1、Table of ContentsIntroduction1Chapter I Marketing Mix2I. Definitions of Marketing Mix 2II. How the marketing mix meets the markets needs and requirements.2Chapter II Explain the various elements of the marketing mix in Mal-mart.2I. Product3II. Price.3III.Promotion.4IV. Place.5V.People.5VI. Physical
2、evidence.6VII. Process7Conclusion.9Bibliographies.10IntroductionIn this thesis, the first part mainly introduces the definition of marketing and how to meet the market demand and requirements. The second part introduces the definition of 7p, and introduces how to use the 7p Wal-Mart Store Inc. The f
3、ollowing is the introduction of Wal-Mart Store Inc. Wal-Mart is an American multinational retailer. Its headquartered in Bentonville, Arkansas. It is the worlds largest companies. It is the worlds largest private employer, employees more than two million and it is the worlds largest retailer. Wal-Ma
4、rt is still a family business; its holding human Walton family owns 48% equity interest in Wal-Mart .In 2009 net profit of $ 25.8 billion.Chapter I Marketing Mix1. Definitions of Marketing Mix The marketing mix is one of the most basic concept in marketing, refers to the enterprise to determine the
5、best combination of controllable marketing factors according to the needs of customers.2. How the marketing mix meets the markets needs and requirementsWal-mart proposed to help customers save every penny, the purpose, to achieve the cheapest price commitment, Wal-mart also provides new enjoy superi
6、or service to customers. The company has consistently adhered to one upmanship services, staff out of the ordinary principle. Into Wal-mart, the customer will be able to feel the Guests feel at home. service. Again, Wal-mart the implementation of one-stop shopping new concept. Customers can in the s
7、hortest possible time to the fastest speed to buy all the commodities; it is this fast and convenient shopping way to attract the modern consumer. In addition, although the Wal-mart in order to reduce the cost, time and again to reduce the expenditure on advertising, but the public welfare donations
8、, the money did not hesitate, widely good. Have to pay benefits, Wal-mart in public welfare activities, a large number of long-term investments and the activity itself with the unique creativity, greatly enhance the visibility of the brand, successfully created excellent brand image in consumers min
9、ds. Finally, Wal-mart is also one reason Sears could surpass the most critical, Wal-mart is aimed at different target consumers, different forms of retail operation, were occupied high, low-end market. For example: the middle and lower consumer Wal-mart shopping plaza parity; only provide preferenti
10、al and services for members of the Sam member shops and by the top consumers of the comprehensive department stores such as Wal-mart.Chapter II Explain the various elements of the marketing mix in Wal-mart1. Product:The definition of product a factor that must be considered service products is to pr
11、ovide a range of services, quality, and brand and after-sales service. Service offerings include core services, convenient services and ancillary services.1) Concerned about 20% of goods. Wal-Mart is 80/20 rule faithful to follow who attaches great importance to account for 80% of the sales turnover
12、 of the main commodities to ensure that no stock. And constantly optimize the product mix of 20%, fully oriented to customer needs, reducing capital and slow-moving products store space occupied.2) Purchasing localization. Currently Wal-Mart stores, the proportion of Chinas domestic commodity has ex
13、ceeded 80%3) Development of independent brands. Own brand unique style, low price, unified design, unified supply, and price and form a unified series of advantages, especially easy to meet the specific needs of customers. Wal-Mart supermarket in Dalian, from food to daily necessities is full of Wal
14、-Marts own brand, basic accounts for 20% -25% of all commodities.2. Price:The definition of price as a unified service levels is difficult to define, quality inspection is also difficult to adopt uniform standards, coupled with the season, and the importance of the time factor, the service must have
15、 greater flexibility in pricing.1) Every day special: Wal-Mart Stores is positioning its middle and lower classes, business clothing, food and a variety of daily miscellaneous goods, the most important thing is to lower the sale price of other stores, which attracted many customers, that more and mo
16、re stores, but everyday low price has not changed the law. Wal-Mart operates several retail formats, although their target customer is different, but it is consistent with the business strategy, the everyday low prices, for customers to save every dollar, the implementation of puerile. In Wal-Mart,
17、that even if the identity of any lowly store employee, if he found any other place to sell something cheaper than Wal-Mart, Wal-Mart, he would be entitled to similar goods prices.2) None of sales: none other sales, including discount sales, membership sales. Discount on all sales of goods, mainly ap
18、plicable to new Wal-Mart opened, as well as some promotional material anniversary festival day; favorable for the sale of certain category of goods, mainly applicable to a variety of festivals and seasonal consumer promotional activities launched. Wal-Mart to develop rapidly, but also thanks to its
19、first discount sales strategy. Discount sales despite seemingly nothing more than discounted none other, but in fact there are none with discounted big difference. Periodic or occasional discounts on activities , often in order to pass a one-off sale to achieve a particular business promotional purp
20、oses under certain circumstances specified period , such as seasonal clearance , promotion of new products, etc. The discount is a long-term stable profit sharing, namely, by maxing out depresses prices to guarantee sales, thus ensuring total profits, while ensuring customers. So Wal-Mart discount s
21、ales is a specific way of selling is a long-term, stable sales strategy. In Sams Club , commodity prices lower than regular retail stores 30% -40 %, which may not bring much profit to Wal-Mart , but the number of loyal customers attracted tightly around her , narrowing the competition opponents cons
22、umer groups, this is certainly a clever strategy.3. Promotion: The definition of promotion promotional Services include advertising, personal selling, sales promotion, publicity, public relations and other marketing communication. To enhance the consumers impression of intangible services, companies
23、 in promotional activities to try to make tangible service products.Promotional marketing campaign is an important part, which is mainly to convey information to customers, promotional products, and shaping the companys image.1) Advertising strategy. Wal-Marts investment in advertising costs less th
24、an ever and the future will be further reduced advertising spending, straight down to zero.2) Event Marketing. Wal-Mart is very good at choosing the right merchandising. For example, is held every year a large-scale promotion moon pies every year alone sales of as much as $ 6,000,000. In addition, i
25、f new store openings or holidays, the company will organize some outdoor big auction, gift balloon or band performances, please add to the fun, to expand sales.3) PR shape. Wal-Mart is believed to be a rich humane enterprise, in peoples minds to leave an excellent impression, mainly due to its good
26、public relations activities.4. Place: The definition of place with the expansion of services in addition to direct sales and service areas, the situation by increasing the sales agency. Intermediaries are mainly agents, dealers, brokers, wholesale, retail and other forms.Wal-Marts channel marketing
27、mainly in the management mode has crossed the internal management and external communication category, but the formation of its own as the main chain, links manufacturers and customers global supply chain. Wal-Mart in terms of technology and the use of electronic technology has invested a lot of mon
28、ey, so always be a world leader in this regard. Wal-Mart to enter China, the first Chinese and Shenzhen Special Economic Zone, is its long-term strategic considerations, and other European major retailers like Wal-Mart before entering China, the Chinese market for several years of research on popula
29、tion, income, geographic environment, culture, government macroeconomic policies and other factors have carried out a detailed analysis. Wal-Mart to invest in Chinas focus on the future, they suggested that in order to open the Chinese market, you can not profit within three years, which is actually
30、 a first to survive, after the development of profitable again thinking. In business strategy, choose a variety of retail formats to target consumers for different grades. It is because of Wal-round attack, seize the high low-end market, so be the first brand retailing.5. People: The definition of p
31、eople the operator services industry, in the minds of customers is actually an important part of the product. All of them are directly or indirectly involved in the process of a service consumer, this is a very important marketing mix 7P a point. Knowledge workers, white-collar employees, managers,
32、and some consumers will supply additional value to either the total social product or service, which is often a very significant part of the value.1) Localization employees. Retailers want to be in the foreign market development, we must make use of a considerable number of local human resources, be
33、cause only local human resources in order to better understand the local market better able to overcome cultural barriers caused problems. Wal-Mart attaches great importance to the localization of personnel, Wal-Mart employees, 90% are from the local community.2) Employees are partner.” Wal-Mart emp
34、loyees are not called employees, but as a partner.” Wal-Mart believes that companies rely on the work of dedicated staff united to succeed. Wal-Mart stressed: employees are the best source of innovation and change. We respect every employee, not between the two hierarchical superior-subordinate rela
35、tionship, and benefit-sharing partnership. In the open atmosphere, they encourage employees to ask questions, and more concerned about the company, and strive to create freely cultural environment. Employees can make to improve the companys views directly to any one manager, if adopted will be rewar
36、ded. On the material benefits, Wal-Mart offers to all employees the same health insurance and enjoys incentive bonuses, stock purchase, paid vacation and 24 hours of free career counseling hotline and other services. In the promotion, company performance and work as a criterion. Not only focus on th
37、e training of staff, also offers a competitive salary.6. Physical Evidence: The definition of Physical Evidence Tangible show includes some tangible factors that can transfer service features and benefits of support services provided, or to give customers tangible things, including environmental, ph
38、ysical equipment, etc, symbolizing the intangible benefits may be obtained. 1) Store decoration. Wal-Mart stores adhere to a standardized design, whether it is the shop area, shop decoration, the size of the store shelves, or product placement, product placement signs, Wal-Mart has a uniform require
39、ment. In addition, in order to facilitate the customer to understand the price of goods, Wal-Mart stores also requires that all signs must be commodity prices are hanging on the shelf.2) Free parking. There will be no parking business, Wal-Marts highly respected this sentence. According to Wal-Marts
40、 findings in mainland China, to the Chinese consumers shopping Wal-Mart, where 28% of walking, cycling 15%, 20% or more by bus while him drove the few. Even so, Wal-Mart stores during the design, still ready with ample free parking. Wal-Marts business area such as Shenzhen, although only 12,000 squa
41、re meters, there are nearly 400 free parking spaces, another business area of 17,800 square meters of Wal-Mart shopping plaza also has about 150 parking spaces.3) Customer-centric service philosophy. In China, Wal-Mart with particular emphasis on staff awareness. For example, the customer asked the
42、clerk must be within three meters of a smile, some stores make a daily smile to at least one customer requirements; should seriously answer the customers question, never say do not know ; find the product for customers, No matter how busy clerk, must put down the work to help customers find merchand
43、ise; do not hit the face of the customer to fight back, reviled not exposing eight teeth when you smile Moreover, what is to exceed customer expectations, and so are attracted Wal-Mart holy grail of customers. Mart a striking feature is the good service. Customers are God, respect for each employee,
44、 the pursuit of excellence every day, which can be said to be the essence of Wal-Marts corporate culture.7. Process: The definition of process the service can be achieved in the process through certain procedures, mechanisms and activities, is a key element of the marketing strategy. Service process
45、es directly affect the quality of services, thus affecting the competitiveness of enterprises.1) Marketing expressions of pleasure, focus and staff concerns, can reduce customer waiting in line services must feel impatient, or when technical problems quell customer complaints or dissatisfaction. Wal
46、-Mart to pursue the everyday low prices philosophy, advocating respect for the individual, customer service, the pursuit of excellence corporate culture, committed to providing the kind of quality and cheap goods and services to consumers.2) Although Wal-Mart to warehouse-run rise in the retail sect
47、or, which determines the mode of operation, can not provide too much service, but they always put the super-class service as their own sovereign responsibilities. Wal-Mart not only provides cheap goods for customers, while also providing meticulous hospitality services.3) Wal-Marts customer satisfac
48、tion also not stop at the front desk sales service, more importantly, he set the whole process to ensure customer satisfaction management control system. Through this system, he can do it in a timely manner to consumer feedback to manufacturers, and to help manufacturers improve and refine the product.ConclusionThrough the above analysis
