The first part is the introduction of marketing.

I. Marketing

It refers to the social process in which individuals and collectives obtain what they need and want by creating and exchanging products and values with others.

1, cognitive marketing: product-customer (space, time, value)

The marketing task of enterprises: to realize the commercialization of products.

Case: Qoo, one of the "Top Ten Marketing Success Cases in 2002"

2. Market: refers to all potential customers who have specific needs or desires and are willing and able to meet such needs or desires through exchange.

3. Three elements of the market: people with certain needs, purchasing ability to meet this demand, and purchasing desire.

Second, marketing management

1, marketing management concept

It refers to the attitudes, ideas and concepts that enterprises hold towards enterprises, customers, society and other stakeholders in the process of marketing management.

Understanding the evolution of marketing management concepts is of great significance for enterprises to update their concepts and strengthen marketing management.

(1) production concept: emphasize production and neglect marketing.

(2) Product concept: "Good wine is not afraid of the deep alley"

(3) Marketing concept: starting point: enterprise. Achieve profit growth by increasing sales.

(4) Marketing concept: guided by customers' needs and desires. Achieve profit growth through customer satisfaction.

(5) Customer concept: according to the special needs of each customer. By increasing customer share, customer loyalty and customer lifetime value, profit growth can be realized.

(6) Social marketing concept: overall consideration of corporate profits, meeting consumer demand and social interests.

The second part is the marketing management process.

Four steps: analyzing market opportunities, selecting target markets, designing marketing mix and managing marketing activities.

Case: Manor Red Wine Factory, with a history of more than 300 years, uses 18 kinds of medicinal materials, with bright red color and high quality products. /kloc-0 rushed into the Shanghai market at the end of 1980, and the sales were not smooth, resulting in a backlog. Q: What's your strategy?

Step 1: According to the survey of retail stores, there is little geographical difference among buyers, such as age, purpose and grade (region, population, psychology and behavior):

Old people buy 8% and drink 37%, and low-grade 32%

Middle-aged 28% gifts 52% mid-range 66%

64% of the young people leave the country, and 1 1% is the high-end 2%.

Step 2: Select the target market.

Step 3: Design 4P marketing mix (product, price, location, promotion).

Step 4: Manage marketing activities.

I. Analysis

(A) marketing environment analysis

Marketing environment: refers to all kinds of functions and forces that affect the marketing management ability of enterprises in order to establish and maintain mutually beneficial relations with target customers. Including micro-environment and macro-environment.

Changes in the enterprise-related environment will cause environmental threats (adverse trends) and market marketing opportunities (attractive areas) to enterprises.

1. Micro-environment of marketing: refers to various forces that have a direct impact on the enterprise's ability to serve customers, including

(1) The enterprise itself,

(2) Marketing intermediary: supplier, merchant intermediary (with commodity ownership), agent intermediary (without ownership) and auxiliary (transportation, warehousing, banking, insurance, advertising, market research and consulting).

(3) Market: consumer market, producer market, middleman market, government market and international market.

(4) competitors,

(5) The public: finance, media, government, citizen action, local, general public and internal public.

For example, the employment standard of Yili Group: virtuous and talented.

Without virtue and talent

No virtue, no talent.

Without virtue and talent

2. Marketing macro-environment: the main social forces that threaten the market marketing opportunities and corporate environment. include

Population, economy, nature, science and technology, politics and law, social and cultural environment.

Social culture: refers to the sum of national characteristics, values, lifestyles, customs, religious beliefs, ethics, education level, language and writing of a country or region.

The three major cultural systems in the world: oriental culture, western culture and Islamic culture all shine with the brilliance of totem culture.

For example, different countries have different marketing etiquette: Japan, Britain, Germany, France, Italy, Indonesia and Saudi Arabia.

Case: Nanjing Panda Color TV

2. Social etiquette: personal basic etiquette, communication etiquette, China folk etiquette and foreign etiquette.

(B), the market purchase behavior analysis

1. Consumers can't make their own purchase decisions in a vacuum. Their purchase decisions are greatly influenced by cultural, social, personal and psychological factors.

(1) Cultural factors such as culture, subculture and social class have the most extensive and far-reaching influence on enterprise management, consumption psychology and consumption habits.

Case: American business delegation visited Taiwan Province Province.

(2) Social factors: refer to groups, families, social roles and status.

(3) Personal factors: lifestyle, personality, self-concept, age, occupation, economic status, etc.

(4) Psychological factors: personal motivation, perception, learning, beliefs and attitudes.

Abraham? Maslow's hierarchy of needs theory;

From low-level needs to high-level needs, in turn: physiological needs, security needs, social needs, self-esteem needs, self-realization needs.

2. Four factors of industrial product buyers' decision-making: environment, organization, interpersonal and personal factors.

3. Nine characteristics of the industrial market: small number of buyers, large scale, concentration, extended demand, inflexible demand, fluctuating demand, professional purchase, direct purchase, reciprocity and leasing.

4. Behavior types of industrial buyers: direct repurchase, modified repurchase and brand-new purchase.

5. Organizational market: the total demand for enterprise products and services formed by various organizations. Including: industrial market, middleman market and government market.

(C), market competition strategy analysis

Competitors: Other enterprises with similar products or services provided by this enterprise and the target customers of services are also similar.

1. Identify competitors-from both industry and market.

2. According to the competitive position of enterprises in the market, enterprises are divided into four types: market leaders, market challengers, market followers and market vacancies.

3. Six defense strategies of market leaders: position defense, flank defense, offensive defense, counterattack defense, mobile defense and contraction defense.

4. Five offensive strategies of market challengers: frontal attack, flank attack (the most effective and economical), encirclement attack, circuitous attack and guerrilla attack.

5. Market followers have three following strategies: short-distance following, long-distance following and selective following.

6. Market filler: The main strategy is specialized marketing.

Second, target marketing

Enterprises identify different groups of buyers, choose one or several of them as the target market, use appropriate marketing mix, and concentrate on serving the target market to meet the needs of the target market.

The reason why we can subdivide the big market faced by enterprises is basically because there are consumer groups with similar or similar needs to some extent.

1. Target marketing has three steps: first, market segmentation; Second, target market selection; Third, market positioning.

2. Target market: the customer groups with similar needs that the enterprise intends to invest and serve.

3. The basis of consumer market segmentation: geographical, demographic, psychological and behavioral variables.

4. The basis of industrial market segmentation is also: the scale of end users and customers.

5. There are three choices for an enterprise's target market strategy: undifferentiated marketing, differentiated marketing and centralized marketing.

6, enterprises choose the target market strategy, need to consider five main factors:

Enterprise resources, product homogeneity, market homogeneity, product life cycle, competitor strategy

7. Market positioning: In order to make the products produced or sold by enterprises obtain stable sales, it is necessary to cultivate certain characteristics and establish a certain market image for the products from all aspects, so as to form special preferences in the minds of customers.

Third, 4P combination

(1) products

Refers to anything that can be provided to the market to meet people's desires and needs.

1. The concept of product integrity includes five basic levels: core product (utility or benefit), formal product, expected product, extended product and potential product.

2. Products are divided into four categories according to consumers' shopping habits: convenience products, shopping products, special products and non-craving products.

3. Brand: the commercial name given by the seller to its products, usually consisting of words, marks, symbols, patterns, colors and other elements, as the symbol of the group.

4. Trademark: An enterprise enjoys the exclusive right to use a certain brand after being registered with the relevant government departments. Trademarks are intangible assets of enterprises.

5. CIS: refers to the use of the overall communication system to spread the business philosophy and spiritual culture of the enterprise to the relationships or groups around the enterprise.

It consists of three factors: business mental recognition (MI), business activity recognition (BI) and overall visual recognition (VI).

For example, Haier Group's "Haier"

6. Product life cycle: market life.

The product life cycle has four stages: introduction period, growth period, maturity period and decline period.

The marketing strategy of mature products: adjust the market, adjust the products and adjust the 4P combination.

(B), pricing strategy

1, pricing method:

(1), cost-oriented pricing method: A, cost-based pricing B, target pricing method.

(2) Demand-oriented pricing method: A. Cognitive value pricing method B. Reverse pricing method.

(3) Competition-oriented pricing method: A. Going with the market pricing method B. Bidding pricing method

2. Pricing strategies: (six strategies)

(1), discount and preferential pricing strategies: cash discount, quantity discount, function discount, seasonal discount, preferential strategies (trade-in, promotion discount).

(2) Regional pricing strategy:

Keywords FOB origin pricing, unified delivery pricing, regional pricing, basis point pricing, free freight pricing,

(3) Psychological pricing strategies: prestige pricing, mantissa pricing and solicitation pricing.

(4) Demand differential pricing: customer differential pricing, product form differential pricing, product location differential pricing and sales time differential pricing.

(5) New product pricing strategy: skimming pricing and penetration pricing.

(6), product portfolio pricing strategy:

Product line pricing, product selection pricing, supplementary product pricing, market segmentation pricing, by-product pricing, product series pricing.

(3), distribution strategy

1. Distribution channel: refers to all enterprises and individuals who have obtained or helped transfer the ownership of goods and services in the process of transferring goods and services from producers to consumers. Including:

A, producer b, businessman middleman c, agent middleman d and final consumer.

2. Distribution channel types: zero-order channels-direct distribution channels (industrial products, fresh food, mail order, television, telephone), first-order channels, second-order channels and third-order channels.

3. Width of distribution channels: centralized distribution, selective distribution and exclusive distribution.

4. Integrate the channel system:

(1) Vertical channel system: A, company type B, management type C and contract type.

(2) Horizontal channel system: horizontal combination.

(3) multi-channel system

5. Logistics: the business activity of effectively arranging the storage, management and transfer of goods, so that the goods can reach the specified place within the specified time.

For example: FedEx

6. Supply chain management: integrate different functional areas within an organization, and strengthen the logistics management system from direct strategic suppliers to final customers through manufacturers and distributors. This is an advanced management mode and an important way to enhance the core competitiveness of enterprises.

7. Development trend of modern logistics industry: industrialization, specialization, scale, networking, automation and internationalization.

8. Various theories about logistics:

Logistics "Black Continent" Theory

"Logistics Iceberg" Theory

Theory of antinomy of interests

Theory of the third profit source

9. Logistics system: a mechanism to provide the best possible customer service at the lowest possible total logistics cost.

(4) Promotion strategy

Promotion: It is an activity and process that an enterprise communicates information with potential customers by means of personnel promotion and non-personnel promotion, which triggers and stimulates customers' desire to buy, and causes them to buy.

1. Promotion combination: properly select promotion methods such as advertising, promotion, publicity and personnel promotion.

2. Factors affecting the promotion mix strategy:

Determining the promotion mix is essentially a problem for enterprises to allocate the promotion budget reasonably among various promotion tools, and five factors need to be considered:

(1), product type: a, consumer goods: advertising, promotion, personnel promotion, publicity.

B industrial supplies: personnel promotion, promotion and advertising.

(2), push-pull strategy:

(3) Different promotion objectives (building awareness, understanding, trust and purchase) will lead to different promotion tools.

(4) Four stages of product life cycle:

(5), economic prospects:

3. Methods of determining advertising budget: A. Do what you can b. Percentage of sales c. Competitive equivalence method.

D, target task method

4. Corporate media planners must consider four factors when choosing advertising media types:

A, target audience's media habits B, product characteristics C, information type D, and cost

5, personnel sales promotion: face-to-face talk sales promotion.

6, the characteristics of personnel marketing:

(1) Pay attention to interpersonal relationships

(2) Greater flexibility

(3) strong pertinence and less ineffective labor

(4) Potential exchange can be realized and actual sales can be generated.

(5) It is beneficial for enterprises to understand the market and improve the decision-making level.

(6) It is often used in fierce competition, and it is also suitable for promoting those expensive and complicated products.

(7) However, due to the high cost, it is often difficult for enterprises to find talented salespeople.

For example: negotiation skills

7. Salesperson is one of the most productive and expensive assets of an enterprise.

There are usually three methods to design the size of sales team in enterprises: sales percentage method, decomposition method and workload method.

8, sales staff management:

(1) Selection of sales staff:

Empathy: be good at thinking from the customer's point of view and let customers accept themselves.

Self-confidence: Let customers feel that their purchase decision is correct.

Challenge ability: the psychology of taking all kinds of objections, rejections or obstacles as challenges.

Self-motivated: Have a strong desire to complete sales tasks.

(2) Training of sales staff

(3) Motivation of sales staff

Methods: Sales quota and commission system.

(4) Evaluation of sales staff

9. Promotion: various marketing activities that stimulate consumers to buy and benefit dealers.

10. Publicity: Enterprises do not spend money to publish important business news or favorable reports, exhibitions and performances in the media to stimulate customers' demand for enterprise products.

Fourth, the management of marketing activities

(A), marketing plan and organization

1, marketing plan content:

1) manager's summary: let the top management quickly grasp the key points of the plan.

2) Marketing status: provide background data related to market, products, competition, distribution and macro environment.

3) Opportunity and problem analysis: summarize the main opportunities and threats outside the enterprise, the advantages and disadvantages of OTSW inside the enterprise, and the main problems that must be paid attention to in the plan.

4) Objectives: Determine the objectives to be achieved in the planned area, such as sales volume, return on investment, market share and profit.

5) Marketing strategy: the marketing method adopted to achieve the planned goal.

6) Action plan: What to do, who will do it, when to do it, and how much it will cost.

7) Expected income statement: an overview of the planned expected financial income.

8) Control: Explain how to monitor the plan.

2. Modern Marketing Department

general manager

Vice president of marketing

Sales manager, marketing manager

Other marketing functions of the sales team

3. Marketing organization type:

A. specialized organizations: functions, products, markets, geography,

B. structural organization: pyramid type and matrix type.

(2), marketing execution and control

1, Six Steps of Marketing Execution Process:

Make an action plan

Establish an organizational structure

Design decision-making and reward system

develop human resources

Building enterprise culture:

Determine the management style

Corporate culture: refers to the value standards, basic beliefs and codes of conduct held and followed by all personnel in the enterprise.

Enterprise culture plays a decisive role in the leadership style of enterprise management thought and the working attitude and style of employees.

Corporate culture includes five elements: corporate environment, values, role models, rituals and cultural networks.

Values: refers to the code of conduct and basic beliefs of enterprise employees, and is the core and soul of enterprise culture.

2. Marketing control: check the implementation of the plan to see whether the plan is in line with the actual situation, find out the reasons, and take appropriate measures and correct actions to ensure the completion of the marketing plan.

: annual plan control, profitability control, efficiency control and strategic control.

Efficiency control: a) sales staff efficiency control, b) advertising efficiency control, c) promotion efficiency control, d) distribution efficiency control.

3. Marketing audit: A comprehensive, systematic, independent and regular inspection of the marketing environment, objectives, strategies, organizations, methods, procedures and businesses of an enterprise, so as to identify difficulties and opportunities, and put forward suggestions on action plans to improve the marketing management effect.

The third part is marketing ethics and new marketing concepts.

First, marketing ethics

1, Morality: It is the sum total of the behavioral norms of a certain society to adjust the relationship between people and between individuals and society. 2. Marketing ethics: the sum of behavioral norms that adjust the relationship between enterprises and all stakeholders.

3. The marketing ethics in China traditional culture: benevolence, righteousness, courtesy, wisdom and faith.

4. Ethics in product strategy: product is the most important controllable factor in enterprise marketing. Providing consumers with truly high-quality products is the most basic social responsibility of enterprises.

5. Corporate social responsibility: protecting consumers' rights and interests, protecting social interests and development, and protecting social natural environment.

6. Social responsibilities or obligations that enterprises should bear in the activities of protecting consumers' rights and interests:

(1) Consumers have the right to obtain safe products and services.

(2) Have the right to obtain sufficient information about products.

(3) the right to choose products freely

(4) Have the right to appeal.

7. Countermeasures to improve corporate ethics and social responsibility:

(1), optimize the marketing environment.

(2), shaping excellent corporate culture

(3) Develop marketing ethics.

(4) Pursuing the concept of social marketing

Second, the new marketing concept

(1) Customer Relationship Management CRM: It is a market-oriented enterprise marketing concept, and it is a solution to integrate and electronically manage customer information by using CRM system to improve customer satisfaction and loyalty.

(2) Cross-selling: it is an important application field of CRM. With the help of CRM, it is a new marketing method to discover the needs of existing customers and sell various related services or products by meeting their needs.

Premise: The enterprise knows who the customer is, what products or services it has purchased, and what specific consumption attributes it has.

Core: the application of database

Key: Effective communication with specific customers.

The result: more sales and profits.

(3) Green marketing: refers to the marketing activities aimed at promoting sustainable development and realizing the unification of economic interests, consumer demand and environmental interests.

Origin: Consumers' Demand for Green Consumption

Material Guarantee: Green Technology

(d) Integrated marketing: firstly, different marketing functions must work together, and secondly, the marketing department must coordinate with other enterprises.

1. The enterprise has changed from the previous 4P to 4C: ① consumer-demand and desire, ② cost-cost of obtaining satisfaction, ③ convenience-convenience of purchase, ④ communication-communication with users.

2. 5R theory replaces 4C: ① correlation-what customers need, ② acceptance-when customers want to buy, ③ reactive response-how enterprises respond to demand, ④ recognition of returns-the position of enterprises in the market, and ⑤ relationship-mutual promotion between buyers and sellers.

(e) Relationship marketing-the core is relationship.

(6) Network marketing: the marketing process of using Internet technology to meet the needs of customers to the maximum extent, so as to open up the market and increase profits.

Features: timeliness, personalization, changes in the category and status of target customers, low purchase cost, more rational shopping, and the need for advanced information technology.