市场营销专业英语chaer

ProfessionalEnglishforMarketing广东技术师范学院管理学院马敏第一章上Chapter1(1sthalf)Chapter1MarketingManagementOverviewContents1.1MarketingManagementPhilosophies

1.1.1

TheProductionConcept,ProductConceptandSellingConcept1.1.2TheMarketingConceptandSocietalMarketingConcept1.2MarketSegmentation,MarketTargeting

andPositioning1.2.1MarketSegmentation1.2.2MarketTargeting1.2.3Positioning1.3RelationshipMarketing

1.3.1AnIntroductiontoRelationshipMarketing1.3.2TheRiseofCollaborativeMarketing1.1MarketingManagementPhilosophiesWedefinemarketingmanagementastheanalysis,planning,implementation,andcontrolofprogramsdesignedtocreate,build,andmaintainbeneficialexchangeswithtargetbuyersforthepurposeofachievingorganizationalobjectives.Therearefivealternativeconceptsunderwhichorganizationsconducttheirmarketingactivities:theproductionconcept,theproductconcept,thesellingconcept,themarketingconcept,andthesocietalmarketingconcept.1.1.1TheProductionConcept,ProductConceptandSellingConceptTheProductionConcept

Theproductionconceptisoneoftheoldestconceptsinbusiness.Itholdsthephilosophythatconsumerswillfavorthoseproductsthatarewidelyavailableandlowincost.Managersofproduction-orientedorganizationsconcentrateonachievinghighproductionefficientlyandwidedistribution.

Theproductionconceptisstillausefulphilosophyintwotypesofsituations.Thefirstsituationoccurswhenthedemandforaproductexceedsthesupply,asinmanydevelopingcountries.Thesecondsituationoccurswhentheproduct’scostistoohighandimprovedproductivityisneededtobringitdown.

However,companiesoperatedundertheproductionphilosophyoftenrunamajorriskoffocusingtoonarrowlyontheirownoperations.TheProductConcept

Theproductconceptholdsthatconsumerswillfavorproductsthatofferthemostquality,performance,andinnovativefeatures.Managersofproduct-orientedorganizationsfocustheirenergyonmakingsuperiorproductsandimprovingthemovertime.Theproductconceptcanleadto“marketingmyopia.”

TheSellingConcept

Sellingconceptholdsthatconsumerswillnotbuyenoughoftheorganization’sproductsunlessitundertakesalarge-scalesellingandpromotioneffort.Mostfirmspracticethesellingconceptwhentheyhaveovercapacity.Theiraimistosellwhattheymakeratherthanmakewhatthemarketwants.1.1.2TheMarketingConceptandSocietalMarketingConceptTheMarketingConcept

It

holdsthatachievingorganizationalgoalsdependsonintegratingmarketingactivitiestowarddeterminingandsatisfyingtheneedsandwantsoftargetmarketsmoreeffectivelyandefficientlythancompetitorsdo.Themarketingconcepthasbeenstatedinmanycolorfulways,suchas“You’retheboss”(UnitedAirlines);“We’renotsatisfieduntilyouare”(GeneralElectric);and“Todoallinourpowertopackthecustomer’sdollarfullofvalue,quality,andsatisfaction”(JCPenney).Table1.1TheSellingandMarketingConceptsContrastedConceptStartingpointFocusMeansEndsSellingFactoryProductsSellingandpromotingProfitsthroughsalesvolumeMarketingTargetmarketCustomerneedsIntegratedmarketingProfitsthroughcustomersatisfactionSources:PhilipKotler,GaryArmstrong:Marketing,PrenticeHall,1996Fourpillarsformarketingconcept

Themarketingconceptrestsonfourpillarswhichwillbediscussedbelow:targetmarket,customerneeds,integratedmarketing,andprofitability.Targetmarket

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