【正文】 ，從而開辟出自己獨(dú)有的市場。他們通過研發(fā)部門的研發(fā)、調(diào)整之后，就把洗衣機(jī)下面的下水道上增加一個(gè)網(wǎng)，設(shè)計(jì)兩個(gè)下水道，就能夠既洗衣服又能洗地瓜。l 推銷觀念是在“賣方市場”向“買方市場”過渡期間產(chǎn)生的。目前，三株成功地進(jìn)行了經(jīng)營機(jī)制的轉(zhuǎn)軌，調(diào)整了組織機(jī)構(gòu)和營銷策略，加快了技術(shù)創(chuàng)新，實(shí)現(xiàn)了由整頓向發(fā)展的戰(zhàn)略轉(zhuǎn)移。l 產(chǎn)品觀念會(huì)導(dǎo)致“市場營銷近視”（Marketing Myopia）：在市場營銷管理工作中缺乏遠(yuǎn)見，只看到自己的產(chǎn)品質(zhì)量好，看不到市場需要在變化，結(jié)果必然把自己引入困境。保健品、特別是維生素礦物質(zhì)銷量飛漲，以維生素水為訴求的“脈動(dòng)”收益不小。 Product Concept創(chuàng)新產(chǎn)品維生素水：脈動(dòng)快速“賣動(dòng)”脈動(dòng)是達(dá)能入主樂百氏之后的第一個(gè)成功作品。l 生產(chǎn)觀念認(rèn)為消費(fèi)者歡迎那些可買到的和買得起的產(chǎn)品。 Demand managementSome people think of marketing management as finding enough customers for the pany’s current output. But this view is too limited. Marketing management is not concerned with serving all customers in every way. Instead, marketers want to serve selected customers that they can serve well and profitably.The organization has a desired level of demand for its products. At any point in time, there may be no demand, adequate demand, irregular demand, or too much demand. Marketing management must find ways to deal with these different demand states. It may be concerned not only with finding and increasing demand but also with changing or even reducing it. Power panies sometimes have trouble meeting demand during peak usage periods. In these and other cases of excess demand, demarketing may be required to reduce the number of customers or to shift their demand temporarily or permanently. Thus, marketing management seeks to affect the types of customers served and the level, timing, and nature of their demand in a way that helps the organization achieve its objectives. Simply put, marketing management is customer management and demand management.Knowledges營銷管理簡而言之就是消費(fèi)者管理和需求管理，即調(diào)節(jié)市場需求的水平、時(shí)間和特性，以達(dá)到營銷者的預(yù)期目標(biāo)。l 營銷管理的實(shí)質(zhì)是需求管理（demand management）。男女兩個(gè)瓶子擺在一起，可以形成兩張青春、靚麗面孔的對(duì)望，一張男子俯視的臉和一張女子仰視的臉給人以相互依偎、相依相伴的感覺，恰似深情相望的一對(duì)情侶，讓消費(fèi)者產(chǎn)生充分的聯(lián)想，而這種擺放方式不僅第一時(shí)間吸引消費(fèi)眼球，而且許多人，尤其是年輕人往往不忍讓另一瓶水落單。此外，“他她水”還策劃了如“電視劇營銷”、“他她舞”等創(chuàng)新傳播手段。網(wǎng)絡(luò)是青年男女接觸最多，最樂于接受的傳播媒體。既然分出了男女，就要把這種感覺做到極致?！澳惺匡嬃稀⑴匡嬃稀?、“帥哥飲料、美女飲料”……站在第三者的立場，什么東西能夠簡單直接地概括男女，又不顯得俗氣呢？ “他”、“她”是兩個(gè)名字，在注冊(cè)產(chǎn)品名時(shí)怎么辦？兩者如何聯(lián)系？最后從50個(gè)名字中確定了“他＋、她－”這兩個(gè)品牌名稱。 it is a philosophy that guides the entire organization. The goal of marketing is to create customer satisfaction profitably by building valued relationships with customers. Marketers cannot acplish this goal by themselves. They must work closely with other people in their pany and with other organizations in their value chain, to provide superior value to customers. Thus marketing calls upon everyone in the organization to “think customer” and to do all that they can to help create and deliver superior customer value and satisfaction. As professor Stephen Burnett says, ‘In a truly great marketing organization, you can’t tell who’s in the marketing department. Everyone in the organization has to make decisions based on the impact on the consumer.’ Marketing Management他她水：贏在“男女有別”在飲料行業(yè)，口味、成分、年齡、功能等縱向產(chǎn)品細(xì)分標(biāo)準(zhǔn)早已被眾廠家用濫，從成人飲料到兒童飲料，從功能飲料到情緒飲料，想在這些細(xì)分市場中出奇已經(jīng)不可能，但從沒有人把飲料的消費(fèi)人群做一個(gè)二元切割，而在這個(gè)極度追求個(gè)性和差異化的時(shí)代，為了適應(yīng)男女個(gè)性、生活習(xí)慣、身體健康的需求，就貼上男女標(biāo)簽。讓《英雄》成功的，不是由于電影的精彩，而是由于營銷策劃、市場推廣的創(chuàng)新。總顧客成本則包括了貨幣價(jià)值、時(shí)間成本、精力成本和體力成本等四個(gè)方面。他認(rèn)為,“顧客讓渡價(jià)值（customer delivered value）是指總顧客價(jià)值與總顧客成本之差。更重要的是，這個(gè)需要是動(dòng)態(tài)的，處在經(jīng)常不斷的變化之中。④在顧客需要時(shí)能不能把產(chǎn)品送到顧客手里。③在顧客需要的時(shí)候能不能把產(chǎn)品及時(shí)投放市場?，F(xiàn)在要求的是事前的成本控制，而不是事后的成本核算。世界有10億穆斯林教徒，日本研制生產(chǎn)了“穆斯林表”，能換算125個(gè)國家與麥加圣地的時(shí)間變換。 social needs for belonging and affection。 Marketing What does the term marketing really mean?Many people think of marketing only as advertising and selling. Given the number of mercials on television, in magazines and newspapers and all the signs and offers in and around the shops, this is not surprising. However, advertising and selling are only two of several marketing functions, and not necessarily the most important ones. The most basic concept underlying marketing is that of human needs. Marketing has bee a key factor in the success of businesses. Today’s panies face stiff petition and the panies which can best satisfy customer needs are those which will survive and make the largest profits.There are many different definitions of marketing. Consider some of the following alternative definitions:“The allembracing function that links the business with customer needs and wants in order to get the right product to the right place at the right time”“The achievement of corporate goals through meeting and exceeding customer needs better than the petition”“The management process that identifies, anticipates and supplies customer requirements efficiently and profitably”“Marketing may be defined as a set of human activities directed at facilitating and consummating exchanges”Which definition is right? In short, they all are. Marketing has two facets. First, it is a philosophy, and attitude, a perspective, or a management orientation that stresses customer satisfaction. Second, marketing is a set of activities used to implement this philosophy. Marketing can thus be defined as any human activity which is directed at satisfying needs and wants by creating and exchanging goods and value with others.Knowledgesl 市場營銷可定義為通過創(chuàng)造產(chǎn)品與價(jià)值并與他人交換，旨在滿足人們需要的一切人類活動(dòng)。l 轉(zhuǎn)賣市場是指那些采購商品再轉(zhuǎn)賣以獲利潤的個(gè)人或組織，主要包括批發(fā)商、零售商、經(jīng)銷商或代理商。l 消費(fèi)者可分為組織消費(fèi)者和個(gè)人消費(fèi)者兩種類型。l 從市場營銷學(xué)的角度看，市場是一種商品和勞務(wù)的所有現(xiàn)實(shí)的和潛在的消費(fèi)者需求的總和。1923年市場占有率僅12%，遠(yuǎn)遠(yuǎn)低于福特汽車公司；1928年市場占有率達(dá)到30%以上，超過福特汽車公司，1956年市場占有率達(dá)53%，成為美國最大的汽車公司。1928年以前，它是市場占有率遠(yuǎn)遠(yuǎn)低于福特汽車公司的一個(gè)弱手。福特一方面采用低價(jià)策略，1924年，每輛“T型車”售價(jià)已降到240美元，1926年福特車產(chǎn)量已占美國汽車產(chǎn)量的1／2；另一方面又提出“不管顧客需要什么，我的車都是黑的”，實(shí)行以產(chǎn)定銷的策略，以“黑色車來作為福特汽車公司的象征。鑒于此，1999年12月18日晚T型車被國際世紀(jì)車評(píng)選委員會(huì)授予迄今為止最偉大的汽車獎(jiǎng)項(xiàng)－“世紀(jì)車”的桂冠，以表彰它對(duì)全世界的影響和貢獻(xiàn)，T型車的發(fā)明者亨利這三項(xiàng)決策的成功，使“T型車”沖向全世界，市場占有率占美國汽車行業(yè)之首。1912年福特公司聘用詹姆斯有的有兩個(gè)或四個(gè)氣缸，甚至六個(gè)氣缸；有的使用鏈?zhǔn)絺鲃?dòng)裝置，有的則是輪式傳動(dòng)裝置。美國福特汽車公司是1903年由亨利營銷和創(chuàng)新創(chuàng)造價(jià)值 The principle of MarketingPeter Drucker says, “because its purpose is to create a customer, the business has twoand only two functions: marketing and innovation. Marketing and innovation create value, all the rest are costs.”：“企業(yè)的目的是要?jiǎng)?chuàng)造顧客，所以它只有兩個(gè)職能：營銷和創(chuàng)新。福特的貢獻(xiàn)在于他把汽車變成了普通商品。1903年到1908年之間，并按字母順序?qū)⑺鼈兠麨锳型車到S型車，其中有一些只是試驗(yàn)性車型，從未向公眾推出。第一年，T型車的產(chǎn)量達(dá)到10660輛，創(chuàng)下了汽車行業(yè)的紀(jì)錄。一是對(duì)“T型車”做出降價(jià)的決定，即1910年定的售價(jià)950美元降到850美元以下；二是按每輛“T型車”850美元售價(jià)的目標(biāo)，著手改革公司內(nèi)部的生產(chǎn)線，在占地面積為278英畝的新廠中首先采用現(xiàn)代化的大規(guī)模裝配作