Chapter 2 Marketing,Lesson 1 Market and Marketing Lesson 2 The Characteristics of Marketing Lesson 3 The New Development of Marketing Lesson 4 The Five Forces Competition Model Lesson5 SWOT Analysis,Chapter 2 Marketing,Lesson 6 BCG Matrix Analysis Lesson 7 Product Strategies Lesson 8 Pricing Strategies Lesson 9 Distribution Strategies Lessonl0 Promotion Strategies,Lesson 1 Market and Marketing,Market is the product of the division of social labor, the production and exchange of the commodities, having developed for thousands of years; while Marketing, as an independent subject, specializes in researching the objective rule of the activities of marketing for nearly a hundred years. 1. Market Market is the place of carrying out business, mainly composed of the “buyer“ and the “seller.“ In marketing, there is a kind of special realization of the conception of market,“ which used to refer to certain buyer group.,下一页,返回,Lesson 1 Market and Marketing,In terms of development, market has several presentations: market is the place of exchanging commodities (original); market is the relation of the whole exchanging (developmental); market is the field of circulating (process). From the perspective of marketing, market is the potential customers with certain demand and desire to satisfy by exchanging, that is, Market = Population+ Purchasing Power+ Purchasing Motivation. These three factors restrict each other, only the combination of these three could form the real market to determine the scale and content of market.,上一页,下一页,返回,Lesson 1 Market and Marketing,2. Marketing As a course of science, based on the economics, behavioral science and modern management theory, marketing is an integrated applied science of marketing activities and rules by researching how to satisfy the customers requirements and how to improve the availability of these exchanges. It is the product of market economy developing into a higher level, and it becomes deepening, abundant and perfect in accordance with the development of society and economy. From the aspect of companies, marketing researches how to provide the effective supply and how to communicate effectively among the companies, the intermediary businessmen and the customers to improve the benefit of the companies.,上一页,下一页,返回,Lesson 1 Market and Marketing,Modern marketing consists of macroscopic and microscopic marketing. The macroscopic one refers to the production and marketing activities in the field of socio-economy; while the microscopic one refers to the activities of achieving the value and value-in-use of products through marketing exchanging.,上一页,返回,Lesson 2 The Characteristics of Marketing,Marketing mainly researches the activity process and rule of marketing centering on satisfying the demand of customers, that is, under a certain surrounding of marketing, the companies implement the marketing process mainly including products, distribution, pricing and promotion, and the objective rule for satisfying the realistic and potential demand of customers on the marketing investigation. The characteristics of marketing include: First, practicality. On the one hand, the basic principle, method and strategy of marketing root in the summary of the practical experience of those enterprises; on the other hand, the basic principle, method and strategy of marketing provide guidance and practicability for the marketing activities.,下一页,返回,Lesson 2 The Characteristics of Marketing,Second, integrality. The researching scope of marketing is not only in the area of commodity circulation, but the whole process of social reproduction, including pre-production activities, such as marketing investigation, products design and so on, and the after-sale service, such as installation, repairing and so on. Third, integration. Marketing is an integrated course of frontier science, which is based on the theory of economics and uses the theory and method of philosophy, ehavioral science, sociology, politics, psychology, econometrics, informatics, mathematics and so on, for reference.,上一页,返回,Lesson 3 The New Development of Marketing,1. On-line Marketing On the basis of Internet technology, the on-line marketing mode of satisfying the demand of customers marketing is a kind of modern effciently. As a product of high-level development of modern science and technology, the on-line marketing has many benefits: improving efficiency and interactivity and reducing costs; getting rid of the space and time limit and the dependence on documents and providing more choices for customers; enhancing the value of products and service information and decreasing the drawback in expanding the international market, etc.,下一页,返回,Lesson 3 The New Development of Marketing,The common methods of on-line marketing include: searching engine, searching key words, on-line advertisement, e-shop, exchanging link, announcing information, marketing forum, mail list, permissive e-mail marketing, individual marketing, memb