文档介绍:市场营销:通过计划和执行关于产品、服务和电子的定价、促销和分销,从而创造交换,以实现个人和组织的目标的过程)
The process of planning and executing (执行、实行)the conception, pricing, promotion, and distribution of goods, services and ideas to create exchanges that satisfy individual anizational objectives.——the definition emphasizes the diverse activities marketers perform.(强调市场商人不同的行为活动)
Deciding what products to offer
Setting prices
Developing sales promotions and advertising campaigns
Making products readily available to customers
2. The marketing Concepts(市场营销观念:企业分析消费者需求,制定比竞争对后更好的决策来满足这些需求的哲学)
The Production Concept 生产观念
The Selling Concept 推销观念
The Marketing Concept 市场营销观念
The Production Concept 生产观念
The idea that a firm should focus on those products that it could produce most efficiently and that the low-cost products would create the demand for those products.
The Selling Concept / sales concept 推销观念(利用广告这种重要方式来与其顾客沟通从而获取他们的订单)
The Marketing Concept市场营销观念
Difference between Selling and Marketing销售与营销的区别
Selling:先销售再…
Marketing:先调查市场需要再…
Emphasis is on the product.
Emphasis is on customers’ wants.
Company first makes the product and then figures out how to sell it.
Company first determines customers’ wants and then figures out how to make and deliver a product to satisfy those wants.
Management is sales-volume-oriented.
Management is profit-oriented.
Planning is short-run, in terms of today’