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当前位置:中博教育 > ACCA > 学习指导 > ACCA BT考点:什么是营销

ACCA BT考点:什么是营销

文章来源:ACCA官网

发布时间:2021-07-30 11:31

阅读:1866

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What is marketing?

The definition of marketing published by the UK’s Chartered Institute of Marketing is‘the management process responsible for identifying,anticipating and satisfying customer needs profitably’.

There is no doubt that marketing is a management process,as most successful organisations regard it as a crucial set of co-ordinated activities that must be driven from the strategic level of a business.Many organisations have an executive director with functional responsibility for marketing but,even if this is not the case,it is usually necessary for a strategic marketing plan to be put in place and implemented,consistent with the goals and objectives set out in the corporate plan.

Despite a widely held perception that marketing is synonymous with selling,the definition confirms that the scope of marketing extends far beyond selling alone.Indeed,a business strategy built on selling and without due attention to other important marketing activities can have serious shortcomings:the customer’s needs may be overlooked,the organisation may sell goods and services that the customer does not need,or the customer may have needs for the organisation’s products and services but may purchase the wrong ones.点击免费下载>>>更多ACCA学习相关资料

The essence of marketing is captured in the words‘identifying,anticipating and satisfying’.These imply a process through which the organisation must find out what customers want,or carry out research into what customers are likely to want in the future,and then fulfil these needs by deploying its resources in an appropriate manner.The process has to be dynamic,as needs and preferences change over time,rendering some goods and services less suitable for their needs,or even obsolete.There are countless examples of products that have fulfilled genuine needs in the past,sometimes for long periods of time,but have eventually been superseded by alternative choices due to changes in needs,tastes and preferences,or have become totally unnecessary for consumers.Examples include audio cassettes,Super 8 cine films and projectors,‘twin tub’washing machines and cash registers.

Successful business organisations therefore regard marketing as a continuous process,through which actual and perceived customer needs are constantly analysed and monitored in order to fulfil these needs to the extent that the organisation’s resources and capabilities allow.

什么是营销?

英国特许市场营销协会发布的市场营销定义是“负责识别、预测和满足客户需求的管理过程”。

毫无疑问,营销是一个管理过程,因为大多数成功的组织将其视为必须从企业的战略层面驱动的一组关键的协调活动。许多组织都有一名负责营销的执行董事,但即使情况并非如此,通常也有必要制定和实施战略营销计划,并与公司计划中设定的目标和目标相一致.

尽管人们普遍认为营销是销售的同义词,但该定义确认营销的范围远远超出销售本身。事实上,建立在销售基础上而没有适当关注其他重要营销活动的商业战略可能存在严重缺陷:客户的需求可能被忽视,组织可能销售客户不需要的商品和服务,或者客户可能需要组织的产品和服务,但可能购买了错误的产品和服务。

营销的本质体现在“识别、预期和满足”这三个词中。'。这意味着组织必须通过这个过程找出客户想要什么,或者研究客户未来可能想要什么,然后通过以适当的方式部署其资源来满足这些需求。这个过程必须是动态的,因为需求和偏好会随着时间的推移而变化,导致一些商品和服务不太适合他们的需求,甚至已经过时。有无数的产品在过去满足了真正的需求,有时是很长一段时间,但最终由于需求、品味和偏好的变化而被替代选择所取代,或者对消费者来说完全没有必要。示例包括录音带、Super 8电影胶片和投影仪、“双浴缸”洗衣机和收银机。

因此,成功的商业组织将营销视为一个持续的过程,通过该过程不断分析和监控实际和感知到的客户需求,以便在组织资源和能力允许的范围内满足这些需求。

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