Marketing

Author: Lü Yilin
Publisher:
Publish Date: 2003-11-01
Features: Corporate marketing activities include all activities related to the market and begin before production. Corporate marketers must understand consumer needs, analyze opportunities and potential threats in the marketing environment, analyze competitors' strategies and tactics, help corporate leadership make overall business strategy decisions, and develop marketing mix strategies to achieve corporate marketing goals, including delivering appropriate products to appropriate places at appropriate prices, making it convenient for target customers to obtain the products. Modern marketing concept—taking customer needs as the center of business activities—can be simply said to be customer-oriented. Social marketing concept—emphasizes that while meeting customer needs, businesses must also consider the long-term and overall interests of the public, take into account environmental protection and resource conservation, and is a marketing concept that truly aligns with the goal of building a sustainable society. Marketing is an important part of corporate operations. It refers to the business activities of enterprises starting from their own perspective, with buyers as the target, in a constantly changing market environment, centered on meeting the needs of all existing and potential customers, providing and guiding goods or services to customers while earning profits. This book is an introductory textbook on marketing, explaining basic marketing concepts, principles, and introducing highly operational marketing analysis methods, strategy combinations, and techniques. The book strongly emphasizes the scientific nature of the marketing management process and the targeting and flexibility of marketing strategies.