HND 市场学导论 Outcome2

HND 市场学导论 Outcome2 HND Define the term marketing, and explain the marketing concept. Compare and contrast the marketing concept with the ‘product philosophy’. The definition of Marketing is ‘Selling goods that don’t come back to customers who do - at a profit which satisfies shareholders - using means which satisfy other stakeholders There are five recognized orientation to business which are called marketing concepts, they are 1. Production, 2. Product, 3. Selling 4. Marketing 5. Societal Marketing. The marketing concept can be described as outside-in approach and others can be described as inside-out approach. Firstly, we should go out to do market research and finds out what the customers‘ needs and wants are, and then we research and develop new products in order to satisfy the customers, whilst we offer the right marketing mix of product, place, price and promotion, the customers get satisfied eventually. The organization should offer a set of satisfying product in acceptable price to customers accompanying popularization activities. Then, through marketing concept to motivate customers buy goods. Organization with this view of business recognize that key to success lies in finding out who its customers are and what they want, then finding a profitable way of satisfying those wants more successfully than their competitors. The marketing concept encourages organization to focus on the market, be orientated to the customer, co-ordinate all the business functions to serve the identified needs of the customer and therefore produce profits. Compare and contrast to the marketing concept with the ?product philosophy‘. The marketing concept aimed at what marketers should do in marketing and customer needs, wants and demands. About the marketing concept, it is a method that focusing on promotion. We will advertise through media and choose locations to do promotion in order to excite customers‘ purchase desire, besides that, the skilful salespersons should be employed, and then sale the products to consumers through using aggressive selling techniques. The product philosophy is talking about the customers‘ favor product which should be designed and produced by focusing on the highest quality and technologically advanced features instead of the needs. We must reduce the costs of products and let them be available ubiquitously, anytime and in large volumes. 2. Identify the elements of the marketing mix and explain each element in terms of the organization in the case study. Your answer must include an explanation of the product life cycle and you should match the organization’s main ranges of products to their positions on the product life cycle. Marketing mix 1. 2. 3. 4. Product Price Place Promotion Case study 1. Landel in 1986 — produced a limited range of wooden toys aimed at the pre-school market. 2. Its range of products was originally limited to wooden building bricks, simple wooden jigsaws and a limited selection of wooden animals. 3. As the company became more established, the product range was expanded to include dolls‘ houses and wooden train sets. 4. In the early days the company sold through small, independent toys shops, and it 8 year old market. slowly expanded its product portfolio to include a range for the 5– 5. At the same time, the company also introduced ?Country Cousins‘ books and to this end, it acquired an ailing publishing company in Exeter. 6. The range currently includes wooden figures, cuddly figures, wooden play houses and scenery, a series of thirty ?Country Cousins‘ story books, a ?Country Cousins‘ Annual which has been produced each year since 1986, ?Country Cousins‘ stationery, pencil cases, note pads, cards etc, and ?Country Cousins ‘ toiletries, including soap, shampoos, sponges, bath salts etc. 7. In addition to the ?Country Cousins‘ range, Landel still produces its traditional wooden jigsaws, wooden animals, wooden building blocks and various other wooden toys aimed at the pre-school market. 8. Has now been adapted to produce a range of more than forty different styles and types of bears and other creatures. Many of these are ?own label‘ products for Toys stores. 9. Other alterations to the product mix include the introduction of larger toys such as play houses, climbing frames and slides. 10. A new series of pre-school books has been produced, including a range called ?Dolly the Dolphin‘ for which the company has high expectations. 11. A new range of self-reading books has also been developed. 1. Along with the decline in demand, the company has had to change its pricing policies. During the boom period of the early 1990s, the price of the ?Country Cousins‘ range was set at a premium, but in order to maintain sales, the company was forced to reduce price to a much more competitive level. 2. On occasions this patronage has been hard won, and in recent years has involved more and more price-cutting to ensure that the existing stores continue to stock Landel‘s range. 3. Landel is selling to the middlemen at a considerably reduced price 1. Disenchanted by its inability to become accepted by any of the larger chains, the company toyed with the idea of mail order selling. 2. The books were sold principally through toy shops and department stores as part of the overall ?Country Cousins‘ package, and by concentrating on its established toy retailers rather than bookshops 1. A catalogue was produced and distributed through some of the leading Sunday newspapers, 2. The company‘s big break, however, came when the Welsh language TV channel SC4 introduced an animated series featuring an assortment of animal characters collectively known as the ?Country Cousins‘. Against fierce competition, Landel won the contract to make a limited range of merchandise featuring the characters, and the s most popularity of the series resulted in sales which were way beyond Landel‘ optimistic expectations. 3. Following the success of ?Country Cousins‘, ITV decided to give the series national airing, and in the lead up to the national launch, 4. The company‘s 30-strong sales team has been charged with the responsibility of maintaining good relations with existing outlets to ensure their continued patronage. 5. In addition to this publicity, the company‘s promotional effort had been principally aimed at retailers and other middlemen, and this had primarily involved personal selling through the sales team making regular visits to established clients. And in recent years this has been supplemented by advertising in children‘s comics and magazines, and by a limited amount of advertising on Children‘s TV, particularly in the run up to Christmas each year. Development: with the help of market research new products are designed. This is the most risky and expensive stage where the costs of research and technical development are incurred but not sales revenue is being earned. The ?Country Cousins‘ series toys were product at beginning. The price has a peak in late 1980s. It bring foothold for the company in the market. Introduction: once it has been developed, the product is advertised and brought to market for sale. Profits may be low since development costs have to be recovered. The sale of ?Country Cousins‘ were decreased. So the company put out series other products about it. ?Country Cousins‘ stationery, pencil cases, note pads, cards etc, and ?Country Cousins‘ toiletries, including soap, shampoos, sponges, bath salts etc. Growth: if the product is successful sales and the profit contribution will increase rapidly but competitors may well be attracted into the marketplace. Maturity: once established in a market the sales of a product do not grow rapidly. Competition is now fierce and profit level off as a result. Saturation: in times sales stop increasing, leading to…… Decline: eventually competition and other new products are likely to result in falling sakes and profits. If this continues, the product may be withdrawn form the market. The ?Country Cousins‘ was dropped by ITV; the Landel Toys Company has had to change it pricing policies to save these programmers. 3 Explain each element of the marketing mix for a privately owned Sports Club, or Health and Beauty Spa, and describe how each element will differ from that of the organization in the case study. Product Price1 Promotion Place People Process Physical Evidence The elements of marketing mix for a privately owned service firm can include the followings: price, place, promotion, product, people, process, physical evidence. The elements of marketing mix for the organization in the case study should include only 4P. For example, Hainan airline. For the South airline of China, The is service of transportation. Service is the activity or benefit that one party can offer to another which is essentially intangible and does not result in ownership of anything. The South airline of China offers the transportation and service in traveling. The Landel Toy Company products are goods. is one of the most flexible elements of the marketing mix. Pricing is a very comparative business; it will be affected by consumers, the trade and the competition. For example, if customers feel the ticket price of South airline of China is lower than others; most of them may choose this airline. Landel Toys Company products price change belongs to the situation they have in the market. At the products stay in development, the price will highest. When the products price near by decline, the company needs to cut down their product price to maintain their situation in market. is concerned with communication information concerning products and services and trying to persuade customers and markets to try them. South airline of China not only uses advertising but communicates with passengers to help them have a better understanding of the company. Landel Toys Company uses newspaper to promote its products originally. When it product the ?Country Cousins‘ they use the TV program to introduce its products to the public. The next is which not only includes retail store, online shop but also the movement of goods. If you want to book the ticket of South airline of China, you can buy online or flight ticket selling. Landel Toy Company toyed with the idea of mail order selling. play an important role in offering service; the customers‘ satisfaction is intrinsically linked to the service provider. For the airline, the flight assistant‘s attitude may have an effect on the customers. involve looking at the quality controls that need to be in place to ensure consistency of service. Services, unlike physical products, happen "on the spot" and customers like to know what to expect. Examples include processes to reduce the queuing systems and service delivery. So there must be a leader during the flight. is the ―tangible‖ part of the service, like the décor inside the plane. For the South airline of China, the product is service of transportation. Service is the activity or benefit that one party can offer to another which is essentially intangible and does not result in ownership of anything. The South airline of China offers the transportation and service in traveling. Price is one of the most flexible elements of the marketing mix. Pricing is a very comparative business; it will be affected by consumers, the trade and the competition. For example, if customers feel the ticket price of South airline of China is lower than others; most of them may choose this airline. Promotion is concerned with communication information concerning products and services and trying to persuade customers and markets to try them. South airline of China not only uses advertising but communicates with passengers to help them have a better understanding of the company. the next is price, which not only includes retail store, online shop but also the movement of goods. If you want to book the ticket of South airline of China, you can buy online or flight ticket selling. The differences between 4Ps and 7Ps are as follows. People play an important role in offering service; the customers‘ satisfaction is intrinsically linked to the service provider. For the airline, the flight assistant‘s attitude may have an effect on the customers. Processes involve looking at the quality controls that need to be in place to ensure consistency of service. So there must be a leader during the flight. Physical evidence is the ―tangible‖ part of the service, like the décor inside the plane. 4. Describe at least three possible changes which could occur in the business environment, and explain how the organization in the case study might alter its marketing mix in anticipation of, or in response to these changes. Organizations exist with an environment which can influence the industry or the individual organizations. An internal environment is in the company which is generally called systems, the effectiveness of which largely depends on the corporate culture of the organization. And there is a micro environment that comprises all those factors which lie outside the organization boundaries. The success of an organization is affected directly by those in the microenvironment, namely the company, the distributors, customers, competitors and public. And the macro environment consists of the lager forces which affect the way in which an organization operates and over which the organization has little or no control. These can be known as the acronym PEST. PEST standing for: Political/Legal: it is not simply domestic politics which will impact on marketing strategy. Economic: some of the factors of potentially major concern to marketing management because they, in turn, influence costs, prices and demand. Sociocultural (including demographics): Changes and trends in the sociocultural environment present significant challenges. People’s basic beliefs, attitudes and values are shaped by the society in which they grow up. Technological: Developments and breakthroughs in technology are the basis for new products and sometimes new industries. It is also affects how a business will run. Factors which may affect Landle: the declining birth rate, growing demand for more technological toys, increased affluence, growth in competition from larger competitors, growing dominance of larger retailers. The company introduced new range of products for aimed at alternative market segments, produce high-Tec versions of existing products, introduce added value products at higher prices, develops higher profile promotions to compete with rivals, use sales team to develop relations with retailers. 组织存在的环境，能够影响的行业或个别组织。内部环境是该公司通常是所谓 的系统的有效性，其中很大程度上取决于企业文化的组织。并有微环境，包括所 有这些因素不在该组织的界限。成功的组织是直接受那些在微，即公司，分销商， 顾客，竞争者和公众。和宏观环境包括啤酒势力影响的方式运作的组织和该组织 已很少或根本没有控制。这些可以被称为害虫的缩写。害虫站立:政治/法律: 它不仅是国内政治这将影响到营销战略。经济:一些潜在的因素主要关注的营销 管理，因为他们，反过来影响成本，价格和需求。社会文化(包括人口) :变 化和趋势的社会文化环境构成重大挑战。人民的基本信仰，态度和价值观形成的 社会，他们在长大。技术:发展和突破，技术是基础，新产品，有时新的产业。 这也是影响企业如何将运行。 这些因素可能会影响到Landle :出生率下降，日益增长的需求更多的技术玩 具，增加了富裕，在竞争中增长较大的竞争对手，优势越来越大零售商。 该公司推出一系列新的产品，以替代细分市场，生产高科技版本的现有产品， 引进附加值产品价格较高，开发更高的知名度晋升到与对手竞争，使用的销售团 队发展与零售商的关系。