HND市场学导论outcome1.docx

HND市场学导论outcome1.docx

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HND市场学导论outcome1

HND市场学导论outcome1

Marketing:

AnIntroduction

Administrator

Contents

Introduction

ThisreportiswritesfortheTrusty-LandFoodCompany.Thereportconsistsof5pointthatincludesthemarketingenvironmentsegmentationandtargeting,themarketresearchandinformationandmarketingconception.Makingafinalandreviewsummaryintheend.

Findings

Marketingconcept

Payattentiontomarketresearch

Theorganizationresearchesthelocalenvironmentthatcanhelpcompanytomakemarketsegmentation.Finally,theorganizationcanmeetcustomer’sdemand.

CorporateProfit

Theorganizationusesadvancedtechnologyorpolicytoimprovetheproductinmarket.Theorganizationenhancesthemarketsharesthatwillincreasecorporateprofit.

Payattentiontothemarketingplan

Theorganizationpaysattentiontothecustomer’sdemandcompetitionsplanandownenterpriseconditions.Themarketingplancanensurecustomergrowthandgrowthentercompany’sprofit.

MarketingOrientationandCustomerRelationshipManagement

Theorganizationisgivesprioritytothecustomer’sdemand.Theorganizationcommunicateandcooperatewithcustomersthatcanhelporganizationtotakelong-termbenefitswithcustomers.

AfterService

Theorganizationreasonabletomeetscustomer’srequirements.Theorganizationmasttimelyandeffectivetodealwithcustomer’sproblem.Eventuallytheorganizationmakecustomersatisfaction.

Themarketingenvironment

Microenvironment:

TheCompanymetthespecificconditionsinthebusinessenvironmentandexplorestherelevanceeconomicreasoningtomanagerialdecision-making.The‘Trusty-LandFood’formedasalestolargegrocerychains.ThelargegrocerychainsincludesSevenEleven.ButSevenElevenwantedsuppliesundertheirnameonTrusty-LandFood’sproducts,sotheSevenElevenbecomeacompetition.Itaffectsthereputationofourproducts,costumeralwayspaygreatattentiontopacking.Trusty-Land–Food’slogorepresentabigpartandSevenEleven’slogorepresentasmallpart.

In2009,the“HealthMeat”isimperativeforcompaniestoincreasetheirfocusonretainingexistingcustomersandattractingnewones.Bringthebenefitstocompanyfromnewones.Thecompaniesadheretoinnovation.Widerangeofgoodswillattractmorecustomersthatcanmovethecompanyforward.

Macroenvironment:

Thebirdfluandthemadcowscareappearedin2005and2006thatdecreasedthecustomer’sdemand.Thebirdfluandthemadcowscareappearedthatmadethecompanylosegreatprofits.Securitychecksinthesupplierhavebecomestrictertohelpthebirdfluandmadcowscaredisappeared.ThemassmediashouldbepropagandasfoodTrusty-LandFoodCompany’sproductssafetythatcanmaintainssales.

Thenewdietaryguidelineshadbeenproposedbygovernmentisreduceconsumptionbyredmeatandprocessedmeat.Thenewdietaryguidelineseffectthecompany’sredmeatandprocessedmeat’ssales.Respondingtogovernment’spolicy,thecompanyreduceproductsoftheredmeatandprocessedmeatandproductionmoreproductsofwritemeat.Respondingthegovernment’spolicycanmaketheproductsalestorise.

TypesofMarketingEnvironment

AccordingtoPhilipKotlerinhisbookPrinciplesofMarketing（4thEuropeanEdition）,themarketingenvironmentconsistsofalltheactorsandforcesthataffectthemarketingmanagement’sabilitytodevelopandmaintainsuccessfulrelationshipswithitstargetcustomers.AccordingtoGaryArmstrong&PhilipKotler,Marketing:

Anintroduction（10thEdition）,apublicindicatesanygroupthathasanactualorpotentialinterestinorimpactonanorganization’sabilitytoachieveitsobjectives.

MarketingResearch&Information:

Findoutenterprise’sproblemsandmistakes

Itcanhelpenterprisetofindsoutenterprise’sproblemsandmistakesandthenitcanhelpenterprisetodealwithproblemsandmistakes.Itbenefitthefurtherdevelopmentoftheenterprise.

MarketSegmentation

Marketsegmentationcanhelptheenterprisetomakesmarketsegmentation.Theenterpriseusesmarketsegmentationtofindscustomersthatcanhelpenterprisetoimprovetheproductsales.

Opponentsofinformation

Theenterprisemastgraspstheopponentsofinformationtokeepingtheadvantageoftheenterprisesinthecompetition.Itbeneficialtocompanydevelopment.

Marketingplan

Themarketingresearchbringstheinformation.Theinformationhelpsenterprisetomakesnextmarketingplan.

MarketresearchandinformationIntroduction

“Thefunctionlinkingtheconsumer,customerandpublictothemarketerthroughinformationthatisusedtoidentifyanddefinemarketingopportunitiesandproblems,togenerate,refineandevaluatemarketingactions,tomonitormarketingperformance,andtoimproveunderstandingofthemarketingprocess”

Quantitative&QualitativeResearch

QualitativeResearch

In-depthinterviews

TheTrusty-LandFoodCompanylooksforthreepeopletoin-depthinterviews.Thethreemenisconsumerrepresentativeandrepresentativeofmajoradagenciesandmarketdevelopmentmanager.Thecompanyinordertoimprovethesalesofthecompany’sproductsthatcanattractmorecustomers.Consumerrepresentativesputforwardopinionsandsuggestionsonthequalityofourmeet’sproducts,tomeetthemajorityofconsumerpreferencestomakechanges.

Nowadvertisingisveryimportanttostrengthentheuseofthemediatoadvertise.Therepresentativeofmajoradagenciesproposalscombinedwiththecompany'scharacteristicsandcorporateculture.Recommendationsincludesthemethodsofpackagingproductsandmassmedia.Thesuccessoftheproductpackagingandadvertisingcanattractmorecustomers.Themarketdevelopmentmanagerhearconsumerrepresentativesandrepresentativeofmajoradagencies’recommendationsthatcanimprovementsproducts.Suchasadvertisingcompaniestolistentoconsumersrepresentativeoftheappearanceoftheproductpreferencesandconsumersgetsinformationthroughwhatkindsofthemedia,AdvertisingCompanytounderstandthecorporatecultureandcharacteristicsthroughthemarketdevelopmentmanager.Threepeopletodiscussesandultimatelyachievethebestpackingeffectandpublicityofcompany’sproducts.

Quantitativeresearch

Face-to-Facesurveys:

TheInvestigationteamtonearbyfoodmarketinanumberofneighborhoodsfacetofacesurveysbeforethelunchtimeanddinnertime.Theinvestigationteamtoconductresearchonpeoplewhobuyfood,becausemostpeoplecooksforfamilyshouldbuyfood.Investigationteamtounderstandpeopleusuallybuyfoodtoeatwhatkindofmeat,rawfoodorcookedfoodwhichsomemore,peoplebuyfoodforthefoodsafetyrequirements,etc.Givingsmallgiftswhenthecustomersansweredthequestionafter.Smallgiftsmaybethecompany'snewtastingproduct.Throughinvestigation,improvementofproductsthatcanincreasesales.

Segmentation&targeting

Researchinformation

Theenterprisestounderstandthedetailsoftheirownproblem,suchasthecompetitivenessofanenterprise;bandeffect;fiscalreserves.

Knowingthemarket.Trusty-LandFoodCompanytounderstandthatconsumer’sconsumptionhabitandhobby.Thecompanyrespectthereligiousbeliefsandcustoms,manypeopleknowthatnoteatingporkisoneofeatinghabitsoftheMuslim.

Marketsegmentation

Thecompanychoosesreligionfromdemographicsegmentationtomakemarketsegmentation.Themarketisdividingamarketintodistinctgroupsofbuyerswithdifferentneeds,characteristicsorbehaviors,whomightrequireseparateproductsormarketingmixesandcompanyevaluateseachmarketsegments.PhilipKotleralsodescribesmarkettargetingas“evaluatingeachmarketsegmentssegment’sattractivenessandselectingoneormoreofthemarketsegment’sattractivenessandselectingoneormoreofthemarketsegmentstoenter.”

ThecompanychoosesCatholic,Protestant,Jewish,Islamicfromreligiontodomarketsegmentation

Moslemdonoteatpork.UsingdifferentiatedmarketinginMoslemmarket,suchasthecompanymastprintsIslamicidentityonfood’spackaging.AccordingtoMuslimtastestomakeimprovementsfromthecompany'sproducts.

BenefitsofMarketS&T

ThroughmakingMarketS&Tandmakingcontinuousimprovements,customersatisfactionscoresandcourtesy,alongwithmarketshare,areontherise.Ourcustomersgethookedonthegoodproductandsettingupthegoodenterpriseimage,theywillbuyandbecomemoreloyaltoourbrand.

Conclusion

Finally,Irecommendthatcompaniesadheretomarketresearchandinnovationthatcanmakethecompany'sproductsalesrise.Ihopethatthecompanydevelopbetterandbetter.

Reference

WangHuihong,WANGJing,2013,SQAUnitStudentGuideonMarketing:

AnIntroduction,ChinaModernEconomicPublishingHouse.

KotlerPhilip,WongVeronica,SaundersJohn,ArmstrongGary,2005,PrinciplesofMarketing4thEuropeanEdition,PrenticeHall.