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1、MarketingStrategyforDaXingMahuaFitnessClubBasedonSWOTanalysisChapter1IntroductionWhenitcomestomarket,themarketingconceptisaphilosophy.Marketingisnotonlymuchbroaderthanselling,butalsoitisnotaspecializedactivityatall.Itencompassestheentirebusiness.Itisthewholebusi
2、nessseenfromthepointofviewofthefinalresultwhichisfromtheviewofthecustomer'spoint.Concernandresponsibilityformarketingmustthereforepermeateallareasofthefirms.ThereasonwhyIwanttochoosethissubjectofmarketingbasesonthreepoints:First,thesubjectofmarketingincludesrich
3、knowledge.Itdemandspliablethoughtthatisalsoakindofchallengetomarketers.Second,Iaminterestedinitandeagertotakethisopportunitytoknowmoreaboutit.Third,Iwillattempttolookforajobrelatedtomarketing,soIwanttolearnsomethingaboutitinadvancesotofacethechangewell.Chapter2A
4、briefingofmarketing conceptsMarketingisawiderangeofactivitiesinvolvedinmakingsurethatyou'recontinuingtomeettheneedsofyourcustomersandgettingvalueinreturn.Theseactivitiesincludemarketresearchtofindout,forexample,whatgroupsofpotentialcustomersexist,whattheirneedsa
5、re,whichofthoseneedsyoucanmeet,howyoushouldmeetthem,etc.Marketingalsoincludesanalysisofcompetition,positionofyournewproductorservice(findingyourmarketniche),priceofyourproductsandservices,andpromotionofthemthroughcontinuedadvertising,promotions,publicrelationsan
6、dsales.AccordingtoKotler:Marketingisthesocialprocessbywhichindividualsandgroupsobtainwhattheyneedandwantthroughcreatingandexchangingproductsandvaluewithothers.1Abettermarketingdefinitionsshouldbeones,whicharefocuseduponcustomerorientationandsatisfactionofcustome
7、rneeds,justas:Barwellnoted:Themarketingconceptisaphilosophy,notasystemofmarketingoranorganizationalstructure.Itisfoundedonthebeliefthatprofitablesalesandsatisfactoryreturnsoninvestmentcanonlybeachievedbyidentifying,anticipating12andsatisfyingcustomerneedsanddesi
8、res.Marketingfocusesonthesatisfactionofcustomerneeds,wantsandrequirements.Thephilosophyofmarketingneedstobeownedbyeveryonefromwithintheorganization.Meanwhile,futurene
