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市场营销管理是指为创造达到个人和机构目标的交换,而规划和实施理念、产品和服务的构思、定价、分销和促销的过程。市场营销管理是一个过程,包括分析、规划、执行和控制。其管理的对象包含理念、产品和服务。市场营销管理的基础是交换,目的是满足各方需要。市场营销管理的主要任务是刺激消费者对产品的需求,但不能仅限于此。它还帮助公司在实现其营销目标的过程中,影响需求水平、需求时间和需求构成。因此,市场营销管理的任务是刺激、创造、适应及影响消费者的需求。从此意义上说,市场营销管理的本质是需求管理。任何市场均可能存在不同的需求状况,市场营销管理的任务是通过不同的市场营销策略来解决不同的需求状况。
Marketing management refers to the process of planning, implementing ideas, designing ideas, pricing, distributing, and promoting ideas for products and services to create an exchange of personal and institutional goals. Marketing management is a process that includes analysis, planning, execution, and control. Its management objects include ideas, products and services. Marketing management is based on exchange, the purpose is to meet the needs of all parties. Marketing management's main task is to stimulate consumer demand for products, but not limited to this. It also helps companies influence the level of demand, demand time, and demand composition in achieving their marketing goals. Therefore, the task of marketing management is to stimulate, create, adapt and influence the needs of consumers. In this sense, the essence of marketing management is demand management. There may be different demand situations in any market. The task of marketing management is to solve different demand situations through different marketing strategies.