Narrow sense: a place where goods are exchanged.

Broadly speaking: the sum of commodity exchange relationships.

consumer.

purchasing power.

desire to buy.

By transaction object: commodity market, service market, etc.

By geographical scope: domestic market, international market.

According to the degree of competition: perfect competition market, monopolistic competition market, etc.

Market research: Understand consumer needs, competitors, etc.

Market Segmentation: Divide the market into different segments.

Target market selection: Determine the market segments the company wants to enter.

Market positioning: Establish a unique image in the target market.

A social and managerial process in which individuals and groups satisfy needs and desires by creating and exchanging products and values ​​with others.

Needs, wants and needs.

product.

Value, satisfaction and quality.

Exchange, transactions and relationships.

market.

Product strategy: product positioning, product design, etc.

Price strategy: pricing methods, price adjustments, etc.

Channel strategy: distribution channel selection, channel management, etc.

Promotional strategies: advertising, sales promotions, public relations, etc.

Time: late 19th century - early 20th century.

Background: Seller's market, product supply exceeds demand.

Core idea: Enterprises are committed to improving production efficiency, expanding production scale, and reducing costs.

Marketing characteristics: production-centered, not paying attention to market demand.

Time: early 20th century - 1930s.

Background: The seller's market is transitioning to the buyer's market, and product supply is gradually increasing.

Core idea: The enterprise is committed to producing high-quality products and constantly improving product quality and functionality.

Marketing characteristics: Product-centered, ignoring changes in market demand.

Time: 1930s-1950s.

Background: A buyer's market has formed, and product supply exceeds demand.

Core idea: Enterprises are committed to active marketing and vigorous promotion to stimulate consumers to purchase products.

Marketing characteristics: sales-centered, emphasizing sales techniques and promotional methods.

Time: 1950s-present.

Background: The buyer's market is further developing and market competition is fierce.

Core idea: Enterprises are committed to meeting the needs and desires of consumers and organizing their production and business activities with consumers as the center.

Marketing characteristics: consumer demand-oriented, focusing on market research and target market selection, and integrating marketing methods.

Time: 1970s-present.

Background: Social problems have become increasingly prominent, and consumer awareness of rights protection has increased.

Core idea: While meeting consumer needs and desires, enterprises must take into account social interests and the long-term interests of consumers.

Marketing characteristics: Emphasis on corporate social responsibility and comprehensive consideration of the interests of consumers, businesses and society.