Study of Marketing Quantitative Theory
The theory of marketing refers enterprise regard marketing activities as an applied science. It is the study of the appropriate product, right price, at the appropriate time and place and using the appropriate method to sell to as many customers to the gr
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Study of Marketing Quantitative Theory Shufeng Xiao
Abstract The theory of marketing refers enterprise regard marketing activities as an applied science. It is the study of the appropriate product, right price, at the appropriate time and place and using the appropriate method to sell to as many customers to the greatest extent possible to meet the market needs. The essence of marketing management company is creative development of marketing strategy to adapt to environmental changes. Through the analysis of the 4C marketing theory, 4R Marketing, 4P theory of marketing theory, marketing applied in practice to provide a basis. Keywords Marketing
Application mode Theory
58.1 Introduction The marketing strategy means that the enterprise take customer needs as a starting point, based on experience, customer demand and purchasing power and the expectations of the business community [1]. There are plans to organize various business activities, mutually coherent product strategy, pricing strategy, channel strategy and promotion strategy to provide customers with satisfactory goods and services to achieve business goals in the process.
S. Xiao (&) Qinghai University, Xi’ning 810016, China e-mail: [email protected]
Y. Yang and M. Ma (eds.), Proceedings of the 2nd International Conference on Green Communications and Networks 2012 (GCN 2012): Volume 4, Lecture Notes in Electrical Engineering 226, DOI: 10.1007/978-3-642-35440-3_58, Ó Springer-Verlag Berlin Heidelberg 2013
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58.2 The Marketing Concept 58.2.1 4C Marketing Theory 4C (the customer, cost, convenience and communication) marketing theory of consumer demand-oriented reset the four basic elements of the marketing mix: targeting the needs and expectations of consumers (the customer). We must first understand, research, analysis of consumer needs and desires, rather than to consider the enterprise can produce products; consumers are willing to pay the cost (cost). First understand the consumer to meet the needs and desires how much they are willing to pay (cost), rather than to give pricing and consumers to buy the convenience (convenience). First consider how consumers’ shopping and transaction convenience of the consumer, rather than consider the choice of sales channels and strategies (communication) to communicate with consumers. Implementation of consumer-centric marketing communication is very important; ongoing interaction, communication, internal and external marketing integration are invisible to the interests of both consumers and businesses together. Compared with the last century, today’s market is very different, whether it is the competitive landscape, or the thoughts and actions of the consumer, have undergone great changes. With the changes in the environment, the marketing idea changes have gone through three typical marketing concepts: 4P theory, the pursuit of market as the goal; 4C theory, the pursuit of customer satisfaction as the goal to meet market demand; 4R theory, to build customer loyalty goals.
58.2.2 4R Marketing 4R
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