HND市场学导论outcome1.docx
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HND市场学导论outcome1.docx
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HND市场学导论outcome1
HND市场学导论outcome1
Marketing:
AnIntroduction
Administrator
Contents
Introduction
ThisreportiswritesfortheTrusty-LandFoodCompany.Thereportconsistsof5pointthatincludesthemarketingenvironmentsegmentationandtargeting,themarketresearchandinformationandmarketingconception.Makingafinalandreviewsummaryintheend.
Findings
Marketingconcept
Payattentiontomarketresearch
Theorganizationresearchesthelocalenvironmentthatcanhelpcompanytomakemarketsegmentation.Finally,theorganizationcanmeetcustomer’sdemand.
CorporateProfit
Theorganizationusesadvancedtechnologyorpolicytoimprovetheproductinmarket.Theorganizationenhancesthemarketsharesthatwillincreasecorporateprofit.
Payattentiontothemarketingplan
Theorganizationpaysattentiontothecustomer’sdemandcompetitionsplanandownenterpriseconditions.Themarketingplancanensurecustomergrowthandgrowthentercompany’sprofit.
MarketingOrientationandCustomerRelationshipManagement
Theorganizationisgivesprioritytothecustomer’sdemand.Theorganizationcommunicateandcooperatewithcustomersthatcanhelporganizationtotakelong-termbenefitswithcustomers.
AfterService
Theorganizationreasonabletomeetscustomer’srequirements.Theorganizationmasttimelyandeffectivetodealwithcustomer’sproblem.Eventuallytheorganizationmakecustomersatisfaction.
Themarketingenvironment
Microenvironment:
TheCompanymetthespecificconditionsinthebusinessenvironmentandexplorestherelevanceeconomicreasoningtomanagerialdecision-making.The‘Trusty-LandFood’formedasalestolargegrocerychains.ThelargegrocerychainsincludesSevenEleven.ButSevenElevenwantedsuppliesundertheirnameonTrusty-LandFood’sproducts,sotheSevenElevenbecomeacompetition.Itaffectsthereputationofourproducts,costumeralwayspaygreatattentiontopacking.Trusty-Land–Food’slogorepresentabigpartandSevenEleven’slogorepresentasmallpart.
In2009,the“HealthMeat”isimperativeforcompaniestoincreasetheirfocusonretainingexistingcustomersandattractingnewones.Bringthebenefitstocompanyfromnewones.Thecompaniesadheretoinnovation.Widerangeofgoodswillattractmorecustomersthatcanmovethecompanyforward.
Macroenvironment:
Thebirdfluandthemadcowscareappearedin2005and2006thatdecreasedthecustomer’sdemand.Thebirdfluandthemadcowscareappearedthatmadethecompanylosegreatprofits.Securitychecksinthesupplierhavebecomestrictertohelpthebirdfluandmadcowscaredisappeared.ThemassmediashouldbepropagandasfoodTrusty-LandFoodCompany’sproductssafetythatcanmaintainssales.
Thenewdietaryguidelineshadbeenproposedbygovernmentisreduceconsumptionbyredmeatandprocessedmeat.Thenewdietaryguidelineseffectthecompany’sredmeatandprocessedmeat’ssales.Respondingtogovernment’spolicy,thecompanyreduceproductsoftheredmeatandprocessedmeatandproductionmoreproductsofwritemeat.Respondingthegovernment’spolicycanmaketheproductsalestorise.
TypesofMarketingEnvironment
AccordingtoPhilipKotlerinhisbookPrinciplesofMarketing(4thEuropeanEdition),themarketingenvironmentconsistsofalltheactorsandforcesthataffectthemarketingmanagement’sabilitytodevelopandmaintainsuccessfulrelationshipswithitstargetcustomers.AccordingtoGaryArmstrong&PhilipKotler,Marketing:
Anintroduction(10thEdition),apublicindicatesanygroupthathasanactualorpotentialinterestinorimpactonanorganization’sabilitytoachieveitsobjectives.
MarketingResearch&Information:
Findoutenterprise’sproblemsandmistakes
Itcanhelpenterprisetofindsoutenterprise’sproblemsandmistakesandthenitcanhelpenterprisetodealwithproblemsandmistakes.Itbenefitthefurtherdevelopmentoftheenterprise.
MarketSegmentation
Marketsegmentationcanhelptheenterprisetomakesmarketsegmentation.Theenterpriseusesmarketsegmentationtofindscustomersthatcanhelpenterprisetoimprovetheproductsales.
Opponentsofinformation
Theenterprisemastgraspstheopponentsofinformationtokeepingtheadvantageoftheenterprisesinthecompetition.Itbeneficialtocompanydevelopment.
Marketingplan
Themarketingresearchbringstheinformation.Theinformationhelpsenterprisetomakesnextmarketingplan.
MarketresearchandinformationIntroduction
“Thefunctionlinkingtheconsumer,customerandpublictothemarketerthroughinformationthatisusedtoidentifyanddefinemarketingopportunitiesandproblems,togenerate,refineandevaluatemarketingactions,tomonitormarketingperformance,andtoimproveunderstandingofthemarketingprocess”
Quantitative&QualitativeResearch
QualitativeResearch
In-depthinterviews
TheTrusty-LandFoodCompanylooksforthreepeopletoin-depthinterviews.Thethreemenisconsumerrepresentativeandrepresentativeofmajoradagenciesandmarketdevelopmentmanager.Thecompanyinordertoimprovethesalesofthecompany’sproductsthatcanattractmorecustomers.Consumerrepresentativesputforwardopinionsandsuggestionsonthequalityofourmeet’sproducts,tomeetthemajorityofconsumerpreferencestomakechanges.
Nowadvertisingisveryimportanttostrengthentheuseofthemediatoadvertise.Therepresentativeofmajoradagenciesproposalscombinedwiththecompany'scharacteristicsandcorporateculture.Recommendationsincludesthemethodsofpackagingproductsandmassmedia.Thesuccessoftheproductpackagingandadvertisingcanattractmorecustomers.Themarketdevelopmentmanagerhearconsumerrepresentativesandrepresentativeofmajoradagencies’recommendationsthatcanimprovementsproducts.Suchasadvertisingcompaniestolistentoconsumersrepresentativeoftheappearanceoftheproductpreferencesandconsumersgetsinformationthroughwhatkindsofthemedia,AdvertisingCompanytounderstandthecorporatecultureandcharacteristicsthroughthemarketdevelopmentmanager.Threepeopletodiscussesandultimatelyachievethebestpackingeffectandpublicityofcompany’sproducts.
Quantitativeresearch
Face-to-Facesurveys:
TheInvestigationteamtonearbyfoodmarketinanumberofneighborhoodsfacetofacesurveysbeforethelunchtimeanddinnertime.Theinvestigationteamtoconductresearchonpeoplewhobuyfood,becausemostpeoplecooksforfamilyshouldbuyfood.Investigationteamtounderstandpeopleusuallybuyfoodtoeatwhatkindofmeat,rawfoodorcookedfoodwhichsomemore,peoplebuyfoodforthefoodsafetyrequirements,etc.Givingsmallgiftswhenthecustomersansweredthequestionafter.Smallgiftsmaybethecompany'snewtastingproduct.Throughinvestigation,improvementofproductsthatcanincreasesales.
Segmentation&targeting
Researchinformation
Theenterprisestounderstandthedetailsoftheirownproblem,suchasthecompetitivenessofanenterprise;bandeffect;fiscalreserves.
Knowingthemarket.Trusty-LandFoodCompanytounderstandthatconsumer’sconsumptionhabitandhobby.Thecompanyrespectthereligiousbeliefsandcustoms,manypeopleknowthatnoteatingporkisoneofeatinghabitsoftheMuslim.
Marketsegmentation
Thecompanychoosesreligionfromdemographicsegmentationtomakemarketsegmentation.Themarketisdividingamarketintodistinctgroupsofbuyerswithdifferentneeds,characteristicsorbehaviors,whomightrequireseparateproductsormarketingmixesandcompanyevaluateseachmarketsegments.PhilipKotleralsodescribesmarkettargetingas“evaluatingeachmarketsegmentssegment’sattractivenessandselectingoneormoreofthemarketsegment’sattractivenessandselectingoneormoreofthemarketsegmentstoenter.”
ThecompanychoosesCatholic,Protestant,Jewish,Islamicfromreligiontodomarketsegmentation
Moslemdonoteatpork.UsingdifferentiatedmarketinginMoslemmarket,suchasthecompanymastprintsIslamicidentityonfood’spackaging.AccordingtoMuslimtastestomakeimprovementsfromthecompany'sproducts.
BenefitsofMarketS&T
ThroughmakingMarketS&Tandmakingcontinuousimprovements,customersatisfactionscoresandcourtesy,alongwithmarketshare,areontherise.Ourcustomersgethookedonthegoodproductandsettingupthegoodenterpriseimage,theywillbuyandbecomemoreloyaltoourbrand.
Conclusion
Finally,Irecommendthatcompaniesadheretomarketresearchandinnovationthatcanmakethecompany'sproductsalesrise.Ihopethatthecompanydevelopbetterandbetter.
Reference
WangHuihong,WANGJing,2013,SQAUnitStudentGuideonMarketing:
AnIntroduction,ChinaModernEconomicPublishingHouse.
KotlerPhilip,WongVeronica,SaundersJohn,ArmstrongGary,2005,PrinciplesofMarketing4thEuropeanEdition,PrenticeHall.
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