陕西科技大学工商管理硕士(MBA)课件-2015-《商务英语》-邢战雷-6-Market and Marketing0

（1）The Production Concept



The production concept is one of the oldest concepts in business. It holds the philosophy that consumers will favor those products that are widely available and low in cost. Managers of production-oriented organizations concentrate on achieving high production efficiently and wide distribution.
（3）The Selling Concept


Selling concept holds that consumers will not buy enough of the organization‘s products unless it undertakes a large-scale selling and promotion effort. Most firms practice the selling concept when they have overcapacity. Their aim is to sell what they make rather than make what the market wants.
1.1.2 The Marketing Concept and Societal Marketing Concept
（4）The Marketing Concept


It holds that achieving organizational goals depends on integrating marketing activities toward determining and satisfying the needs and wants of target markets more effectively and efficiently than competitors do. The marketing concept has been stated in many colorful ways, such as ―You‘re the boss‖ (United Airlines); ―We‘re not satisfied until you are‖ (General Electric); and ―To do all in our power to pack the customer‘s dollar full of value, quality, and satisfaction‖ (JC Penney).
Four pillars for marketing concept
customer needs





The marketer must probe it further and distinguish among five kinds of needs: 1. Stated needs (the customer wants an inexpensive car) 2. Real needs (the customer wants a car whose operating cost, not its initial price, is low) 3. Unstated needs (the customer expects good service from the dealer) 4. Delight needs (the customer wants to buy a car and receives a complimentary U.S. road atlas) 5. Secret needs (the customer wants to be seen by others as a value-oriented savvy consumer)
Ends Profits through sales volume Profits through customer satisfaction
Four pillars for marketing concept

The marketing concept rests on four pillars(核心) which will be discussed below: target market, customer needs, integrated marketing, and profitability.


However, companies operated under the production philosophy often run a major risk of focusing too narrowly on their own operations.
（2）The Product Concept

1.2 Market Segmentation, Market Targeting and Positioning

1.2.1 Market Segmentation（市场细分） 1.2.2 Market Targeting 1.2.3 Positioning 1.3.1 An Introduction to Relationship Marketing 1.3.2 The Rise of Collaborative（合作的） Marketing



the production concept, the product concept, the selling concept, the marketing concept the societal marketing concept.
1.1.1 The Production Concept, Product Concept and Selling Concept
The Selling and Marketing Concepts Contrasted
Concept Selling Marketing
Starting point Factory Target market
Focus Products Customer needs
Means Selling and promoting Integrated marketing

The production concept is still a useful philosophy in two types of situations.

The first situation occurs when the demand for a product exceeds the supply, as in many developing countries. The second situation occurs when the product‘s cost is too high and improved productivity is needed to bring it down.
Topic 3: Integrated Marketing Communications Topic 4: Contemporary Advertising Topic 5: Sales Management Topic 6: Brand Management


Topic7: Marketing Research

1.3 Relationship Marketing

1.1 Marketing Management Philosophies


We define marketing management as the analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives. There are five alternative concepts under which organizations conduct their marketing activities:
Chapter 6
Market and Marketing
教师：邢 战 雷 单位：陕西科技大学管理学院 E-mail:xingzhanlei@
Contents

Topic 1: marketing management


Topic 2: Consumer behavior
Four pillars for marketing concept
integrated marketing


When all the company‘s departments work together to serve the customer‘s interests, the result is integrated marketing. Integrated marketing takes place on two levels.
Topic 8: Retail Marketing Topic 9: Marketing of Services
Topic 1
Marketing Management
Contents

1.1 Marketing Management Philosophies