第二章 市场营销管理哲学.ppt

1、Chapter2:marketing management philosophies,The production concept(生产观念） The selling concept （销售观念、推销观念） The marketing concept（市场营销观念）,Marketing management philosophies (营销管理哲学）,The attitude or ideas to the interests of the organization, customers, and society when organizations conduct their marketi

2、ng activities.,The production concept,案例分析: 福特汽车公司 Time: the end 1900s the middle 1920s Core content: consumers will favor products that are available and highly affordable and that management should therefore focus on improving production and distribution efficiency.（消费者喜欢物美价廉的商品，企业应致力于提高生产和分销效率） B

3、ackground：demands exceed supplies Localization: marketing myopia（营销近视症）,The selling concept,Time: the end 1920sthe middle 1950s Core contents: consumers will not buy enough of the organizations products unless the organization undertakes a large-scale selling and promotion effort.（消费者不会大量购买企业的产品，除非企

4、业进行大规模的销售与促销。） Background:economy crisis,the third science and technology revolution Localization: marketing myopia, focus on current selling.,The marketing concept,Time:the end 1950s1960s Core contents: achieving organizational goals depends on determining the needs and wants of target markets and

5、delivering the desired satisfactions more effectively and efficiently than competitors do.the core contents involves:customer-focus,integrated marketing, customer satisfaction.（成功地实现企业目标有赖于识别目标顾客的需求与欲望并比竞争对手做得更好，使目标顾客更满意。核心内容包括：顾客导向、整体营销、顾客满意。） Background: the third science and technology revolution

6、, the end of the second world war. Localization:pay no attention to the interest of society （没有注意社会的利益）,The difference between the selling concept and the marketing concept （推销观念与市场营销观念的区别）,Starting point Focus Means Ends Factory Existing selling profits through products promoting sales volume Market Customer integrated profits through needs and marketing customer wants satisfaction,思考题,1、 市场经营观