市场营销指南——识别与理解客户、市场细分、研究与推广策略.pdf

GCSEBusiness5

Marketing

Index

Marketing–1

Identifyingandunderstandingcustomers–2

Marketsegmentation-4

Marketresearch–17

Themarketingmix-36

Product-43

Price-66

Promotion-78

Place-115

Acknowledgements-132

GCSEBusiness•Marketing

Marketing

Marketingisaveryimportantfunctionforanybusiness.Marketingistheprocessina

businessofidentifyingcustomerneedsandsatisfyingthoseneedsataprofitinsuchaway

thatthecustomerwillbuytheproductorserviceagainandagain.Inotherwords,itistheart

ofmakingitaseasyaspossibletogetpotentialcustomerstobuyproductsandservices.

Inaverycompetitiveanddynamicbusinessenvironment,marketingisimportanttothe

wholebusiness,aswithoutitthebusinesswillbeunabletosellitsproductsandservicesata

profit.

Marketinginvolvesthefollowingactivities:

•findingoutwhoyourcustomersare–knownasmarketsegmentation

•findingoutwhatyourcustomerswant–knownasmarketresearch

•producingaproductorservicethatmeetstheirneeds

•calculatingapricethatcustomerswillpay

•promotingtheproductorservicetopersuadecustomerstobuyit

•makingtheproductorserviceavailabletobuyattherightplace

Explainwhythefollowingproductsandserviceshavetobemarketed:

•anewmovietobeshownincinemas

•mobilephones

•asofaretailercarryingoutasale

•alocallyownedandindependentfastfoodoutletlocatedonabusystreet

Whichofthefollowingactivitieswouldthemarketingfunctionofabusinesscarryout?

•selectingtherightmaterialstomakeaproduct

•decidingonthetypesofproductsabusinesswillselltoitscustomers

•designingatelevisionadvertisingcampaign

•payingbillstosuppli