Marketing
The International College of Xiamen University 11 HND Business Accounting
Marketing: An Introduction
Unit Name: Marketing: An Introduction
Name: Zhu Yuanyuan
Student ID No.: 135118494
Supervisor: Zhang Hui
Submission Date: 12 April, 2013
Table of Content
1 Introduction of the Haier Group 2
2 The Micro and Macro environment 3
3 The importance of marketing research 6
3.1 Importance of marketing research 6
3.2 Example and explanation of qualitative and quantitative techniques 8
4 The importance of market segmentation and the process that Haier Group may use to segment and target the market 9
5 An explanation of marketing theory supported by examples 11
5.1 Product 12
5.2 Place 12
5.3 Price 12
5.4 Promotion 13
5.5 People, Process and Physical Evidence 13
6 How the Haier Group’s marketing mix responds to changing market conditions 14
7 References 15
1 Introduction of the Haier Group
Haier is the world 's fourth largest white goods manufacturer and is the official home appliances sponsor of the Beijing 2008 Olympic Games.As of 2007, the Haier Group has established a total of 64 trading companies (19 located overseas), 29 manufacturing plants (24 overseas), 8 design centers (5 overseas) and 16 industrial parks (4 overseas). Consistent with Haier 's position as a global brand, the company employs over 50,000 people around the world. It is the one of China’s Top 100 IT Companies. The business scope of Haier: technology research, product development and manufacturing, trade and financial services. The key products that Haier Group produce: refrigerators, commercial air-conditioners, microwave ovens, washing machines, dishwashers, televisions, mobile phones, and computers, etc. There are 240 subsidiary companies and 30 design centers in Haier Group. The brand value of Haier was $ 11.8 billion in 2008 and it is the top 4 in China. It can influence all over the world. (Haier Group HomePage, 2012)
Haier Culture: Innovation is our soul. Its Enterprise
Marketing: An Introduction
Unit Name: Marketing: An Introduction
Name: Zhu Yuanyuan
Student ID No.: 135118494
Supervisor: Zhang Hui
Submission Date: 12 April, 2013
Table of Content
1 Introduction of the Haier Group 2
2 The Micro and Macro environment 3
3 The importance of marketing research 6
3.1 Importance of marketing research 6
3.2 Example and explanation of qualitative and quantitative techniques 8
4 The importance of market segmentation and the process that Haier Group may use to segment and target the market 9
5 An explanation of marketing theory supported by examples 11
5.1 Product 12
5.2 Place 12
5.3 Price 12
5.4 Promotion 13
5.5 People, Process and Physical Evidence 13
6 How the Haier Group’s marketing mix responds to changing market conditions 14
7 References 15
1 Introduction of the Haier Group
Haier is the world 's fourth largest white goods manufacturer and is the official home appliances sponsor of the Beijing 2008 Olympic Games.As of 2007, the Haier Group has established a total of 64 trading companies (19 located overseas), 29 manufacturing plants (24 overseas), 8 design centers (5 overseas) and 16 industrial parks (4 overseas). Consistent with Haier 's position as a global brand, the company employs over 50,000 people around the world. It is the one of China’s Top 100 IT Companies. The business scope of Haier: technology research, product development and manufacturing, trade and financial services. The key products that Haier Group produce: refrigerators, commercial air-conditioners, microwave ovens, washing machines, dishwashers, televisions, mobile phones, and computers, etc. There are 240 subsidiary companies and 30 design centers in Haier Group. The brand value of Haier was $ 11.8 billion in 2008 and it is the top 4 in China. It can influence all over the world. (Haier Group HomePage, 2012)
Haier Culture: Innovation is our soul. Its Enterprise
References: Arnold A, 2012, The Importance of Market Segmentation, on 8 April 2012. http://www.ehow.com/info_7743039_importance-market-segmentation.html Bandolier, 2007, Qualitative and quantitative research, on 8 April 2012. http://www.medicine.ox.ac.uk/bandolier/booth/glossary/qualres.html Geoff L, 2012, Marketing and the organisation’s micro- and macro-environments, on 8 April 2012. http://www.da-group.co.uk/index.php?option=com_content&view=article&id=31%3Amicro-and-macro-environments&catid=2%3Amarketing-lectures&Itemid=3 Hui Z, 2012, The Marketing Mix: 4 P’s of Marketing, DE3C 34, XiaMen University, on 8 April 2012. Haier 's marketing analysis, 2012, on 8 April 2012. http://wenku.baidu.com/view/62c9a304de80d4d8d15a4f9a.html Haier group marketing channel strategy analysis, 2010, on 8 April 2012. http://wenku.baidu.com/view/0abbec8884868762caaed5c6.html Haier Group HomePage, 2012, Haier Group, on 8 April 2012. http://www.haier.net/en/ Market Segmentation & Targeting and Positioning, 2011, on 8 April 2012. http://www.cnshu.cn/yxgl/478588.html Marla C, 2012, Target Market Segment Strategy, on 8 April 2012. http://www.ehow.com/about_6530761_target-market-segment-strategy.html Report about analyzing the customer care strategy of Haier, 2011a, on 8 April 2012. http://blog.sina.com.cn/s/blog_7a95a8fb0100rvbt.html Report about analyzing the customer care strategy of Haier, 2011b, on 8 April 2012. http://blog.sina.com.cn/s/blog_7a95a8fb0100rvbt.html Services Marketing Mix, 2012, on 8 April 2012.