留學市場學作業:環境分析及市場戰略

營銷部門是其中一個非常重要的部門，因為它整合了客戶的需要和欲望來實行組織功能。現在很多公司都充分認識到單憑營銷或單憑其他功能都不足以獲得成功。營銷幫助我們在市場上定位和實現組織的品牌化。而營銷部門也具有許多功能，其功能如下所示。
 

(Functions of different departments, 2006)
 

環境分析和市場策略

通過闡述技術和操作，營銷策略在實現營銷目標上十分重要。營銷策略給出了使用正確技術的遠景以達到企業的目標。營銷策略的構成部分是以完全客觀了解當前形勢為基礎的。他們通常包括
 

商業視野
 

營銷目標
 

目標分割及定位
 

營銷組合
 

通常環境分析將在該地區任何業務開始之前。周圍環境，人口和設備的環境都在分析里深入研究。營銷策略的環境分析實際上視為影響市場的外部因素。其分類如下
 

政治
 

經濟
 

社會
 

科技
 

(Environment Analysis for Marketing Strategy, 2007)
 

市場的研究與開發
 

研發可被定義為解決任何項目科學上或技術上的不確定性，旨在推進科技的演進。演進包括新的或改良的產品，進程和服務。很多人將企業的研發功能與新產品的開發聯系在一起。這非常重要，而現有產品的發展也同等重要，因為消費者的偏好不斷變化。
 

市場的研究包括采集，記錄以及理清所有可得的能夠幫助業務部門了解市場的信息。市場研究和分析幫助企業提前規劃而非提前猜測。在商業活動中，產品需求總是變化不斷的，因此，了解其如何變化非常重要。
 

根據市場信息，產品或服務將得以設計。設計是讓物品變成人們想要的東西的藝術或以吸引人的方式包裝、呈現。
 

(Research and development)

 

The marketing department is a very important among these departments because which integrate the needs and wants of the customer to the organizational functions. Most of the companies today would be sufficient to conclude that neither marketing nor any other function alone holds the key to success. Marketing helps in positioning and branding the organization at the market place. There are many functions act in the marketing department. Each function is described below.

 

(Functions of different departments, 2006)

 

環境分析和市場策略---Environmental Analysis and Marketing strategy
 

Marketing strategies play important role to achieve the marketing goals by outlining the techniques and actions. Marketing strategy gives a long term vision of the right techniques to use to reach the target of the company. The constituent part of a marketing strategy is based on a thorough and objective understanding of the current situation. They usually consist of

 

The scope of the business

 

Marketing objectives

 

Target segments and positioning

 

Marketing mix

 

Normally the environment will be analyzed before any business start in the area. The conditions of the surroundings, population and the facilities of the environments are deeply considered in this analysis. The environmental analysis for marketing strategy actually reviews external factors affecting marketing. The categories of factors are

 

Political

 

Economical

 

Social

 

Technological.

 

(Environment Analysis for Marketing Strategy, 2007)

 

市場研發---Research and Development of Marketing
 

R&D can be defined as any project to resolve scientific or technological uncertainly aimed at achieving an advance in science or technology. Advances include new or improved products, processes and services. Most people associate the R&D function of a company with the invention of new products. Whilst this is very important, the development of existing products is of equal significance because consumer preferences are continually changing.

 

Research of marketing involves collecting, recording and making sense of all the available information which will help a business unit to understand its market. Market research and analysis helps companies to plan ahead rather than guess ahead. In business, demand of the product is always changing and therefore it is essential to know how things are changing.

 

According to the marketing information, the products or services will be designed. The design is simply the art of making things of quality that people want or packaging them or presenting them in an attractive way.

 

(Research and development)

 

產品規劃---Product planning
 

Product planning is a process used to identify and develop new products. The purpose of planning is to make choices about which product ideas a company should invest in companies can approach product planning from a number of different perspectives. Consultants who specialize in marketing and corporate decision making can be involved in the development of a product planning system for a company.

 

The people responsible for product planning can come from diverse departments within a company. A group can describe a proposed product, explain why it would be valuable to start selling and demonstrate what kinds of costs would be associated with development and production. Reports from individual product planning groups can be evaluated to single out candidates for further development.

 

(what is product planning?)

 

消費者分析---Consumer Analysis
 

Consumer analysis is the process of determining customer segmentation, value, purchasing behavior and motivation in order to better target marketing and increase sales. The objectives of consumer analysis are to identify segments or groups within a population with similar needs so that marketing efforts can be directly targeted to them. If the consumer feels a high level of “risk” in buying the product, then it is considered a high involvement product and if any products require no decision making in buying by consumers, then it is called “Low involvement products”.

 

推廣宣傳---Promotion planning and Advertising
 

Advertisements and Promotions are bringing a service to the attention of potential and current customers. Advertising and promotions are best carried out by implementing an advertising and promotion plan. The goals of the plan should depend very much on the overall goals and strategies of the organization and the results of the marketing analysis including the positioning statement.

 

Promotions give ways to be considered to be an effective approach to promotional advertising. Essentially, giveaway campaigns make it possible for the customer to receive something for nothing. As an example, the classic “buy one get one free” approach often catches the eyes of the customers who want to get more value for their money.

 

Product advertising is one of the ways that businesses make contact with and retain customers. The promotional component of advertising helps to increase the chance for continued success and keep the company in business for many years to come.

 

價格規劃---Price planning
 

Pricing is one of the most important functions of the marketing department and is critical in determining the profitability and prospects of a business. Four key factors that must be considered when reviewing and establishing prices are

 

Costs and expenses

 

Supply and demand

 

Consumer perceptions

 

Competition.

 

Most price planning begins with an analysis of cost and expenses, many which are related to current market conditions. The cost of raw materials may increase a manufacturer’s cost to make an item.

 

(Price planning)

 

分配計劃---Distribution planning
 

Most of the companies draw separate plans for the distribution resources and distribution requirements. There are many elements need to be considered for the physical distribution system. They are briefly given below

 

The amount of inventory

 

The placement of inventory

 

Number and size of a warehouse to be used

 

Way of transportation

 

Handling of products during the transportation.

 

(Distribution Planning)

 

市場管理---Marketing management
 

Marketing management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm’s marketing resources and activities. Rapidly emerging forces of globalization have led firms to market beyond the borders of their home countries, making international marketing highly significant and an integral part of a firm’s marketing strategy.

 

In this function, marketing managers are often responsible for influencing the level of, timing and composition of customer demand.

 

Some other important functions of marketing departments are given below.

 

Sales forecasting

 

Managing customer relations

 

Making marketing schedule

 

Processing orders and payments

 

Collaborating with the market place

 

Online promotion

 

References