According to the practice of modern enterprise management activities, in order to open and consolidate the market, expand the marketing amount and achieve the expected goals of the enterprise, enterprises should not only carry out the economic activities of products flowing to consumers or users, but also carry out "pre-production activities" (such as market research, product research and development) and "after-sales activities" (such as after-sales service, collecting and reflecting customer opinions). In other words, marketing includes not only the activities carried out by enterprises in the circulation field, but also the pre-production activities and post-sales activities after the circulation process. It is not only the end point of the whole process, but more importantly, the customer as the starting point. As shown in the figure below:
Modern concept, traditional concept, modern concept
Prenatal activities, marketing activities, after-sales activities
Market research, pricing and after-sales activities
User's feedback on product development and promotion
The so-called marketing refers to the process of business activities in a dynamic market environment to meet the needs of consumers and achieve enterprise goals, including market research, market positioning and refinement, service project development, service pricing, marketing strategy formulation, service marketing, after-sales information feedback and a series of customer-centered whole-process marketing activities.
Today, philip kotler, known as the "father of modern marketing", has made the most brilliant achievements in the field of marketing. He put forward the theory of "giant marketing" in 1986. Marketing mix has expanded from E.J. McCarthy's 4Ps theory to 6Ps theory, that is, on the basis of the original 4Ps (product, price, place and promotion), 2Ps: Political Power and PublicRelations are added.
Kotler believes that a company may have superb high-quality products and perfect marketing plans, but when it wants to enter a specific geographical area, it may face various political barriers and public opinion obstacles. In order to carry out marketing effectively, contemporary marketers need to use political skills and public relations skills. Later, he developed it into 10Ps combination theory, that is, adding a new 4Ps combination on the basis of 6Ps combination, namely exploration (market research), segmentation (market segmentation), prioritization (target optimization) and positioning (product positioning).
Soon, kotler added 1 1 p to the above combination of 10Ps, that is, people, which means understanding people and providing services for people. This P runs through the whole process of marketing activities and is the guarantee for the successful implementation of the previous10 P. This P integrates the internal marketing theory into the marketing mix theory, and advocates that managers should understand and master the trends and laws of employees' needs, solve their practical difficulties, properly meet their material and spiritual needs, and thus stimulate their enthusiasm for work.
The theory of "big marketing mix" changes the marketing mix from tactical marketing to strategic marketing, which is of great significance and is called the "second revolution" of marketing. This theory systematically summarizes and summarizes the functions and influences of various factors in enterprise marketing. For more than 20 years, under the guidance of the above theory, countless large companies and enterprises in the west have worked out specific strategic decision-making combinations and applied them according to their own actual conditions, and most of them have achieved great success.
In philip kotler's masterpiece Marketing Management, kotler thinks: "The core of contemporary strategic marketing can be defined as STP. That is, market segmentation, determine the target market and market positioning. " As can be seen from the above definition, market segmentation is the starting point of enterprise strategic marketing. All marketing strategies of enterprises must start with market segmentation. Without market segmentation, it is impossible to determine the target market of enterprises, and enterprises cannot find their own position in market competition. Without clear market positioning, enterprises will not be able to create differentiated brand image; If the target market of the enterprise cannot be determined, the enterprise cannot design differentiated products and occupy the market through differentiated price and marketing channel strategies. Only by market segmentation can marketing strategies be differentiated. Therefore, market segmentation is the platform of enterprise strategic marketing. All marketing strategies of enterprises must be based on market segmentation.
If we want to successfully market products or services, we must first study what consumers want. How to arouse consumption desire? How to make consumption decisions and so on. Therefore, we need consumers to learn theory.