Second, MGM marketing philosophy is to bring new members to the enterprise through existing members. This can be seen as joint marketing.
Thirdly, MGM marketing requires enterprises to do a good job in maintaining existing member customers, and at the same time, through existing members, encourage existing member customers to be willing to introduce new member customers in some mode or way.
What is the concept of marketing? Organize the production of products according to market demand and provide products to customers in need through sales means. This is called marketing. In countries with different politics, economies and cultures, marketing should not be static. Even in the same country, in the consumer goods industry, business-to-business industry and service industry, marketing methods are different. In the same industry, different enterprises also have their own different marketing methods. Marketing is a subject about how enterprises discover, create and transmit value to meet the needs of a target market and gain profits at the same time. Marketing is used to identify unsatisfied demand, define and measure the scale and profit potential of target market, and find the most suitable market segment for enterprises to enter and the market supply suitable for this market segment.
Including market segmentation, target market selection, market positioning, demand, desire, demand, market supply, brand, value and satisfaction, exchange, transaction, relationship and network, marketing channels, supply chain, petition, marketing environment and marketing plan. These terms constitute the vocabulary of marketing specialty.
I hope my answer can help you.
What is marketing?
Marketing is a subject about how enterprises discover, create and transmit value to meet the needs of a target market and gain profits at the same time. Marketing is used to identify unsatisfied demand, define and measure the scale and profit potential of target market, and find the most suitable market segment for enterprises to enter and the market supply suitable for this market segment.
Marketing is often handled by a department in an enterprise organization, which actually has advantages and disadvantages. Advantages: it is convenient for groups trained in centralized marketing to specialize in marketing; Disadvantages: Marketing should not be confined to one department of an enterprise, but should be embodied in all activities of the enterprise.
? What are the main concepts used in marketing?
Including market segmentation, target market selection, positioning, demand, desire, demand, market supply, brand, value and satisfaction, exchange, transaction, relationship and network, marketing channels, supply chain, petition, marketing environment and marketing plan. These terms constitute the vocabulary of marketing specialty.
? How to summarize the main process of marketing?
The main marketing processes are: (1) opportunity identification; (2) New product development; (3) Customer attraction; (4) retain customers and cultivate loyalty (customer retention and loyalty establishment); (5) order fulfillment. If these processes can be handled well, marketing is usually successful. If something goes wrong, the enterprise will face a crisis of survival.
What is the concept of mobile marketing? Mobile marketing refers to transmitting accurate personalized information to target customers on mobile terminals such as mobile phones or tablet computers, and achieving marketing purposes through interaction with users.
What is the basic concept of marketing? Marketing is a subject about how enterprises discover, create and transmit value to meet the needs of a target market and gain profits at the same time. Marketing is used to identify unsatisfied demand, define and measure the scale and profit potential of target market, and find the most suitable market segment for enterprises to enter and the market supply suitable for this market segment.
Marketing is often handled by a department in an enterprise organization, which actually has advantages and disadvantages. Advantages: it is convenient for groups trained in centralized marketing to specialize in marketing; Disadvantages: Marketing should not be confined to one department of an enterprise, but should be embodied in all activities of the enterprise.
Marketing is the overall design and planning of enterprise growth and development, which includes two interrelated parts:
The first part is the choice of target market and the determination of marketing objectives;
The second part is the marketing strategy to achieve the goal.
Marketing is not a goal, but a consistent marketing direction. Once established, it cannot be easily changed and should run through all marketing activities of enterprises.
The purpose of marketing is to mobilize the resources of enterprises to take the lead in marketing tactics, and to bring all the resources of enterprises into a unified strategic track, which will help enterprises to maximize the effectiveness of marketing tactics without being bound by established goals.
What is the concept of network marketing? Network marketing is a business activity based on modern marketing theory and with the help of network, communication and digital media technology to achieve marketing objectives; It is caused by comprehensive factors such as scientific and technological progress, changes in customer value and market competition. It is the inevitable product of the information society. Network marketing can be divided into broad sense and narrow sense according to its realization mode. In a broad sense, it means that enterprises use all computer networks for marketing activities, and in a narrow sense, it means Internet marketing.
It refers to the whole process of a series of business activities for products and services to meet the needs of organizations or individuals based on the development of convenient Internet networks. Network marketing is an integral part of an enterprise's overall marketing strategy, and it is a marketing method based on the Internet and with the help of the characteristics of the Internet to achieve certain marketing goals.
Network marketing came into being in the 1990s and has developed to this day. In 1990s, online media, through a series of online marketing planning, formulation and implementation of marketing activities, can more effectively promote the new marketing mode of trading.
To put it simply, network marketing is a marketing activity with the Internet as the main means to achieve certain marketing purposes.
With the further expansion of the influence of the Internet, people have a deeper understanding of online marketing, and there are more and more successful cases of online marketing promotion. People are beginning to realize many advantages of online marketing, and more and more marketing promotion is carried out through the Internet.
Network marketing is not only a marketing method, but also a new culture of culture and information society, which guides the media to enter a new mode.
What is the concept of marketing? What is the core idea of marketing?
Marketing involves its starting point, that is, to meet the needs of customers, but also what kind of products to meet the needs of customers, how to meet the needs of consumers, that is, when and where to exchange products through exchange, and who will realize the connection between products and consumers. It can be seen that the core concepts of marketing should include demand and related desires and demands, products and related utility, value and satisfaction, exchange and related transactions and relationships, market, marketing and marketers. Therefore, marketing involves the following core concepts: need, desire and demand, product, utility, value and satisfaction, exchange, transaction and relationship, market, marketing and marketing personnel.
1. Needs, desires and demands refer to the physical and psychological needs of consumers, such as the physical needs such as food, clothing, housing and transportation and the psychological needs such as safety, belonging, respect and self-realization. Marketers can't create this demand, so they have to adapt to it. Desire refers to the deep-seated needs of consumers. Consumers with different backgrounds have different desires. For example, China people want rice when they need food, French people want bread when they need food, and Americans want hamburgers when they need food. People's desires are influenced by social factors and institutional factors, such as occupation, group, family and church. So desire will change with the change of social conditions. Marketers can influence consumers' desires, such as suggesting that consumers buy a certain product. Need refers to the ability to pay and the desire to buy something. It can be seen that consumers' desires, backed by purchasing power, become demands. Many people want to buy Audi cars, but only those who have the ability to pay can buy them. Therefore, marketers should not only know how many consumers want their products, but also know whether they have the ability to buy them. People's needs and desires are the starting point of marketing activities. Need is a feeling state of not getting some basic satisfaction. Desire is the desire to obtain the concrete satisfaction of basic needs. Demand is the desire for a specific product that you are able and willing to buy. In order to survive, human beings need food, clothing, shelter, security, belonging and respect. These needs can be met in different ways. People's needs are limited, but their desires are many. When you have purchasing power, desire will be transformed into demand. The significance of distinguishing demand, desire and demand lies in making it clear that marketers do not create demand; Demand existed long before marketing activities appeared; Marketers, together with other social factors, only influence people's desires and try to point out what kind of specific products can meet their specific needs, and then influence the needs by making the products attractive, adapting to consumers' ability to pay and making them easy to obtain. 2. Products Human beings rely on products to meet various needs and desires. Therefore, a product can be expressed as anything that can be used to satisfy a certain human need or desire. Products include tangible and intangible, tangible and intangible. Tangible products are carriers for providing services to customers. Intangible products or services are provided through other carriers, such as people, places, activities, organizations and ideas. When we feel tired, we can go to the concert hall to enjoy singers singing (people), go to the park to play (places), go for an outdoor walk (activities), participate in community activities (organizations), or accept a new consciousness (ideas). Services can also be provided through tangible objects and other carriers. The importance of physical products lies not only in having them, but also in using them to satisfy our desires. People buy cars not for viewing, but because they can provide a service called transportation. Therefore, physical products are actually tools to deliver services to us. If producers care more about products than the services they provide, they will be in trouble. Too much love for one's own products often leads to ignoring the fact that customers buy products to meet certain needs. People buy products not for product entities, but because product entities are the shell of services, that is, they can get the services they need by buying a product entity. The task of the marketer is to show the benefits or services contained in the product entity to the market, not just to describe the appearance of the product. Otherwise, enterprises will lead to "marketing myopia", that is, they lack foresight in marketing management, only see the good quality of their own products and fail to see the changes in market demand, which will eventually get enterprises into trouble. 3. Utility, value and satisfaction When choosing a group of products that can meet a certain demand, people rely on the utility and value of various products. Utility refers to consumers' evaluation of the total efficiency of products to meet their needs, and refers to the ability of products to meet people's desires. Utility is actually a person's self-psychological feeling, which comes from people's subjective evaluation. For example, the means of transportation for consumers to go to a certain place can be bicycles, motorcycles, cars, planes and so on. These optional products constitute a product selection combination. Suppose a consumer wants to meet different needs, that is, speed, safety, comfort and cost saving, which constitute his demand combination. In this way, each product has different abilities to meet its different needs, such as saving money on bicycles, but it is slow and unsafe; Cars are fast, but expensive. Consumers must decide the product that best meets their needs. Therefore, arranging the products that can best meet their needs to the products that can't meet their needs, and choosing the products that are closest to the ideal products will have the greatest effect on customers. For example, if a customer chooses an ideal product at a destination based on safety and speed, he may choose a car. In addition to the utility factor, the product price is also one of the factors that customers choose the products they need. When customers pursue the maximization of utility, they will not only look at the superficial price of products, but also look at the maximum utility that each dollar can produce. For example, a good car is more expensive than a bicycle, but its utility may be greater, because it is faster, has less maintenance costs and is safer than a bicycle, thus better meeting the needs of customers. This involves the concept of value. Value is a very complicated concept, and it is also a concept with a long history in economic thought. Marx believes that value is the crystallization of social entities shared by human labor as commodities, and the value of commodities is determined by socially necessary labor time, and "socially necessary labor time is the labor time needed to create certain use value under the normal production conditions of the existing society and the average labor proficiency and labor intensity of the society." (The Complete Works of Marx and Engels, Volume 23, page 52. The marginal utility school believes that consumers decide the value of different products according to their ability to meet their needs, and choose the products with the greatest utility accordingly. The price he is willing to pay (that is, the demand price) depends on the marginal utility of the product. This argument was first put forward by1Pombavik, a representative of the Austrian school in the late 9th century. In order to oppose Marx's labor theory of value, Pombavik systematically developed the marginal utility theory of value put forward by Meng Le and Vizer. According to his theory, the so-called marginal utility refers to the utility of the last added product, and the value of the product depends on its marginal utility. Because the income of consumers is limited, in order to get the maximum utility from the limited expenditure, consumers must make the last unit currency they spend on each item equal in utility. This theory is called Ghosn's second law. Ghosn is a French economist and one of the pioneers of marginal utility theory of value. He once discussed the basic principle of marginal utility theory mathematically, thus promoting the development of mathematical economics. 4. Exchange, transaction and relationship exchange are a process, not an event. If the two sides are negotiating and gradually reach an agreement, it is called exchange. If the two sides negotiate and reach an agreement, the transaction will happen. Transaction is the basic component of exchange. Transaction refers to the exchange of value between buyers and sellers, which is based on money, but the exchange is not necessarily based on money, but can be barter. The transaction involves several aspects, namely, two valuable items, the conditions, time and place agreed by both parties, and the legal system to maintain and force both parties to fulfill their commitments. Trade marketing is a part of relationship marketing. Relationship marketing can reduce transaction costs and time, and the final result of dealing with the relationship between enterprises and customers is to establish a marketing network. Marketing network is a firm business relationship established between enterprises and marketing intermediaries. Below, we will discuss each concept in detail. Exchange is the core concept of marketing. When people decide to satisfy their needs or desires through exchange, marketing exists. A person can get the products he needs in four ways, and exchange is one of them. The first way is to produce and sell. A hungry person can satisfy his hunger by hunting, fishing or collecting wild fruits. This person doesn't have to contact anyone else. In this case, there is neither market nor marketing. The second way is compulsory acquisition. A hungry person can snatch or steal food from another person. For another person, there is no benefit except that he may not be hurt. The third way is begging. A hungry person can beg for food from others. The beggar didn't give anything tangible in return except a thank you. The fourth way is exchange. A hungry person can exchange his own money, other goods or services with people who have food. Marketing activities arise from the fourth way to obtain products. The so-called exchange refers to the act of obtaining what you need from others by providing something in return. An exchange must meet five conditions: (1). There are at least two parties. (2) Both sides have something that the other side thinks is valuable. (3) All parties can exchange information and deliver goods. (4) Each party is free to accept or reject the other party's products. (5) Each party thinks that the exchange with the other party is appropriate or satisfactory. Under the above conditions, exchange behavior may occur. But whether the exchange can really happen depends on whether the two sides can find the exchange condition, that is, both sides are better (at least not worse) after the exchange. Exchange should be regarded as a process, not an event. If the two sides are negotiating and tend to reach an agreement, it means they are exchanging. Once an agreement is reached, we will say that the transaction has taken place. Transaction is the basic unit of exchange activities, and it is an act composed of the exchange of values between the two parties to the transaction. A transaction includes three measurable substantive contents: (1). At least two things are valuable. (2) Conditions agreed by the buyer and the seller. (3) the agreed time and place. Transactions are different from transfers. In the process of transfer, Party A gives something to Party B, and Party A does not accept anything in kind in return. Marketing management should not only examine trading behavior, but also study transfer behavior. In fact, the marketing activities related to transactions, namely trade marketing, are just a part of another big concept, namely relationship marketing. The concept of relationship marketing was first put forward by Barbara Bender Jackson in 1985. She believes that relationship marketing will enable enterprises to get more things than trade marketing. Smart marketers always try to establish long-term mutual trust and mutual benefit with their customers, distributors, distributors and suppliers. This requires fair prices, high-quality products and good services to deal with each other. At the same time, members of both sides need to strengthen economic, technological and social contacts and exchanges. The more the two sides enhance mutual trust and understanding, the better they can help each other. Relationship marketing can also save transaction cost and time, which has developed from one-to-one negotiation transaction to conventional stylized transaction. Relationship marketing can be defined as: an enterprise establishes, maintains and strengthens relationships with its customers, distributors, distributors and suppliers. And enable all parties concerned to achieve their respective goals through mutually beneficial exchanges and joint commitments. The long-term relationship between enterprises and customers is the core concept of relationship marketing. Trade marketing can make enterprises profitable, but enterprises should focus on long-term interests, so maintaining and developing long-term relationships with customers is an important part of relationship marketing. Building relationships means that enterprises make various commitments to customers. The premise of maintaining the relationship is that the enterprise fulfills its promise. Developing or strengthening relationships means that enterprises make a series of new commitments to customers after fulfilling their previous commitments. There are some differences between relationship marketing and trade marketing. Take trade marketing as an example. Generally speaking, apart from the market image of products and enterprises, it is difficult for enterprises to take other effective measures to maintain a lasting relationship with customers. If competitors sell products or services to customers at lower prices and solve customers' problems with similar technologies, the relationship between enterprises and customers will be terminated. In the case of relationship marketing, enterprises keep extensive and close contact with customers, and price is no longer the most important means of competition, so it is difficult for competitors to destroy the relationship between enterprises and customers. Another example: trade marketing emphasizes market share. At any moment, managers must spend a lot of money to attract potential customers to buy and replace old customers who no longer buy their own products or services. Relationship marketing emphasizes customer loyalty, and retaining old customers is more important than attracting new customers. The higher the repeat customer rate, the lower the marketing cost. The final result of relationship marketing will bring a unique asset to enterprises, that is, marketing network. The so-called marketing network refers to the network formed by enterprises and other enterprises that have established solid and mutual trust business relations. In the marketing network, enterprises can find strategic partners and unite with them to obtain a wider and more effective geographical possession. This kind of network has gone beyond the concept of pure "marketing channel". With the help of this network, enterprises can launch new products in markets all over the world at the same time, reducing the risk of being taken away by radical imitators because of the delay in entering the market. Marketing management is also increasingly changing from the pursuit of maximizing the profit of a single transaction in the past to the pursuit of optimizing the mutually beneficial relationship with the other party. Its business credo is: establish a good relationship and profitable transactions will follow.
The market consists of all potential customers who have specific needs or desires and are willing and likely to participate in the exchange to meet their needs and desires. Generally speaking, the market is a place where buyers and sellers exchange. Producers buy resources (including labor, capital and raw materials) from the resource market, turn them into goods and services and sell them to middlemen, who then sell them to consumers. Consumers go to the resource market to sell labor and get money to buy products and services. * * * Buy products from resource markets, manufacturers and middlemen, pay money, and then tax these markets to provide services. Therefore, the economy of the whole country and the world economy are composed of complex and interactive markets formed by the exchange process. Marketing mainly studies the marketing activities of enterprises as sellers. That is, to study how enterprises can adapt to and meet the needs of buyers through overall marketing activities in order to achieve business goals. Therefore, here, the market refers to the total demand of real buyers and potential buyers of a certain product. From the standpoint of seller's marketing, peer suppliers, that is, other sellers, are competitors, not markets. Sellers constitute the industry and buyers constitute the market. The market contains three main factors, namely, people with certain needs, purchasing power and purchasing desire to meet this demand. It is expressed by the formula: market = population+purchasing power+purchasing desire. These three factors of the market restrict each other and are indispensable. Only by combining the three factors can we form a realistic market and determine the size and capacity of the market. For example, a country or region with a large population but low income and limited purchasing power cannot form a large-capacity market; For another example, although the purchasing power is great, the population is small and it cannot become a big market. A large population and high purchasing power can become a potential market. However, if the product does not meet the demand and can not arouse people's desire to buy, it still cannot become a realistic market for sellers. Therefore, the market is the unity of the above three factors. Market refers to all potential customers who have specific needs and desires and are willing and able to meet such needs or desires through exchange. Therefore, the size of the market depends on the number of people who have certain needs and resources that interest others and are willing to exchange these resources for what they need. Under the condition of modern market economy, everyone tends to specialize in a certain kind of production, accept remuneration and buy what they need. The economy of each country and the whole world economy is a complex system composed of various markets, which are linked together through the exchange process. 6. Marketers From the above analysis, we can understand marketing as a kind of human activity related to the market, that is, an activity to meet various human needs and desires and turn potential exchanges into reality through the market. In exchange, if one party actively seeks exchange than the other, the former is called a marketer and the latter is called a potential customer. The so-called marketer refers to someone who wants to get resources from others and is willing to exchange valuable things. Marketers can be sellers or buyers. If several people want to buy a product that is in short supply in the market at the same time, everyone who intends to buy it will try their best to be selected by the seller. These buyers are engaged in marketing activities. There is also a situation where both buyers and sellers are actively seeking exchange, so we call both parties marketers. This situation is called mutual marketing.
(3) Marketing management
Under the condition of modern market economy, enterprises must attach great importance to marketing management, make plans and allocate resources according to the current situation and trend of market demand. By effectively meeting the market demand, we can win the competitive advantage and seek survival and development. 1. The essence of marketing management refers to the process of planning and implementing the conception, pricing, distribution and promotion of ideas, products and services, so as to create communication and realize the goals of individuals and institutions. Marketing management is a process including analysis, planning, implementation and control. The objects it manages include ideas, products and services. The basis of marketing management is exchange, and the purpose is to meet the needs of all parties. The main task of marketing management is consumers' demand for products, but it can't be limited to this. It also helps enterprises to influence demand level, demand time and demand composition in the process of achieving marketing goals. Therefore, the task of marketing management is to create, adapt and influence the needs of consumers. In this sense, the essence of marketing management is demand management. In the marketing process, enterprises usually set an expected trading level in the target market. However, the actual demand level may be lower than, equal to or higher than the expected demand level. In other words, the target market may have no demand, little demand or excessive demand. Marketing management is to deal with this.
The concept is as follows: marketing is also called marketing, marketing or marketing. It refers to the process that individuals or collectives obtain what they need by trading their own products or values, so as to achieve a win-win or win-win situation. It contains two meanings: one is verb understanding, which refers to the specific activities or behaviors of enterprises, which is called marketing or market operation at this time; The other is noun understanding, which refers to the study of enterprise marketing activities or behaviors, and is called marketing, marketing or marketing.
The concept of marketing contains two meanings:
1, verb understanding, refers to the specific activities or behaviors of enterprises, which is called marketing or market operation at this time;
2. Noun understanding refers to the study of enterprise marketing activities or behaviors, which is called marketing, marketing or marketing.
What is the concept of exhibition marketing? Exhibition marketing is a series of marketing activities adopted by exhibition enterprises through various means such as price, service, image design and publicity in order to attract more customers and improve the value and influence of exhibition brands.
Exhibition marketing only shows its latest products and achievements to customers and the same industry through exhibitions, which can increase the company's performance on the one hand and enhance the company's brand influence on the other.
Measures of exhibition marketing:
1. Intensify advertising to make more exhibitors interested in the exhibition, thus expanding the potential market scale;
2. Strictly control the cost, carry out scale operation, reduce the exhibition quotation and increase the number of effective buyers in the market;
3. Make appropriate adjustments to the exhibition to reduce the qualification requirements for potential buyers;
4. Make a more competitive marketing mix plan, and strive to occupy a larger share in the target exhibition market.