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Talking about the concept and function of marketing

编辑: 毕业论文 Release time: 2016-08-18 Editor: Graduation thesis

Abstract: The status of marketing in enterprises is undoubtedly particularly important. The article mainly explains the concept of marketing. Based on this, it explains the convenient functions of marketing and the functions of market demand detection. Any enterprise has inextricable links with the market. As a unit in the market system, an enterprise can only survive and develop if it maintains input-output relationships with the market system and performs material, labor, and information exchange or replacement. The market is not only the starting point and end point of an enterprise's production and operation activities, but also the transmission and medium for establishing cooperative and competitive relationships with the outside world. It is also a judge of the success and failure of an enterprise's production and operation activities. Understanding the market, adapting to the market, controlling the market, and coordinating corporate activities with social needs are the core and key of corporate marketing activities.

Keywords: marketing; function

First, the concept of marketing

In western countries, not only do companies believe that marketing activities exist, but also the activities of organizations and groups in the social, political, legal, cultural and other fields also have something in common with marketing. The application of marketing has actually exceeded the economy The scope of the activity. In this way, "marketing" has a most general definition: any business or organization for the purpose of profit or not profit adapts to the changing environment and the dynamic process of responding to the changing environment. It is necessary to understand the marketing of an enterprise according to this definition, but it is too abstract and general.

Modern marketing believes that sales promotion is an integral part of marketing activities, but not the most important part; sales promotion is one of the functions of corporate marketers, but not the most important function; if companies do a good job of marketing research, understand purchase According to the needs of buyers, design and produce marketable products in accordance with the needs of buyers, and at the same time reasonably set prices and do marketing work such as channel selection and sales promotion, then these products can be sold smoothly.

The American Marketing Association (AMA) Definition Committee gave marketing a definition in 1960: "Marketing is the process of business activities that guides the flow of goods and services from producers to consumers or users." The understanding of "marketing = sales (selling)" has gone a step further, but it is still too narrow, and still cannot comprehensively and accurately describe the entire process of marketing activities of modern enterprises. In fact, in order to occupy the market, expand sales, and achieve the expected goals of the enterprise, the company not only conducts economic activities that lead to consumers or users, but also performs "prenatal activities" (such as market research, product development) ) And "after-sales activities" (such as after-sales service, collection and reflection). That is to say, marketing activities include the after-sales activities of enterprises after the end of the circulation process, not only taking the customer as the end point of the entire process, but also the customer as the starting point of the entire process.

From this point of view, the so-called marketing is the process of business activities aimed at meeting consumer needs and achieving corporate goals in a changing market environment, including market research, target market selection, product development, product pricing, channel selection, and product promotion. , Product storage and transportation, product sales, provision of services and a series of market-related business operations. The qualitative nature of the marketing process is the commodity exchange process.

To understand the definition of marketing, grasp the following:

1. The theme of a marketing campaign is that the marketer is the business. Enterprises are active and active parties in the exchange, and do everything possible to facilitate the exchange. In other words, companies are doing everything possible to sell their products, not consumers are trying everything to buy.

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