【IoT】7.Marketing 市场

目录

Differ Market and Marketing 两者的区别

Question 

1. What’s the objective of marketing？

2. Describe the ‘marketing mix’（市场混合体）.

How modern technologies affected the marketing mix?

3. How would can a company develop a differentiation strategy?

4. Explain how a company can identify their target market?

Market segmentation （市场分割）

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Differ Market and Marketing 两者的区别

长得挺像，可一个叫市场，一个叫营销

Marketing的定义在下文Q1

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Question 

1. What’s the objective of marketing？

The answer is in the definition：

Marketing is the social and managerial process；

Individuals and groups obtain what they need and want through creating and exchanging products and values with others.

社会、管理范畴；人们通过市场交易满足物质需要，创造价值，让渡价值和使用价值

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2. Describe the ‘marketing mix’（市场混合体）.

Def：

the set of controllable tactical marketing tools – p roduct, p rice, p lace and p romotion – that the firm blends to produce the response it wants in the target market ”；

一套可控的战术性的营销手段（包括 产品、价格、地点、促销）， 企业将这些要素混合在一起，以求在目标市场上得到想要的结果；

经历了两个阶段：

4 'P's marketing mix: 就是上面那4个“p”

7 'P's marketing mix: 4 'P' + people（人力），process（流程），physical environment（现实环境）；

How modern technologies affected the marketing mix?

New 4'P's model：

Personalization：

customization of products and services through the use of the Internet.

个性化： 通过互联网私人定制产品和服务

Participation：

allows customers to participate in what the brand should stand for: what should be the product directions and even which ads to run.

参与感： 让消费者参与到品牌设计中： 产品方向是什么，应该运行哪些广告

Peer-to-Peer：

customer networks and communities where product recommendations are shared.

点对点：建立 客户网络和社区，共享新品推荐（大众点评

Predictive modelling：

predictive algorithms, such as neural networks, that are being successfully applied in marketing problems.

预测模型/ 算法：如神经网络，应用于营销问题

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3. How would can a company develop a differentiation strategy?

产品类型多样化：

Core product：

the problem-solving services or core benefits that consumers are really buying when they obtain a product.

真正解决需求问题的或使其受益的核心，消费者真正要买的的产品

Actual Product：

a product’s parts, quality level, features, design, brand name, packaging and other attributes that combine to deliver core product benefits.

产品的零部件、质量水平、功能、设计、品牌名称、包装和其他属性，结合起来

Augmented product（推广产品）：

additional consumer services and benefits built around the core and actual products.

围绕核心产品和实际产品提供的，额外为消费者服务的

Potential product：

includes all of the features and services that could be envisaged as beneficial to customers, i.e. what can be used to differentiate the product next?

包括潜在的、所有可能对客户有利的功能和服务 

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4. Explain how a company can identify their target market?

1）To utilise the marketing mix fully, it is essential；

2）The first step is to use market segmentation to narrow down the overall market；

3）The whole target market is the set of all actual and potential buyers of the product；

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Market segmentation （市场分割）

1）Def：

Divide a market into distinct groups of buyers with different needs， characteristics or behaviour， who might require separate products or marketing mixes

 2）4 levels：

Mass marketing（大规模营销

Segmented markets（细分后的市场

Niche marketing（专营

Micromarketing（微观营销