国际营销英文论文

Definitions of marketing

Marketing is the management of exchange relationships. This emphasizes the role of marketing in relating to the world outside the organization. All relationships between the organization and the out side world, especially when they relate to customers, need to be managed. The organization will be judged by customers, suppliers, competitors and other according to their personal experience. Marketing is the management process which identifies, anticipates and supplies customer requirement efficiently and profitably. Marketing is concerned with meeting business objectives by providing customer satisfactions. When people buy products or services they do not simply want the products, they also want the benefits from using the products or services. Products and services help to solve a customer’s problem. It is the solution to these problems that customers are buying. Marketing is the process of planning and executing the conception, pricing, promotion, and distribution or ideas, goods and services to create exchanges that satisfy individual and organization goals. Marketing is the performance of business activities that direct the flow of goods and services from organizations' to their customers.

Marketing is the process of determining customer demand for a product, motivating its sale and distributing it into ultimate consumption at a profit. Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements efficiently and profitably.

Characteristics of marketing-oriented company

Market orientation (market-oriented)

Refers to the enterprise in accordance with its own power to match the target market and target user groups requested to design, produce, and deliver products and services.

Advantages Disadvantages

 Product tailored to the needs of the customer

 Research and development enables the market-led company to keep ahead of the competition

 Opportunities arise out of a continuous research thrust

 Knowing you customer enables you to communicate more efficiently, with cost-effective marketing communications

 Produce what you can sell rather than sell what you produce

 Leads to long-term relationships with high customer satisfaction  Extensive market research needed into customer needs/wants

 Expensive and time consuming – time delay for product to market

 ‘Me-too’ products that can undercut because there are no costs of research and development

 Irrational customer behavior – no amount of research will alter the fickle nature of the average customer

 Dynamic nature of market place – today’s products become tomorrow’s throwaways

 Too narrow a focus

Due to economic development, people's incomes increase, accelerating the pace of life, increasing social interaction, has quietly changed the concept of life, the rapid development of tertiary industry, the food service industry has been seen a lot of favorable market opportunities.

1. The increased population eating out of China's population and family structure has undergone great changes with more and more single people. This family structure and lifestyles change may lead to changes in consumer behaviors, more and more people are reluctant to spend too much time on cooking, thus increasing the population eating out.

2. The rise a healthy trend of People's living standards improve the living began to focus on the health effects of diet, emphasizing nutrition and food hygiene, respect for dining. People who pursue their own health to the restaurant industry will be tremendous opportunities for a broad market.

3. The development of tourism. At present tourism is one of the fastest-growing sectors in China, rising per capita tourist spending, tourism region expanded. For tourists, the food culture is also one of the attractive elements.

Meiwei restaurant should to meet market and consumer changes, provide customers with convenient, healthy Chinese fast food.

Elements of marketing concept

The marketing concept is the attitude that business decisions should be based on what the customer wants. Marketing concept is the enterprise business decision-making, organization and management of marketing activities, the basic guiding ideology that is business philosophy. It is a concept, an attitude, or a corporate way of thinking. Marketing concept is a "consumer demand as the center, market as the starting point" business guideline.

Marketing concept

The key to achieving business goals to determine the correct target market needs, all to the consumer as the center, and than the competition more effective and better transmission of the target market to meet the expectations of things. Consumer research has been called the study of the relationship between the personality of the consumer and the personality of the product. It looks at the consumer’s motives, which may be unconscious but which still affect his or her choice of products. Techniques such as in-depth interviews and word association tests can be used to find out how consumers are really thinking.

In accordance with the standards of the United States, Brazil, in the breakfast cereal breakfast foods and other foods tremendous business opportunities. Brazil, about 150 million population, age distribution, showing that breakfast cereal consumption has enormous potential because of the population 20 years of age accounted for 48 percent of the total population. In addition, Brazil's per capita income enough so that people can enjoy the convenience of eating breakfast cereal foods. In assessing the market, Kellogg Company (Kellogg) also noted a remarkable advantage: little or no direct competitors.

Unfortunately, the lack of competition is due to the Brazilians are not accustomed to American-style breakfast. Therefore, the Kellogg Company and its advertising agency J. Walter Thompson Company (J. Walter

Thompson) faced by marketing the most important task is to how to change the breakfast habits of Brazilians.

Kellogg decided in Brazil is very popular TV series "Novelas" in spots. Advertising picture is a little boy eating with relish to back out from the packaging bag of cereal. Shows excellent taste in products at the same time, the advertisement will be located in a food product rather than as part of breakfast. As a result of market response, the ad film was quickly removed them.

Analysis of the Brazilian culture, show that Brazilians strong family values and deep-rooted concept of male chauvinism. Therefore, in the subsequent design of the ad program will focus on the performance of his cereal bowl and add milk into the family breakfast scene. Compared with the first advertisement, the more successful advertising programs, an increase of cereal sales, Kellogg had 99.5 percent share of the market share. However, it is still not satisfactory in terms of sales volume, the per capita use of breakfast cereals less than an ounce.

Kellogg has been accustomed to these challenges. It has spent 20 years in Mexico to cultivate a substantial breakfast market size, (in Japan and France have spent 6 years). Kellogg is now also targeting the Indian market has great potential. Although sales in India but was a mere two million U.S. dollars, but very optimistic about its prospects. In addition to the traditional breakfast of corn flakes, it also likes to eat rice in accordance with Indian features, developed a new piece of rice.

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