学习任务1-1认知市场营销新内涵（英）

1.Pleasevisit"Adgatewebsite"

(https://:///)2.Queryandcomparetheperformanceofnearlytenthousandenterprisesinthemulti-dimensionaldataofAdgateplatformunderthecolumnof"Index"3.Haveadiscussionasagroupandtalkaboutyourownexperience?1.Definitionofmarketing1.Marketinginanarrowsense:Marketinginanarrowsensereferstotheactivitiestakenbyanenterprisetosellitsproductstoitsconsumersinaprofitableway.2.Marketinginabroadsense:Marketinginabroadsense:fromthestandpointofsellers,withbuyersastheobjectinthechangingmarketenvironment,withcustomerneedsasthecenter,throughthetransactionprocess,toprovideandguidegoodsorservicestocustomers,tomeetcustomerneedsandinterests,soastoobtainprofits.1.need,wantanddemand2.Products(goodsandservices)3.Exchangesandtransactions4.Value,cost,andsatisfaction(II)Coreconceptsofmarketing1.Productionconcept3.Sellingconcept2.Productconcept(1)Thestageoftraditionalmarketingconcept(2)ThestageofmodernmarketingconceptMarketingconceptMarketcharacteristicsStartingpointWayMethodGoalsTraditionalmarketingconceptsProductionconceptDemandoutstripssupplyProductionIncreaseproductionandreducecostsIncreaseproductionforprofitProductconceptDemandoutstripssupplyProductsImprovequalityandaddfunctionalityImprovequalityforprofitSellingideasSupplyexceedsdemandSalesSalesandpromotionExpandsalesforprofit1.Marketingglobalization2.Reducecosts3.Haveawiderselection4.Informationcommunicationisefficient5.Developnewgrowthdrivers(I)NewchangesinthemacroenvironmentofmarketingThefirststageStage2Stage3Stage4StageFiveStage62.Therearenewchangesinconsumerbehavior4.Newchangesappearinthesupplychainsystem6.Thereisanewtrendinconsumers'after-salesevaluation1.Therearenewchangesinthemarketingmodelofenterprises3.Therearenewchangesinthewayoftransaction5.Therearenewchangesinbuyingbehavior(2)Newchangesinthemicro-environmentofmarketing(1)Jointmarketing(2)Communitymarketing:communitye-commerceplatform(3)PrecisionmarketingServicemarketingisaseriesofactivitiestakenbyenterprisesinthemarketingprocesstofullymeetcustomerneedsonthepremiseofunderstandingcustomerneeds.Theconceptofservicemarketingistopromotefavorableexchangethroughcustomersatisfactionandloyalty,andfinallyrealizetheimprovementofmarketingperformanceandthelong-termgrowthoftheenterprise.Thetraditionalmarketingmethodisjustasalesmeans,theenterprisemarketingisthespecificproduct,thecustomerpurchaseoftheproductmeansthetransactioniscompleted,althoughthereisafter-salesserviceoftheproduct,buttheserviceisakindoffunctiontosolvetheproblemofproductafter-salesmaintenance.Fromtheperspectiveofservicemarketing,thepurchaseofproductsbycustomersmeansthebeginningratherthantheendofsaleswork.Enterprisescarenotonlyaboutthesuccessfulsaleofproducts,butalsopaymoreattentiontothefeelingsofcustomerswhentheyenjoytheserviceprovidedbytheproducts.(4)Service

marketingEstablishasenseofserviceandresistillegalactivitiesIn2019,awell-knowncompanywaspunishedforfalselyadvertisingandsellinghealthfood.Targetingthehealthcaremarketfortheelderly,thecompanyintroducedhealthproducts"softcapsulesoftunaoil."Intheformofconferencemarketing,theelderlywereorganizedtowatchvideos,andthegeneralmanagerofthecompanyspokeaboutthemagicaleffectofthecompany'sproducts,generatingamarketingperformanceofnearly100millionyuan.AccordingtoArticle18oftheAdvertisingLawofthePeople'sRepublicofChina,advertisementsforhealthfoodshallnotcontainassertionsorguaranteesaboutefficacyorsafety,norshalltheyinvolvethefunctionofdiseasepreventionortreatment,andtheadvertisementsforhealthfoodshallclearlyindicatethat"thisproductcannotreplacemedicine".Thecompanyviolatedtheaboveprovisionsinitsproductpublicitybyfalselycaringfortheelderly,therebydefraudingthemofmoney,whichevenjeopardizedthephysicalandmentalhealthoftheelderly,withextremelybadeffects,andwasinvestigatedandpunishedbythepublicsecurityorgansaccording