What does social marketing mean? What does it have to do with marketing?

What does social marketing mean? What does it have to do with marketing? With the global environmental destruction, resource shortage and population explosion, the concept of social marketing is becoming more and more serious, and the call for enterprises to take into account the overall and long-term interests of consumers, that is, social interests, is getting louder and louder. A series of new concepts have been put forward in the field of marketing. For example, the concept of human nature, the concept of intelligent consumption, and the concept of ecological imperative. Its viewpoint is that enterprises should not only consider the needs of consumers, but also consider the long-term interests of consumers and the whole society-known as the concept of social marketing. This concept requires enterprises to determine the needs, desires and interests of the target market, satisfy customers more effectively than competitors, and at the same time safeguard and promote consumers and social welfare. With the global environmental damage, resource shortage, population explosion and other problems becoming more and more serious, the call for enterprises to take into account the overall and long-term interests of consumers, that is, social interests, is getting louder and louder. A series of new concepts have been put forward in the field of marketing. For example, the concept of human nature, the concept of intelligent consumption, and the concept of ecological imperative. Its viewpoint is that enterprises should not only consider the needs of consumers, but also consider the long-term interests of consumers and the whole society-known as the concept of social marketing. This concept requires enterprises to determine the needs, desires and interests of the target market, satisfy customers more effectively than competitors, and at the same time safeguard and promote consumers and social welfare. The marketing idea of an enterprise is the guiding ideology to guide the marketing decision-makers to carry out marketing practice activities, and it is a business idea with universal significance formed by the business community under the specific marketing environment conditions according to the economic situation. The marketing concept has undergone the following changes: (1) production concept. The concept of production is one of the oldest concepts to guide the behavior of sellers. The concept of production is embodied in enterprise management as "what can be produced, what can be sold". For example, Model T produced by Ford Motor Company in the United States was very popular at that time. In order to expand production and get the highest profit, they don't need to consider customers' interests and preferences in car colors and styles, but they can achieve their goals through mass production. So, the concept of production is typical? Quot sales by output "business philosophy. Product concept is a management idea similar to production concept. The product concept holds that customers like high-quality, multifunctional and distinctive products, and as long as the products are good, they will be full. In a product-oriented enterprise, the marketing manager pays too much attention to the existing products of the enterprise and puts aside the market demand. The crux of product concept lies in exaggerating the function of products and ignoring the cooperation between market demand research and other marketing strategies. (2) sales concept (3) marketing concept (3) marketing orientation is a major breakthrough in the history of enterprise marketing management thought. Compared with the traditional business philosophy, it has the following differences: first, the traditional orientation is centered on production and sales, while the modern marketing orientation is centered on customer demand; Second, the traditional orientation realizes profits by strengthening sales functions and selling products, while the marketing orientation gains profits by fully meeting customer needs; Third, the traditional short-term marketing method is to obtain profits from a large number of sales, which has short-term characteristics, while the marketing orientation is to win long-term stable profits by fully meeting customer needs. (4) Social marketing concept (5) Megmarketing concept The big marketing concept is the new development of marketing concept since 1980s. It is a new marketing strategy to guide enterprises to conduct marketing in a closed market. Its core content is to emphasize that the marketing of enterprises should not only effectively adapt to the external environment, but also give full play to their subjective initiative in some aspects, so as to make the external environment develop in a direction beneficial to enterprises. Compared with the general marketing concept, the concept of big marketing has the following two characteristics: First, the concept of big marketing breaks the dividing line between "controllable factors" and "uncontrollable factors", emphasizing that enterprise marketing activities can have an important impact on the environment and make the environment develop in a direction conducive to achieving enterprise goals; Second, the concept of big marketing emphasizes that many relationships must be handled well in order to successfully carry out conventional marketing, thus expanding the scope of enterprise marketing. (6) Global Marketing Concept Global marketing concept is the latest development of marketing concept since 1990s, and it is a brand-new marketing concept to guide enterprises to conduct marketing activities in the global market. To some extent, the concept of global marketing completely abandons the concepts of domestic enterprises and foreign enterprises, domestic market and foreign market, but treats the whole world as an economic unit. The concept of global marketing emphasizes the international comparison of marketing benefits, that is, organizing enterprises in different countries according to the principle of optimization. Meet the needs of the global market with the lowest cost and optimized marketing.

What is the relationship between knowledge marketing and network marketing? The relationship between knowledge marketing and network marketing can be understood as follows: knowledge marketing needs a certain way of information dissemination, and network marketing is one of the best means to realize knowledge marketing strategy; Network marketing needs to deliver valuable information to users, and the content of knowledge marketing is the most valuable part of network marketing information sources for users.

In fact, knowledge marketing and online marketing are sometimes the same thing, but the general concept of "knowledge marketing" is not necessarily used in online marketing, but more specific online marketing terms such as blog marketing, RSS marketing and virus marketing are used. For example, blog marketing, which is very popular at present, is one of the concrete manifestations of knowledge marketing. The new observation of network marketing puts forward the definition of blog marketing: "blog marketing is a form of network information dissemination based on personal knowledge resources (including ideas, experiences and other manifestations). Therefore, the basic problem of blog marketing is to master, learn and effectively use knowledge in a certain field, and achieve the purpose of marketing information transmission through the dissemination of knowledge. "

What does premium pricing mean in marketing? Premium pricing refers to pricing that is higher than the market price determined under normal competition conditions.

Take a cell phone for example. For example, Apple's mobile phone is also manufactured by Foxconn. The same mobile phone has the same material, technology, system and so on, but one is Apple's brand, one is Foxconn's, and the other is Huawei's. Then the Apple brand can sell for 5000 yuan, the Foxconn brand can sell for 1000 yuan, and the Huawei brand can sell for 2000 yuan. Then the price of Apple brand relative to Huawei and Foxconn is premium pricing, and Huawei brand relative to Foxconn can also be premium pricing, and the price of Foxconn brand can only be the basic price of a product. This is called premium pricing.

On the basis of premium pricing, consumers recognize your brand and are willing to pay higher prices for your brand than similar products.

What do you mean by selling yourself? In fact, it is to sell yourself to others and self-market. It is an activity in which individuals or groups participate as the main body. Individuals or groups use strategies including surprise, creativity and humor to show their self-image, personality and emotions, so as to achieve the expected goals of individuals or groups. You don't have to think that "I am the only one in the world" to sell yourself! You just need to show the value of your product or service in an unpretentious way. Of course, in this era of boasting, you may be able to polish it with attractive keywords.

What is the relationship between marketing and environment? 1. The marketing environment exists objectively, regardless of the will of the enterprise, and has its own implementation rules and development trends. Subjective assumptions about changes in marketing environment will inevitably lead to blindness and mistakes in marketing decision-making. The task of the marketing manager is to arrange the marketing mix reasonably and make it adapt to the objective external environment.

2. Various factors and forces that constitute the marketing environment are interrelated and interdependent. If marketing is divorced from environmental factors, nothing can be done.

3. The difference of marketing environment is mainly due to the difference of geographical environment, production and operation nature and * * * management system, which not only shows that different environments have different effects on different enterprises, but also the same environment has different effects on different enterprises. Therefore, marketing should formulate differentiation strategy, differentiation strategy.

4. With the passage of time, the external environment is constantly changing. For example, the behavior change of external environmental stakeholders and the increase of per capita income will cause the change of purchase behavior and affect the content of enterprise marketing activities; Different combinations of various factors in the external environment will also affect and restrict the content and form of enterprise marketing activities. Both marketing orientation and consumer satisfaction should adapt to this change, so as to adapt to market demand and achieve economic benefits.

5. There is no need to follow the corresponding national policies, laws and regulations in marketing, because the factors affecting the marketing environment are various and complex, and show the uncontrollable nature of the enterprise. For example, a country's political and legal system, population growth and some social and cultural customs. It is impossible for enterprises to change at will.

What does it mean to write marketing (chain operation) professionally? ~ Chow ~ ~ ~ ~ 4 level 20 12-08- 16 chain operation is a part of marketing, and all industries need marketing. As a chain system with relatively large shipments, marketing means are very important, mainly biased towards the direction of chain operation. Follow-up: So ~ Is this major very bad? I have an undergraduate who studied for four years and went to set up a stall for nothing ~ ~ Is this major really bad? Because of this, my father won't let me go to college. So, do you think it's better to go to college or work? Answer: Going to school is not for employment. On the one hand, it is to broaden one's horizons and face society and life with more rational thinking. Otherwise, why should enterprises recruit people with academic qualifications? It's different. As for this major, many industries have chain systems, such as home appliances, mobile phones, restaurants, shoes and hats. And the employment direction is still relatively wide, mainly depending on your business; If you don't want to work, you can join a chain by yourself. Mainly depends on the project, grasp the capital turnover and departmental operation. I specialize in marketing. Follow-up: What about your job? My father, my relatives, they all mobilized me not to study, but I want to experience college life! Really annoying answer: the salary of people who work now is just like that at the beginning, mainly depending on what you do. The operation mode of each industry is different. Now I work for five-star electric appliances, belonging to home appliance chain. This system is the best enterprise in the home appliance chain circle and belongs to foreign capital (Best Buy). Development direction: sales staff, department heads, business managers, store managers, and some of them are transferred from departments to branches to do business. If you have contacts in both the branch and the headquarters, you can develop to the vice president and the boss of the branch, and finally find a job at the headquarters. Every chain system is like this. I'm just explaining the social reality to you, and you have to grasp the rest by yourself.

What is the significance of post-purchase cognitive bias in marketing? Marketing behavior is not a unilateral action, but a two-way process of interaction and choice. There will be cognitive bias in this process, and the first step of its marketing success is to let customers say "yes" to themselves. Customer's trust in you is the basis of successful marketing. Don't let customers feel that you are in urgent need of selling products, resulting in great psychological pressure or even resistance. Pay attention to the needs of customers, even if customers say "no" to you, please remember that you still have a chance. Because the customer trusts you first, if he doesn't accept the product, maybe you just haven't found his demand and stimulated his desire correctly.

Cognitive bias refers to people making judgments about others according to some phenomena or false information, which leads to misjudgment or the judgment itself does not match the real situation of the judgment object.

Marketing interaction has both harmonious and contradictory aspects. From the analysis of the negative effects of conflict, it will have a bad influence on the marketing of itself and others, and then affect the marketing efficiency and destroy the customer relationship. On the one hand, marketing conflict behavior comes from the psychological factors of marketers, such as the attitude of dealing with problems, the attitude towards customers, the ability and prestige of marketers, etc. On the other hand, it comes from the psychological factors of marketers, such as unsatisfied needs, impulsive emotions, differences in cognitive styles, behavioral deviations and conduct obstacles, and fatigue in marketing thinking.

Marketing is a systematic project. What does this mean? Marketing is a general and huge concept, involving all aspects! Investigate and sell public relations innovation agency resource advertisements,,, and link these optimized combinations!

What is social marketing? Social marketing is a solution that uses commercial marketing means to achieve social welfare purposes or promote commercial services by using social welfare values. Social events or public welfare themes have always been the most attractive objects to the media and the public. At the same time, due to its extensive sociality, many enterprises put their business operation mode in the public domain, so as to carry out marketing activities and achieve good results. This marketing activity is also called social marketing. For example, IKEA's shopping bags need to be purchased at 1 yuan, and Starbucks "can get free drinks with its own cups".

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What is the significance of personnel differentiation in marketing? Also called differentiated marketing. It means that enterprises divide the whole product market into several market segments, deliberately design products and services suitable for each customer market segment, and make corresponding changes in channels, promotions, pricing, etc. to meet the needs of each market segment. For example, in order to meet the needs of consumers in different regions, different living habits and different living standards, Tianjin Toothpaste Factory has developed "blue sky high-grade toothpaste" and "fruity blue sky toothpaste" with different price points. Desensitization toothpaste, antirust toothpaste, Xifeng toothpaste and blue sky travel toothpaste with different functional specifications; And "Blue Sky Student Toothpaste", "Tongyou Transparent Toothpaste", "Yajie Children Toothpaste" and "Muslim Toothpaste" which meet the needs of different ages and nationalities.

Differentiated marketing is a strategy, which starts with market segmentation, determines the specific target market to enter, and then formulates the marketing mix suitable for each target market.

Differentiated marketing refers to designing products and services suitable for each market segment, so as to pay attention to the needs of different customers in each market segment. Differentiated marketing is a strategy, which starts with market segmentation, determines which specific target markets to enter, and then formulates the marketing mix suitable for each target market. The marketing method of product differentiation is to adopt a differentiated method for a certain market, that is, to produce or provide products or services suitable for a certain market.

Compared with undifferentiated marketing, differentiated marketing has the advantages of increasing sales and strengthening competitive position. Its disadvantage is that it may increase the research and development cost, manufacturing cost and advertising cost of products. Nevertheless, product differentiation marketing method is still the main trend today except that it is rarely used in steel, salt, matches and other products.

merits and demerits

Advantages: 1 Flexible, can meet the needs of different consumer groups, improve product competitiveness and increase sales.

2. If an enterprise can achieve good business performance in various market segments, it is easy to establish a good corporate image, thus winning more single brand loyalists.

Differentiated marketing strategy also has some shortcomings, that is, due to the implementation of differentiated strategy, with the increase of product varieties, the diversification of sales channels, and the expansion and complexity of marketing activities such as market research and advertising, production costs, management expenses and sales expenses will inevitably increase substantially. Adopting this strategy is bound to be restricted by the strength of enterprise resources. Strong financial resources, strong technical strength and high-quality marketing personnel are the necessary conditions for implementing differentiated marketing.

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Generally speaking, different marketing strategies are mostly adopted by powerful big companies. They can adopt centralized marketing or non-differentiated marketing at first, and then choose two or more market segments for differentiated marketing after achieving certain success and development. Taking Jin Jiu as an example, compared with all consumers, Jin Jiu's target population-middle-to-high-end middle-aged and elderly people-is a preliminary segmentation of the market, while the introduction of Xiaofangjin is a segmentation of consumption habits, which is convenient and practical and very in line with the advertising appeal of Jin Jiu's advertising slogan "Although Jin Jiu is good, it is not greedy for alcohol".