With the development of IT technology， business to the increasingly rapid pace of change to the network， and now we have entered the information age， speed has become our constant pursuit of For each enterprise essential to marketing departments in order to advance the pace of change even more in， people began to network marketing Some experts said that in the Internet age of today's Internet Marketing will soon replace the traditional marketing methods and become the main theme of the Because people can see the advantages of the network marketing， in-house， departments， and between all departments of the Internet to share information， but also shorten the time for the transmission of Thus greatly improving the efficiency of the computer above the company can build up a database， there are customers inside the basic information and consumer information records and is conducive to the implementation of one-on-one marketing， for better customer At the same time also allow customers to feel he is very business-to-the mind， increase customer loyalty and sales network for the same very attractive， it may omit many brokers， such as wholesalers， distributors， retailers and even And to directly face the Thus greatly reduce the cost， the enterprise's products more competitive to achieve greater sales， and more importantly is able to get the fastest rate of customer feedback to enable enterprises to adapt to market the product more demand due to enterprises Always walk in the forefront of the Some experts say that may Network marketing is some advantage， but his shortcomings but can not be Network can get market information faster， but the network sales increase sales but can not agree They believe that this network has only the most cutting-edge Most people have not accepted this It is also not in the habit of online shopping， the things on these virtual lack of trust， they believe that the reality is quite the Life， if I bought What is the problem with the quality of things you can find manufacturers directly， or find a vendor， and will soon receive a I do not know that the Internet can be the Whom do I contact， how to find， when a reply » Some say things simply do not fit in online sales， production companies such as Coca-Cola drinks， I Xianghe when casually into stores or supermarkets which can be bought， it has more convenient， however， how to simplify the sales process? » Everyone knows that there is no need If you get the trust of customers， to the extent possible， satisfy the customer， then I think the most effective way is not to reduce costs， as long as you in every corner of the world placed on Coke， so that people no matter what time any place as long as the wish to Drink will be able to see it and that is the biggest customer satisfaction， not only reduce costs but forgot the more important in the Network development is fast， according to the computer penetration rate is now to complete the transition to the network also needs a long time， not to mention to our Chinese Network marketing is a great potential， but also可要not fully developed， the traditional marketing methods will still dominate， the network marketing soon replace the traditional marketing is not Perhaps the best marketing is not marketing， not traditional marketing， I think they can complement each other， Gequ director， perhaps the most promising is the best way of marketing 中文 随着IT技术的发展，企业以越来越快的速度向网络化转变，现在我们已经进入了信息时代，速度更成了我们不断追求的方向。而对于每个企业必不可少的市场营销部门在以更超前的速度转变着，人们开始向网络营销转化。 有的专家说，在网络时代的今天网络营销会很快的替代传统的营销方式而成为市场的主旋律。因为人们可以看到了网络营销的优势， 在企业内部 ，部门和部门之间都相互联网有利于信息共享 ，也缩短了信息传递的时间。 从而大大提高了工作效率， 可以在公司电脑上面建立数据库，里边存有客户的基本资料和消费信息纪录 ，有利于实施一对一营销，从而更好的为客户服务。同时也能让客户感受到企业对他是相当的在乎， 更提高了客户的忠诚度 ，而对于网络销售同样很有诱惑力，它可以省略许多中间商，象批发商 、经销商、 甚至是零售商， 而直接面对客户。从而大大降低了成本，企业的产品更有竞争力取得更大的销售业绩，而更主要的是能以最快的速度得到客户的反馈信息，使企业的产品更适应市场的需求，而使企业总是走在市场的最前列。 可有的专家却认为。网络营销是有一些优势，但他的缺点却不容忽视。网络化是可以更快的得到市场信息， 但网络销售提高销售业绩却不堪赞同。他们认为，网络化今天却只是最前沿的东西。大部分的人还没有接受这种方式。人们还不太习惯在网上购物，他们对这些虚拟的东西缺乏信任，他们还是比较相信现实中存在的东西。生活中，如果我买了东西质量有什么问题直接就可以找厂家， 或者找卖主 ，而且会很快的得到答复。可网上我不知道该找谁，怎么找，什么时候有答复？再说有的东西根本就不适合在网上销售，比如可口可乐公司生产的饮品， 我想喝的时候随便进哪个商店或者超市都能买到，这已经再方便不过了，还要怎么简化销售过程吗？谁都知道没有必要了。你要想得到顾客的信任，想尽可能的满足顾客，那么我想最有效的方法不是去降低成本，只要你在世界的每个角落都摆放上可乐，让人们不论在什么时间什么地点只要想喝就能够看到它那就是对顾客最大的满足，不要只顾着降低成本而却忘了更重要的市场占有率。 网络化发展的的确快，可按照现在的电脑普及率要完全的向网络化转变还需要相当长的时间，更何况对我们中国的企业。网络营销确实潜力很大，可要完全开发却也不易，传统的营销方式还是会占主导地位，网络营销很快的取代传统的营销是不现实的。也许最好的营销方式不是网络营销，也不是传统营销，我觉得他们完全可以相互补充，各取所长，也许那才是最好最有前途的营销方式吧。
China's Shanghai world expo 2010 is coming to an end， I was lucky enough to go to the four Although visitors people mountain people sea， because reasonably arranged a visit time， I still visited nearly 200 exhibition My feeling is that the world expo is a world science and technology exhibition and ideological display The 2010 Shanghai world expo become let the world know China more， especially let China understanding world In shibohui， countries with scientific and technological achievements not only show their country's strength， useful also thought performance in human civilization contribution， more useful science and civilization of historical facts， art expressing their country of contribution to the progress of human civilization and world for future development of human civilization See foreign works? Foreigner what I think about the world? Foreign what I think about the future?Chinese often with four great inventions proud， but I see a European tens of small unexpectedly is more than ten of the world's leading invention results show that makes people feel This visit feelings， many Chinese are to have， it is to inspire Chinese should have more inventions and the desire of surpass others passion， and incited China use scientific powers of Visitors in a short period of time， to know the world and from all countries， understand the general situation of the future of the world， this is especially for the future generation， will produce the huge invisible You said your national excellent， you say your country is great， in the world exposition， please take out your excellent great things to prove! This is the power of a nation and a national civilization strength show!Actually， the world exposition is not only to know the world， but also Chinese people realize China a good Many out-of-town friends came to Shanghai， just know China has such a beautiful A few years ago， I went to the us Have a journey pass by American near a Mexican border town， in the remote even is still backward town， I said， this is there any interesting place， still be inferior to a corner of Shanghai Some never been in Shanghai， Shanghai person feel how could better than America! In their mind， Shanghai has seemed a dilapidated small cities， American anything compared to C Regrettable is that these people in some or senior intellectuals! Visible on the China's own Throughout the world， only then knew the huangpu river of Shanghai huangpu river scenery， especially at night， is the most beautiful place in the world The world expo Shanghai period， many friends and foreign friends from Shanghai to， just had deep The world expo， for the Chinese propaganda China， made the Chinese understand China， which is a very good The world expo to China? Bring to China new thoughts new culture new technology， more important is the new target new horizons is !
Marketing is an integrated communications-based process through which individuals and communities discover that existing and newly-identified needs and wants may be satisfied by the products and services of Marketing is defined by the American Marketing Association as the activity， set of institutions， and processes for creating， communicating， delivering， and exchanging offerings that have value for customers， clients， partners， and society at [1] The term developed from the original meaning which referred literally to going to market， as in shopping， or going to a market to buy or sell goods or Marketing practice tends to be seen as a creative industry， which includes advertising， distribution and It is also concerned with anticipating the customers' future needs and wants， which are often discovered through market Seen from a systems point of view， sales process engineering views marketing as a set of processes that are interconnected and interdependent with other functions[2]， whose methods can be improved using a variety of relatively new Marketing is influenced by many of the social sciences， particularly psychology， sociology， and Anthropology and neuroscience are also small but growing Market research underpins these Through advertising， it is also related to many of the creative The marketing literature is also infamous for re-inventing itself and its vocabulary according to the times and the Contents [hide]1 Four Ps 2 Product 1 Branding 3 Marketing communications 1 Advertising 1 Functions and advantages of successful advertising 2 Objectives 3 Requirements of a good advertisement 4 Eight steps in an advertising campaign 2 Personal sales 3 Sales promotion 4 Marketing Public Relations (MPR) 4 Customer focus 5 Product focus 6 Areas of marketing specialization 7 See also 8 Related lists 9 References 10 Further reading 11 External links [edit] Four PsMain article: Marketing mixIn the early 1960s， Professor Neil Borden at Harvard Business School identified a number of company performance actions that can influence the consumer decision to purchase goods or Borden suggested that all those actions of the company represented a “Marketing Mix” Professor E Jerome McCarthy， also at the Harvard Business School in the early 1960s， suggested that the Marketing Mix contained 4 elements: product， price， place and Product: The product aspects of marketing deal with the specifications of the actual goods or services， and how it relates to the end-user's needs and The scope of a product generally includes supporting elements such as warranties， guarantees， and Pricing: This refers to the process of setting a price for a product， including The price need not be monetary; it can simply be what is exchanged for the product or services， time， energy， or Methods of setting prices optimally are in the domain of pricing Placement (or distribution): refers to how the product gets to the customer; for example， point-of-sale placement or This third P has also sometimes been called Place， referring to the channel by which a product or service is sold ( online retail)， which geographic region or industry， to which segment (young adults， families， business people)， also referring to how the environment in which the product is sold in can affect Promotion: This includes advertising， sales promotion， publicity， and personal Branding refers to the various methods of promoting the product， brand， or These four elements are often referred to as the marketing mix，[3] which a marketer can use to craft a marketing The four Ps model is most useful when marketing low value consumer Industrial products， services， high value consumer products require adjustments to this Services marketing must account for the unique nature of Industrial or B2B marketing must account for the long term contractual agreements that are typical in supply chain Relationship marketing attempts to do this by looking at marketing from a long term relationship perspective rather than individual As a counter to this， Morgan， in Riding the Waves of Change (Jossey-Bass， 1988)， suggests that one of the greatest limitations of the 4 Ps approach "is that it unconsciously emphasizes the inside–out view (looking from the company outwards)， whereas the essence of marketing should be the outside–in approach"[edit] ProductMain article: New Product Development[edit] BrandingMain article: BrandA brand is a name， term， design， symbol， or other feature that distinguishes products and services from competitive A brand represents the consumers' experience with an organization， product， or A brand is more than a name， design or Brand reflects personality of the company which is organizational A brand has also been defined as an identifiable entity that makes a specific value based on promises made and kept either actively or Branding means creating reference of certain products in Co-branding involves marketing activity involving two or more [edit] Marketing communicationsMarketing communications breaks down the strategies involved with marketing messages into categories based on the goals of each There are distinct stages in converting strangers to customers that govern the communication medium that should be [edit] AdvertisingPaid form of public presentation and expressive promotion of ideas Aimed at masses Manufacturer may determine what goes into advertisement Pervasive and impersonal medium [edit] Functions and advantages of successful advertisingTask of the salesman made easier Maximize sales Publicity Brand building Create awareness Persuade buyers Introduction of new product Enable market leadership To face competition To inform changes To counteract to competitors advertisement To enhance goodwill [edit] ObjectivesMaintain demand for well-known goods Introduce new and unknown goods Increase demand for well-known goods/products/services [edit] Requirements of a good advertisementThe AIDA Attention， Interest， Desire and ActionAttract attention (awareness) Stimulate interest Create a desire Bring about action (to buy the product) [edit] Eight steps in an advertising campaignMarket research Setting out aims Budgeting Choice of media (television， newspaper/magazines， radio， web， outdoor) Choice of actors and players (New Trend) Design and wording Co-ordination Test results [edit] Personal salesOral presentation given by a salesperson who approaches individuals or a group of potential customers:Live， interactive relationship Personal interest Attention and response Interesting presentation Clear and [edit] Sales promotionShort-term incentives to encourage buying of products:Instant appeal Anxiety to sell An example is coupons or a People are given an incentive to buy， but this does not build customer loyalty or encourage future repeat A major drawback of sales promotion is that it is easily copied by It cannot be used as a sustainable source of [edit] Marketing Public Relations (MPR)Stimulation of demand through press release giving a favourable report to a product Higher degree of credibility Effectively news Boosts enterprise's image [edit] Customer focusMany companies today have a customer focus (or market orientation) This implies that the company focuses its activities and products on consumer Generally there are three ways of doing this: the customer-driven approach， the sense of identifying market changes and the product innovation In the consumer-driven approach， consumer wants are the drivers of all strategic marketing No strategy is pursued until it passes the test of consumer Every aspect of a market offering， including the nature of the product itself， is driven by the needs of potential The starting point is always the The rationale for this approach is that there is no point spending R&D funds developing products that people will not History attests to many products that were commercial failures in spite of being technological [4]A formal approach to this customer-focused marketing is known as SIVA[5] (Solution， Information， Value， Access) This system is basically the four Ps renamed and reworded to provide a customer The SIVA Model provides a demand/customer centric version alternative to the well-known 4Ps supply side model (product， price， place， promotion) of marketing Product → Solution Promotion → Information Price → Value Placement → Access The four elements of the SIVA model are:Solution: How appropriate is the solution to the customer's problem/need? Information: Does the customer know about the solution? If so， how and from whom do they know enough to let them make a buying decision? Value: Does the customer know the value of the transaction， what it will cost， what are the benefits， what might they have to sacrifice， what will be their reward? Access: Where can the customer find the solution? How easily/locally/remotely can they buy it and take delivery? This model was proposed by Chekitan Dev and Don Schultz in the Marketing Management Journal of the American Marketing Association， and presented by them in Market Leader， the journal of the Marketing Society in the UK[edit] Product focusIn a product innovation approach， the company pursues product innovation， then tries to develop a market for the Product innovation drives the process and marketing research is conducted primarily to ensure that profitable market segment(s) exist for the The rationale is that customers may not know what options will be available to them in the future so we should not expect them to tell us what they will buy in the However， marketers can aggressively over-pursue product innovation and try to overcapitalize on a When pursuing a product innovation approach， marketers must ensure that they have a varied and multi-tiered approach to product It is claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather than inventing light Many firms， such as research and development focused companies， successfully focus on product Many purists doubt whether this is really a form of marketing orientation at all， because of the ex post status of consumer Some even question whether it is An emerging area of study and practice concerns internal marketing， or how employees are trained and managed to deliver the brand in a way that positively impacts the acquisition and retention of customers (employer branding) Diffusion of innovations research explores how and why people adopt new products， services and A relatively new form of marketing uses the Internet and is called Internet marketing or more generally e-marketing， affiliate marketing， desktop advertising or online It tries to perfect the segmentation strategy used in traditional It targets its audience more precisely， and is sometimes called personalized marketing or one-to-one With consumers' eroding attention span and willingness to give time to advertising messages， marketers are turning to forms of permission marketing such as branded content， custom media and reality The use of herd behavior in The Economist reported a recent conference in Rome on the subject of the simulation of adaptive human [6] It shared mechanisms to increase impulse buying and get people "to buy more by playing on the herd " The basic idea is that people will buy more of products that are seen to be popular， and several feedback mechanisms to get product popularity information to consumers are mentioned， including smart-cart technology and the use of Radio Frequency Identification Tag A "swarm-moves" model was introduced by a Princeton researcher， which is appealing to supermarkets because it can "increase sales without the need to give people " Large retailers Wal-Mart in the United States and Tesco in Britain plan to test the technology in spring 2007 Marketing is also used to promote business' products and is a great way to promote the Other recent studies on the "power of social influence" include an "artificial music market in which some 14，000 people downloaded previously unknown songs" (Columbia University， New York); a Japanese chain of convenience stores which orders its products based on "sales data from department stores and research companies;" a Massachusetts company exploiting knowledge of social networking to improve sales; and online retailers who are increasingly informing consumers about "which products are popular with like-minded consumers" (， Amazon， eBay)
