市场营销英语论文.docx

天津外国语大学国际商学院
本科生课程论文（设计）

题 目：
The components of marketing management
姓 名：
张瑞桐
学 号：
1307714011
专 业：
旅游管理
年 级：
2013级
班 级：
13715
任课教师：
潘康宇

20 15 年 5 月

Content summary

Every marketing program contains four key components: products and services, promotion, pricing and distribution. Based on this classification is divided into two parts, the first part will review the marketing, the second part was split into four parts, respectively, an in-depth analysis of the four elements.
Key words：Marketing program；key components； Analysis

II

The components of marketing management
一、marketing concept
Sales management refers to the achievement of corporate or organizational goals, establishing and maintaining mutually beneficial exchange with the target market, and design projects in the analysis, planning, implementation and control. The essence of marketing management, demand management, that is, on the level, timing, and nature of demand for effective mediation. Marketing management practice, companies often need to preset a desired level of market demand, however, the actual level of market demand and the expected level of demand is not the same. This requires marketing managers for different needs, different management strategies and effectively to market requirements to ensure the achievement of business objectives.
二、the key components
（一）products and services
Product is an important component of market. Marketers define a product as a bundle of physical, service and symbolic attributes designed to satisfy customer’s wants and needs. While goods are tangible products that customers can see, hear, smell and taste or touch. Most service providers can not transport or store their products, customers simultaneously buy and consume consume products like haircut, car repair and visit to a dentist. Services are intangible tasks that satisfy the needs of customers. One way to distinguish service and goods is the service-goods continuum that can help marketers to visualize the differences and similarities between goods and services. Besides, there are several characteristics that distinguish goods from services: tangibility, Inseparability, Perishability, Difficulty of standardization, Frequent requirement of interaction between buyer and Seller, Variability.
（二）promotion
Promotion is also defined as one of five pieces in the promotional mix or promotional plan. These are personal selling, advertising, sales promotion, direct marketing, and publicity. A promotional mix specifies how much attention to pay to each of the five factors, and how much money to budget for each.
Because of the development of science and technology, people are getting more and more ways to communicate. It provides a great platform for selling produces or services. People know sell- things’information through some ways, such as internet, phone calling, advertising, following up a letter with a visit, setting up shops and so on.
（三）pricing
Pricing is a science, strategy and tactics of pricing requires certain, from pricing objective, pricing means to achieve marketing objectives. Pricing is not only a science, and the need for a set of strategies and tactics. Pricing methods focus on the product's base price, pricing tips and strategies focus on the specific circumstances of the market, starting from the pricing objectives, using price means, to adapt them to the different situations of the market and achieve marketing goals. Product pricing is an important element of marketing mix strategy, from wave after wave of price wars of recent years can be seen in the enterprise, the consumer's attention and concern of it.
Under the conditions of market economy, the prices of most products have been liberalized, but the price is not a casual working, it must take into account the competitive environment, product cost, the impact of such factors as supply and demand and pricing objectives. In fact, pricing is a result of these factors.
There are three basic methods of pricing: cost-oriented pricing, demand-oriented and competitive pricing. Different enterprises shall, as the case may determine which method you take and what kind of calculation type.
（四）distribution
Design refers to the establishment of distribution channels distribution channels that have never existed or to change the already existing channels of marketing activities. Design channels typically include analysis services output level, determine goals, defining channel structure and evaluation of main channel programmes in four aspects.
Distribution channel constituted by the five processes, namely ownership entity processes, processes, payment processes, information flow and the promotion process.
Entity process refers to the entity transfer of raw materials and finished products from the manufacturer to the end customer processes. Process refers to the ownership title to the goods from a marketing agency to another marketing agency of the transfer process. Payment process refers to the purchase price in the flow of the intermediary in the marketing process. Information flow refers to the marketing channels, the intermediary in the marketing process to pass information to each other. Promotion process is defined by using a flat advertising, personal selling, public relations, promotions and other activities exert influence over another unit in the process.
3