文档介绍：传统观念
一、生产观念(The production concept)
顾客喜欢哪些随处得到的、价格低廉的产品。故企业应致力于获得高生产效率和广泛的销售覆盖面。
The PRODUCTION CONCEPT holds that consumers will favor those products that are widely available and low in cost. Managers of production-anizations concentrate on achieving high production efficiency and wide distribution.
传统观念
二、产品观念(The product concept)
——消费者最喜欢高质量、多功能和具有某些特色的产品。故企业应致力于生产优质产品,并不断的改进产品使之日臻完善。
The PRODUCT CONCEP holds that consumers will favor those products that offer the most quality,performance, or innovation feature .Managers in product-anizations focus their energy on making superior products and improving them over time .
该观念易导致“营销近视症”(marketing myopia ) ——即不适当地把注意力放在产品上,而不是放在需要上。
传统观念
三、推销观念(The selling/sales concept)
如果对消费者置之不理,他们就不会大量购买本组织的商品,故企业必须进行大量的推销和促销努力。
The SELLING CO