發(fā)布時(shí)間：2016-03-20 15:27

Introduction介紹

營(yíng)銷可以通過不同的角度來定義，如銷售導(dǎo)向，生產(chǎn)導(dǎo)向和營(yíng)銷導(dǎo)向。同時(shí)，市場(chǎng)定位是確定營(yíng)銷最常見的定位。它把消費(fèi)者放在首位，注重對(duì)消費(fèi)者需求的滿足，然后做出相應(yīng)的決定生產(chǎn)，根據(jù)市場(chǎng)信息價(jià)格和地點(diǎn)（體2008）。即消費(fèi)者的需求是企業(yè)任何營(yíng)銷活動(dòng)的起點(diǎn)。它是面向消費(fèi)者的。因此，營(yíng)銷不僅僅是向消費(fèi)者銷售產(chǎn)品或服務(wù)，而是對(duì)他們最需要的產(chǎn)品或服務(wù)的銷售。
在制定營(yíng)銷決策時(shí)，，營(yíng)銷經(jīng)理必須選擇合適的營(yíng)銷組合。根據(jù)博迪（2008），是市場(chǎng)營(yíng)銷組合的混合產(chǎn)品的特點(diǎn)，決定價(jià)格，通信方法，并借鑒企業(yè)營(yíng)銷經(jīng)理競(jìng)爭(zhēng)地位的市場(chǎng)產(chǎn)品分布。換句話說，一個(gè)營(yíng)銷組合包括四個(gè)維度：產(chǎn)品、價(jià)格、促銷和地點(diǎn)。它涉及到什么產(chǎn)品是以什么價(jià)格出售給消費(fèi)者，什么促進(jìn)方法和在什么地方。任何元素的缺失將導(dǎo)致營(yíng)銷計(jì)劃的失敗。
Marketing can be defined through various perspectives, such as selling orientation, production orientation and marketing orientation. Contemporarily, marketing orientation is the most common orientation to define marketing. It puts consumers at the first place, focuses on satisfaction of consumer needs, and then makes appropriate decisions on production, price and place according to market information (Boddy 2008). Namely, consumer demands are the starting point of any marketing activity of a firm. It is consumer-oriented. Therefore, marketing is not just about selling products or services to consumers, but concerning selling products or services they most need to them. 
When making decision on marketing, marketing managers have to select a proper marketing mix. According to Boddy (2008), the marketing mix is the mix of decisions about product characteristics, price, communication methods, and distributions drawn on by business marketing managers to competitively position the product in the market. In other words, a marketing mix includes four dimensions: product, price, promotion and place. It involves what products is to be sold to consumers at what prices, by what promotion methods and at what places. Absence of any element will lead to the failure of a marketing plan. 

Marketing Mix

Product 
Price 
Promotion 
Place

Conclusion總結(jié)

Marketing activities are greatly crucial for any companies. It is one of important approaches to achievement of organizational performance. When marketing decisions are made, a marketing mix is usually used, which is a tool applied by a firm to design and implement marketing plans since it helps understand the weaknesses of marketing plans and the most effective way of allocating its resources. It has four elements: product, price, promotion and place. 
Toyota Motor Corporation is a Japan-based vehicle company. It also uses a marketing mix to market its vehicles. Firstly, it is developing high-tech environmentally friendly vehicles which use gas fuel, electricity and hydrogen as fuels. Secondly, Toyota adopts going rate pricing to price Corolla series, homogeneous with Honda Civic, and reasonable pricing strategy to price its products in Chinese market. Thirdly, the firm applies diverse promotion methods to promote its products, including advertising communications, sponsorship activities and sales promotion. Fourthly, to effectively deliver the products to consumers, Toyota hasbuilt a large distribution network through a large number of dealers in Japan. Also, it sells vehicles through online shopping websites. 
Broadly speaking, the company’s use of the marketing mix is effective. Its new products have been sold in large quantities around the world. The promotion strategies further spread its brand awareness to wider audiences. What is more important is the increase of sales in Chinese market and domestic market in 2012. However, the effectiveness is still limited. Whether the environment-protective vehicles will be widely accepted by global consumers remains unclear. Its launch of Prius in Chinese market has also not obtained success. Therefore, Toyota has to improve its marketing mix by making breakthroughs in new vehicle technologies, resetting price of Prius in Chinese market, combining diverse promotion methods, and creating more dealers internationally. 

References 文獻(xiàn)

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