HND市场学导论outcome1.docx

Marketing: An Introduction ContentsIntroduction2Marketing concept2Pay attention to market research2Corporate Profit2Pay attention to the marketing plan2Marketing Orientation and Customer Relationship Management2After Service2The marketing environment3Types of Marketing Environment3Marketing Research&Information:4Find out enterprises problems and mistakes4Market Segmentation4Opponents of information4Marketing plan4Market research and information Introduction4Quantitative&Qualitative Research4Qualitative Research4In-depth interviews5Quantitative research5Face-to-Face surveys:5Segmentation & targeting5Research information5Market segmentation6Benefits of Market S&T6Conclusion6Reference6IntroductionThis report is writes for the Trusty-Land Food Company. The report consists of 5 point that includes the marketing environment segmentation and targeting, the market research and information and marketing conception. Making a final and review summary in the end.FindingsMarketing conceptPay attention to market researchThe organization researches the local environment that can help company to make market segmentation. Finally, the organization can meet customers demand.Corporate ProfitThe organization uses advanced technology or policy to improve the product in market. The organization enhances the market shares that will increase corporate profit.Pay attention to the marketing planThe organization pays attention to the customers demand competitions plan and own enterprise conditions. The marketing plan can ensure customer growth and growth enter companys profit.Marketing Orientation and Customer Relationship ManagementThe organization is gives priority to the customers demand. The organization communicate and cooperate with customers that can help organization to take long-term benefits with customers.After ServiceThe organization reasonable to meets customers requirements. The organization mast timely and effective to deal with customers problem. Eventually the organization make customer satisfaction.The marketing environmentMicroenvironment: The Company met the specific conditions in the business environment and explores the relevance economic reasoning to managerial decision-making. The Trusty-Land Food formed a sales to large grocery chains. The large grocery chains includes Seven Eleven. But Seven Eleven wanted supplies under their name on Trusty-Land Foods products, so the Seven Eleven become a competition. It affects the reputation of our products, costumer always pay great attention to packing. Trusty-LandFoods logo represent a big part and Seven Elevens logo represent a small part.In 2009, the “HealthMeat” is imperative for companies to increase their focus on retaining existing customers and attracting new ones. Bring the benefits to company from new ones. The companies adhere to innovation. Wide range of goods will attract more customers that can move the company forward.Macroenvironment: The bird flu and the mad cow scare appeared in 2005 and 2006 that decreased the customers demand. The bird flu and the mad cow scare appeared that made the company lose great profits. Security checks in the supplier have become stricter to help the bird flu and mad cow scare disappeared. The mass media should be propagandas food Trusty-Land Food Companys products safety that can maintains sales.The new dietary guidelines had been proposed by government is reduce consumption by red meat and processed meat. The new dietary guidelines effect the companys red meat and processed meats sales. Responding to governments policy, the company reduce products of the red meat and processed meat and production more products of write meat. Responding the governments policy can make the product sales to rise.Types of Marketing EnvironmentAccording to Philip Kotler in his book Principles of Marketing (4thEuropean Edition), the marketing environment consists of all the actors and forces that affect the marketing managements ability to develop and maintain successful relationships with its target customers. According to Gary Armstrong & Philip Kotler, Marketing: An introduction (10th Edition), a public indicates any group that has an actual or potential interest in or impact on an organizations ability to achieve its objectives.Marketing Research&Information:Find out enterprises problems and mistakesIt can help enterprise to finds out enterprises problems and mistakes and then it can help enterprise to deal with problems and mistakes. It benefit the further development of the enterprise.Market SegmentationMarket segmentation can help the enterprise to makes market segmentation. The enterprise uses market segmentation to finds customers that can help enterprise to improve the product sales.Opponents of informationThe enterprise mast grasps the opponents of information to keeping the advantage of the enterprises in the competition. It beneficial to company development.Marketing planThe marketing research brings the information. The information helps enterprise to makes next marketing plan. Market research and information Introduction“The function linking the consumer, customer and public to the marketer through information that is used to identify and define marketing opportunities and problems, to generate, refine and evaluate marketing actions, to monitor marketing performance, and to improve understanding of the marketing process”Quantitative&Qualitative ResearchQualitative ResearchIn-depth interviewsThe Trusty-Land Food Company looks for three people to in-depth interviews. The three men is consumer representative and representative of major ad agencies and market development manager. The company in order to improve the sales of the companys products that can attract more customers. Consumer representatives put forward opinions and suggestions on the quality of our meets products, to meet the majority of consumer preferences to make changes. Now advertising is very important to strengthen the use of the media to advertise. The representative of major ad agencies proposals combined with the companys characteristics and corporate culture. Recommendations includes the methods of packaging products and mass media. The success of the product packaging and advertising can attract more customers. The market development manager hear consumer representatives and representative of major ad agencies recommendations that can improvements products. Such as advertising companies to listen to consumers representative of the appearance of the product preferences and consumers gets information through what kinds of the media, Advertising Company to understand the corporate culture and characteristics through the market development manager. Three people to discusses and ultimately achieve the best packing effect and publicity of companys products.Quantitative researchFace-to-Face surveys:The Investigation team to nearby food market in a number of neighborhoods face to face surveys before the lunch time and dinner time. The investigation team to conduct research on people who buy food, because most people cooks for family should buy food. Investigation team to understand people usually buy food to eat what kind of meat, raw food or cooked food which some more, people buy food for the food safety requirements, etc. Giving small gifts when the customers answered the question after. Small gifts may be the companys new tasting product. Through investigation, improvement of products that can increase sales.Segmentation & targetingResearch informationThe enterprises to understand the details of their own problem, such as the competitiveness of an enterprise; band effect; fiscal reserves.Knowing the market. Trusty-Land Food Company to understand that consumers consumption habit and hobby. The company respect the religious beliefs and customs, many people know that not eating pork is one of eating habits of the Muslim.Market segmentationThe company chooses religion from demographic segmentation to make market segmentation. The market is dividing a market into distinct groups of buyers with different needs, characteristics or behaviors, who might require separate products or marketing mixes and company evaluates each market segments. Philip Kotler also describes market targeting as “evaluating each market segments segments attractiveness and selecting one or more of the market segments attractiveness and selecting one or more of the market segments to enter.” The company chooses Catholic, Protestant, Jewish, Islamic from religion to do market segmentation Moslem do not e