Marketing is the process of social and managerial activities that enable individuals or organizations to satisfy their desires and needs by selecting, creating, delivering, and exchanging products and values.

From a sociological perspective, marketing is a social process in which individuals and organizations create, provide, sell, and freely exchange products and services with others to obtain their own products or services.

From a management perspective, marketing is the art of marketers using technology and management methods to improve products and value exchange.

Marketers must be able to judge and identify demand, understand changes in demand status, and make the demand status change toward the type expected by marketers. This is an important basis for formulating marketing plans.

There are eight basic types of demand status

need, desire, need

Offer, brand, value and satisfaction

market

Market segmentation, target markets and market positioning

Marketing channels and supply chain

production concept

product concept

Selling concepts

marketing concept

social marketing concept

It is emphasized that enterprises should shift the focus of marketing from "product portfolio" to "customer portfolio", use "customer value", "core capabilities" and "cooperation network" as marketing elements, and use "value exploration", "value creation" and "value "Transfer" as the main line of marketing, develop, design and implement marketing plans in an all-round way, integrating relationship marketing, integrated marketing, internal marketing and performance marketing resources to achieve all-round integrated marketing

Relationship Marketing

Integrated Marketing

internal marketing

performance marketing

4P is product-oriented

4C is consumer demand-oriented

4R

New 4P

The core business of the enterprise must be managed as an investment project

It is necessary to analyze the market growth rate, market position and matching degree of the enterprise's business, and to evaluate the advantages of its business

When formulating marketing strategic planning, it is necessary to formulate specific business plans for the long-term development goals of each business.

Strategic Plan

tactical plan

Determine the company's mission

Establish strategic business units

Allocate resources to each strategic business unit

Assess its growth opportunities

Determine mission

Analyze internal and external environments

goal setting

strategy formulation

Plan formation and implementation

feedback and control

Creative marketing is the use of creative thinking, especially the cross-border innovative thinking of the Internet, to plan and implement corporate marketing activities and processes. Entrepreneurial marketing is a manifestation of an enterprise's innovation ability. It is an innovation ability acquired through training.

Internet entrepreneurial marketing means that in the context of the application of the Internet and modern information technology, enterprises use Internet thinking, use market mechanisms, and adopt modern new technological means and methods to integrate and utilize various social resources, including commodities, labor, knowledge, technology, and capital. etc., to create or provide the value of products or services that are needed by the market and satisfy consumers, and to spread value with unique business models and novel marketing methods, so that consumers pay attention, interest and search for value-related information , can conveniently experience, purchase and share these values, so that the entire activity process of the enterprise can sustainably and stably obtain profits.

Internet thinking refers to people’s thinking about organizations, markets, users, products, services, value chains and even in the context of scientific and technological progress such as the Internet, Internet of Things, cloud computing and big data, with the ideas of “open source, openness, co-creation and sharing”. The process of re-examining and rethinking the entire social-ecological system

The essence of Internet thinking

The key to using Internet thinking to carry out online creative marketing is that the marketing strategy must be "innovative" and "creative"

Use scientific methods to purposefully, plannedly and systematically collect, organize and analyze various information related to marketing and propose research reports to help marketers gain insight into the market environment, identify problems and seize opportunities, and provide market predictions and marketing decisions Provide scientific basis

Market research tasks mainly include product research, customer research, sales research, promotion research, competition research, etc.

Market research steps

It is based on market research and uses forecasting techniques and methods to measure market supply trends and factors affecting changes in the market environment in a period of time in the future, providing a scientific basis for corporate marketing management decisions.

step

It is the process by which an enterprise serves its target market customers by building its corporate and industrial image.

main mission

Refers to the process of dividing the overall market for a certain product into several sub-markets with different needs based on the differences in consumer needs.

significance

step

On the basis of market segmentation, select the customer groups you want to serve based on the company's own situation.

Require

Effectively segment target market factors

A brand is a sign used to identify certain characteristics of a product or enterprise, usually consisting of a name, mark, pattern or other identification symbol

brand recognition elements

Brand competitiveness is the basis for the formation of brand value and has five aspects:

The connotation of a brand refers to the fact that the brand has certain specific properties

There are many ways to build a brand, mainly based on product type, market nature, company size and resource status to formulate brand building strategies.

Brand type

brand elements

When creating a brand on the Internet, the brand building process is inseparable from the online activities of online consumers, and is closely related to the company's online business management process and the process of providing e-commerce services to customers.

content

product

Product System

Stages of new product development

Price is the decisive factor affecting consumer purchasing decisions

Product Pricing Method

Product Pricing Steps

Consumption guidance means that enterprises produce and sell products according to the actual needs of consumers to satisfy consumers’ needs.

The core of corporate marketing is how to meet consumer needs and desires

type

method

technology

Marketing channels

Marketing channel system

marketing channel strategy

Mixed channel marketing

value network

channel level

Service channels

Marketing channel design steps

Marketing channel management decisions

Marketing channel integration

E-commerce refers to the process in which manufacturers use website platforms to provide products or services to consumers online and complete transactions and service activities.

Competition mainly includes

e-commerce channel

Mobile e-commerce

Service means any activity or operation that is provided by one party to another party and is essentially intangible

Service supply category

Service providers are businesses that provide various services or support services

Service features

Customer authorization

Co-produced with customers

Employees and customers participate in services together

Customer Expectation Management

Self-service technology

collaborative service system

It is the overall evaluation and understanding of the utility of a product or service after comparing the benefits that customers can perceive with the costs they pay to obtain the product or service. It is based on the customer's overall evaluation and understanding of the benefits obtained from different alternatives and the cost paid. The difference between the overall cost of

Customer satisfaction, also called customer satisfaction index, refers to the degree of matching between customer expectations and customer experience. It is the result obtained by comparing the perceived effect of a product with its expected value.

It is the net present value of the expected total profit of a customer's lifetime purchase of the product.

Is a process of managing customer details and all customer "touch points" with the aim of maximizing customer loyalty

personalized marketing

Customer reviews and testimonials

media

technical means

human Resources

Communication content

Propagation mode

It means that the enterprise completes the entire marketing planning and implementation by integrating and utilizing online and offline marketing resources and capabilities to achieve cross-departmental collaboration to deliver clear, consistent, and convincing organizational image and brand information to the outside. , monitoring and control

It refers to marketing activities in which an enterprise combines the tools and methods of marketing communication to attract customers' attention, spread the value that convinces them, and establish and maintain a sustained and stable relationship with them.

tool

Accurately convey the value of marketed products or services to customers so that they can recognize, accept, purchase and share its value, evaluate marketing effects, respond to customer feedback, and provide support for companies to maintain long-term and stable relationships with customers.

personalise

interactivity

Communication from push to pull

Communication from monologue to dialogue

Communication from broadcast to interaction

Create a brand

Increase sales

Product Innovation

Consumption guidance

Model

tool

It organically combines the process of netizens' participation in social activities with the organizational marketing process to form a network aggregation effect, providing a convenient channel for organizations to select, create, deliver and disseminate marketing value.

Social media marketing system includes

On social media, users create a large amount of news, events, videos and other sticky content to attract the attention of netizens. By converting these contents into viral UGA, marketers do not need to purchase advertising pages. Embed promotion content into UGC voluntarily released by users to achieve the purpose of online publishing and dissemination of advertising.

Enable fans of your organization and its brand to spread marketing messages in multiple ways by creating and integrating marketing channels

Direct dialogue between enterprises and customers to create new marketing channels

Can increase sales of enterprise products

Reduces transaction costs for the organization

Enterprises manage customer relationships online

Obtain the real needs of customers

Marketing Performance Sources

Main contents of marketing performance appraisal

The platform provides consulting services such as product design, system research and development, and information services.

The platform provides sales and transaction services for products, services and information

The platform provides businesses with self-operated commodity sales and information services.

B2B

B2C

C2C

B2M

M2C

B2A or B2G

C2A

O2O

It can help decision-makers quickly obtain accurate, timely and valuable information, gain competitive advantage for enterprises and provide decision-making support.

Data preprocessing

Build a data warehouse

data analysis

Indicator presentation

data warehouse technology

OLAP technology

data mining technology

Smart technology integration

Create value for customers (customer value proposition)

Create value for investors (capital investment must have a return)

Create value for partners (mutual benefit, co-creation and sharing)

Business model canvas key modules

Key Elements of a Business Model

learning mechanism

interactive mechanism

knowledge management mechanism