下载掌阅APP，畅读海量书库
立即打开
As consumers, we are very familiar with market.
When we talk about market, most of us define it as a place where any type of trade takes place.
In the field of economics, market means an environment that allows buyers and sellers to trade or exchange goods, services, and information.
However, in the field of marketing, market refers to buyers or customers market.
Three elements are included in the market: customer's population, purchasing power and willingness to buy.
Marketers cannot control or influence the population or purchasing power, but they can enable customers to desire for consumption by customer demands analysis, marketing strategies and marketing planning.
In short, marketing is a process to meet customer's demands.
The most basic concepts underlying marketing are needs, wants and demands.
A human need is a state of feeling deprivation of some basic satisfaction.
Wants are desires for specific satisfiers of these deeper needs. A human need can be met by different wants, especially in the global market. For example, American, Japanese and Chinese have different wants to meet their hungry needs.
Demands are wants for specific products that are backed by the ability and willingness to buy them.
Wants are shaped by one's society and are described in terms of objects that will satisfy needs.When backed by buying power, wants become demands.
SHANHAIGUAN, a Chinese time-honored brand, was founded in 1902. It conducted marketing research to learn what customers'needs are, and made an“old memory”marketing plan to activate customers' desire.
Value reflects the perceived tangible and intangible benefits to customers.
The customer value is customer-perceived value in marketing. Customers often do not judge values accurately or objectively, and they act on perceived value. Therefore, to different customers, customer value might differ.
Customer cost refers not only to the price of product, but it also encompasses the other purchase costs and use costs.
Total customer cost is the complete packet or fees that a customer expects to pay in the researching, buying, obtaining and maintaining a given product or service.
Purchase costs consist of the cost of searching for a product, gathering information about the product, obtaining the information and the price of product.
Use costs include the costs of installing, repairing, storing, and disposing the product once the item has been discarded. Also, the costs of switching to a new product should be included.
Customer delivered value is the final value given to a customer, by subtracting total customer cost from total customer value.
Exchange is the trade of things of value between a buyer and a seller so that each is better off.
Marketing occurs when the transaction takes place and both the buyer and seller exchange something of value.
Marketing activities should attempt to create and maintain satisfying exchange relationships.
Buyers must be satisfied with the goods, services, or ideas obtained, and sellers must be satisfied with the financial rewards or something else of value received.
Marketing exchange is often part of an ongoing relationship, not just a single transaction. It has a sale and an ongoing relationship with the customer.
Customer satisfaction is the key building block to develop and manage customer relationships.
Customer satisfaction reflects a person's comparative judgments resulting from a product's perceived performance in relation to his or her expectations.
Satisfied customers often repurchase and tell others about their good experiences.
Dissatisfied customers often switch to competitors and disparage the product to others.
Marketing is to manage profitable customer relationships.
Advertising and selling are only part of a larger marketing mix.
The process of planning and executing conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals. (AMA, 1985)
Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. (AMA, 2004)
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.（AMA, 2007）
Marketing is not only selling and advertising. Marketing is to satisfy customer needs.
The goal of marketing is to attract new customers by promising superior value and to keep current customers by delivering satisfaction.
The aim of marketing is to make selling unnecessary.
All organizations engage in marketing.
It's obvious that profit organizations involved in manufacturing, retailing, and providing services market their offerings.
Nonprofit organizations such as hospitals, colleges, places, and special causes also engage in marketing.
Individuals such as candidates often use marketing to gain attention and support.
Physical goods constitute the bulk of most countries' marketing efforts, such as cars, refrigerators, machines, food products, etc.
A growing proportion of marketing activities focus on the production of services, such as hotel, airlines, car rental firms, hospital, etc.
For example, the Olympic Games, the World Cup, craft fairs, etc.
Walt Disney world's magic kingdom, Hila City's children's museum.
Artists, musicians, athletes, entertainers and other professionals often get help from marketers.
Cities, regions and whole nations compete to attract tourists, residents, factories and other organizations by place marketing.
Museums, universities, performing arts organizations, corporations, and nonprofits all use marketing to boost their public images and compete for audiences and funds.
Firms make business decisions using information supplied by organizations like Thomson Reuters. This kind of organization delivers critical information to leading decision makers in the finance, healthcare, legal, tax and accounting, media and science markets.
Ideas are thoughts about concepts, actions, or causes.
Products and services are platforms for delivering some ideas or benefits.
Today, almost every company, large or small, is touched in some way by global competition.
The fundamental objectives of most businesses are survival, profits, and growth. Marketing contributes directly to achieving these objectives. Marketing assesses the wants and satisfactions of present and potential customers. These information are vital to business organizations.
The total population of the world is huge. Marketing makes goods available when we want it, in desired quantities, at accessible locations, and in convenient packages and forms.
Improved segmentation can lead to significantly improving marketing effectiveness. With the right segmentation, the right lists can be purchased, advertising results can be improved and customer satisfaction can be improved.
With the increasing role of globalization, international market segmentation has become a critical success factor for global companies, which aim for international market expansion.
Since the business environment is constantly changing and customer preferences keep evolving, managers are required to adapt rapidly.
Marketing can improve the company's cost efficiency.
Managers can forecast the trend of market by marketing research, improve the distribution efficiency by internet marketing, and provide useful information to new product development by personalized sale.
中外案例对比
Case Study Comparison
当京津冀遇上冬奥会
京津冀协同发展方兴未艾，冬奥会如期而至。2015年7月31日，北京战胜竞争对手阿拉木图，获得2022年冬季奥运会主办权。北京也就此成为历史上第一座既举办夏季奥运会又举办冬季奥运会的城市。
北京再次迎来奥运会，但是2022年冬奥会，远非一场国际大型运动会那么简单。在京津冀协同发展战略进入实质性推进阶段的背景下，北京与张家口此次联合承办冬奥会，被视为推动区域协同发展、实现一体化的“催化剂”。按照规划，2022年冬奥会的冰上项目将在北京举行，雪上项目则将在北京的延庆区和张家口市崇礼县共同举行。摆在承办者面前的一个挑战是，如何通过便捷的交通化解250千米的距离，让三地成为“一个整体的赛场”。而对于北京、河北以及天津来说，时代赋予的命题是，通过协同发展，实现区域一体化。
这次冬奥会申办成功，为京津冀往西北方向协同发展提供了契机。对于张家口而言，要把京张联合申冬奥作为最大的引爆点来打造，作为最现实的项目来推动，在“绿色、高端、融合”中乘势发展。一方面，赛事举办地必须大规模地改善基础设施，通过拉动投资可以促进当地的经济增长。另一方面，通过赛事举办，可以大大提升张家口的知名度，带来巨大的品牌效应，张家口可能成为今后的旅游中心城市。同时，由于生态环境等各方面的改善，也非常有利于张家口下一步的招商引资。为了成功举办冬奥会，中央政府、北京市、河北省也会采取转移支付、生态补偿、项目支持、对口援助等形式，向张家口输送很多急需的资金、人才、项目等。冬奥会将有力推动整个冀北地区的交通、通信、地产等基础设施建设，以及体育、旅游、文化、酒店、会展、新能源、环保等产业的发展。
值得指出的是，在京津冀协同发展的国家战略下，张家口将加快构建以新型能源、新型技术、旅游服务等为重点的现代产业体系；同时京津冀的环保和生态产业将得到进一步发展；在冬奥会主题下，投资驱动的市场机会主要在于提升京津冀基础设施和生态环境水平的地产、机械、环保、新能源等行业。冬奥会的举办还将快速催化冰雪产业这个新增长点。
有分析指出，在冬奥会红利的带动下，以“带动3亿人参与冰雪运动”“5%的滑雪人口比例”以及“人均活动消费500元／年”的假设测算的话，国内冰雪产业未来每年将创造325亿元左右的经济价值，以1︰10的规模拉动相关产业发展测算的话，冰雪运动带动的其他关联产业收入将达到3 000亿元以上。基础设施、旅游、体育，都会随着冬奥会筹办工作的开展，有很大的发展，可以解决80万~90万人的就业。
当然，不能指望一届冬奥会拉动整个河北地区的经济，解决京津冀协同发展的所有问题。京津冀是一个重大的国家发展战略，不是短时间就可以一蹴而就的。冬奥会是其中一个重要的组成部分，起到了引擎的促进作用。
（资料来源：节选自中国经济周刊．当京津冀遇上冬奥会：张家口融入首都一小时经济圈，http://finance.huanqiu.com/zcjd/2015-08/7234607_2.xhtml#，2015.8.10）
Disney
Few companies have been able to connect with their audience as well as Disney has. From its founding by brothers Walt and Roy Disney in 1923, the Disney brand has always been synonymous with trust, fun, and quality entertainment for the entire family. The Walt Disney Company has grown into the world-wide phenomenon that today includes theme parks, feature films, television networks, theatre productions, consumer products, and a growing online presence.
In its first two decades, however, it was a struggling cartoon studio that introduced the world to Mickey Mouse who went on to become its most famous character. Few believed in Disney's vision at the time, but the smashing success of cartoons with sound and of the first full-length animated film, Snow White and the Seven Dwarfs, in 1937 led to other animated classics through-out the 1940s, 1950s, and 1960s, including Pinocchio, Bambi, Cinderella, and Peter Pan, live-action films such as Mary Poppins and The Love Bug, and television series like Davy Crockett.
When Walt Disney died in 1966, he had expanded the Disney brand into film, television, consumer products, and Disneyland in southern California, the company's first theme park. Roy Disney took over as CEO and realized his brother's dream of opening the 24, 000-acre Walt Disney World theme park in Florida. Roy died in 1971, and the company stumbled for several years without the leadership of its two founding brothers. It wasn't until the late 1980s that the company reconnected with its audience and restored trust and interest in the Disney brand. It all started with the release of The Little Mermaid, which turned an old fairy tale into a magical animated Broadway-style movie that won two Oscars. Between the late 1980s and 2000, Disney entered an era known as the Disney Renaissance as it released groundbreaking animated films such as Beauty and the Beast (1991), Aladdin (1992), The Lion King (1994), Toy Story (with Pixar, 1995), and Mulan (1998). In addition, the company thought of creative new ways to target its core family- oriented consumers as well as expand into new areas to reach an older audience. It launched the Disney Channel, Touchstone Pictures, and Touchstone Television. Disney featured classic films during The Disney Sunday Night Movie and sold its classic films on video at extremely low prices, reaching a whole new generation of children. It tapped into publishing, international theme parks, and theatrical productions that helped reach a variety of audiences around the world.
Today, Disney consists of five business segments. Disney's greatest challenge today is keeping a 90-year-old brand relevant and current with its core audience while staying true to its heritage and core brand values. Disney's CEO Bob Iger explained,“As a brand that people seek out and trust, it opens doors to new platforms and markets, and hence to new consumers. When you deal with a company that has a great legacy, you deal with decisions and conflicts that arise from the clash of heritage versus innovation and versus relevance. I'm a big believer in respect for heritage, but I'm also a big believer in the need to innovate and the need to balance that respect for heritage with a need to be relevant.”
(Source: Adapted from Philip Kotler and Kevin Lane Keller. Marketing Management (15th Global edition). Harlow: Pearson Education Limited, 2016, pp. 184-185)
Case Implications:
Market offerings are not limited to physical products and intangible services. With the development of marketing theories, market offerings are becoming more broadly including places, events, experiences, ideas, etc. Zhang Jiakou designed city marketing strategies by means of Olympic Winter Games, and Disney designed various experiences to attract more customers to visit.Both of them are digging deeply demands of customers, creating and delivering values to meet these demands. Marketing has become a very important factor in all fields, and today's successful companies are heavily committed to marketing.