市场学导论HND.docVIP

Marketing: An introduction Outcome one 1 The three key characteristic of the marketing concept are clearing customer needs, achieving customer satisfaction, attaining company’s profit. Clearing the customer needs. The marketing aims at meeting the needs of its market where a company needs to understand its customers. With the change or development internal and external environment of company, the product market will varies from many factors such as customers wants or demands. For instance, after the Great Depression in the UK, his poorest customers of the owner of the British Vitamin Products Company needs an affordable source of Vitamin C, causes the owner found a way to bottle fruit juices so that his juices were sold in small glass bottles which ensured easy transportation. Achieving the customer satisfaction, Britvic emphasis strongly on brands and creating brand loyalty all the times, this is the reason why it has many follows for a long time. Attaining company’s profit. Once the customer benefits and shareholder benefits not be satisfied, the company’s profit also not be attained. So, Britvic always obey this rule to achieve its company objectives and attain great profit. 2 Micro-environment refers to the forces which influence the organization directly. It includes suppliers that deal directly or indirectly, consumers and customers, and other local stakeholders. Micro tends to suggest small, but this can be misleading. In this context, micro describes the relationship between firms and the driving forces that control this relationship. It is a more local relationship, and the firm may exercise a degree of influence. Macro environment are those caused by external factors to the business of marketing opportunities and the formation of environmental threats. This includes all factors that can influence and organization, such as population, environment, economic environment, natural environment, technological environment, legal environment, and social and cul