MARKETING市场营销

EUROPEAN UNIVERSITY CYPRUS

DEPARTMENT: Marketing

SUBJECT: Introduction to Marketing-MAR101 LECTURER: Dr. DINO DOMIC

TITLE: The significance of marketing STUDENT: LIU YILIN

REG NO: F20132139

SUBMISSION DATE: Week 12

LECTURES COMMENT PAGE

CONTENT Introduction (4)

In Globally…………………………………………5-7 In Domestically…………………………………7-8 In Organizationally……………………………8-10 In Personally……………………………………10-11

First, I want to talk about the definition of marketing. What’s marketing? Marketing is an organizational function and a set of processses for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. It is the activity, set of institutions.

Marketing is one of those chameleon words with erratic implications. In its original dictionary definition-buying and selling in the marketplace-it describes an activity that has been part of around so long, we assume that at this basic level it has the same connotations for everybody. Not so. Probe a little and you will find that, for one cultural type, buying and selling in the marketplace has rather sordidi associations with barrow-boys and one trickster outsmarting another; for others it will be associated with merchant venturers, braving perilous seas in search of profitable trade. One type will nourish a prejudice against marketing, the other will be prejudiced in its favour.

More recently the same word, marketing, has been used to describe the techniques, greatly elaborated during the last forty years , which producers of goods and services use, in conjunction with traditional selling, to win and retain customers and optimise profits. These are the promotion.

Marketing is used to describe that part of a general manager’s job which is concerned with managing the organisation’s present relationship and planninng its future relationship with customers-the fickle and elusive body without which no business can survive. The third meaning, too, causes unnecessary misunderstanding and conflict. No advocate of marketing can have failed to meet the individual who proclaims that ‘I’ m a practical man ,I don’t hold with this marketing nonsense’-and then turns out to have spent his whole career practising the arts of marketing by the light of nature.1

Now ,I am going to talk about the significance of marketing in globally.

An effective marketing system is necessary for economic development. Improved marketing may be the key to growth in less-developed nations.

Without an effective marketing system, the less-developed nations may not be able to escape the “vicious cirle of poverty”.

A marketing system does more than just deliver goods and services to consumers-it allows mass production with its economies of scale. Also, mass communication and mass transportation allow products to be shipped where they’re needed. Oranges from California are found in Minnesota stores-even in December-and electronic parts made in New York State are used in making products all over the country.

In addition to making mass production possible, our market-directed, marketing system encourage innovation-the development and spread of new ideas and products. Competition for consumers’dollars forces firms to think of nes and better ways of satisfying consumer needs.

Marketing is concerned with the way the whole economy works.2

The 1990s mark the first decade in which companies around the world must start thinking globally. Time and distance are shrinking rapidly with the advent of faster communication, transportation, and financial flows. Products developed in one country are finding enthusiastic acceptance in other countries.

True, many companies have been carrying on international activities for decades. Coca-Cola ,IBM, Kodak, Shell, Toshiba, Sony and other companies are familiar to most consumers around the world. But today global competition is intensifying. Foreign firms are expanding aggressively into new international markets, and home markets are no