HND市场学导论outcome1Word下载.docx

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MarketingResearch&

lnformation:

5

Findoutenterprise'

sproblemsandmistakes5

MarketSegmentation5

Opponentsofinformation5

Marketingplan6

MarketresearchandinformationIntroduction6

Quantitative&

QualitativeResearch6

In-depthinterviews6

Quantitativeresearch7

Face-to-Facesurveys:

7

Segmentation&

targeting7

Researchinformation7

Marketsegmentation8

BenefitsofMarketS&

T8

Conclusion8

Reference

ThisreportiswritesfortheTrusty-LandFoodCompany.Thereportconsistsof5pointthatincludesthemarketingenvironmentsegmentationandtargeting,themarketresearchandinformationandmarketingconception.Makingafinalandreviewsummaryintheend.

Findings

Marketingconcept

Payattentiontomarketresearch

Theorganizationresearchesthelocalenvironmentthatcanhelpcompanytomakemarketsegmentation.Finally,theorganizationcanmeetcustomer'

sdemand.

CorporateProfit

Theorganizationusesadvancedtechnologyorpolicytoimprovetheproductinmarket.Theorganizationenhancesthemarketsharesthatwillincreasecorporateprofit.

Payattentiontothemarketingplan

Theorganizationpaysattentiontothecustomer'

sdemandcompetitionsplanandown

enterpriseconditions.Themarketingplancanensurecustomergrowthandgrowthentercompany'

sprofit.

MarketingOrientationandCustomerRelationshipManagement

Theorganizationisgivesprioritytothecustomer'

dsemand.Theorganizationcommunicateandcooperatewithcustomersthatcanhelporganizationtotakelong-

termbenefitswithcustomers.

AfterService

srequirements.Theorganizationmast

Theorganizationreasonabletomeetscustomercustomersatisfaction.

Themarketingenvironment

Microenvironment:

TheCompanymetthespecificconditionsinthebusinessenvironmentandexplorestherelevanceeconomicreasoningtomanagerialdecisionmaking.The‘Trusty-LandFood'

formedasalestolargegrocerychains.ThelargegrocerychainsincludesSevenEleven.ButSevenElevenwantedsuppliesundertheirnameonTrusty-LandFood'

sproducts,sotheSevenElevenbecomeacompetition.It

affectsthereputationofourproducts,costumeralwayspaygreatattentiontopacking.

Trusty-Land-Food'

slogorepresentabigpartandSevenEleven'

slogorepresentas

part.

In2009,the“HealthMeatis”imperativeforcompaniestoincreasetheirfocusonretainingexistingcustomersandattractingnewones.Bringthebenefitstocompanyfromnewones.Thecompaniesadheretoinnovation.Widerangeofgoodswillattractmorecustomersthatcanmovethecompanyforward.

Macroenvironment:

Thebirdfluandthemadcowscareappearedin2005and2006thatdecreasedthecustomer'

sdemand.Thebirdfluandthemadcowscareappearedthatmadethecompanylosegreatprofits.Securitychecksinthesupplierhavebecomestrictertohelpthebirdfluandmadcowscaredisappeared.ThemassmediashouldbepropagandasfoodTrusty-LandFoodCompany'

sproductssafetythatcanmaintainssales.

Thenewdietaryguidelineshadbeenproposedbygovernmentisreduceconsumptionbyredmeatandprocessedmeat.Thenewdietaryguidelineseffectthecompany

meatandprocessedmeat'

sales.Respondingtogovernment'

psolicy,thecompanyreduceproductsoftheredmeatandprocessedmeatandproductionmoreproductsofwritemeat.Respondingthegovernment'

spolicycanmaketheproductsalestorise.

TypesofMarketingEnvironment

£

1—

AccordingtoPhilipKotlerinhisbookPrinciplesofMarketing（4thEuropeanEdition）,themarketingenvironmentconsistsofalltheactorsandforcesthataffectthemarketingmanagement'

sabilitytodevelopandmaintainsuccessfulrelationshipswithitstargetcustomers.AccordingtoGaryArmstrong&

PhilipKotler,Marketing:

Anintroduction（10thEdition）,apublicindicatesanygroupthathasanactualorpotentialinterestinorimpactonanorganization'

sabilitytoachieveitsobjectives.

MarketingResearch&

Information:

sproblemsandmistakes

Itcanhelpenterprisetofindsoutenterprise'

sproblemsandmistakesandthenitcan

helpenterprisetodealwithproblemsandmistakes.Itbenefitthefurtherdevelopmentoftheenterprise.

MarketSegmentation

Marketsegmentationcanhelptheenterprisetomakesmarketsegmentation.Theenterpriseusesmarketsegmentationtofindscustomersthatcanhelpenterprisetoimprovetheproductsales.

Opponentsofinformation

Theenterprisemastgraspstheopponentsofinformationtokeepingtheadvantageoftheenterprisesinthecompetition.Itbeneficialtocompanydevelopment.

Marketingplan

Themarketingresearchbringstheinformation.Theinformationhelpsenterprisetomakesnextmarketingplan.

MarketresearchandinformationIntroduction

“Thefunctionlinkingtheconsumer,customerandpublictothemarketerthroughinformationthatisusedtoidentifyanddefinemarketingopportunitiesandproblems,togenerate,refineandevaluatemarketingactions,tomonitormarketingperformance,andtoimproveunderstandingofthemarketingproces”s

Quantitative&

QualitativeResearch

In-depthinterviews

TheTrusty-LandFoodCompanylooksforthreepeopletoin-depthinterviews.Thethreemenisconsumerrepresentativeandrepresentativeofmajoradagenciesandmarketdevelopmentmanager.Thecompanyinordertoimprovethesalesofthecompany'

sproductsthatcanattractmorecustomers.Consumerrepresentativesputforwardopinionsandsuggestionsonthequalityofourmeet'

sproducts,tomeetthe

majorityofconsumerpreferencestomakechanges.

Nowadvertisingisveryimportanttostrengthentheuseofthemediatoadvertise.Therepresentativeofmajoradagenciesproposalscombinedwiththecompany'

scharacteristicsandcorporateculture.Recommendationsincludesthemethodsofpackagingproductsandmassmedia.Thesuccessoftheproductpackagingandadvertisingcanattractmorecustomers.Themarketdevelopmentmanagerhear

consumerrepresentativesandrepresentativeofmajoradagencies'

recommendation

thatcanimprovementsproducts.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'

s

attractivenessandselectingoneormoreofthemarketsegment'

sattractivenessand

selectingoneormoreofthemarketsegmentstoenter.”

ThecompanychoosesCatholic,Protestant,Jewish,Islamicfromreligiontodomarketsegmentation

Moslemdonoteatpork.UsingdifferentiatedmarketinginMoslemmarket,suchasthecompanymastprintsIslamicidentityonfood'

spackaging.AccordingtoMuslim

tastestomakeimprovementsfromthecompany'

sproducts.

BenefitsofMarketS&

T

ThroughmakingMarketS&

Tandmakingcontinuousimprovements,customersatisfactionscoresandcourtesy,alongwithmarketshare,areontherise.Ourcustomersgethookedonthegoodproductandsettingupthegoodenterpriseimage,theywillbuyandbecomemoreloyaltoourbrand.

Conclusion

Finally,Irecommendthatcompaniesadheretomarketresearchandinnovationthatcanmakethecompany'

sproductsalesrise.Ihopethatthecompanydevelopbetterandbetter.

WangHuihong,WANGJing,2013,SQAUnitStudentGuideonMarketing:

AnIntroduction,ChinaModernEconomicPublishingHouse.

th

KotlerPhilip,WongVeronica,SaundersJohn,ArmstrongGary,2005,PrinciplesofMarketing4EuropeanEdition,PrenticeHall.