留学生作业：Elements of the Marketing Process

留学生作业-营销过程的要素。本文是一篇留学生商务管理课程作业范文，主要内容是通过Kotler的定义：“营销是一个社会过程，个人和团体通过创造和与他人交换产品和价值来获得他们需要和想要的东西。”营销是创造、沟通、交付和交换对客户、客户、合作伙伴和整个社会都有价值的产品的活动、一系列机构和过程。以下就是这篇商务管理留学生作业写作范文的全部内容，供参考。

1.1 Explain the various elements of the marketing process.解释营销过程的各个要素

Marketing 营销

Kotler (2010) defines that “Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.”

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners and society at large.” (American Marketing Association, 2010)

Customer’s Needs, Wants and Demands 客户的需求、欲求和要求

A successful business starts with knowing the customers. Customers are people who buy products and services from other people such as companies of one sort or another. The company may already know them as friends, neighbors and family but to develop the company’s business, it is very important to know what the customers need or want. The needs, wants and demands help the marketers decide the products which they have to offer in the market.

成功的商业始于了解客户。客户是从其他人（如某类公司）那里购买产品和服务的人。公司可能已经将他们视为朋友、邻居和家人，但要发展公司的业务，了解客户的需求非常重要。需求、需求和需求帮助营销人员决定他们必须在市场上提供的产品。

Needs 需求

Needs are easier to define but very according to social needs, physical needs, individual needs and other factors. The job of marketers is to understand the needs of the customers. Human needs are the basic requirements and include food clothing and shelter. Without these human cannot survive. The products which are under the needs category do not require push. By supplying more closely for the needs of customers, it is mostly successful for the companies which understand the reasons why the customers make the decisions such as what they buy and how they buy. (N.a, 2014)

需求更容易定义，但非常符合社会需求、身体需求、个人需求和其他因素。营销人员的工作是了解客户的需求。人的需要是基本要求，包括食物、衣服和住所。没有这些，人类无法生存。属于需求类别的产品不需要推送。通过更紧密地满足客户的需求，对于了解客户做出决定的原因（如他们购买什么和如何购买）的公司来说，这通常是成功的。

Wants 欲求

A difference is frequently made between needs and wants. “The marketing concept is the attitude that business decisions should be based on what the consumer wants.” (n.a, 2010). Wants are a step ahead of customers’ needs and also largely depend on the needs of the customers themselves. They are the form of human needs shaped by culture and individual personality (Class notes). For some customers, the wants are simple. On the other hand, other customers may be more specific in their wants.

需求和欲求之间往往存在差异。“营销理念是一种态度，即商业决策应基于消费者的欲求。”欲求比客户的需求超前一步，而且在很大程度上取决于客户自身的需求。它们是由文化和个人性格塑造的人类需求的形式。对于一些客户来说，欲求很简单。另一方面，其他客户的欲求可能更具体。

Demands 要求

A step ahead of wants is demands. When a customer wants something which is the best, and also the customer has the ability to buy it, then these wants are changed into demands. The main difference between wants and demands is customers’ desire.

欲求比要求领先一步。当顾客想要最好的东西，并且顾客有能力购买时，这些欲求就会转化为要求。欲求和要求之间的主要区别是客户的需求。

Customer’s Satisfaction 客户满意度

Customer’s satisfaction is a marketing term that relations how products or services supplied by a company meet a customer’s expectation. Customers’ satisfaction helps the companies to evaluate their ability in meeting customers’ needs and expectations effectively. (Zeithaml et al, 2009)

客户满意度是一个营销术语，它关系到公司提供的产品或服务如何满足客户的期望。客户满意度有助于公司评估其有效满足客户需求和期望的能力。

Marketing Process  营销过程

The marketing process is the process of analyzing market opportunities, selecting target markets, developing the marketing mix, and managing the marketing effort. Target customers stand at the center of the marketing process.

营销过程是分析市场机会、选择目标市场、开发营销组合和管理营销努力的过程。目标客户是营销过程的中心。

Various Elements of Marketing Process 营销过程的各种要素

There are various kinds of elements under marketing process. They are –营销过程中有各种各样的要素。它们是——

Situational Analysis 情景分析

Marketing Objectives 营销目标

Marketing Strategy 营销策略

Marketing Mix 营销组合

Implementation and Control. 实施和控制。

Situational Analysis 情景分析

The foundation of the marketing plan, which is known as a situational analysis includes many factors affecting on a business such as Swot analysis, Pestle analysis, Porter’s five forces and stakeholder analysis. Swot which stands for strengths, weakness, opportunities and threats is to create lists of all of the internal and external strengths, weakness, opportunities and threats to advise strategic planning decisions. Pestle which stands for political, economic, social, technological, legal and environmental is to identify all of the various external factors that might affect a business. A situational analysis can lead the organization of better understanding the factors which will influence its future. (Lorette, 2014)

营销计划的基础，即所谓的情景分析，包括许多影响企业的因素，如Swot分析、Pestle分析、波特的五种力量和利益相关者分析。代表优势、劣势、机遇和威胁的誓言是创建所有内部和外部优势、劣势和机遇的列表，为战略规划决策提供建议。代表政治、经济、社会、技术、法律和环境的有害因素是识别可能影响企业的所有外部因素。情境分析可以引导组织更好地理解影响其未来的因素。

Marketing Objectives 营销目标

The objective is the starting point of the marketing plan. Marketing objectives are goals for the organization which wants to be successful when encouraging its products or services to customers. They should always support the company’s mission and goals. They are important because they can show how the company will benefit from marketing, training the employees and managing (Pendergrass, 2013). Every effective goals and objectives are defined by the SMART criteria.

目标是营销计划的起点。营销目标是指希望在向客户提供产品或服务时取得成功的组织的目标。他们应该始终支持公司的使命和目标。它们很重要，因为它们可以显示公司将如何从营销、培训员工和管理中受益。SMART标准定义了每个有效的目标。

Marketing Strategy 营销策略

A strategy is a long-term plan to achieve certain objectives. Therefore a marketing strategy is a marketing plan considered to achieve marketing objectives. STP marketing is a three- step approach to build a target marketing plan. S is for segmentation, T is for targeting and P for positioning (Kokemuller, n.d).

战略是实现某些目标的长期计划。因此，营销策略是为实现营销目标而制定的营销计划。STP营销是建立目标营销计划的三步方法。S表示分段，T表示定位，P表示定位。

Segmentation is essentially a brainstorming activity due to demographics, psychographics, lifestyle, belief and values, life stages, geography, behavior and benefit (Hanlon, 2013). Targeting allows companies to classify the market segments that fit the best with their products. Hanks,(2014) states that “Positioning includes the development of a product that the selected target market segment views as unique when compared to similar products in the industry.”

由于人口统计、心理图形、生活方式、信仰和价值观、生活阶段、地理、行为和利益，细分本质上是一种头脑风暴活动。目标定位允许公司对最适合其产品的细分市场进行分类。Hanks指出，“定位包括开发一种产品，与行业中的同类产品相比，选定的目标市场细分市场认为该产品是独一无二的。”

Marketing Mix 营销组合

Marketing mix is the combination of seven variables under a company’s control that can be worked to achieve marketing objectives. Marketing managers use this to produce the best response in the target market. It is important to understand that the marketing mix principles are manageable. (N.a ,2014)

营销组合是在公司控制下的七个变量的组合，可以用来实现营销目标。营销经理利用这一点在目标市场上做出最佳反应。重要的是要了解营销组合原则是可管理的。

Marketing decisions generally fall into the following seven controllable categories named as 7Ps.营销决策通常分为以下七个可控类别，称为7P。

Product 产品

Price 价格

Place 位置

Promotion 晋升

People 人员

Process 过程

Physical Evidence 物质环境

Implementation and Control 实施和控制

An effective strategic implementation can determine the outcome of marketing planning. The effectiveness of implementation may be improved by the management of the planning process by building promise and ownership of the plan and its implementation. (N.a, 2013)

有效的战略实施可以决定营销计划的结果。通过建立计划及其实施的承诺和所有权，规划过程的管理可以提高实施的有效性。

N.a (2008) states that “Strategic Control is the last step of management process, consists of monitoring and evaluating the strategy management process as a whole to ensure that it is operating properly.” The basic of control is ability to measure. It compares what should happen actually with what actually happened or is likely to happen.

N.a指出，“战略控制是管理过程的最后一步，包括监控和评估整个战略管理过程，以确保其正常运行。”控制的基础是衡量能力。它将实际发生的事情与实际发生或可能发生的事情进行比较。

1.2 Evaluate the benefits and costs of marketing orientation for a selected organization.评估选定组织营销导向的效益和成本。

Production Concept 生产概念

“The production concept is a concept where goods are produced without taking into consideration the choices or tastes of the customers.” (Manzoor, n.d)生产概念是指在生产商品时不考虑顾客的选择或口味的概念。

Product Concept 产品概念

The customers will prefer products that have better quality, performance, and features as opposite to a normal product in the product concept. This is truly related in some places such as electronics and mobile handsets.在产品概念上，客户将倾向于具有更好质量、性能和功能的产品，而不是普通产品。这在电子产品和手机等一些地方确实是相关的。

Selling Concept 销售概念

The selling concept in marketing is the concept that customers will not automatically buy something they automatically sold.营销中的销售概念是客户不会自动购买他们自动销售的东西。

Marketing Concept 营销理念

Riley (2012) defines that “A marketing orientated approach means a business reacts to what customers want. The decisions taken are based around information about customers’ needs and wants, rather than what the business thinks is right for the customer. Most successful businesses take a market-oriented approach.”

Riley定义为“营销导向的方法意味着企业对客户的需求做出反应。所做的决定是基于有关客户需求的信息，而不是企业认为适合客户的信息。大多数成功的企业都采用市场导向的方法。”

Societal Marketing Concept 社会营销理念

According to Kotler (2013), “Social Marketing is the design, implementation, and control of programs seeking to increase the acceptability of a social idea or practice in a target group.”根据Kotler的说法，“社会营销是旨在提高目标群体中社会理念或实践可接受性的计划的设计、实施和控制。”

Benefits of Marketing Orientation for MIC MIC营销导向的好处

Appreciation 增值

The promotion of the business can get the appreciation and attention of the targeted students and parents across a wide ranging or specific market.

该业务的推广可以在广泛或特定的市场上获得目标学生和家长的赞赏和关注。

Profits 利润

From the market process, the organization can get many profits by improving the attractions of parents and students during marketing yield effects.

从市场过程中，该组织可以通过提高家长和学生的吸引力来获得许多利润。

Adaptability 适应性

Due to students’ service or students’ affair center and students’ feedback system, the organization can know what happening, feelings, wanting are and what they want to change some services of the school such as rules and teaching methods.

由于学生服务或学生事务中心和学生反馈系统，组织可以知道发生了什么、感觉、想要什么，以及他们想改变学校的一些服务，如规则和教学方法。

Costs of Marketing Orientation for MICMIC营销定位成本

Cost 成本

If there are no effect returning, the cost of market research for daily, and weekly or yearly can be one of the disadvantages of marketing orientation.

如果没有效果回报，每天、每周或每年的市场调查成本可能是营销导向的缺点之一。

Feedback 反馈

It is not actually sure or very hard to get effective advices and feedbacks from the targeted students.

从目标学生那里获得有效的建议和反馈实际上并不确定或非常困难。

Time 时间

If there are any needs to fix for the organization, too much time will have to be spent for discussions, meetings and so on.

如果组织有任何需要解决的问题，那么就需要花费太多时间进行讨论、会议等。

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