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Marketing has become more important for the organization management in recent decades Most successful companies carry out marketing-oriented strategy such as Coca-cola Dell and PG With the development of the globalization marketing is not an unfamiliar term to many Chinese companies Shanghai GM the largest joint-venture company in china adopts the marketing concept as guiding philosophy to cope with the knee competition Shanghai GM established in 1997 not only introduces the advanced product manufacture technology and equipment but also the modern management concept It aims to own the largest market share in the car market In order to achieve this objective Shanghai GM develops marketing management to realize its strategic goals Marketing management is the process of planning and executing the conception pricing promotion and distribution of ideas good services to create exchanges that satisfy individual and organizational goals Kotler 2000 The marketing concept indicates that focusing and satisfying the customer is the vital factor to achieving organizational goals Therefore Shanghai GMs managerial principle is customer satisfaction which shows in following aspects target market and segmentation relationship and networks marketing channels competition and product To begin with the marketing concept leads to the consideration of market segmentation and targeting not everyone will have the same needs to the fore at the same point in timeEvans Moutinho Raaij1996 Shanghai GM realizes that it must identify different needs and wants of customers in order to satisfy them Shanghai GMs products are focused on organization buyers in the past few years because of the low purchase power of Chinese people However the situation changes very fast with the development of Chinas economy Chinese peoples living standard has been improved rapidly Some Chinese want to own a car of reasonable price The people are mainly small business owners professors in the university managers and senior engineers In fact the amounts of these people are increased very fast They normally can afford a car at the price between
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