国际营销英文论文

Definitions of marketing

Marketing is the management of exchange relationships. This emphasizes the role of marketing in relating to the world outside the organization. All relationships between the organization and the out side world, especially when they relate to customers, need to be managed. The organization will be judged by customers, suppliers, competitors and other according to their personal experience. Marketing is the management process which identifies, anticipates and supplies customer requirement efficiently and profitably. Marketing is concerned with meeting business objectives by providing customer satisfactions. When people buy products or services they do not simply want the products, they also want the benefits from using the products or services. Products and services help to solve a customer’s problem. It is the solution to these problems that customers are buying. Marketing is the process of planning and executing the conception, pricing, promotion, and distribution or ideas, goods and services to create exchanges that satisfy individual and organization goals. Marketing is the performance of business activities that direct the flow of goods and services from organizations' to their customers.

Marketing is the process of determining customer demand for a product, motivating its sale and distributing it into ultimate consumption at a profit. Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements efficiently and profitably.

Characteristics of marketing-oriented company

Market orientation (market-oriented)

Refers to the enterprise in accordance with its own power to match the target market and target user groups requested to design, produce, and deliver products and services.

Advantages Disadvantages

 Product tailored to the needs of the customer

 Research and development enables the market-led company to keep ahead of the competition

 Opportunities arise out of a continuous research thrust

 Knowing you customer enables you to communicate more efficiently, with cost-effective marketing communications

 Produce what you can sell rather than sell what you produce

 Leads to long-term relationships with high customer satisfaction  Extensive market research needed into customer needs/wants

 Expensive and time consuming – time delay for product to market

 ‘Me-too’ products that can undercut because there are no costs of research and development

 Irrational customer behavior – no amount of research will alter the fickle nature of the average customer

 Dynamic nature of market place – today’s products become tomorrow’s throwaways

 Too narrow a focus

Due to economic development, people's incomes increase, accelerating the pace of life, increasing social interaction, has quietly changed the concept of life, the rapid development of tertiary industry, the food service industry has been seen a lot of favorable market opportunities.

1. The increased population eating out of China's population and family structure has undergone great changes with more and more single people. This family structure and lifestyles change may lead to changes in consumer behaviors, more and more people are reluctant to spend too much time on cooking, thus increasing the population eating out.

2. The rise a healthy trend of People's living standards improve the living began to focus on the health effects of diet, emphasizing nutrition and food hygiene, respect for dining. People who pursue their own health to the restaurant industry will be tremendous opportunities for a broad market.

3. The development of tourism. At present tourism is one of the fastest-growing sectors in China, rising per capita tourist spending, tourism region expanded. For tourists, the food culture is also one of the attractive elements.

Meiwei restaurant should to meet market and consumer changes, provide customers with convenient, healthy Chinese fast food.

Elements of marketing concept

The marketing concept is the attitude that business decisions should be based on what the customer wants. Marketing concept is the enterprise business decision-making, organization and management of marketing activities, the basic guiding ideology that is business philosophy. It is a concept, an attitude, or a corporate way of thinking. Marketing concept is a "consumer demand as the center, market as the starting point" business guideline.

Marketing concept

The key to achieving business goals to determine the correct target market needs, all to the consumer as the center, and than the competition more effective and better transmission of the target market to meet the expectations of things. Consumer research has been called the study of the relationship between the personality of the consumer and the personality of the product. It looks at the consumer’s motives, which may be unconscious but which still affect his or her choice of products. Techniques such as in-depth interviews and word association tests can be used to find out how consumers are really thinking.

First, services marketing. Modern economic development is characterized by a significant service industry booming national economy, the status of its growing importance of services marketing highlights the growing importance of China has joined WTO, foreign companies have to seize the Chinese, and foreign services, marketing war will appear white-hot trend. Economic life of service can be divided into two categories. One is service products, product creation and delivery for customers mainly from the core interests of intangible services. The other is the function of services, products, mainly from the formation of the core interests of the ingredients, invisible only to meet customer service needs of non-major. Berry think that the source of the product's core interests, the tangible and intangible elements of composition to be more than that, then the product can be seen as a "commodity" (tangible products)if intangible components of tangible elements to more than that, then the product can be seen as a "service." And services consistent with this distinction, service marketing research formed the two major areas, namely services, products, marketing and customer service marketing. Service is the essence of product marketing, how to promote the exchange of product servicescustomer service is of the essence of marketing, how to use the services as a marketing tool to promote the exchange of tangible products. However, both services product marketing, or customer service, marketing, service marketing is the core concept of customer satisfaction and loyalty, and by obtaining customer satisfaction and loyalty to the promotion of mutually beneficial exchange, and ultimately sales performance improvement and long-term business growth. Second, network marketing. Use of the Internet is a communication line, into the international network of global computer information delivery system will be the next most important channel for marketing. Internet Marketing features includecan provide anytime, anywhere 24 hours of global marketing servicescomputer can store large amounts of information, on behalf of consumer inquiries, the amount of information transmitted and accuracy, far more than other mediato meet market demands in a timely manner Update product or price adjustmentsreduce printing and mailing costsand no store rent, saving water and labor costscan avoid the interference of a salesman selling strongcan talk through the provision of information and interaction with consumers long-term good relations. Internet is the most powerful marketing tool, it also combines Qudao, marketing, electronic transactions, interactive customer service and market information analysis and delivery of a variety of functions. It features sound and light interactive communication, as of time, the media, who have been attracted to the eyes of the younger generation. In addition, it has a one to one marketing capabilities, it is consistent with [Focus marketing] and [direct marketing] future trend. Internet marketing can be considered as an emerging marketing channels, it is not necessarily to replace the traditional channels, but through the development of information technology to innovation and re-marketing channels. But it is undeniable that online marketing is bound to impact traditional marketing, so the business community must pay attention to this trend, and with the software industry for close contact and cooperation. Advertising industry as an example, in the latest media age, sales are consistent from start to finish operation, that is attracting attention from the triggered interest, resulting in purchases, procurement, these cities become, and advertising companies will participate in the marketing of the whole. Commercial enterprises also need to change the traditional organizational forms, to enhance the functions of the new media sector, the introduction of both quality and marketing personnel in computer technology, the future can have the market's competitive advantage. Third, green marketing. The so-called "green marketing" refers to the social and enterprises are fully aware of the increasing environmental awareness of consumers and the resulting need for clean-based pollution-free products based on the discovery, creation and select market opportunities, through a series of rational means of marketing to meet consumer and community development needs of the ecological environment and realize sustainable development process. Green Marketing is the core ecological principles in accordance with environmental protection and to select and determine the marketing mix strategy is based on green technology, green markets and green based on economic, ecological concerns for the human response to a mode of operation. Some developed countries the demand for green products is very extensive, but developing countries as capital and consumer orientation, quality and consumer reasons, it can not really achieve the greening of all consumer demand. Taiwan for instance, currently only some food, home appliances, communication products, part-greenwhile developed countries have adopted a variety of ways and means, including legislation, etc., Lai Tuixing and the achievement of all products Di green consumption. Thus having a very broad basis of market demand for green marketing activities have laid a solid foundation. To green, for example, the United Kingdom, Germany, the demand for green food can not self-sufficient, the United Kingdom every year, the import of 80% of the total food consumption in Germany is as high as 98%. This indicates that the market potential for green products is very large, very wide market demand. Green marketing is the twenty-first century consumer demand resulting from a novel marketing idea, that is, green marketing, marketing is also not out of the original theory. Therefore, the development of green marketing model and program selection and integration of related resources can not can not be severed from the original basis of marketing theory can be said that green marketing is the pursuit of health, safety, environmental protection, developed under the ideology of the new ways and means of marketing. Establish a modern enterprise is only a new marketing philosophy of sustainable development, make efforts to green marketing, the development of green products for green production, and sustainable development to adapt to the trend. At the same time, enterprises can further "consumer oriented", to promote sustainable consumption patterns of the full development and realization of their obligation to promote social development and ecological development of the responsibilities and obligations, so that their economic, social and environmental benefits .

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