Principles and Strategies of Marketing Analysis | 市场营销原理与策略分析

📚 Principles and Strategies of Marketing Analysis | 市场营销原理与策略分析

Marketing is not simply selling or advertising. It is the management process of identifying, anticipating and satisfying customer needs and wants profitably. The Chartered Institute of Marketing defines it as a way of building long-term customer relationships by creating value for buyers and sellers.

市场营销并非单纯的销售或广告。它是一种管理过程，通过识别、预测并有利可图地满足客户需求与欲望，来建立长期客户关系。英国特许市场营销协会将其定义为“为买卖双方创造价值”的过程。

A successful business is often customer-oriented: it starts from market research and develops products that customers actually want. In contrast, a product-oriented business focuses on internal capabilities and technical excellence, which can be risky if customer preferences are ignored.

成功企业往往以客户为导向：它们从市场调研出发，开发客户真正需要的产品。相比之下，以产品为导向的企业关注内部能力与技术优势，但如果忽视客户偏好，则可能面临风险。

Two key measures in marketing are market size and market share. Market size shows the total sales of all firms in a market, while market share is the percentage of that total held by one business. A rising market share indicates that the business is outperforming rivals.

市场中的两个关键指标是市场规模与市场份额。市场规模表示市场中所有企业的总销售额，市场份额则是某一家企业所占的百分比。市场份额上升，说明该企业的表现优于竞争对手。

2. The Marketing Mix: 4Ps and 7Ps | 营销组合：4P与延伸7P

The marketing mix is a set of controllable tools that a firm combines to satisfy its target market. The traditional mix is known as the 4Ps: Product, Price, Promotion and Place. For service-based businesses, the extended mix adds People, Process and Physical Evidence, making it the 7Ps.

营销组合是一组企业可控制的工具，用来满足目标市场。传统组合被称为4P：产品（Product）、价格（Price）、促销（Promotion）与渠道（Place）。对于服务型企业，延伸组合增加了人员（People）、过程（Process）与物质环境（Physical Evidence），构成7P。