市场营销英语论文.docx

市场营销英语论文.docx

《市场营销英语论文.docx》由会员分享，可在线阅读，更多相关《市场营销英语论文.docx（5页珍藏版）》请在冰豆网上搜索。

天津外国语大学国际商学院

本科生课程论文（设计）

题目：

Thecomponentsofmarketingmanagement

姓名：

张瑞桐

学号：

1307714011

专业：

旅游管理

年级：

2013级

班级：

13715

任课教师：

潘康宇

2015年5月

Content summary

Everymarketingprogramcontainsfourkeycomponents:

productsandservices,promotion,pricinganddistribution.Based on this classification is dividedinto two parts, the first part willreview the marketing, the second part was splitinto four parts,respectively,an in-depth analysis of the four elements.

Keywords：

Marketingprogram；keycomponents； Analysis

II

Thecomponentsofmarketingmanagement

一、marketingconcept

Salesmanagementreferstotheachievementofcorporateororganizationalgoals,establishingandmaintainingmutuallybeneficialexchangewiththetargetmarket,anddesignprojectsintheanalysis,planning,implementationandcontrol.Theessenceofmarketingmanagement,demandmanagement,thatis,onthelevel,timing,andnatureofdemandforeffectivemediation.Marketingmanagementpractice,companiesoftenneedtopresetadesiredlevelofmarketdemand,however,theactuallevelofmarketdemandandtheexpectedlevelofdemandisnotthesame.Thisrequiresmarketingmanagersfordifferentneeds,differentmanagementstrategiesandeffectivelytomarketrequirementstoensuretheachievementofbusinessobjectives.

二、thekeycomponents

（一）productsandservices

Product is an important component of market. Marketers define a product as a bundle of physical, service and symbolic attributes designed to satisfy customer’s wants and needs. While goods are tangible products that customers can see, hear, smell and taste or touch. Most service providers can not transport or store their products, customers simultaneously buy and consume consume products like haircut, car repair and visit to a dentist. Services are intangible tasks that satisfy the needs of customers. One way to distinguish service and goods is the service-goods continuum that can help marketers to visualize the differences and similarities between goods and services. Besides, there are several characteristics that distinguish goods from services:

 tangibility, Inseparability, Perishability, Difficulty of standardization, Frequent requirement of interaction between buyer and Seller, Variability.

（二）promotion

Promotionisalsodefinedasoneoffivepiecesinthepromotionalmixorpromotionalplan.Thesearepersonalselling,advertising,salespromotion,directmarketing,andpublicity.Apromotionalmixspecifieshowmuchattentiontopaytoeachofthefivefactors,andhowmuchmoneytobudgetforeach.

Because of the development of science and technology, people are getting more and more ways to communicate. It provides a great platform for selling produces or services. People know sell- things’information through some ways, such as internet, phone calling, advertising, following up a letter with a visit, setting up shops and so on.

（三）pricing

Pricingisascience,strategyandtacticsofpricingrequirescertain,frompricingobjective,pricingmeanstoachievemarketingobjectives.Pricingisnotonlyascience,andtheneedforasetofstrategiesandtactics.Pricingmethodsfocusontheproduct'sbaseprice,pricingtipsandstrategiesfocusonthespecificcircumstancesofthemarket,startingfromthepricingobjectives,usingpricemeans,toadaptthemtothedifferentsituationsofthemarketandachievemarketinggoals.Productpricingisanimportantelementofmarketingmixstrategy,fromwaveafterwaveofpricewarsofrecentyearscanbeseenintheenterprise,theconsumer'sattentionandconcernofit.

Undertheconditionsofmarketeconomy,thepricesofmostproductshavebeenliberalized,butthepriceisnotacasualworking,itmusttakeintoaccountthecompetitiveenvironment,productcost,theimpactofsuchfactorsassupplyanddemandandpricingobjectives.Infact,pricingisaresultofthesefactors.

Therearethreebasicmethodsofpricing:

cost-orientedpricing,demand-orientedandcompetitivepricing.Differententerprisesshall,asthecasemaydeterminewhichmethodyoutakeandwhatkindofcalculationtype.

（四）distribution

Designreferstotheestablishmentofdistributionchannelsdistributionchannelsthathaveneverexistedortochangethealreadyexistingchannelsofmarketingactivities.Designchannelstypicallyincludeanalysisservicesoutputlevel,determinegoals,definingchannelstructureandevaluationofmainchannelprogrammesinfouraspects.

Distributionchannelconstitutedbythefiveprocesses,namelyownershipentityprocesses,processes,paymentprocesses,informationflowandthepromotionprocess.

Entityprocessreferstotheentitytransferofrawmaterialsandfinishedproductsfromthemanufacturertotheendcustomerprocesses.Processreferstotheo