A brief introduction to marketing, what are the contents of marketing

The three main elements of marketing.

1. Products (including all tangible and intangible products).

The product referred to here refers not only to the intuitive (physical) meaning of the product, but also to the intangible or social and psychological meaning of the product. In fact, a mature product will inevitably carry a deep marketing imprint, which is the result of continuous feedback and continuous digestion and continuous improvement of the product in the marketing stage. From the perspective of the actual effect of marketing, the positive role played by the use value and extension of the product itself in marketing has begun to be greater than the positive role played by the market of the product.

Therefore, the product is the first element of marketing.

2. Channels (channels).

Since its own product sales history and mastered the channel, the marketing has been successful.

3. (Advertising, publicity).

** is inseparable from the above two elements. It must be an extension and necessity of the above two elements. In order to impress dealers, we can promote the product before it enters the channel, and create a product demand space and demand atmosphere.

Similarly, in order to maintain a healthy movement of the pathway and effectively use the ** cost, it can also be advertised after the product enters the channel. These two methods are not absolutely separated, and they are not something that can be used at will.

1.Marketing is an applied discipline based on economic science, management, scientific behavior, and modern science and technology. Marketing is a core way of thinking for modern people. It is also a powerful tool for management.

2.Marketing can be understood in a general sense as a human activity related to the market.

3.Simple marketing system: buyers and sellers are connected by four links; The seller invests goods and services in the nuclear market and communicates with the market.

Buyers pass money and credit to consumers' attitudes and consumption data back to the industry; The inner ring represents the exchange of money and goods, and the outer ring represents the exchange of information.

4.The basic purpose of marketing is to obtain customers, retain customers and enhance customer exchange is the core of marketing, and the basic business of marketing is to achieve exchange, continuously create, disseminate and deliver customer value and manage customer relationships. Whether the exchange process can be carried out smoothly and with high performance depends on the degree to which the products and value created by the marketer meet the needs of customers, and the level of management of the exchange process.

1. Service marketing.

A service is an activity, benefit or satisfaction that is used or connected with a product.

2. Experiential marketing.

The formation of a buyer's market has given some new characteristics to consumer demand. In terms of consumption structure, the proportion of emotional consumption has increased; In terms of content, the demand for personalization has increased; In terms of value goals, more attention is paid to the feelings when receiving products.

3. Knowledge marketing.

In the era of knowledge economy, the focus of enterprise management will shift from production to research and development, and from the management of tangible assets to the management of knowledge. At the same time, the marketing method of enterprises will inevitably turn to a higher level, that is, knowledge marketing will become an important marketing method for enterprises to obtain the market.

4. Emotional marketing.

Emotional marketing is to take the personal emotional differences and needs of consumers as the core of the company's brand marketing strategy, and achieve the company's business disapproval goals with the help of emotional packaging, emotional advertising, emotional word-of-mouth, emotional design and other strategies.

5. Educational marketing.

Marketing in the beauty industry has always been closely related to education and training. From the rise of beauty technology training in the early 90s, the popularity of beauty concept training in the late 90s, to the expansion of beauty culture education today.

Brief introduction to the main content of "Marketing Planning": Marketing planning is the most essential part of the marketing discipline, the most cutting-edge marketing activities in the era of knowledge economy, and the integration of high-tech, market innovation, investment risk and business wisdom. The difficulty of marketing is that it is strongly constrained by resources.

Marketing planning is to use win-win marketing strategies, tactics and skills to integrate vertical and horizontal resources through in-depth understanding and analysis of business projects, under the guidance of strategic interests, so as to maximize the creation of wealth for the society and create profits for the enterprise. Provide benefits to participants. Under the conditions of modern market economy, marketing planning is one of the most common economic activities.

Marketing Planning mainly discusses and analyzes marketing planning from the actual situation of enterprise marketing activities.

Marketing Planning" has a total of 11 chapters, the main content of which is from the new perspective of marketing planning, philosophical thinking, path, strategy, strategy, skills, etc., in-depth analysis and discussion of the whole process of marketing planning marketing strategy planning, market research planning, product planning, brand marketing planning, distribution channel planning, customer satisfaction strategy planning, network marketing planning, customer relationship management marketing planning, chain management planning.

Marketing Planning can be used as a textbook for undergraduate students majoring in finance and economics, a reference book for intermediate marketing managers, and a professional learning reference book for MBA students. Through the study of marketing planning, understand how marketing enters practice from marketing theory, achieves the goal of maximizing corporate profits in the process of creating value for customers and achieving customer satisfaction, and continuously innovates and improves the scientific, feasible and systematic marketing planning in practice. Marketing planning is the bridge between marketing theory and marketing practice, which emphasizes science, system, practice, practice and efficiency.

Through the study of "Marketing Planning". Understand and understand the basic concepts, basic methods, main strategies and tactics of marketing planning, as well as the latest strategies and skills of marketing planning.

According to the strategic objectives of the brand enterprise, the marketing object is effectively guided, and finally the behavior mode that the enterprise hopes to achieve.

Marketing Strategy"Explanation in the reference book:

According to its marketing strategy, enterprises adopt specific implementation plans, methods and countermeasures in packaging, pricing, distribution, after-sales service and other aspects of their products (or services).

Marketing Strategy"Explanation in the academic literature:

1. Marketing strategy refers to the marketing mix of enterprises in order to meet the needs of consumers and users, on the basis of investigation and analysis of the market, products and consumers, so as to achieve the purpose of selling goods and obtaining profits.

2. Marketing strategy refers to the process of comprehensive planning of product sales activities on the basis of investigation and analysis of the market, products and consumers in order to expand sales and increase market share, and according to the needs of market customers.

However, at different stages, the purpose of the enterprise to achieve while marketing has different aspects, such as:

1. When the brand is first launched, he mainly wants you to leave an impression (whether it is a manufacturer or a brand under the company), and you don't necessarily remember its advantages and disadvantages. For example, in the early days of Brain Platinum, I believe that you and I can remember the advertising slogan.

Another example: when China Mobile launches a new service (3G) at the domestic advanced level, the purpose is to let you know 3G. Another example:

Now Hongta, Double Happiness, Yuxi and other cigarette group enterprises as the main business, their advertising is more difficult for ordinary people to understand, "people are high and people are the peak", ordinary people simply can't understand, but the purpose of these corporate marketing is very clear, the purpose is to let some people feel the quality of the enterprise, the quality of the brand and the superiority of the use of the brand.

2. After the brand has laid a certain foundation, his purpose is mainly to extend the brand, where it will derive advertising forms such as functions, services, and efficacy, such as: washing products, whether new or old brands, are to show their brand names, main functions or discounts in an advertisement. Another example:

The same is true for health products. Another example: cosmetics.

They are all looking to quickly open up the market and build brand awareness in a short period of time.

3. When the brand is relatively aging, his purpose is to create a new market impact, such as: Wang Laoji, its change can be said to be thorough, no matter from the consumer market, the product itself, etc., and finally use a new set of image for promotion, and then achieved great success. Such as:

BMW, in China, has gradually transitioned from facing the top people to facing the elite, from manufacturing the top series to the top and mid-to-high-end synchronization. It can be said that their purpose is to change the image in your mind, and to give you a new perspective impact in advertising.