1. The basic marketing system includes

It can be roughly divided into three parts: The first part is the analysis part, focusing on the company’s marketing concepts, market type, and environment. and buyer behavior analysis;

1. SWOT analysis:

Macro environment: economy, social culture, population, politics and law, nature, technology

Micro Environment: suppliers, marketing intermediaries, consumers, the public, competitors, internal enterprises

Market: consumer market and industrial market

Consumers: needs and purchasing motivations ( Emotional motivation, rational motivation, patronage motivation) and purchasing behavior (recurring, selective, exploratory) and purchasing decision-making (process: external stimulation, purchasing motivation, purchasing behavior) and influencing factors (sociocultural, personal, economic, psychological, Culture)

The second part is the strategy part, starting from the research of market information, studying market segmentation and marketing positioning, corporate marketing development strategy, etc.;

2. Planning strategy:

Overall strategy

Competitive strategy

Functional strategy: (1) Financial strategy (2) Human resources strategy (3) Marketing strategy STP, market segmentation, Target market, market positioning (product positioning: attributes, uses, users, interests, competitors, quality/price, product category; corporate positioning: corporate image, brand)

The third part is the execution part, starting from Each level of 4p (product, price, distribution, promotion) explains the corporate marketing strategy.

3. Execution (4P): (1) Product: overall product (core, form, extension); product life cycle: investment period, growth period, maturity period, decline period

(2) Price: cost, demand, competitors

(3) Distribution: intensive, selective, exclusive

(4) Promotion: personal selling, advertising, publicity* **Relationship, business promotion

2. How to understand the overall product concept?

Products refer to material products and non-material services provided by the market that can meet certain needs and interests of consumers or users. Including tangible and intangible forms such as physical objects, services, and reputation. The overall product concept includes three levels: core products, form products, and extended products. (1) Core products refer to the utility and functions contained in the product that can provide consumers with various benefits and meet their needs. He answers what the buyer is really buying. (2) Form products refer to the appearance of product entities and services directly provided to consumers. They are the form in which core products are realized, including product quality level, features, styles, brand names, packaging, etc. (3) Extended products refer to various additional services other than formal products and core products that buyers can obtain during the process of obtaining or using the products, including credit, delivery, warranty, installation, after-sales service, etc.

The marketing competition in the modern market is the comprehensive competition of the overall product. Only by providing customers with better and more complete overall products can enterprises win in the competition.

3. What are the similarities and differences between the industrial market and the consumer market?

The industrial market refers to the market where business units or organizational groups purchase for profit in order to further produce other goods or services, or for other commercial purposes. The consumer market refers to the market consisting of all individuals and households who purchase to meet their own needs.

Similarities: Both are components of the market.

Differences: (1) The number of buyers in the industrial market is small, but the quantity purchased is large. In the consumer market, the number of buyers is large, but the quantity purchased is small; (2) The buyers in the industrial market are often concentrated in a few areas, while the buyers in the consumer market are in many areas; (3) The industrial market is better than the consumer market The demand volatility is greater; (4) The demand in the industrial market is generally inelastic, while the demand in the consumer market is relatively elastic; (5) The demand in the industrial market is derived demand, but the demand in the consumer market is not; (6) Purchases in the industrial market are generally expert purchases, while purchases in the consumer market are non-expert purchases; (7) Purchases in the industrial market are less liquid than in the consumer market.

4. Consumer purchasing decision-making process (5 items).

Consumer purchasing decision-making refers to the process in which consumers carefully evaluate the attributes of a product, brand or service and select and purchase products that can meet a specific need. In complex purchases, the consumer purchase decision-making process consists of the following five stages:

(1) Cognitive needs: The so-called cognitive needs refer to the behavioral process of consumers identifying needs that can be satisfied. Consumer needs can be caused by intrinsic stimuli and caused by extrinsic stimuli. One of the tasks of marketing is to arouse consumer demand through various means. (2) Collecting information: Collecting information refers to the behavioral process of collecting relevant product information that can meet this demand after consumers recognize their needs. The main sources of information for buyers are personal experience, related groups, business sources, and public sources. Generally speaking, consumers obtain the most information from commercial sources and public sources the least. (3) Evaluation selection: Evaluation selection refers to the process in which consumers evaluate the information obtained and arrive at the final result. Consumers can make evaluation choices by analyzing product attributes: a. Analyze various attributes of products; b. Analyze the importance of product attributes and establish attribute levels; c. Establish a brand information system based on various commodity attributes; d. Utility function . (4) Purchasing decision: refers to the consumer’s intention to purchase after evaluating the product, but it does not necessarily lead to actual purchasing action. Once consumers decide to purchase, they must make the following decisions: product category decision, product attribute decision, product brand decision, time and quantity decision, and dealer decision. The influence of expected environmental factors, the influence of unexpected environmental factors, and the influence of other people's attitudes (5) Usage evaluation: refers to the process in which consumers evaluate all aspects of the product after purchasing and using it.

5. Master the entire marketing system, the marketing management process, and the role of marketing in the corporate market.

Marketing refers to the overall marketing process of an enterprise to meet the actual or potential needs of consumers through market transactions. Marketing mainly studies the overall marketing behavior of consumer-centered enterprises.

It can be roughly divided into three parts: the first part is the analysis part, which focuses on the analysis of the company's marketing concept, market type, environment and buyer behavior; the second part is the strategy part. Starting from the research of market information, we study market segmentation and marketing positioning, corporate marketing development strategies, etc. The third part is the execution part, which explains corporate marketing strategies from all levels of 4p (product, price, distribution, promotion).

The marketing management process is the management process by which an enterprise discovers, analyzes, selects and utilizes market opportunities in order to achieve its tasks and goals. The marketing management process has the following steps: (1) Discover and evaluate market opportunities: (2) Segment the market and select target markets; (3) Develop the marketing mix and determine the marketing budget; (4) Execute and control the market Marketing plan. Marketing as a management process is a process of planning and implementation, including the design, pricing, promotion, distribution and exchange of products and services, to achieve individual and organizational goals.

Marketing, as the central work of an enterprise, will inevitably influence and drive other work. Marketing thinking, as the core idea of ??an enterprise, will also inevitably play a guiding role in all aspects of work. When companies consider marketing activities, they must take into account the interests of the company, users and society, and closely connect the company with users and society. The company's marketing activities must not only achieve corporate benefits, but also satisfy users and obtain benefits. Society recognizes that an enterprise's marketing activities can only achieve the best results if they are carried out in an all-round way. Marketing plays a decisive role in the operating status of an enterprise. Therefore, I believe that enterprises should and must put marketing work at the center of the enterprise, pay attention to the training of marketing personnel, and give full play to the role of marketing in the enterprise and the enterprise. The bonding role among customers.

6. Customer psychology.

The cognitive process of purchasing psychological activities

It is the reaction process in which consumers connect and synthesize various feelings about individual attributes of goods.

The customer's understanding of the product through psychological functions such as feeling, perception, memory, and association is the precursor of the customer's purchasing activities. There are two stages of experience: perceptual knowledge and rational knowledge.

The emotional process of purchasing psychological activities

That is, consumers’ experience of whether the objective reality meets their own needs is the emotional process of purchasing psychological activities.

The emotional process that customers have towards products: liking, passion, evaluation, and selection.

The will process of purchasing psychological activities

That is, consumers purposefully and consciously control and regulate their own actions in purchasing activities, eliminating various influences from internal and external sources. , thereby achieving the psychological activity of the established purpose of purchasing a tomb. It plays a role in initiating, regulating or stopping the customer's purchasing behavior process. There are two main stages: making a purchase decision and implementing the purchase decision.

The relationship between the three psychological processes:

The mutual transfer, development and penetration of the three psychological processes of customer purchasing behavior are rapid. The psychological process of consumers purchasing goods is the unity of three processes: cognition, emotion, and will.

7. Chapter 17, Marketing Concept

Marketing concept is the basic understanding of an enterprise's marketing activities and business management. It is the core content of enterprise business activities. Management focuses on market research, new product development, and coordinated implementation of marketing mix strategies. The core is (1) consumer-centered (2) insisting on overall marketing (3) seeking long-term interests.

Chapter 18, Customer Satisfaction Theory

Customer satisfaction theory means that the entire business activities of an enterprise should be guided by improving customer satisfaction as much as possible. From the customer's perspective, using the customer Analyze and consider consumer needs from the perspective of the company rather than the company’s own interests and perspectives. Customer transfer value refers to the difference between the total customer value and the total customer cost. It is the value provided by the enterprise to satisfy the customer. Ways to increase customer transfer value: (1) Increase the total value of the product by improving products, services, personnel and image. (2) By reducing production and sales costs, it reduces customers’ time, mental and physical expenditure on purchasing products, thereby reducing monetary and non-monetary costs.

Chapter 19 Product Life Cycle

Product life has material life and market life. Material life span: The objective basis is nature, and the influencing factors are usage conditions, etc. Market life span: The objective basis is economic society, and the influencing factors are consumer demand conditions.

Concept: The market life cycle of a product refers to the process from product launch to rapid growth until finally launched on the market.

Divided into: investment period, growth period, maturity period, and decline period.

1. Judgment criteria for the investment period: value is unstable, characteristics: "test sales" stage, consumers have little understanding, product market is unstable, dealers are unwilling to purchase more, the company is unprofitable or even loses money, basically no compete. Strategy: Loot fast, loot slowly, infiltrate quickly, infiltrate slowly. Key points: Jing is accepted by the market as soon as possible. 2. Growth stage Judgment criteria: greater than 10%, characteristics: consumers accept the product, intermediaries are willing to distribute, product sales increase, product costs decrease, corporate profits increase, competition begins, and gradually becomes fierce. Strategy: Improve product quality, strengthen brand promotion, establish product image, expand distribution channels, and open up new markets. Key points: maintain rapid growth. 3. Maturity period: Judgment standard: between 0.1% and 10%. Features: Product sales are stable, growth rate is slowly declining, profits are slowly declining, new varieties are constantly emerging, and competition is very fierce. Strategy: improved marketing strategy, improved marketing mix, and improved marketing mix factors. Key points: Continue to consolidate the market and extend the time as much as possible. 4. Decline period: Standard: value is less than. Characteristics: New replacement products are launched, sales drop sharply, customers shift, and competitors withdraw one after another. Strategies: continuous strategy, concentration strategy, extraction strategy, abandonment strategy. Key Points: Exit the market smoothly.

Chapter 21. Purchasing motivation

Purchasing motivation refers to the desire and ideal that promotes people to carry out various purchasing activities, and is the driving force for people to carry out purchasing activities. (1) Emotional motivation (2) Intellectual motivation (3) Patronage motivation is based on emotional and rational purchasing experience, which creates some special trust and preference for specific suppliers, brands and products, making buyers repeat and habitual A buying motivation for going to buy. Characteristics: rationality, hysteresis, habituality.

Chapter 22, Market Segmentation

Market segmentation is when an enterprise divides an entire market into process of many small consumer groups. Function: 1. Conducive to discovering new market opportunities 2. Conducive to carefully grasping market characteristics and discovering the weak links of mirror competitors 3. Conducive to enterprises to quickly adjust marketing mix strategies, enhance corporate adaptability, and improve corporate competitiveness.

How to choose distribution channels? Influencing factors?

Answer: The distribution strategy selection situation refers to the company making different choices about the length and width of product distribution channels based on product nature, market demand and other conditions. Selection steps: (1) Choose the length of distribution (that is, direct distribution or indirect distribution) (2) Choose the width of the distribution channel (that is, intensive distribution, selective distribution, or exclusive distribution) Intensive distribution: refers to the company choosing a large number of middlemen, Use the widest possible channels to distribute your products, both for convenience goods and supplies. Selective distribution: It means that producers focus on selecting a few most suitable intermediaries to sell their products in a specific market area. It is suitable for selected products and special products

Exclusive distribution: It means that producers sell their products in a certain market area. Intermediaries promote products, suitable for special products

Influencing factors: (1) Attributes of the product (unit price of the product, natural attributes, fashion, volume and weight, technology and complexity, new products) ( 2) Market factors (the number of users, characteristics of market demand, consumer purchasing habits, competition conditions) (3) The company’s own factors (the company’s size and reputation, management capabilities, and economic capabilities) (4) National policies, etc. macro factors.