Summary-The marketing concept putting theory into practice.ppt

1、The marketing concept putting theory into practice,Objective,To develop a typology of current approaches to marketing, in evidence across a wide industrial spectrum (P2) 通过各行业的例子来总结出市场营销的方法。 To explore the implementation of marketing, under the various approaches identified above. 在总结出来的市场营销方法中，探索其具

2、体的实施方案。 To relate the various marketing approaches to corporate performance 把各种市场营销方法与集团绩效结合在一起。,Survey of Marketing,Cluster 1: Marketing Philosophers (P6) See marketing as a guiding philosophy for the whole organization. 市场营销学者们认为市场营销是企业的指导理论。 Cluster 2: Sales supporters (P7) Restrict marketing to

3、what the marketing does. Marketing is primarily sales support 销售人员认为市场营销主要是为了协助销售，他们只看到了市场营销在做什么。,Survey of Marketing,Cluster 3 Departmental Marketers Marketing is identifying and meeting customer needs 市场营销人员认为市场营销是识别及满足客户需求 Cluster 4 The Unsures 不确定者对市场营销没有明确的立场。,Company Attitudes Towards Marketin

4、g,An encouraging two-thirds (65 percent) of the sample reported that their CEO saw marketing as a guiding philosophy. (P9) 65%的CEO认为市场营销是企业指导理论。,Marketing Activities,4Ps (Product, Price, Promotion, Place). （P13) In Practice , however, of these only promotion seems to be widely accepted as a major re

5、sponsibility of marketing. 在实际调查中，只有促销被认为是市场营销的主要责任。,Corporate Performance,ROI (Return On Investment) In addition the Marketing Philosophers performed significantly better than each other group in turn. （P16) 把市场营销视为指导理论的人的绩效比其他组别的人都好。,Conclusion,Our major conclusion is that marketing should be viewed not merely as a departmental function but, more crucially, as a guidin