The differences are as follows:
1. These two majors belong to different departments. The major of marketing belongs to the economic category. The major of business administration focuses on management, so it is generally taught in management colleges and other colleges featuring management. There is also a saying that business administration and marketing are compatible. Because the knowledge of business administration will also include some basic knowledge of marketing.
2. The emphasis of training is different. Let's talk about business administration first. This major mainly studies some basic theories such as management, economics and enterprise management. Therefore, it can be seen from the courses learned in this major that this major has a wide range of courses, covering many courses such as economy and management. It can be said that business administration is a broad-based discipline.
Individuals can choose their major according to their hobbies. Therefore, this major mainly trains senior business administration professionals with knowledge and ability in management, economy, law and marketing, who can engage in marketing and management, teaching and scientific research in enterprises, institutions and government departments.
Marketing major aims to train students to master the basic principles of management and economics, as well as the basic knowledge, theory and skills of marketing. With good professionalism, pioneering spirit and innovative consciousness, I can be competent in comprehensive marketing work such as market research and analysis, advertising planning, business negotiation, marketing planning and sales management, especially in the fields of chain operation and management, e-commerce and online marketing. Therefore, the marketing major is an applied major. At the same time, it can also let everyone out of the misunderstanding that marketing can only do sales. If we have to link this major with sales, then this major focuses on the step before sales-making marketing plans.
2. Marketing test center business management market: all potential customers with specific needs and desires, who are willing and able to meet such needs or desires through exchange. Market refers to the total demand of actual buyers and potential buyers of a product. The formula is: market = population+purchasing power+purchasing desire. The market is the unity of these three factors.
Marketing: refers to human activities related to the market, aiming at satisfying some human needs and desires, and transforming potential exchanges into real exchanges through the market.
Marketer: someone who wants to get resources from others and is willing to exchange valuable things.
Relationship marketing: an enterprise establishes, maintains and strengthens relationships with its customers, distributors, dealers, suppliers and other relevant organizations or individuals, so that all parties concerned can achieve their respective goals through mutually beneficial exchanges and mutual fulfillment of commitments.
Production concept: it is one of the oldest concepts to guide the behavior of sellers. According to the production concept, consumers like low-priced products that can be bought everywhere, and enterprises should devote themselves to improving production efficiency and circulation efficiency, expanding production and reducing costs to expand the market.
Product concept: consumers like high-quality, multi-functional and distinctive products best, and enterprises should devote themselves to producing high-value products and constantly improve them. It comes from the situation of "seller's market" in which the market products are in short supply.
Marketing myopia: Inappropriate attention to products, no attention to market demand, lack of foresight in marketing management, only seeing the good quality of their own products and not seeing the changes in market demand, leading to the business of enterprises in trouble.
Customer concept: refers to the enterprise's focus on collecting past transaction information, demographic information, psychological activity information, media habit information and distribution preference information of each customer. According to the lifetime value of different customers, we will provide different products or services for each customer and spread different information, so as to increase the purchase volume of each customer by improving customer loyalty, thus ensuring the profit growth of the enterprise.
Base point pricing: the enterprise selects a certain city as the base point, and then makes pricing according to a certain ex-factory price plus the freight from the base point city to the customer's location (no matter which city the goods are actually shipped from).
Reputation pricing: Enterprises use consumers' admiration for the reputation of brand-name goods or famous shops to set commodity prices, and deliberately set the prices as integers or high prices.
Mantissa pricing: Making use of consumers' psychology of understanding numbers to set mantissa prices will make consumers feel cheap and give them the psychology of serious pricing. The price with mantissa is the result of careful cost accounting, which will make consumers feel trust in pricing.
Attractive pricing: Retailers take advantage of some customers' psychology of pursuing low prices to set the prices of some goods lower to attract customers.
Differential pricing strategy: Also known as price discrimination, enterprises sell a product or service at two or more prices that do not reflect the difference in the proportion of costs and expenses. (including customer differential pricing, product form differential pricing, product location differential pricing and sales time differential pricing)
Skimming pricing: In the initial stage of the product life cycle, in order to get the maximum profit, the price of the product is set high.
Penetration pricing: Enterprises set the price of their innovative products relatively low to attract a large number of customers and increase market share.
Marketing channel: all enterprises and individuals who cooperate in the production, distribution and consumption of goods and services of a manufacturer. (including suppliers, manufacturers, distributors, distributors' agents, auxiliary equipment and final consumers)
Distribution channel: refers to all enterprises and individuals who acquire the ownership of goods or services or help the ownership transfer in the process of transferring goods or services from producers to consumers. (including manufacturers, distributors, distributors and final consumers)
Promotion combination: according to the needs of promotion, enterprises make appropriate selection and comprehensive configuration of various promotion methods such as advertising, promotion, publicity and personnel promotion.
Push strategy: push products to the channel by salesmen and distributors, that is, manufacturers actively push products to wholesalers, wholesalers actively push products to retailers, and retailers return products to sellers.
Brand:
The commercial names given by sellers to their products usually consist of words, marks, symbols, patterns and colors or a combination of these elements. The logo of the seller or seller group is used to distinguish the products of competitors.
Trademark:
In essence, it is a legal term, which means that a brand or a part of a brand has obtained exclusive rights and is protected by law.
Brand expansion strategy:
Refers to the enterprise using the reputation of its successful brand to launch improved products or new products.
Multi-brand strategy:
Run two or more competing brands at the same time. This strategy was initiated by Procter & Gamble. Reasons: ① It occupies a large shelf area; ② Attract more customers and increase market share; (3) help all departments within the enterprise to compete; (4) enable enterprises to penetrate into different market segments and occupy a larger market.
Enterprise identification system:
Use the overall communication system to spread the business philosophy and spiritual culture of the enterprise to the relationships or groups around the enterprise, and master their unanimous recognition and values of the enterprise. MI manages mind identity, BI identifies business activities, and VI identifies the whole vision.
Product life cycle:
The market life cycle process of products from entering the market to exiting the market. A typical product life cycle can generally be divided into four stages, namely, introduction period, growth period, maturity period and decline period.
Disposable personal income: the part of personal income that can be used for personal consumption and savings after deducting various taxes paid by consumers and non-commercial expenses paid to the government. It is a decisive factor affecting consumers' purchasing power and consumption expenditure.
Disposable personal income: disposable personal income subtracts the fixed expenses of consumers for daily necessities. The main factors affecting the sales of luxury goods.
Organizational market: it is the sum of the demand for enterprise products and services formed by various organizations. Divided into industrial market, middleman market and government market.
Industrial market refers to all individuals or organizations that buy products and services and use them to produce other products or services for sale, lease or supply to others.
Intermediary market: refers to those individuals and organizations that buy goods and services for resale or lease to others for profit.
Market filler: refers to an enterprise that serves a small part of the market carefully, does not compete with large enterprises, and only occupies a favorable market position through specialized operation.
Competitor: Generally speaking, it refers to other enterprises that provide similar products or services to their own enterprises and serve similar target customers. Competitors of enterprises are usually identified from two aspects: industry competition and market competition.
Product: anything that can be provided to the market to meet people's expectations and needs, including things, services, places, organizations, ideas and so on. (including core products, tangible products and additional products)
Core products: consumers buy products in pursuit of benefits, which is what customers really want to buy.
Tangible product: the form of core product realization, which is manifested in product quality level, appearance characteristics, style, brand name, packaging, etc.
Additional products: all additional services and benefits obtained when purchasing tangible products, including providing credit, free delivery, guarantee, installation, after-sales service, etc.
Shopping items: In order to find suitable items, consumers often go to many retail stores to understand and compare consumer goods with different colors, styles, quality and prices before buying.
Specialty: Consumers can identify consumer goods with good quality and low price, and many consumers are used to spending more time and energy to buy them.
3. What are the prospects of business administration, marketing and human resource management?
Business administration, marketing, human resource management,
Professional comments and employment direction:
1. These three majors are inevitable in business schools of general universities, and they are often in the same department. The main courses are management courses, but each has its own emphasis. Some colleges and universities enroll students in these three majors in large categories, and then teach them in different majors in junior year.
2. Business administration majors focus on enterprise strategy, enterprise operation and enterprise organization design; Marketing focuses on market research and marketing promotion; Human resource management focuses on talent recruitment, human resource regulations, salary and welfare design, etc.
3. Employment direction: The employment rate of business administration and marketing majors is relatively high, and there is a great demand for talents. Most of the graduates work in the marketing department, sales department and key account sales department of enterprises, and many of them work in advertising companies, planning companies, consulting companies and other business service industry institutions. Most of the graduates of human resources management go to the positions of human resources department, administrative department and human resources outsourcing company, and some talents go to the operation departments of enterprises, talent headhunting companies and talent intermediary companies (such as Zhaopin, Carefree Future, Hunting and Employment Network, etc.). ).
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