HND市場(chǎng)學(xué)資料總結(jié)

1、1、Marketing is the process of creating, distributing, promoting, and pricing goods and services to satisfy customers demand at a profit. Marketing concept is a philosophy that an organization should try to satisfy customers needs through a coordinated set of activities that also allows the organizat

2、ion to achieve it goal.Firstly, we should go out to do market research and finds out what the customers needs and wants are, be orientated to the customer, and then we research and develop new products in order to satisfy the customers, whilst we offer the right marketing mix of product, place, pric

3、e and promotion, the customers get satisfied and good after-services eventually. The organization should offer a set of satisfying product in acceptable price to customers accompanying popularization activities. Then, through marketing concept to motivate customers buy goods. Organization with this

4、view of business recognize that key to success lies in finding out who its customers are and what they want, then finding a profitable way of satisfying those wants more successfully than their competitors.The marketing concept encourages organization to focus on the market, be orientated to the cus

5、tomer, co-ordinate all the business functions to serve the identified needs of the customer and therefore produce profits.2、The Microenvironment can be defined as the forces close-related to the company and have an influence on their customers. It includes all the factors which lie outside the compa

6、ny boundaries. Such as the market channel firms, publics and competitors. For Britvic, their biggest competitor is Coca-Cola Enterprise Ltd. In addition, distributors also play an important role in this case, because Britvic supplies a wide range of products to approximately 200000 outlets across th

7、e county. UKs poorest customers need an affordable source of Vitamin C, so Britvic designed bottle fruit juices for them.The Microenvironment consists of the large forces which affect the way in which an organization operates and over which the organization has little or no control. It is known as t

8、he acronym PEST, standing for Political/Legal, Economics, Social cultural and Technological. For Britvic, the great depression is the economic environment, in those days the soft drinks sales are declined. The new rules on television advertising of food and drink to children aged fewer than 16 is a

9、political environment which has led to the use of non-television campaigns. The technological factor is Britvic Company using a combination of poster, radio and advertisements in the Daily Record to raise brand awareness and promote sales of Tango. Social cultural factor is since 2000, health awaren

10、ess has driven demand within the soft drinks market.3、Marketing research can be defined as the systematic design, collection, interpretation, and reporting of information to help marketers solve specific marketing problems or take advantage of marketing opportunities.Through the market research, the

11、 research information can help Britvic company stay in touch with customers changing attitudes and purchase patterns and in a timely to adjust to satisfy customers demand. It can Assists Britvic company in better understanding market opportunities and Determines the feasibility of a particular marke

12、ting strategy. Help the Britvic Company in the development of marketing mixes and to match the needs of customers. And Improves Britvic company marketers ability to make decision. Market information is the effective way to improve Britvics economic benefit, can also lower the risks.4、The Britvic com

13、pany through the primary research and secondary research to obtain information, the method of primary research have qualitative and quantitative.Qualitative research concerns the gathering of information which can be interpreted in a number of ways, for example peoples views and attitudes. The main

14、qualitative research techniques used are: group discussions; focus groups; in-depth interviews.When the Britvic Company has just founded, it can using the method of group discussions to collect information about new product development, because this method can produce more information, usually not s

15、tatistical-more opinions and individuals thought.Quantitative research on the other hand seeks to establish statistical information about the subject matter. The main research techniques include: observation; experimental research; survey. It can use the method of survey to collect information, for

16、example: face-to-face and telephone surveys. Through the in-depth interviews, Britvic Company can know about consumers who buy their drinks about their preference on different kind of drinks.The methods of secondary research have internally and externally, the internal sources include: sale history,

17、 distribution outlet, average order cost and so on; the external sources include: the government websites, libraries, newspapers and journals etc.Britvic Company can through the telephone survey to obtain information, because this method is fast, low cost, high response rates, wide range, and inform

18、ation is high value, Britvic Companies can quickly know customers demand for beverages, and formulate the corresponding strategy.5、Market segmentation is marketers through market research, according to consumers needs and desires, purchase behavior and buying habits and other aspects of difference,

19、Put a product market as a whole is divided into several consumer group of market classification process. Every consumer group is a market segment, each segment of the market is with similar needs tendency of consumer groups.Process:Step1: identify the appropriate targeting strategy: segment the tota

20、l market into groups with similar products, focusing on a single market segment, determine the market needs.Step2: determine which segmentation variables to use: segmentation variables is characteristics of individuals, groups, or organizations used to divide a market into segments, it includes: dem

21、ographic variables, Geographic variables and psychological variables, behavioral variables. Choose segmentation variables according to the consumer needs as the target markets. Step3: develop market segment profits: it covers demographic characteristics, geographic factors, benefits sought, lifestyl

22、es, brand preferences, and usage rates, through these ways, to obtain market profits.Step4: evaluate relevant market segment: Through the market potential and company sales potential sales to estimate the market sales, measuring sales potential, assess the competition, and cost assessment.Step5: sel

23、ect specific target markets: Positioning customers, determine their requirements, as well as does the firm have the ability to compete effectively, finally, Choose the right target markets. HYPERLINK app:ds:benefit t Benefit：Through market segmentation organizations can understand costumer needs, ac

24、cording to different target market，develop proper marketing mix and increase market share.Case: For Britvic, their target market is divided by age group. They designed the Tango Clear with no added sugar for older consumers. The Britvic also choose poor people as their target consumers and designed

25、bottle fruit juices. 6、The Marketing Mix is an importantpart ofcorporatemarketing strategy, Controlled enterprise marketing measures to form a holistic activity. The main purpose of marketing is to meet the needs of consumers.Product: is anything that can be offered to a market for attention, acquis

26、ition, use or consumption that might satisfy a want or need. It includes physical objects, services, persons, places, organizations and idea.Product mix refers to the total group of products that an organization makes available to customers.Britvic has two product lines which mean the width of Britv

27、ic is two. The one is carbonate drinks and the other is still drinks. Britvics product line width is quite few, only two production lines; the depth has a lot of product brands, the carbonates have eight brands, the stills have eleven brands. So, product has good compatibility, consistency and conti

28、nuity.Every product has a limited period of popularity in the marketplace is called Product Life Cycle. It has four stages: introduction, growth, maturity and decline. Britvic is began as little more than a home business in the mid-nineteenth century is its introduction, during this period of time i

29、t produce all kinds of soft drinks and found a way to bottle drinks, the Britvic brand was formally launched. After, Britvic buy the tango brand from Beechams and acquire the UK franchises of Pepsi and 7Up, and acquired the UK and Irish rights of the energy drink Red Devil in 2002 is its growth stag

30、e. Britvic places strong emphasis on brands and creating brand loyalty and in 2009 has gained market share across all major categories, this its maturity stage. 2008 is the decline of Britvic because of the economic downturn. Their soft drinks sales are resilient. Price: is one of the most flexible

31、elements of the marketing mix as it is very easy to change. It will be affected by consumers, the trade and the competition.The pricing is very importance. A product has most readily changeable characteristic (under favorable circumstance), and it relates directly to generation of revenues and quant

32、ities sold. A key component of the profit equation, having strong effect on the firms profitability. It has symbolic value to customers-prestige pricing.The importance of reasonable pricing: The type of product, target market and purchase location is important for price. Reasonable pricing helps cus

33、tomers differentiate a product from competing brands, guides marketers in their evaluation of the importance of price to the consumer, it is a combination of products price and quality attributes.定價(jià)方法：Reference pricing：pricing a product at a moderate level and positioning it next to a more expensive

34、 model or brandPrestige pricing: setting prices at an artificially high level to convey prestige or a quality image.Price lining: setting a limited number of prices for selected groups or lines of merchandise.定價(jià)影響因素：One of the factors by Competition: because competition could Changes an industrys ma

35、rket structure and create pricing opportunities Britvic Company have many competitor, Competitors will reduces price for commodity to gain market share, so the Britvic Companys sales amount could be affected. It should Judging “compactors responses to adjusting prices and Pricing to match competitio

36、ns priceOther factor is Legal and regulatory issues: because Price controls intended to curb inflation, nations could set/regulate prices for specific products, Regulations and laws to prohibit price fixing, and deceptive and discriminatory pricing. So Britvic Company should pricing in the legal lim

37、ited. PlaceIt is one of the important elements in the marketing mix. The marketing channels create utility, such as: time utility, place utility and possession utility. It have products available when the customer wants them, and making products available in locations where the customers wish to pur

38、chase them. In addition to, the customer has access to the product to user or to store for future use. HYPERLINK app:ds:channel t Channel HYPERLINK app:ds:of t of HYPERLINK app:ds:distribution t distribution:The first sales channels: Producers through industrial distributors supply the products to t

39、he organizational buyer.Industrial distributors are an independent business that takes titles to business products and carries inventories.Its advantages: perform needed selling activities in local markets; industrial distributors are aware of local needs and can pass market information on to produc

40、ers; it can reduce produces capital requirements by holding inventories for local markets.It disadvantages: it difficult to control; have many competing brands; less likely to handle bulky and slow-selling items and lack of technical knowledgeThe second sales channels: Producers through agents suppl

41、y the products to the organizational buyer.Agent is an independent businessperson who sells, on commission, the complementary products of several producers, dose not take title to or hold inventories.Its advantages: agents possess technical and market information; it has an established set of custom

42、ers; and serves as a substitute for a sales force.Its disadvantages: it difficult to control, concentration on only large accounts, and sale focus limited to commission-related activities.影響因素:One of factor:Marketplace: a major factor in channel decision must be the marketplace in which an organizat

43、ion is operating. Britvic companys competitors take their products to market, Britvic need know the optimum number and location of the outlets, whether it is necessary to deal with intermediaries or not are all pertinent questions which need answering before a successful channel strategy can be impl

44、emented. Britvic supplies a wide range of products to approximately 200,000 outlets across the country. These include all the leading supermarkets, local shops restaurants, pubs, hotels and cinemas.Other factor is:Dynamic environment: all business environments change over time, whether its new compe

45、titors or products entering the market, new technology or new legislation. All of these factors must be monitored and taken into account when choosing a channel strategy. It can highlight serious implications for channel strategy. Britvic Company affected by Political, economic, technological and so

46、cial cultural factors, these factors are uncertain, affect the companys sales Promotion Integrated marketing communications is coordination of promotion and other marketing efforts for maximum informational and persuasive effect, major goal is to send a consistent message to customers. It decreased

47、use of mass media advertising and the database marketing provides more precise targeting of customers; it has more broadly diversified suppliers of advertising, also increased management demands for returns on investments in marketing efforts.Promotion is that communication to build maintain relatio

48、nships by informing and persuading one or more audiencesOverall role of promotion is to stimulate demand, it can building and enhancing customer relationships; Focusing customers on information about company activities and products, in addition to, it Promoting programs that help selected groups to

49、build goodwill and sponsoring special events that generate positive promotion of an organization and its brands促銷方法：One of promotion: Advertising is a paid nonpersonal communication about an organization and its products transmitted to target audience through mass media. Its extremely cost efficient

50、 in reaching a large audience and it can repeatable several times and in several media market, it also adds value to a product and enhances a firms image.Other promotion:Personal selling is a paid personal communication that seeks to inform customers and persuade them to purchase products in an exch

51、ange situation. It is a more specific form of advertising, has greater impact on consumers and provides immediate feedback. But it also is an expensive form of advertising and labor intensive and time consuming.影響因素：One of factor: promotion objective Promotion objective is the important factors that

52、 affect Britvic companys promotion decisions; it a limited promotional budget affects the number and type of promotion mix components affordable to a firm. Each promotional tool has unique features and cost. In order to extend the summer peak sales period Britvic advertise combine poster, radio and

53、advertisements in the Daily Record. Other factor: characteristics of the target marketMarket size, geographic distribution, and demographics help the Britvic Company dictate to choice promotion methods. If the companys potential customers less, Britvic can use personal selling, if the company has la

54、rge number of potential customers, the BritvicShould use advertising to publicity.7、People play an important role in offering service; the customers satisfaction is intrinsically linked to the service provider. Everyone is involved in the process of consumption directly or indirectly. Such as custom

55、er, waiter or usher. The restaurant inspired staffs enthusiasm to meet customers demands. If the customers are satisfied with your service, it may have a positive effect on the development of your company. For the Restaurant, the Restaurant assistants attitude may have an effect on the customers. So People is very important in the marketing strategy.Processes mean caring about the quality; involve looking at the