The sustainability of modern marketing--report代写范文

51Due论文代写平台report代写范文:“The sustainability of modern marketing”，这篇论文主要描述的是对于市场营销发展研究的管理报告，营销的出现的目的就是为了寻找和满足目标客户对于产品的改进要求，并为企业未来发展的方向和产品的定位做出重要的参考建议，保持企业营销的可持续就是在保持企业的市场竞争力。

Marketing is quite knowledge of how to discover, create and deliver value to meet certain target market demand, and then obtain profits for an enterprise. Marketing is introduced to identify the unsatisfied requirements of the targeted customers, help in prediction the scale and potential profit of the target market, and find out the most suitable way for the enterprise to enter the market with the suitable product. (Lacohee et al., (2006)) To certain extend, the management of the marketing could be considered to be the ultimate goal and strategic objective of the company. From the company viewpoint, marketing functions is to ensure that the customer and consumer to become the enterprise the central link and guide the enterprise in decision-making. (Wu, (2009))

When a company breaks through the market, and gets a certain amount of coverage of market, the company would be eager to sustain its shares and attempt to achieve an increase, the marketing is suppose to lead the sustainability of improvement of both the profits and awareness. (Butcher and Sparks, (2002))And in the fierce competition in the modern market, the sustainability of the marketing comes to draw the attention of the marketers and the managers. The concept of sustainability marketing was brought out in the 90s’ of the 20th century, and was meant to be the marketing strategy coincident with the sustainability of economic development, and support the marketing which emphasize long-term interests and sustainable development in both market and the development of the company, along with the human civilization. Basically speaking, there are two classes of the sustainability, which are maintain of the current clients, and the continuous increase in the market shares.

The most typical example in the case for the sustainability of marketing is the strategy of the membership. It can be easily find in normal lives. For example, when one goes to the checkout counter to pay the bill in Wal-Mart, the cashier would always ask, “Do you have a membership card?” Such things happens when one hanging out for dinner in a restaurant, going to the gym, facial, vehicle cleaning and nearly each corner of normal life. And such things happen at a much higher frequency nowadays than 20 years before, especially in those industries with huge amount of information. (Chandrashekaran et al.,( 2007))And such strategy includes the forms of the coupon, retail vouchers and something so like. On the other hand, the customers are maintain by the discount that they can enjoy by keeping on favor the shop or the chain stores of the company.

Besides, the sustainabilityof could be get in the form of the product and the services provided by the company. Taking the BMW in the vehicleindustry for example, the BMW keeps on manufacture series of cars with different styles. For instance, the BMW 5 was regarded as type of is dynamic, and elegant is corresponding to 7 of BMW, while BMW3 is for challenging. And in each series, different technology was introduced to overcome the obstacles of the traditional products. The innovation of a company could be the core of the sustainability of a company. And such cases could be drawn in the IT industry. (Kull et al., (2007))When IBM and Apple were scramble for the market, each company would not hand out all the technological innovation they had already achieved in one single product. Instead, each company had a part of their improvement used in one new series, and the others for the next generation of product, just being sure that the customers could enjoy the improvement and keep on fond of the brand, but keep the company being sustainability all the time.

The mission statement in the marketing  营销的使命宣言

Generally speaking, it could be much easier to figure out a brand on the product than the recognizing a company who hold the factory that made the product.(Noorul Haq and Kannan, (2006)) For example, when people see a car with the symbol of Rolls-Royce, the majority would talk about the car itself, rather than the company of BMW who acquired the Rolls-Royce cars in 2003. Despite of the fact that BWM has been dedicated in luxury cars ever since its beginning, Rolls-Royce keeps its original mission. Such is the case for the mission statement in marketing.

Mission statement for a company could be considered as the element of vital importance, since it matters a lot in the 4P strategic in the marketing. In the aspect of product, it could be figured out that, the mission could lead to content and the function of the product, the place, the price, and the promotion. Taking KFC for example, it has been dedicated in the fast-food. There are over 600 million customers choose the delicious food provided by the KFC each day all over the world. In addition to the traditional placard KFC products - plain chicken, customers can be in the world a taste of KFC restaurants to other 400 multinomial products, such as Kuwait's chicken scones and Japanese salmon sandwiches, and things so like. (Zhang et al., (2009))The KFC company belongs to the world's largest restaurant group - yums global food group, the group has including distributed in more than 100 countries and regions of nearly 30,000 chain stores world famous KFC restaurants, Pizza Hut, Taco Bell restaurant. Despite of the controversy in the health of the food, KFC moves on with the mission state of “We Do Chicken Right”. (Davies et al., (2004)) while the Pizza Hut’s mission statement is “ We take pride in making a perfect pizza and providing courteous and helpful service on time all the time.” Besides, one of the strongest rivals of KFC, the McDonald’s mission statement reads in such a way, “We provide our customers with the quality of our great tasting food; our fast, friendly service; our clean restaurants and facilities; the value of our food and the McDonald’s experience.” And the good mission statement could be able to outline the core value of the company, and their product. Besides, the proper mission would help in the promotion of the product, with the distinct character and excellent quality.

The PEST of a web game developer in the IT industry  IT行业网络游戏开发商的PEST分析

In this part, the importance of the external environment analysis of web game developer in the IT industry would be carried out by introduction of the PEST model. And the four aspects are political, economic, technological, and social, which would have great impact on the marketing of the enterprises in the IT industry.

To our common sense that, the history for the web game is less than 15 years. And it has been booming in the past 8 years, with the wide spread of internet and the technique improvement in computer and information. However, it has been known to all that the protection of the technique in the IT industry by law has been as perfect as other industries in human civilization. Thus it makes the fact that, certain kind of the patent in product and technology or the trademark privileges of the product would not be protected. Besides, because of the bottlenecks in the web games, it could be well discussed that, the web games are more all less small to certain extend, especially those with the same theme. (Barr PS. (2004))On the other hand, as a new invention of human being, IT has been changing man’s life in a great extend. And the IT has been benefited for such achievement and got supports for the governments and many other forms funding. (De Houwer et al., (2001))And when the web came turn up, it was aimed at getting people relaxed and got the profits by the equipment that the players would pay for their joy and willingness. However, things turn to another side that, more and more people get addicted in the games, and then got lost in the games.

Thus it leads to the other fact that, when developer wants their game put online, the directors would check on the game itself, whether it is legal in both the core technique and the game. And the political analysis would help the company in drawing venture investment and protection of the product itself. In the aspect of the economic, for the very beginning is whether the industry and the company could earn money, and what the tendency of the economy is in the industry. And then it is followed by the study would make it clear what kind of the games players want to play, and what kind of experiences that they want to have, especially in what case that the player would be willing to pay. (Heim and Field,( 2007))And such case leads to the content of technology, with what that the game would be developed. It always got two opposite sides that, the older would lead to lose of the users while the newer would cost more. Then it is the social impacts, whether the game would contribute more good aspect than the positive aspect to the player, how much that the company could be able to devote to the tax, and how many job offers would be required and supplied.

Above all, the company should do worked the analysis of the external environment out to make sure that the project is feasible in all the aspects of the PEST.

Buying decisionprocess and the impact of internet   购买决策过程和互联网的影响

In this part, the direct target of marketing would be discussed. And it is not difficult to figure it out that, whether buy or not would give a immediate assess of the marketing.

When the buy is struggling whether to pay for the product, the formula of the personal profit from purchasewould be carefully considered. Thus it is the formula for the personal profit = a (usefulness of product) +b (perceived brand value)- c (money cost)-d (time or inconvenience). It would be easy to understand that, people pay for what they want, whether for eat, for joy or daily use, the product should be useful, and the quality of the product should be the parameter clause of the deal. (Ting and Cho, (2008))And in the case that, the consumer bought a mop in the supermarket, then found it broke down two days after, he would get shadows over such bad experience, and put the brand of the product to the bottom of the purchase list. Then it would be followed by the brand value, people choose one kind of product, not merely for the sureness, but for social and economical factors. The same product with different prices, and different brand, would bring the considerations over brand, and normally the brand would charge for additional price. But the brand may bring about other profits for the buyer, taking the car for example, the Chevrolet and the BMW has different meanings over the identity of the owner. Thus case matters a lot in the pricing and the product target of the marketing. Another case is the operating or use of the product, whether the control is easy to learn, or it would be a save of time. Generally speaking, the Buying decision is related to the product and the brand of the product, which in turn, has great impacts on the marketing strategy.

And in the last part, the impact of the internet on the purchase of the buying decision process would be touched. First, let us get to the shopping on-line. It has been statistics that, there is more than 21 percent of shopping is accomplished on line. It would be a save of time and when people shopping online. However, the traditional form of trading has not disappeared and would be keeping on, because of the limitation of the forms of shopping online and the instability of the internet. (Hsiao, (2009))But the internet helps a lot in the advertising for the product, and the promotion can be carried out in much more various ways than on the board, or the radios, newspapers. (Cardinal LB, Sitkin SB, Long CP. (2004))In another view point, the internet has been helping the customers know more about the product that they want to purchase, make comparison among brands, and making decisions. If there is a piece of unsatisfied experience in the buying, another one would pay more attention to the complain than the salesman or the producers, and which in turn assistance in the improvement of the product or the services.

Besides, the internet helped a lot in the analysis of the market, the collecting of the data of the clients, together with the strategies for the next step for marketing. (Cardinal LB, Sitkin SB, Long CP. (2004))The data of the customer is collected each time the purchase is accomplished, and then added to the detail lists of the market. Then the data of purchase category, quantity and other information was recorded and set to the data analysis. And the internet has been realizing the combination of the massive information of the industry. (Dey et al., (2006))By using the data mining technology, companiescan get the implications, such as the lifestyle, specific consumption behavior, and the pReference of their clients.With such data and implications, the enterprise can make contrapuntal and scientific strategies such as pricing, market distribution, procurement and after sale service.(Adner R, Levinthal D. (2001)) Newer steps would be made and promotedby the marketers. Thus the internet has been helping in the balance of the requirement and the supply, and helps the companies for successful marketing.

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