市場學Essay參考案例：The Importance of Marketing
本文是市場學專業的留學生Essay范例，題目是“The Importance of Marketing（營銷的重要性）”，營銷是向顧客傳達產品或服務價值的過程。營銷的另一個定義是公司與購買和銷售產品或服務相關的活動。它包括廣告、銷售和運送產品給人們。在公司營銷部門工作的人試圖通過標語、包裝設計、名人代言和媒體曝光來吸引目標受眾的注意。營銷的四個“p”是產品、地點、價格和促銷。
Marketing is the process of communicating the value of a product or service to customers. Another definition of marketing is the activities of a company associated with buying and selling a product or service. It includes advertising, selling and delivering products to people. People who work in marketing departments of companies try to get the attention of target audiences by using slogans, packaging design, celebrity endorsements and general media exposure. The four ‘Ps’ of marketing are product, place, price and promotion.
Marketing Mix is one of the most fundamental concepts in marketing management. For attracting consumers and for sales promotion, every manufacturer has to concentrate on four basic elements/components. These are: product, pricing, distributive channels (place) and sales promotion techniques. A fair combination of these marketing elements is called Marketing Mix.
The Marketing concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition. Today most firms have adopted the marketing concept, but this has not always been the case. In 1776 in the Wealth of Nations, Adam Smith wrote that the needs of producers should be considered only with regard to meeting the needs of consumers. To better understand the marketing concept, it is worthwhile to put it in perspective by reviewing other philosophies that once were predominant. After world war II the variety of products increased and hard selling no longer could be relied upon to generate sales. With increased discretionary income, customer could afford to be selective and buy only those products that precisely met their changing needs , and these needs were not immediately obvious.
1.0 Introduction (Q1)介紹(第一季度)
Marketing Mix is one of the most fundamental concepts in marketing management. For attracting consumers and for sales promotion, every manufacturer has to concentrate on four basic elements/components. These are: product, pricing, distributive channels (place) and sales promotion techniques. A fair combination of these marketing elements is called Marketing Mix. It is the blending of four inputs (4 Ps) which form the core of marketing system. This marketing mix is marketing manager’s tool for achieving marketing objectives/targets. He has to use the four elements of marketing mix in a rational manner to achieve his marketing objectives in terms of volume of sales and consumer support. Marketing mix is the combination of four basic elements/ingredients under one head. Product itself is the most important element of marketing mix. Price, place and promotion are the other supporting elements. Marketing mix indicates an appropriate combination of four Ps for achieving marketing objectives.
營銷組合是營銷管理中最基本的概念之一。為了吸引消費者和促進銷售，每個制造商都必須專注于四個基本要素。這些是:產品、定價、分銷渠道(地點)和促銷技巧。這些營銷元素的合理組合被稱為營銷組合。四種輸入(4ps)的混合構成了營銷系統的核心。這種營銷組合是營銷經理實現營銷目標的工具。他必須以合理的方式使用營銷組合的四個要素，以實現他在銷售量和消費者支持方面的營銷目標。營銷組合是四個基本要素/成分在一個標題下的組合。產品本身是營銷組合中最重要的元素。價格、地點和促銷是其他支持元素。營銷組合指的是四個p的適當組合，以實現營銷目標。
2.1.1 Question 1
Definition of marketing mix for every businessman is putting the right product in the right place, at the right price, at the right time. Marketing is a planned that mix of the controllable elements of a product’s marketing plan commonly termed as 4Ps: product, price, place, and promotion. These four elements are adjusted until the right combination is found that serves the needs of the product’s customers, while generating optimum income. Every business enterprises have to determine its marketing-mix for the satisfaction of needs of the customers. Marketing mix is a very useful tool for every firms or companies.
Product 產品
A product is seen as an item that satisfies what a consumer needs or wants. It is a tangible good or an intangible service. Intangible products are service based like the tourism industry, the hotel industry and the financial industry, in other words to explain, can feel it but can’t touch it. Tangible products are those thing that can touch or physical existence.
產品被看作是滿足消費者需要或想要的東西。它是有形的商品或無形的服務。無形產品是以服務為基礎的，就像旅游業、酒店業、金融業，換句話說就是能感覺到卻摸不到。有形產品是指那些可以觸摸或物理存在的東西。
Product-mix involves planning, developing and producing the right types of products and services to be marketed by the company. It deals with the product range, durability and other qualities and other features. In short, product planning and development involves decisions like quality of the product, size of the product, design of the product, volume of the production, packaging, warranties and after-sales service. And also, they have to decide which ‘market segment’ they are aiming at age, income and geographical location.
Price價格
The price is the amount that the customer willing to pay for the product. The price is very important as it determines the company’s profit and hence, survival. Adjusting the price has a profound impact on the marketing strategy, and depending on the price elasticity of the product, often it will affect the demand and sales as well. The marketer should set a price that the customer willing to pay and the suitable price that can satisfy the customer. When setting a price, the marketer must be aware of the customer perceived value for the product. Manager should think about certain question like: what is the value of the product or service to the buyer, are there established price points for products or services in this area, how will your price compare with your competitors. And also, the price must be high enough to cover costs and make a profit but low enough to attract customers.
價格是顧客愿意為產品支付的金額。價格是非常重要的，因為它決定了公司的利潤和生存。價格的調整對營銷策略有著深刻的影響，取決于產品的價格彈性，往往也會影響到需求和銷售。營銷者應該設定一個顧客愿意支付的價格，以及一個能讓顧客滿意的合適的價格。在設定價格時，營銷人員必須意識到顧客對產品的感知價值。經理應該考慮這樣的問題:產品或服務對買家的價值是什么，在這個領域是否有既定的產品或服務的價格點，你的價格與你的競爭對手相比如何。而且，價格必須足夠高，以彌補成本和盈利，但又要足夠低，以吸引顧客。
Promotion
Promotion is communicating with the public in an attempt to influence them toward buying your products or services. Promotion comprises elements such as advertising, personal selling and sales promotion. Advertising is a tool which the marketing manager uses to communicate a message to consumers through newspapers, magazines, television. Personal selling is another means of communicating to consumers, and consists of direct person to person interaction between salesman and customers. Sales promotion includes all the methods of communicating with the consumers except advertising and personal selling. It includes free samples, premium on sale, contests, displays, shows and exhibitions.
Place
Refer to providing the product at a place which is convenient for consumers to access. Various strategies such as intensive distribution, selective distribution, exclusive distribution and franchising can be used by the marketer to complement the other aspects of the marketing mix. It includes activities that are necessary to transfer ownership of goods to customers and to make available goods at the right time and place at which the products should be displayed and made available to the customers. It is to make products available in the right place at the right time in the right quantities.
2.1.2 Purpose of marketing mix營銷組合的目的
The basic purpose to determining the marketing-mix is to satisfy the needs and wants of the customers in the most effective manner. As the needs of customers and the environmental factors change, the marketing-mix is also changed. Thus, marketing-mix is a dynamic concept. It concentrates on how to satisfy the needs of the customers. Moreover, the purpose of the marketing mix is to increase sales, to raise profit and turn over, satisfy the needs of the customers, increase the consumption demand and more.
確定營銷組合的基本目的是以最有效的方式滿足顧客的需要和欲望。隨著顧客需求和環境因素的變化，營銷組合也發生了變化。因此，營銷組合是一個動態的概念。它關注的是如何滿足顧客的需求。此外，營銷組合的目的是為了增加銷售額，提高利潤和營業額，滿足顧客的需求，增加消費需求等等。
2.1.3 Conclusion
In conclusion, I know that marketing mix is a very useful business tool for firms or companies. This marketing mix is marketing manager’s tool for achieving marketing objectives/targets. He has to use the four elements of marketing mix in a rational manner to achieve his marketing objectives in terms of volume of sales and consumer support.
2.2.1Marketing concept
The Marketing concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition. Today most firms have adopted the marketing concept, but this has not always been the case. In 1776 in the Wealth of Nations, Adam Smith wrote that the needs of producers should be considered only with regard to meeting the needs of consumers. To better understand the marketing concept, it is worthwhile to put it in perspective by reviewing other philosophies that once were predominant. After world war II the variety of products increased and hard selling no longer could be relied upon to generate sales. With increased discretionary income, customer could afford to be selective and buy only those products that precisely met their changing needs , and these needs were not immediately obvious.
The key questions became :
What do customers want ?
Can we develop it while they still want it
How can we keep our customers satisfied?
In response to these discerning customer, firms began to adopt the marketing concept, which involves:
Focusing on customer needs before developing the product
Aligning all functions of the company to focus on those needs
Realizing a profit by successfully satisfying customer needs over the long term
When firms began to adopt the marketing concept, they typically set up separate marketing departments whose objective it was so satisfy customer needs.
2.2.2 Importance of marketing concept
Business enterprises are conducting their marketing activities under the following five marketing concepts.
Product concept
Production concept
Selling concept
Marketing concept
Societal concept
Production concept
Production concept is the oldest concept under which the businessmen produce goods thinking customers are interested only in low priced, extensively and easily available goods. Finishing and the interest of customers are not important for the manufacturers. They focus only on large scale production and try to make it available on large scale. They try to achieve high production efficiency and creating wide distribution coverage. This concept can be adopted under the following situations.
Product concept產品概念
Consumers favour those products that offer the most quality, performance and features is the basis of product concept. They believe that consumers are willing to pay higher cost for the goods or services which has extra quality. Companies which concentrate on product concept is focused on product improvement. They constantly improve the product quality and features to satisfy and attract the customers. Too much focus on product may go off the track and fail. For example, a biscuit manufacturer produced a new brand of biscuits with good colour , ingredients and packing etc., without taking much importance in consumer tastes and preferences. This may fail in the market if the biscuit does not taste good to the ultimate consumer.
消費者青睞那些質量最好、性能和功能最好的產品，這是產品概念的基礎。他們認為，消費者愿意為有額外質量的商品或服務支付更高的價格。專注于產品理念的公司，專注于產品改進。他們不斷提高產品質量和功能，以滿足和吸引客戶。過分關注產品可能會偏離正軌并導致失敗。例如，一個餅干制造商生產了一個新品牌的餅干，顏色、成分和包裝都很好，而沒有考慮消費者的口味和喜好。如果最終消費者覺得餅干的味道不好，那么這種做法可能會在市場上失敗。
Selling concept
In selling concept, producers believe that the aggressive persuasion and selling is the essence of their business success. They think without such aggressive methods they cannot sell or exist in the market. They are focused on finding ways and means to sell their products. They believe that consumer themselves will not buy enough of the enterprises products or service by themselves. Hence they do a considerable promotional efforts to sell their product through advertisements and other means. Sales agents of electrical equipments, insurance agents, soft drink/health drink companies and fund raisers for social or religious causes comes under this category. That is why we are getting lots of calls from insurance agents, even though insurance is a subject matter of solicitation. In short, selling concepts assumes that consumers on their own will not buy enough of enterprises products, unless the enterprise undertakes aggressive sales and promotional efforts.
Marketing concept市場營銷觀念
Under marketing concept the task of marketing begins with finding what the consumer want and produce a product which will meet the consumer requirement and provides maximum satisfaction. “Customer is the King” concept emerged from this point of view. In the process of evolution many organizations changed their way of thinking to match the marketing concept. Under this concept producers considers the needs and wants of consumers as the guiding spirit and deliver such goods which can satisfy the consumer needs more efficiently and effectively than the competitors. Marketing concept is consumer oriented and look forward to achieve long term profits by making a network of satisfied consumers. When an organization practice the marketing concept, all their activities such as research and development, distribution, quality control, finance, manufacturing, selling etc., are focused to satisfy the consumer needs and wants.
在市場營銷理念下，市場營銷的任務是從找到消費者想要的東西，并生產出一種滿足消費者需求并使其獲得最大滿意度的產品開始的?！翱蛻魹橥酢钡睦砟钫怯纱硕Ｔ谘葑兊倪^程中，許多組織改變了他們的思維方式，以適應市場營銷的理念。在這一理念下，生產者以消費者的需求和需求為導向精神，比競爭對手更有效地提供滿足消費者需求的產品。營銷理念以消費者為導向，期望通過打造一個滿意的消費者網絡來實現長期的利潤。當一個組織實踐營銷理念時，其所有活動，如研發、分銷、質量控制、財務、制造、銷售等，都集中于滿足消費者的需要和欲望。
Societal concept
With the growing awareness of the social responsibility of the business, attempts made successfully to turn the business organizations socially responsible. Environmental deterioration, excessive exploitation of resources and growing consumer movements have necessitated the recognition and relevance of marketing based on socially responsible. Societal concept is the extension of marketing concept to cover the society in addition to the consumers. Under the societal concept the business organization must take into account the needs and wants of the consumers and deliver the goods and services efficiently so as to balance the consumers satisfaction as well as the society’s well being.
2.2.3Conclusion結論
In conclusion, I know that the Marketing concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition. To better understand the marketing concept, it is worthwhile to put it in perspective by reviewing other philosophies that once were predominant.
總之，我知道營銷理念是這樣一種哲學，即企業應該分析客戶的需求，然后做出決策來滿足這些需求，比競爭對手更好。為了更好地理解營銷概念，有必要通過回顧曾經占主導地位的其他哲學來正確地看待它。
3.0 Conclusion
Marketing mix are price , place, promotion and product. When marketing their products firms need to create a successful mix of the right product , sold at the right price, in the right place, using the most suitable promotion. To create the right marketing mix, businesses have to meet the following conditions such as the product has to have the right features. For example, it must look good and work well. Other than that, the price must be right because consumer will need to buy in large numbers to produce a healthy profit. Last but not least , the target group needs to be made aware of the existence and availability of the product thought promotion.
Importance of marketing , the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition. With increased discretionary income, customer could afford to be selective and buy only those products that precisely met their changing needs , and these needs were not immediately obvious.
營銷的重要性，企業應該分析他們的客戶的需求，然后做出決定來滿足這些需求的哲學，比競爭對手更好。隨著可自由支配收入的增加，客戶可以有選擇性地只購買那些精確地滿足他們不斷變化的需求的產品，而這些需求并不是立即明顯的。
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