Business model: the difference from marketing

Business model: the difference from marketing business model generally means: in what way do you provide value to your users?

Marketing generally refers to: how to sell your products and establish sales channels.

The difference between exhibition marketing and marketing Western marketing scholars have given different marketing definitions from different angles and development perspectives. Some scholars define marketing from a macro perspective. For example, McCarthy defines marketing as the process of social and economic activities, the purpose of which is to meet the needs of society or human beings and achieve social goals. For another example, Philop Kotler pointed out, "Marketing is a human activity related to the market. Marketing is dealing with the market, in order to meet people's needs and desires and realize potential exchange. "

There are also some definitions expressed from a micro perspective. For example, the American Marketing Association defines marketing in 1960: marketing is "an enterprise marketing activity that guides products or services to flow from producers to consumers".

McCarthy also defined micro-marketing in 1960: marketing "is the responsibility of the business activities of enterprises, which directly guides products and services from producers to consumers or users, so as to meet the needs of customers and realize the company's profits" (basic marketing, page 19). Although this definition is one step ahead of the definition of American Marketing Association, it points out that meeting customers' needs and realizing corporate profits have become the company's business objectives. However, both of these definitions indicate that marketing activities begin with the end of product production activities and end with the transfer of goods to users. Therefore, enterprise marketing activities are limited to the narrow scope of circulation, and are not regarded as the whole process of enterprise operation and sales, including market research, product development and pricing. In 1984, Philop Kotler defined marketing as: marketing refers to the function of an enterprise, "knowing the currently unsatisfied needs and desires, estimating and determining the needs, selecting and deciding the target market that the enterprise can best serve, and deciding the appropriate products, services and plans (or schemes) so as to serve the target market".

The American Marketing Association (AMA) gave a more complete and comprehensive definition of marketing in 1985: Marketing "is a process of planning and implementing the design, pricing, promotion and distribution of ideas, products and services, thus generating communication to meet personal and organizational goals." This definition is more comprehensive and perfect than many previous definitions. The main performance is:

(1) The concept of products has been expanded to include not only products or services, but also ideas;

(2) The concept of marketing has been expanded, and marketing activities include not only profitable business activities, but also activities of non-profit organizations;

(3) emphasizing the communication process;

(4) Highlighting the formulation and implementation of the marketing plan.

But in 2005, the American Marketing Association further improved the concept of marketing. This concept is: marketing is an organization's function, a series of processes of creating, communicating and delivering value to customers, which is used to manage customer relationships to benefit the organization and its shareholders.

Exhibition is just one of several means of marketing promotion in traditional marketing theory. With the continuous development of its content, function, form and connotation, compared with other ways, the position of display in enterprise marketing strategy has been re-recognized. As far as its functions and functions are concerned, it mainly includes the following aspects:

Exhibition is a platform for industry manufacturers, distributors and traders to exchange, communicate and promote their business. Professional exhibition is the epitome of the industry it represents, and even a market to some extent. Enterprises can establish and maintain relationships with stakeholders, coordinate customer relationships, and establish the overall image of enterprises in the market.

Through exhibitions, enterprises can display their own brands. Through well-trained booth staff, active publicity before and during the exhibition, fascinating booth design and rigorous booth follow-up service, the competitiveness of exhibitors can become radiant and easily attract the attention of exhibition visitors.

The exhibition site provides a good opportunity to conduct market research. On the one hand, enterprises can collect products, prices, marketing strategies and other information of competitors, distributors and old and new customers, and can quickly and accurately understand the development status and trends of domestic and foreign industries and the invention of new products, thus providing a basis for enterprises to formulate the next development strategy. On the other hand, if an enterprise is considering launching a new product or service, it can conduct on-the-spot investigation on visitors at the exhibition to find out whether it meets the demand characteristics of the target market.

Low cost. Through the information channels and networks provided by the exhibition, enterprises can communicate directly with target customers in a very short time, send product information to specific customers, and get immediate response from customers. According to the survey of the Commonwealth Exhibition Industry Association, the cost of exhibition marketing is much lower than that of salesmen, public relations and advertisements.

Most well-known exhibitions usually attract media attention. Using the media for exposure can become the advantage of exhibitors and enhance the corporate image. The increasingly mature convention and exhibition industry has a more and more penetrating effect on modern marketing, and many enterprises regard convention and exhibition marketing as a sharp knife to expand the market.

Case: Haier washing machine

Haier group was founded in 1984, and after 19 years of continuous development, it has become a large-scale international enterprise group renowned at home and abroad. 1984, Haier only produced one refrigerator. At present, it has more than 96 categories 15 100 product groups, such as white goods, black goods and beige goods. Haier's products are exported to more than 60 countries and regions in the world. In 2003, Haier's global turnover reached 80.6 billion yuan. In 2003, Haier ranked first among the most valuable brands in China. On June 365438+1October 3 1 day, 2004, the report "100 Most Influential Brands in the World" compiled by World Brand Lab, one of the top five brand value evaluation agencies in the world, was announced, and Haier ranked 95th, being the only China enterprise selected. From June 5438 to February 2003, Euromonitor, a world-renowned strategic research company, announced the ranking of global white goods manufacturers in 2002, and Haier jumped to the second largest white goods brand in the world with a market share of 3.79%. In August 2004, the Chinese version of Fortune selected the latest "China's most admired company", and Haier Group ranked second after IBM China Co., Ltd. ..

Refrigerators, air conditioners, washing machines and other products belong to white goods. As one of the most competitive enterprises in the field of white goods, Haier has many touching marketing stories.

1996, a farmer in Chengdu, Sichuan complained that the drain pipe of Haier washing machine was always blocked. When the service personnel came to the door for maintenance, they found that farmers washed sweet potatoes (also called sweet potatoes in the south) with washing machines, of course, because the soil was large and easy to block. The service staff did not shirk their responsibilities, but helped the customer thicken the drainage pipeline. The customers were so grateful that they complained that they had caused trouble to Haier people, saying that if there was a washing machine for washing sweet potatoes, they wouldn't have to bother Haier people. This sentence of the peasant brother was remembered by Haier people. Haier marketers found that in Chengdu Plain, which is rich in sweet potatoes, many farmers not only sold some fresh sweet potatoes, but also washed a lot of them and processed them into French fries. But washing the soil stained with sweet potatoes is time-consuming and laborious, so farmers use washing machines. Further investigation found that after many washing machines in rural Sichuan were used for a period of time, the motor speed was weakened and the motor shell was heated. Ask the farmers to know that they wash sweet potatoes with washing machines in winter and wash clothes with washing machines in summer. This gave Zhang Ruimin a bold idea: to invent a washing machine for washing sweet potatoes. 1997 Haier set up a four-person research team headed by engineer Li chongzheng, and put it into mass production in April 1998. The model of the washing machine is XPB40-DS, which not only has all the functions of a general double-barrel washing machine, but also can wash sweet potatoes, fruits and even clams, and the price is only 848 yuan. The first production of 1 1,000 units was put into the countryside and was immediately robbed.

Generally speaking, June to August is the off-season of washing machine sales every year. During this period, many manufacturers withdrew their promoters from the shopping malls. Zhang Ruimin wondered: Is it that the hotter the weather, the more people sweat and the less they wash clothes? The survey found that it is not that ordinary people don't wash clothes, but that the 5 kg washing machine is not practical in summer, which wastes both water and electricity. As a result, Haier's researchers quickly designed a washing machine with a laundry capacity of only 1.5 kg-a child prodigy. Little prodigy put into production in Shanghai for trial sale because Zhang Ruimin thinks that Shanghainese have high consumption level and are picky. As a result, Shanghainese immediately recognized the smallest washing machine in the world. After the product sold well in Shanghai, it quickly swept the country. In less than two years, Haier child prodigy sold more than 1 10,000 units nationwide and exported to Japan and South Korea. Zhang Ruimin warned employees: "Only the idea of off-season, there is no market in off-season."

In Tibet, Haier washing machine can even make qualified ghee. In July 2000, Haier Group developed a plateau-type "child prodigy" washing machine which can wash clothes and butter, and it was welcomed by consumers as soon as it was listed in Tibet, thus opening up its own unique market. It takes three hours for this washing machine to make butter, which is equivalent to three days' work for a Tibetan woman. After buying this washing machine, Tibetan compatriots can bid farewell to the heavy housework of butter beating by hand.

At the first Hefei "Lobster Festival" held in 2002, Haier launched a "shrimp washing machine", which triggered a rare rush to buy. Hundreds of "shrimp washing machines" were snapped up by local consumers in less than a day, and many lobster shop operators paid a deposit to make an appointment. This Haier "shrimp washer" was awarded the "Market Prospect Award" by Anhui TV Station because of its huge market potential. Anhui in May is the season when local specialty lobsters are on the market. Lobster is a favorite food of many consumers. Every season, the business of large and small stalls in lobster shops is extremely hot. There are thousands of lobster shops, large and small, in Hefei alone, consuming nearly 50,000 Jin of lobster every day. However, the problem that lobster is delicious and difficult to clean has been puzzling the operators of local lobster shops. Because lobsters grow in mud bays, they are covered with mud when fishing, which is very troublesome to clean. Generally, lobster shops need 2-3 people to wash lobsters by hand every day, but often the shrimps washed in one day are not as much as those sold in a few hours. Moreover, manual cleaning is time-consuming and laborious, which also increases the labor cost. In view of this potential market demand, Haier Washing Machine Division quickly launched a "shrimp washing machine" that can wash lobsters by using its own "sweet potato washing machine" technology. The whole plastic bucket and wide voltage design not only save time and labor, but also have a very good washing effect and reasonable price positioning, which greatly meets the needs of local consumers. In the past, it took 10- 15 minutes to wash 2 kilograms of lobster by one person. Now it takes only three minutes to finish with the lobster machine.

"I heard that your washing machine can butter herders and wash lobsters in Hefei restaurants. It's amazing! Can you wash buckwheat skin? " One day in 2003, a phone call from a pillow factory in the north entered Haier headquarters. Haier washing machine company only took 24 hours after receiving the user's demand. On the basis of the existing washing machine module technology, a washing machine which can wash buckwheat skin pillows was innovatively introduced, which was well received by users and became another classic to meet the individual needs of the market after Haier sweet potato washing machine, butter blender and lobster washing machine. Li Shizhen, a medical scientist in the Ming Dynasty, recorded a kind of "eyesight-improving pillow" in Compendium of Materia Medica: "Buckwheat skin, mung bean skin ... chrysanthemum as a pillow, till the eyes are bright." In China, people have always regarded buckwheat skin pillow core as the top grade in pillows. Buckwheat husk is a kind of raw grain, oily and high in hardness. If you don't wash it often or dry it in the sun, it is easy to breed bacteria. But it is very difficult to clean and dry buckwheat husk, because it is very small and light, so it is difficult to dry. If you dry it outdoors, it is more likely to be blown away by the wind. Cleaning and drying of buckwheat husk has become a big problem for manufacturers and consumers of buckwheat husk pillows. Haier's "two prodigies" washing machine can be used for home washing and pillow washing of buckwheat husk. It not only has the basic function of washing and dehydration, but also has two unique and efficient drying technologies, PTC rotary drying and natural air drying. At the same time, the specially designed buckwheat husk packaging washing bag and Haier's unique "antibacterial" technology have solved the problem of cleaning and drying buckwheat husk pillows very satisfactorily.

Experts pointed out that the washing machine market has entered a period of upgrading and rapid demand growth. Haier, which has been leading the market with technological innovation, has taken the lead in the fast-starting washing machine market through years of technical reserves and market advantages. Haier's "Double Power", the fourth washing machine in the world, is a brand-new washing machine innovated by Haier according to the needs of users in order to solve the complaints of users about pulsator, drum and agitator washing machines. Because it combines the advantages of clean washing, low wear, no entanglement, 15 minutes to wash large clothes, and "saving water and time", it caters to people's new laundry needs. One month after the product went on the market, it ranked first in domestic sales and retail sales of high-end washing machines, became the fastest-rising new washing machine product in the domestic market, and won the only invention gold medal in the world home appliance industry at the just-concluded 95th Lie Bin International Invention Exhibition.

According to the statistical data of Sino Market Research Company in April 2004, Haier's washing machine market share continues to rank first in China, especially in North China, Northeast China, East China, Northwest China, Central South China and Southwest China, and the distance between Haier and its competitors is further widened. In northwest China, Haier's washing machine market share is close to 40%, nearly three times higher than the second place; In the other five regions, the market share of Haier washing machines has also increased significantly, nearly twice that of the second place.

How to combine e-commerce technology, business model and marketing? When you need e-commerce technology to build a website, when you need to make a profit, you need a business model, and you need to use marketing to increase sales and popularity.

The difference between human resources and marketing human resources is the study of personnel, mainly recruitment and personnel scheduling. Now all formal enterprises have human resources departments.

Marketing is mainly marketing planning, marketing and so on. And it is also mainly dealing with people.

What is the difference between financial marketing and marketing? What is the difference between financial marketing and marketing?

Financial marketing is the application of enterprise marketing concept in the financial field after the economic and financial development has reached a certain stage. 1958, the concept of financial marketing was publicly put forward for the first time at the meeting of the National Banking Association, which opened the prelude to the application of financial marketing theory. After that, with the continuous improvement of the financial market and the continuous development of the financial system, the content of financial marketing is increasingly rich [1].

In the fierce modern financial competition, financial marketing has played a huge role, which is helpful to improve the management level of financial institutions, carry out intensive management and cope with the complex and changeable market environment. It can be said that financial marketing is an important management activity in the operation of modern financial enterprises.

On the basis of introducing the traditional financial marketing theory and combining the latest development and management experience of international financial marketing activities, Financial Marketing tries to systematically expound the content, strategy, method and management of financial marketing, and analyzes it with a large number of cases to realize the organic combination of financial marketing theory and practice.

Marketing, also known as marketing, marketing or marketing, as an important module of management and education managers, has been included in classic business management courses such as MBA and EMBA. Marketing is an activity, process and system that brings economic value to customers, customers, partners and the whole society in the process of creating, spreading, spreading and exchanging products. Mainly refers to the process of marketing personnel to carry out business activities and sales behavior for the market.

Marketing is a process in which an organization conducts productive and profitable activities in the market;

Marketing is the art of creating and satisfying customers;

Marketing is to provide market products and services to the right consumers at the right time, at the right place, at the right price and by the right means of information dissemination and promotion.

Marketing is an activity that aims at satisfying various needs and desires of human beings and transforms potential exchange into reality exchange through the market.

The difference between market intelligence and market research. If it's an online survey, I have some suggestions.

Want to know the product market research and prospect forecast analysis report can be done from the current market analysis, of course, can not be separated from big data analysis. In the past, research was done manually, but now there are huge customer resources on the Internet.

Market research mainly includes three parts: consumer demand research, product dealer research and competitor research. Duoruike public opinion data analysis station can collect the information of the whole network according to the direction of users' attention, and generate various graphic analysis reports according to key data such as demand research, product dealer research and competitor research.

Product Research The system configuration of Dorek public opinion data analysis station pays attention to keywords and competitive keywords, and monitors and analyzes accurate market conditions. According to the information monitored by the system, you can manage, export briefings and generate charts. In the public opinion system service platform, manual and tedious repetitive operation and debugging are omitted. The system only needs special care, with simple operation, comprehensive data and convenient processing of various reports. To sum up, the function of product research is a preliminary and extensive research after product release, which helps to understand consumers' expectations and initial satisfaction with new products. Of course, the ultimate goal of product research is to make products more popular and create greater value.

Understand the market demand, determine the target users, and determine the product core through the investigation of Duoruike public opinion data analysis station, so as to make it better; Provide arguments for leaders at the meeting; Identify, collect, analyze and disseminate marketing information systematically and objectively, so as to improve the quality of product sales decisions, solve problems existing in product sales or look for opportunities, and grasp primary resources in time; Verify whether the target customers we set are what we want and what products or services the target users want; Understand whether we can meet the needs of target users and whether we are willing to meet the needs of target users; Identify the product opportunity gap, then measure various factors and formulate the product strategic route; For brand-new products, I have an idea before the investigation, and then I will verify the feasibility of my idea through the investigation.

The difference between marketing and promotion and direct selling;

Marketing refers to human activities related to the market, that is, meeting various needs and desires of human beings and turning potential exchanges into real exchanges through the market. Marketing is different from sales or promotion. The marketing activities of modern enterprises include market research, market demand forecast, new product development, pricing, distribution, logistics, advertising, personnel promotion, sales promotion and after-sales service. And sales is only a part of modern enterprise marketing activities, and it is not the most important part.

There are four differences between the two:

1, with different centers of gravity. The focus of promotion is on products, and the central task of enterprises is to promote existing products, with little consideration given to whether consumers need these products. The focus of marketing is on consumers, and the central task considered by enterprises is to meet the needs of consumers.

2. The starting point is different. The starting point of promotion is enterprise, and the starting point of marketing is market.

3. Different methods. The methods of promotion are mainly to strengthen promotional activities, such as full promotion and forced promotion; Marketing adopts the best marketing combination activities, that is, the organic combination of products, pricing, distribution, promotion, public relations and power.

4. Different goals. The goal of promotion is only to pursue exchange, focusing on the short-term goal of profit, considering the unilateral interests of promoters, while marketing not only pursues exchange, but also pays attention to the long-term interests and the interests of both parties.

Is there a difference between marketing and market research? There are differences.

Marketing is not only an organizational function, but also a series of processes to create, spread and deliver value for customers and manage customer relationships for the benefit of the organization itself and its stakeholders. Market research is a part of marketing.

For example, if you want to do catering business, you should first look at the consumption power and preferences of this area, then locate the target customer base according to the survey results, and then launch a series of marketing activities around this positioning, such as address, storefront, dishes, services, prices and so on.

Interested in marketing, I recommend you a book "Positioning". Very easy to understand.

What is the difference between micro-marketing and macro-marketing? Macro-marketing mainly focuses on the influence of macro-marketing environment such as policy, economy, politics, law, science and technology, society and nature on enterprise marketing, and how enterprise marketing adapts to the marketing in the big environment.

Micro-marketing focuses on specific industries, competitors, consumer markets, competitive markets, product technology changes and other aspects to consider the marketing of enterprises.