第四讲：市场营销.docx

MarketingMarketing is about communicating the value of a product, service or brand to customers or consumers for the purpose of promoting or selling that product, service, or brand. The oldest – and perhaps simplest and most natural form of marketing – is word of mouth (WOM) marketing, in which consumers convey their experiences of a product, service or brand in their day-to-day communications with others. These communications can of course be either positive or negative.In for-profit enterprise the main purpose of marketing is to increase product sales and therefore the profits of the company. In the case of nonprofit marketing, the aim is to increase the take-up of the organizations services by its consumers or clients. Governments often employ social marketing to communicate messages with a social purpose, such as a public health or safety message, to citizens. In for-profit enterprise marketing often acts as a support for the sales team by propagating the message and information to the desired target audience.Marketing techniques include choosing target markets through market analysis and market segmentation, as well as understanding consumer behavior and advertising a products value to the customer.From a societal point of view, marketing provides the link between a societys material requirements and its economic patterns of response.Marketing satisfies these needs and wants through the development of exchange processes and the building of long-term relationships.Marketing can be considered a marriage of art and applied science (such as behavioural sciences) and makes use of information technology.Marketing is applied in enterprise and organisations via marketing management techniques.Marketing mixThe marketing mix was proposed by professor E. Jerome McCarthy in the 1960s.It consists of four basic elements called the four Ps. Product is the first P representing the actual product. Price represents the process of determining the value of a product. Place represe