the product, often it will affect the demand and sales as well. The marketer should set a price that the customer willing to pay and the suitable price that can satisfy the customer. When setting a price, the marketer must be aware of the customer perceived value for the product. Manager should think about certain question like: what is the value of the product or service to the buyer, are there established price points for products or services in this area, how will your price compare with your competitors. And also, the price must be high enough to cover costs and make a profit but low enough to attract customers.
价格是顾客愿意为产品支付的金额。价格是非常重要的，因为它决定了公司的利润和生存。价格的调整对营销策略有着深刻的影响，取决于产品的价格弹性，往往也会影响到需求和销售。营销者应该设定一个顾客愿意支付的价格，以及一个能让顾客满意的合适的价格。在设定价格时，营销人员必须意识到顾客对产品的感知价值。经理应该考虑这样的问题:产品或服务对买家的价值是什么，在这个领域是否有既定的产品或服务的价格点，你的价格与你的竞争对手相比如何。而且，价格必须足够高，以弥补成本和盈利，但又要足够低，以吸引顾客。
Promotion
Promotion is communicating with the public in an attempt to influence them toward buying your products or services. Promotion comprises elements such as advertising, personal selling and sales promotion. Advertising is a tool which the marketing manager uses to communicate a message to consumers through newspapers, magazines, television. Personal selling is another means of communicating to consumers, and consists of direct person to person interaction between salesman and customers. Sales promotion includes all the methods of communicating with the consumers except advertising and personal selling. It includes free samples, premium on sale, contests, displays, shows and exhibitions.
Place
Refer to providing the product at a place which is convenient for consumers to access. Various strategies such as intensive distribution, selective distribution, exclusive distribution and franchising can be used by the marketer to complement the other aspects of the marketing mix. It includes activities that are necessary to transfer ownership of goods to customers and to make available goods at the right time and place at which the products should be displayed and made available to the customers. It is to make products available in the right place at the right time in the right quantities.
2.1.2 Purpose of marketing mix营销组合的目的
The basic purpose to determining the marketing-mix is to satisfy the needs and wants of the customers in the most effective manner. As the needs of customers and the environmental factors change, the marketing-mix is also changed. Thus, marketing-mix is a dynamic concept. It concentrates on how to satisfy the needs of the customers. Moreover, the purpose of the marketing mix is to increase sales, to raise profit and turn over, satisfy the needs of the customers, increase the consumption demand and more.
确定营销组合的基本目的是以最有效的方式满足顾客的需要和欲望。随着顾客需求和环境因素的变化，营销组合也发生了变化。因此，营销组合是一个动态的概念。它关注的是如何满足顾客的需求。此外，营销组合的目的是为了增加销售额，提高利润和营业额，满足顾客的需求，增加消费需求等等。
2.1.3 Conclusion
In conclusion, I know that marketing mix is a very useful business tool for firms or companies. This marketing mix is marketing manager’s tool for achieving marketing objectives/targets. He has to use the four elements of marketing mix in a rational manner to achieve his marketing objectives in terms of volume of sales and consumer support.
2.2.1Marketing concept
The Marketing concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition. Today most firms have adopted the marketing concept, but this has not always been the case. In 1776 in the Wealth of Nations, Adam Smith wrote that the needs of producers should be considered only with regard to meeting the needs of consumers. To better understand the marketing concept, it is worthwhile to put it in perspective by reviewing other philosophies that once were predominant. After world war II the variety of products increased and hard selling no longer could be relied upon to generate sales. With increased discretionary income, customer could afford to be selective and buy only those products that precisely met their changing needs , and these needs were not immediately obvious.
The key questions became :
What do customers want ?
Can we develop it while they still want it
How can we keep our customers satisfied?
In response to these discerning customer, firms began to adopt the marketing concept, which involves:
Focusing on customer needs before developing the product
Aligning all functions of the company to focus on those needs
Realizing a profit by successfully satisfying customer needs over the long term
When firms began to adopt the marketing concept, they typically set up separate marketing departments whose objective it was so satisfy customer needs.
2.2.2 Importance of marketing concept
Business enterprises are conducting their marketing activities under the following five marketing concepts.
Product concept
Production concept
Selling concept
Marketing concept
Societal concept
Production concept
Production concept is the oldest concept under which the businessmen produce goods thinking customers are interested only in low priced, extensively and easily available goods. Finishing and the interest of customers are not important for the manufacturers. They focus only on large scale production and try to make it available on large scale. They try to achieve high production efficiency and creating wide distribution coverage. This concept can be adopted under the following situations.
Product concept产品概念
Consumers favour those products that offer the most quality, performance and features is the basis of product concept. They believe that consumers are willing to pay higher cost for the goods or services which has extra quality. Companies which concentrate on product concept is focused on product improvement. They constantly improve the product quality and features to satisfy and attract the customers. Too much focus on product may go off the track and fail. For example, a biscuit manufacturer produced a new brand of biscuits with good colour , ingredients and packing etc., without taking much importance in consumer tastes and preferences. This may fail in the market if the biscuit does not taste good to the ultimate consumer.
消费者青睐那些质量最好、性能和功能最好的产品，这是产品概念的基础。他们认为，消费者愿意为有额外质量的商品或服务支付更高的价格。专注于产品理念的公司，专注于产品改进。他们不断提高产品质量和功能，以满足和吸引客户。过分关注产品可能会偏离正轨并导致失败。例如，一个饼干制造商生产了一个新品牌的饼干，颜色、成分和包装都很好，而没有考虑消费者的口味和喜好。如果最终消费者觉得饼干的味道不好，那么这种做法可能会在市场上失败。
Selling concept
In selling concept, producers believe that the aggressive persuasion and selling is the essence of their business success. They think without such aggressive methods they cannot sell or exist in the market. They are focused on finding ways and means to sell their products. They believe that consumer themselves will not buy enough of the enterprises products or service by themselves. Hence they do a considerable promotional efforts to sell their product through advertisements and other means. Sales agents of electrical equipments, insurance agents, soft drink/health drink companies and fund raisers for social or religious causes comes under this category. That is why we are getting lots of calls from insurance agents, even though insurance is a subject matter of solicitation. In short, selling concepts assumes that consumers on their own will not buy enough of enterprises products, unless the enterprise undertakes aggressive sales and promotional efforts.
Marketing concept市场营销观念
Under marketing concept the task of marketing begins with finding what the consumer want and produce a product which will meet the consumer requirement and provides maximum satisfaction. “Customer is the King” concept emerged from this point of view. In the process of evolution many organizations changed their way of thinking to match the marketing concept. Under this concept producers considers the needs and wants of consumers as the guiding spirit and deliver such goods which can satisfy the consumer needs more efficiently and effectively than the competitors. Marketing concept is consumer oriented and look forward to achieve long term profits by making a network of satisfied consumers. When an organization practice the marketing concept, all their activities such as research and development, distribution, quality control, finance, manufacturing, selling etc., are focused to satisfy the consumer needs and wants.
在市场营销理念下，市场营销的任务是从找到消费者想要的东西，并生产出一种满足消费者需求并使其获得最大满意度的产品开始的。“客户为王”的理念正是由此而生。在演变的过程中，许多组织改变了他们的思维方式，以适应市场营销的理念。在这一理念下，生产者以消费者的需求和需求为导向精神，比竞争对手更有效地提供满足消费者需求的产品。营销理念以消费者为导向，期望通过打造一个满意的消费者网络来实现长期的利润。当一个组织实践营销理念时，其所有活动，如研发、分销、质量控制、财务、制造、销售等，都集中于满足消费者的需要和欲望。
Societal concept
With the growing awareness of the social responsibility of the business, attempts made successfully to turn the business organizations socially responsible. Environmental deterioration, excessive exploitation of resources and growing consumer movements have necessitated the recognition and relevance of marketing based on socially responsible. Societal concept is the extension of marketing concept to cover the society in addition to the consumers. Under the societal concept the business organization must take into account the needs and wants of the consumers and deliver the goods and services efficiently so as to balance the consumers satisfaction as well as the society’s well being.
2.2.3Conclusion结论
In conclusion, I know that the Marketing concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition. To better understand the marketing concept, it is worthwhile to put it in perspective by reviewing other philosophies that once were predominant.
总之，我知道营销理念是这样一种哲学，即企业应该分析客户的需求，然后做出决策来满足这些需求，比竞争对手更好。为了更好地理解营销概念，有必要通过回顾曾经占主导地位的其他哲学来正确地看待它。
3.0 Conclusion
Marketing mix are price , place, promotion and product. When marketing their products firms need to create a successful mix of the right product , sold at the right price, in the right place, using the most suitable promotion. To create the right marketing mix, businesses have to meet the following conditions such as the product has to have the right features. For example, it must look good and work well. Other than that, the price must be right because consumer will need to buy in large numbers to produce a healthy profit. Last but not least , the target group needs to be made aware of the existence and availability of the product thought promotion.
Importance of marketing , the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition. With increased discretionary income, customer could afford to be selective and buy only those products that precisely met their changing needs , and these needs were not immediately obvious.
营销的重要性，企业应该分析他们的客户的需求，然后做出决定来满足这些需求的哲学，比竞争对手更好。随着可自由支配收入的增加，客户可以有选择性地只购买那些精确地满足他们不断变化的需求的产品，而这些需求并不是立即明显的。
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