marketing in sunderland university ch06

英国大学市场营销专业介绍英国大学市场营销专业介绍英国大学市场营销marketing专业列表：华威大学(University of Warwick)、曼彻斯特大学(University of Manchester )华威大学下设市场营销与战略专业：MSc Marketing & Strategy (市场营销与战略专业)要求申请者有商科相关的专业背景，一般本科课程中有市场营销或者战略的相关课程，申请者的写作和口语水平要求很高，IELTS 8.0。

曼彻斯特大学下设市场营销专业：MSc Marketing (市场营销专业) 接受非商科背景学生的申请，审批时也会综合考虑学生的平均分，在班级的排名等来综合评定。

IELTS 7.0。

英国大学市场营销marketing专业列表：埃克塞特大学(University of Exeter )、格拉斯哥大学(University of Glasgow ) 埃克塞特大学下设两个市场营销专业：MSc Marketing (市场营销专业)、MSc Marketing and Financial Services (市场营销和金融服务专业)市场营销专业：要求申请者有商科相关背景，例如管理，市场营销，或者经济等专业，申请者需表明其在市场营销这一领域有浓厚的兴趣或者相关的工作经验。

IELTS 7.0 (各项不低于6.0)。

市场营销和金融服务专业：要求申请者有会计，金融或经济相关背景，本科学习的课程中有一半以上上述课程。

IELTS 6.5 (写作不低于6.0，其他各项不低于5.0)格拉斯哥大学下设两个市场营销相关专业：MSc Management (International Marketing) (管理专业-国际市场营销方向)、MSc Strategic Marketing (战略市场营销专业)管理专业-国际市场营销方向：要求申请者有商科或者管理专业相关背景，IELTS 6.5 (单项不低于6.0)战略市场营销专业：要求申请者有商科或者管理专业相关背景，IELTS 6.5 (单项不低于6.0)英国大学市场营销marketing专业列表：兰卡斯特大学(Lancaster University )、纽卡斯尔大学(Newcastle University) 兰卡斯特大学下设两个市场营销相关专业：MSc Advanced Marketing Management (高级市场营销管理专业)、MSc Management and Marketing (管理以及市场营销专业)高级市场营销管理专业：要求申请者有市场营销或者商科相关背景，本科学习所学科目中必须含有市场营销相关课程，IELTS 7.0(各项小分不低于6.0)管理以及市场营销专业：要求申请者是非商科或者非管理专业背景，IELTS 7.0.纽卡斯尔大学下设三个市场营销相关专业：MSc International Marketing (国际市场营销专业)、MSc Advanced International Business Management and Marketing(高级国际商业管理以及市场营销专业)、MA Cross-Cultural Communication and International Marketing(跨文化交流以及国际市场营销专业)国际市场营销专业：要求申请者有商科或者市场营销相关专业背景，IELTS 6.5高级国际商业管理以及市场营销专业：要求申请者有商科或者市场营销相关专业背景，IELTS 6.5(其中写作不低于6.0)。

市场营销管理及其概念MARKETING MANAGEMENTITS CONCEPTWHAT IS MARKETING MANAGEMENT?Marketing management refers to an organisational discipline that focuses on applying marketing orientation, methods and techniques practically inside business organisations and also focuses on the way a firm manages its marketing activities and resources.Marketing management also called the science and art of selecting target markets for products and services and gathering, retaining, and growing consumer market through creating,communicating and delivering superior customer value.Marketing is known as a process used for determining what kinds of products and services might become able to grab customers’ attention and to gain their interests. Furthermore, it is the strategies a business organisation needs to follow in practising sales, business development, and communication-related activities to run its regular operations.According to the definition provided by the American Association of Marketing, marketing management is a process of planning and execution of the conception, distribution, and promotion of thoughts, ideas related to goods and services for creating, exchanging andsatisfying individual as well as organisational objectives.The concept of marketing management involves marketing and management. Management is a set of processes related to planning, organizing, directing, motivating, coordinating, and controlling a business organisation’s various activities. On the other side, marketing stands as the procedure of sa tisfying customers’ wants and needs.Management of different types of marketing activities of an organisation called Marketing Management. In support of the statement made by Philip Kotler, marketing management includes planning, analysing, implementing and controlling programs that are designed for bringing the desired exchanges with the targetaudiences to gain personal as well as mutual gain.Marketing management heavily relies on the adoption and coordination of product, price, place, and promotion for achieving the required response from the target audience. It focuses on the physical and psychological factors of Marketing. The physical marketing factors focus upon fulfilment of the demand and needs to buy better products by accessing better distribution channel and other functions.On the other side, psychological factors use to focus on discovering consumers’ wants and needs along with the changing patterns of their buying behaviour, preferences, habits and more.Elements of Marketing ManagementMarketing management practices are very important for every business as it helps businesses to understand and gauge the exact need and want of their target customers. It helps companies to improve products and services for satisfying customers’ needs optimally.Expand the technique to reach potential customers.While practising marketing management activities, a company needs to focus on five different concepts such as production concept, product concept selling the concept, the marketing concept, and societal marketing concept. The production concept is oriented with the market domination of a business. This concept has emerged with the concept of capitalism during the mid-1950s.During the 1950s as per production concept, companies were primarily concerned with manufacturing, production, and issues related to production and manufacturing efficiency. Companies that follow this concept believe that primarily customers want products which are accessible and affordable.Product concept works on the basis of an assumption made that customers use to prefer products with greater price and quality and the availability of such products does not influence their buying decision.Selling concept uses to focus on making actual sales of products and services. It focuses on every possible way of selling a product, without considering the product quality or customers’ need for the product.The marketing concept is the concept of promoting a product into a market and towards its prospective customers. A company which focuses on this concept uses to place its consumers at its centre and gears its all activities towards those consumers.A company always aims to measure and understand its target customers’ wants and needs and in order to understand it the company sets and executes marketing strategies according to the market research starting from the product conception to sales.Relative to the other marketing concept, the concept of societal marketing is new. It highlights the wants and needs of a company’s target market along with the act of delivering better customer value compared to thecompetitors. Moreover, it emphasizes the significance of customer and social well-being by consumer welfare and societal welfare.Concepts of Marketing ManagementIn today’s rapidly growing and changing market competition, customers’ choice, companies use to consider all these concepts to set effective marketing strategies. The more the marketing strategies are effective the great a company becomes able to achieve its marketing objectives within less time and cost. All the five above mentioned market concepts are required to be followed properly by every business organisation in order to perform its marketing management practices in the most effective way.Besides these marketing management concepts, there are seven basic principles that arerequired to be followed by every business organisation while conducting marketing management practices. These seven marketing principles are a product (or service), price, place, promotion, people, process, and physical evidence. All these elements of marketing are tremendously significant for a company to plan, develop and market a product successfully. Now we will tell you about the Functions and Importance of Marketing Management.Functions and ImportanceMarketing management process is solely concerned with chalking out a definite program, after analysing and forecasting the prevailing market carefully. It helps an organisation to execute its plans in order to achieve its objectives. The concept of marketingmanagement becomes very important for business organisation intended to meet rapidly increasing market competition as well as the requirement for more improved distribution methods for reducing cost and increasing profits.In today’s highly competitive busi ness environment, marketing management becomes one of the most vital functions in a business enterprise. It assists a business organisation to apply marketing techniques inside and outside of the organisation and to manage resources of the organisation that are held for conducting marketing activities.The reasons for which marketing management become very important to include its ability to satisfy customers’ needs, increase a company’s market share, production of new and existingproducts, launch new and improved products, and reduce the cost of distribution and sales.It also important because it provides employment opportunities and hence fulfils social obligations, and raises a country’s per capita income. By creating and increasing demand for products and services it accelerates market growth, competition, and new product development.In terms of creating a highly effective strategy of marketing management, every business organisation is required to have a clear and strong understanding of its own business operations, market from where it operates, and the customers for whom it operates.In order to assist a company to understand the market and the behaviour of customers located in the market, marketing management takes a vital role by performing different types of functions. The key functions of marketing management are discussed below:Setting marketing objectives: Every business organisation has its own objectives and goals. Marketing objectives of an organisation include the targets it wishes to reach or achieve through marketing. These marketing objectives need to be in coherence with the organisation’s overall objectives which can be short-term or long-term depending upon the marketing type. By managing marketing related activities, a company becomes able to achieve its marketing objectives easily.Planning: The root of every business is planning. It requires that a company’s marketing managers need to aware of every factor influences the external and internal business environment that might impact the company and its business operations. The managers must be able to forecast their company’s future condition by considering the environmental conditions. Once a company sets its marketing objectives, it starts to formulate a roadmap to follow for achieving these objectives. The company plans the way and formulates strategies, devices procedures and policies to achieve the goals it has set previously.Organising: Organising is a process of implementing the plan. Organising includes identification and grouping those activities which could contribute to achieving the marketinggoals of an organisation. In the field of marketing management, organising is a way by following which a company’s management functions are organised to make each function contributes its best in the achievement of the marketing objectives. Organising includes every obligations, responsibilities, and supremacy of the people working as a member of a company’s marketing team.Directing: For the managers of a company, it is their obligation to supervise whether the employees are working effectively and efficiently in order to support the organisation to meet its goals. The managers of a company provide directions to the employees on how to work and what to achieve. Hence, the direction of a company’s management personnel motivates employees to give their best for the organisationthey work in. Proper direction of managers or management personnel not only motivates employees but also inspires them, guides them and build a good relationship with them by exercising effective leadership practices within an organisation. It ensures smooth and conflicts free working environment that ultimately assists a company to meet its marketing objectives and goals.Coordinating: It refers to the harmonious adjustments of marketing activities by an organisation. It involves the task of creating coordination among different activities of a business organisation such as product planning, development of a product, forecasting of sales, transportation, warehousing and more.Staffing: It is the procedure of hiring a required number of skilled personnel and employees for several positions in an organisation. In order to manage the existing market, skilled employees are selected through an interview and after then they placed in different positions that suit them the best. The human resource manager along with the marketing manager selects personnel and employees and then trained them to make them fully capable of providing their best for the organisation. By appropriate staffing, managers ensure the organisation about gaining the maximum benefit from the employees recruited by them. Employment of the right and highly efficient employees is a crucial task in ensuring the success of the market plan.Controlling: The procedure of comparing the planned marketing activities with results andafter that, rectifying errors, if any, is called controlling. Hence, in order to practice controlling activities, an organisation must set some standards and its actual marketing performance needs to be compared with those standards for finding out flaws or defects. Then, corrective actions need to be taken for enhancing marketing activities. Controlling ensures a company that its performance does not deviate from its standards. While performing controlling activities, the performance standards established by the marketing managers of a company are often represented in terms of products (in units) produced, number of damaged or defective products, customer service level, costs, revenue, profits and more.Evaluation: The functions of marketing management also involve analysis andevaluation of the productivity of a company’s marketing campaigns, programs as well as evaluation of its employees’ performance. This particular function of marketing management helps an organisation to detect the loopholes of its marketing activities and to reset or reshape its marketing activities to achieve its marketing objectives successfully.Functions of Marketing ManagementImpact of Marketing Management on an Organisation’s SuccessIn today’s highly competitive business world, marketing acts as the interface between an organisation and its external environment i.e. its surroundings, more specifically with customers. It becomes one of the most crucial andsignificant activities of modern corporate companies and their management.The rapidly increasing competitive pressure, ever-changing markets, shorter product life-cycles in the globalised world becoming increasingly important to consider because these allow a company to create real-time corporate value. In accordance with the growing demand for conducting marketing practices, the management of marketing activities also increased.Marketing management practices of a company help it to focus on its customers’ d emands in a consistent manner and make it more capable of capitalising its potential customers. It assists a company to make need-oriented focus to transform potential customers into actualcustomers, to create brand image and value and to build a profound insight into the customers and the industry from where it operates.Marketing management practices helps a company to reduce barriers to its growth. In terms of promoting and making a company and its products familiar to the target audience, marketing plays the most important role. The process of managing the here major marketing activities like segmenting, targeting and positioning ensures a product’s success and failure Appropriate strategies of marketing management practices helps a company to identify the most profitable customer segment i.e. the target market, and to develop marketing events and campaigns for optimising the consumers belongs to the target market.。

06 综英SECTION 1: READING COMPREHENSION (45 points)Directions: In this section, you will find two passages, each of which is followed by some questions. Read the passages carefully and then answer the questions in your own words on the Answer Sheet. Make sure that each response is limited to less than ten words in order to be valid.Questions 1-8On any person who desires such queer prizes, New Y ork will bestow the gift of loneliness and the gift of privacy. It is this largess that accounts for the presence within the city’s walls of a considerable section of the population; for the residents of Manhattan are to a large extent strangers who have pulled up stakes somewhere and come to town, seeking sanctuary or fulfillment or some greater or lesser grail. The capacity to make such dubious gifts is a mysterious quality of New Y ork. It can destroy an individual, or it can fulfill him, depending a good deal on luck. No one should come to New Y ork to live unless he is willing to be lucky.There are roughly three New Y orks. There is, first, the New Y ork of the man or woman who was born here, who takes the city for granted and accepts its size and its turbulence as natural and inevitable. Second, there is the New Y ork of the commuter—the city that is devoured by locusts each day and spat out each night. Third, there is the New Y ork of the person who was born somewhere else and came to New Y ork in quest of something. Of these three trembling cities the greatest is the last—the city of final destination, the city that is a goal. It is this third city that accounts for New Y ork’s light-strung disposition, its poetical deportment, its dedication to the arts, and its incomparable achievements. Commuters give the city its tidal restlessness, natives give it solidity and continuity, but the settlers give it passion. And whether it is a farmer arriving from Italy to set up a small town in Mississippi to escape the indignity of being observed by her neighbors, or a boy arriving from the Corn Belt with a manuscript in his suitcase and a pain in his heart, it makes no difference: each embraces New Y ork with the intense excitement of first love, each absorbs New Y ork with the fresh eyes of an adventurer, each generates heat and light to dwarf the Consolidated Edison Company.1. What are the dubious gifts New Y ork gives to its people?2. Is it true to say that New Y ork is a place for the opportunists?3. Who is likely to take the city of New Y ork for granted?4. What is the symbolic meaning of the word “locusts”(paragraph 2, line 3)?5. What does the phrase “tidal restlessness”(paragraph 2, line 8) mean?6. Of the three New Y orks mentioned here which brings passion and vitality?7. What does the writer really mean when he says “each generates heat and light to dwarf the Consolidated Edison Company”?8. Suggest a most suitable title for this passage.Questions 9-15Summers, sparked an uproar at an academic conference Friday when he said that innate differences between men and women might be one reason fewer women succeed in science and math careers. Summers also questioned how much of a role discrimination plays in the dearth of female professors in science and engineering at elite universities.Nancy Hopkins, a biologist at Massachusetts Institute of Technology, walked out on Summers' talk, saying later that if she hadn't left, ''I would've either blacked out or thrown up." Five other participants reached by the Globe, including Denice D. Denton, chancellor designate of the University of California, Santa Cruz, also said they were deeply offended, while four other attendees said they were not. Summers said he was only putting forward hypotheses based on the scholarly work assembled for the conference, not expressing his own judgments -- in fact, he said, more research needs to be done on these issues. The organizer of the conference at the National Bureau of Economic Research said Summers was asked to be provocative, and that he was invited as a top economist, not as a Harvard official.However, the problem of women in academia is one that Summers is confronting in his role as university president. The percentage of tenured job offers made to women by the university's Faculty of Arts and Sciences has dropped dramatically since Summers took office, prompting vigorous complaints from many of Harvard's senior female professors. Summers has called last year's results, when only four of 32 tenured job offers went to women, unacceptable and promised to work on the problem. However, some Harvard professors have questioned his commitment to the issue.The setting was a two-day conference at the economic research bureau, a group in Cambridge whose members include economists from all over the country. The conference, on women and minorities in the science and engineering workforce, was a private, invitation-only event, with about 50 attendees.Summers spoke during a working lunch. He declined to provide a tape or transcript of his remarks, but the description he gave in an interview was generally in keeping with what 10 participants recalled. He said he was synthesizing the scholarship that the organizers had asked him to discuss, and that in his talk he repeated several times: ''I'm going to provoke you."9.What does the phrase “spark an uproar”(line 1) mean?10. According to Summers, is discrimination still a major cause for the lack of femaleprofessors in science and engineering at elite universities?11. How does Nancy Hopkins from MIT respond to Summers' remarks on women?12. Where does Summers make these trouble-causing remarks?13. Why do senior female professors at Harvard complain vigorously aboutSummers?14. What does the phrase “tenured job offer”(paragraph 3, line 2) mean?15. Suggest a most suitable title for this piece.SECTION 2: CLOZE (25 points)Directions: In this section, you will find two passages with 25 words missing. Readeach passage carefully and then fill in each of the blanks with ONE suitable word. Remember to write your responses on the Answer Sheet.Passage OneIt is difficult to dissociate Ginsberg the poet --1--- Ginsberg the public figure. Long before he had --2--- any widespread reputation for his poems he had already appeared --3--- a fictional character in two Beat novels, Jack Kerouac’s The Town and the City (1950) and John Clellon Holmes’s Go (1952), and William Carlos Williams had printed two of his letters in 1951 in Paterson, Book IV (another appears in Book V, 1958). His travels in Europe, Asia, and South America, his advocacy of Zen Buddhism, of hallucinatory drugs, and of homosexuality, and his involvement --4--- the civil rights campaign, war resistance, and attacks --5--- the C. I. A. have done as much to --6--- him in the public eye since the appearance of Howl --7--- has his poetry. Of his later works the best known is “Kaddish”, a long poem --8--- his mother’s illness and death. Ginsberg --9--- his poetry as “Beat-Hip-Gnostic-Imagist.”After some early experimentation --10--- rhymed, metrical verse --11--- the manner of Thomas Wyatt, he began under the influence of William Carlos Williams to seek a line modeled on speech and breathing patterns. Influenced also by the Bible, by William Blake, and by Walt Whitman, Ginsberg strive --12--- a prophetic poetry that embraces the sacred and profane.Passage TwoAt the turn of the century, the American family lived primarily in small, rural communities. Family members were --13--- to go to the fields, woods, and waters for their sustenance, and to a great --14--- depended on their own efforts and those of their families and neighbors --15--- basic survival. While they adhered --16--- Judeo-Christian beliefs, they always had cause to wonder where tomorrow’s meal would come from, whether a child would be born alive, whether a cow would calf, or whether fire, drought, hail, or other natural --17--- would destroy the work of a person, a family, or a whole generation. Illness, dying, and death took place at home, and was observed by child and --18--- alike. To a great extent, the American family lived in terms of the simple round of life that humankind had known and accepted --19--- the beginning of time: birth, copulation, and death.By contrast, the generation born after WWII has, for the most --20--- , experienced death at a distance. When the post-World War II generation was born their life --21--- was approximately 67 years. In the majority of instances they were born in hospitals, and the infectious diseases --22--- which they were exposed were no longer likely to be fatal. This “baby-boom”--23--- , unlike their parents and all previous generations, experienced the maximum benefits of an --24--- and technologically advanced society. Modern health care institutions in particular shielded this generation --25--- general exposure to illness and death, just as the commercial meat processing industry removed the slaughtering of animals from the home. Death for this generation has become invisible and abstract.SECTION 3: TRANSLATION (30 points)Part A: English-Chinese Translation (10 points)Directions: Translate the following passage into Chinese and write yourversion on the Answer Sheet.Blood is indeed in the news, for on the heels of that announcement comes a report of tests carried out in the United States and Japan on artificial blood. After an accident, time is crucial for a person suffering from extensive blood loss, and a transfusion of real blood must often be preceded by a time consuming test for blood type. Plasma does not require such a test but, because it can carry little oxygen, it is not a wholly satisfactory substitute. Perfluorocarbons appear to offer an answer. They are utilized in combination with an emulsion called Fluosol DA, which provides a number of additional advantages over real blood. These include the absence of a need for blood tests, the fact that it can be frozen for as long as two years, its elimination eventually as a gas through the lungs, and the impossibility of its transmitting such problems as hepatitis.Part B: Chinese-English Translation (20 points)Directions: Translate the following passage into English and write your version on the Answer Sheet.广州保税区(Guangzhou Free Trade Zone)广州保税区位于广州市东部，距市中心30公里，水路至香港88海里，距白云机场41公里，距黄埔新港２公里，距铁路编组站２公里。

UNIT1不断变化的商业世界的未来当面对着经济问题以及来自国内外公司的利益竞争情形，员工和经理不禁要问：我们现在该做什么？虽然这是理所当然的问题，但却难以回答。

当然，对于一个学习商业的大学生或开始刚刚开始职业生涯的员工，这个问题更是难以回答。

但仍然有机会给那些愿意去努力工作，继续学习直至拥有适应那些变化的能力。

在奥普拉温佛瑞的一段电视节目中，乔·达德利，世界最著名的黑人企业家之一，为所有想要在商业领域获得成功的人给出了之前的建议。

他的建议是我们关于自由企业制度内容的讨论的一个好引子。

令人惊讶的是，达德利是和他们的妻儿一起在厨房开始他们的制造业业务的，这新公司的雇员就是他们自己。

后来，他继续发展了自己的护发产品线，并开办了连锁美容学校和美容用品商店。

如今，达德利建立了一个数百万美元的帝国，并且已经是世界上最成功的少数族裔掌权的公司之一、达德利产品股份有限公司的总裁了。

他不仅仅是一位成功的企业家，还是“白手起家奖”的得主——一个颁发给面对逆境取得成功的杰出个人的奖项。

也许有人要说，乔是幸运的，或者说，他只是时势造英雄，事实上，他的成功在于他有一个梦想并为之努力。

如今，达德利想的是要看到大家成功——实现美国梦。

他将会成为第一个告诉你，你也有与他同样的机会。

达德利说，“成功是一场旅行而不是一个目的地”。

不论你是为了支付大学学费还是生活所迫而渴望获得一份兼职，你应该把它当做一份全职对待或者是创业，你必须让你看起来与众不同。

雇主和资本主义经济系统是越来越苛刻了。

问问你自己：如何做才能被录取？我掌握雇主需要的哪项技能？思考这两个问题，我们开始基本问题的讨论：为什么学习商务。

至少有四个基本的理由。

有利于选择职业未来，你想要做什么？在某些地方、某个时间、某些人可能已经问过你相同的问题。

像很多人一样，你可能觉得这是一个很难回答的问题。

通过学习商务，你将会得到很广泛的就医途径。

在私企，包括小的、当地的私人企业主拥有的公司到大型的，像美国运通公司和万豪国际集团那样的上市公司。

Marketing (English Version) In today's fastpaced business world, marketing plays a pivotal role in the success of any organization. It is theart and science of understanding customer needs and creating products or services that satisfy those needs. Effective marketing strategies can differentiate a brand, increase customer loyalty, and drive business growth. Let's delve into the key aspects of marketing and explore how it can benefit your business.Marketing (English Version)The Heart of Business GrowthAt its core, marketing is about building relationships.It's about connecting with your audience in a way that resonates with their values and aspirations. To achieve this, a holistic approach is essential, one that integrates traditional tactics with digital innovation to create a seamless and engaging customer experience.Understanding the Customer JourneySegmentation and TargetingNot all customers are created equal, and effective marketing acknowledges this diversity. Segmenting your audience based on demographics, psychographics, behaviors, or other relevant factors allows you to tailor your message todifferent groups. This targeted approach ensures that your marketing efforts are more relevant and, consequently, more effective.The Power of StorytellingStories are a universal language that can evoke emotions and create lasting memories. In marketing, storytelling is a powerful tool that can humanize your brand and make it more relatable. By crafting narratives that align with yourbrand's values and mission, you can forge a deeper connection with your audience and inspire them to take action.Leveraging Digital ChannelsMeasuring SuccessMarketing is an investment, and like any investment, it needs to be measured for return. Key performance indicators (KPIs) such as conversion rates, customer acquisition costs, and customer lifetime value provide a clear picture of your marketing efforts' effectiveness. By analyzing these metrics, you can refine your strategies, optimize your budget, and ensure that your marketing activities contribute to your business's bottom line.Continuous ImprovementMarketing (English Version)The Art of Persuasion and EngagementThe essence of marketing lies in its ability to persuade and engage. It's not just about selling products; it's about selling an experience, a lifestyle, and a vision. Here's how businesses can harness the full potential of marketing to achieve their goals.Crafting a Compelling Brand IdentityInfluencing Consumer BehaviorUnderstanding the psychology behind consumer behavior is crucial for marketers. By identifying the triggers that lead to purchasing decisions, you can design campaigns that nudge potential customers towards conversion. This involves not only the rational aspects of product features and benefits but also the emotional appeal that can often be the deciding factor in a consumer's choice.The Role of Content MarketingContent marketing is the strategic creation and distribution of valuable, relevant, and consistent content to attract and retain a clearly defined audience. It's about educating your customers, entertaining them, and providing solutions to their problems. From blog posts to videos, infographics to podcasts, highquality content can establish your brand as an authority in your industry and build trust with your audience.Collaborating with InfluencersCustomer Engagement and Retention Ethical Marketing Practices。

英国留学市场营销专业解读/ueditor/201710/23/0b8497919ba6ea6f6329640014bfd8 12.jpg" title="mp54256446_1452665873003_2.jpeg" alt="mp54256446_1452665873003_2.jpeg" width="401" vspace="0" height="250" border="0"/>从这个定义我们可以看出，营销的核心就是传递价值的这个过程，这个过程的每一步每一个环节，我们都可以定义为营销。

Marketing的核心是关注需求和欲望，在传统行业中，了解了目标群体的需求和欲望后，企业从产品研发，价格制定，产品生产包装，渠道分配控制，终端销售，及销售之后的客户服务，每一个环节都是为了达到最终的产品和价值传递交换的目的，因此都可以定义为Marketing。

在互联网行业中，本质上整个过程比较类似，只是更关注于具体产品。

读到这里我们可以发现，很多广义上的错误认为，Marketing 是做一件事，其实，Marketing是做整个过程中的每个环节，销售，广告，关系都可以某种意义上来说，都是Marketing的一部分。

市场营销职业前景如何?从传统企业的角度，简单的说，Marketing就是教育消费者为什么要买你的产品，为什么你的产品比别人的好。

你要使用对的方法和传递对的信息，去教育和影响你的目标受众。

越来越多的企业现在将自己转向市场导向的企业，举个例子，快消企业(FMCG，快速消费品)目前都是市场导向的，市场部一般都会作为公司的核心部门。

销售部根据市场部的指令进行销售战略;供应链根据市场部的要求供给，财务根据市场部的计算来提供财务支持，所有的部门都是围绕着市场部进行工作。

市场部的重要性可见一斑。