Marketing Training (Comprehensive Quality Training Series)

Author: Wang Zhaiping
Publisher:
Publish Date: 2003-12-01
Features: Marketing Training is one of the "Comprehensive Quality Training Series." The book is divided into thirteen chapters, with the main line of marketing work as the focus for elaboration. Any enterprise engaged in marketing must first have a certain marketing awareness or concept in its mind. Then, it needs to start by investigating the market, analyzing and researching the market environment, studying consumer needs and consumption behavior patterns. Once an opportunity is identified, the enterprise should select the target market and conduct market and product positioning. Based on the market positioning, the marketing mix is designed, and marketing activities are implemented and managed through planning, organizing, leading, and controlling.
Chapter 1 introduces the origin and development of marketing science, briefly elaborating on five marketing concepts: the production concept, product concept, selling concept, marketing concept, and social marketing concept. It also provides a concise explanation of new marketing concepts such as 11P, 4R, green marketing, integrated marketing, 4C, relationship marketing, and online marketing.
Chapters 2, 3, and 4 focus on how enterprises analyze market opportunities, emphasizing how they can obtain market intelligence and consumer information from their marketing environment through market research and enterprise marketing information systems, providing objects and bases for market opportunity analysis. Several analytical tools are also introduced.
Chapters 5 and 6 rise to a strategic level, introducing six classic strategies such as diversification, as well as how enterprises can select business strategies, plan business strategies, and conduct market segmentation and target market selection.
Chapters 7, 8, 9, and 10 provide detailed explanations of the marketing mix from four aspects: product, price, distribution channels, and promotion.
Chapter 11 explores the integration of marketing management and international marketing in a meaningful way. The book selects some very fresh classic marketing cases, closely combining marketing concepts with practical marketing practices. Moreover, each chapter concludes with case studies, allowing readers to experience the real training feel.