【正文】 arketing conceptl Grasp the marketing management processProfessional terms marketing 市場營銷 seller 賣者 product 產(chǎn)品 service 服務(wù) selling 推銷 human needs 人類需要 relationship 關(guān)系 individual 個人 organization 組織 target markets 目標(biāo)市場 production concept 生產(chǎn)觀念 selling concept 推銷觀念 societal marketing concept社會市場營銷觀念market 市場 buyer 買者 exchange 交換 potential buyer 潛在消費者 advertising 廣告 sale 銷售 stiff petition 激烈的競爭 profit 利潤 groups 團體 credit 信譽，信用 marketing activities營銷活動 product concept 產(chǎn)品觀念 marketing concept 營銷觀念 Precase 福特的T型車20世紀(jì)初，汽車是由技術(shù)工人手工打造而成的，成本較高，因而價格難以下降，汽車成了地位的象征，擁有汽車只是少數(shù)人的特權(quán)。福特與詹姆斯庫茲恩任總經(jīng)理。福特先生也因為他對世界汽車工業(yè)和人類個人交通的偉大貢獻被選為“世紀(jì)汽車企業(yè)家”。1921年斯隆就職于通用汽車公司，針對當(dāng)時通用汽車公司松散的權(quán)力分散狀況寫了《組織研究》一文，提出了“集中決策控制下的分散作業(yè)”，使集權(quán)和分權(quán)得到很好平衡。For example, if the customer need is “eat breakfast”, then the relevant market could be defined as the “Breakfast Food Market”. Many products would be relevant to measuring and analyzing such a market: Breakfast Cereals Nutrition Bars Porridge / Oats Speciality Breads (. croissants) Fastfood Outlets serving breakfastRelevant LinksChinese consumer goods market to rank second behind . by 2015China will overtake Japan, Germany, Britain and Italy to bee the world39。l 政府市場是指政府各級機關(guān)、各類社會團體及其他各種非盈利性機構(gòu)所組成的市場。 and individual needs for knowledge and selfexpression. These needs were not created by marketers。只有這樣，才能滿足顧客的需要。顧客的需要是有地點的?？傤櫩蛢r值(total customer value)就是顧客期望從某一特定產(chǎn)品或服務(wù)中獲得的一組利益?！队⑿邸方M成了陣容強大的明星劇組，早在2001年初，新畫面公司就開始借助團隊的明星效應(yīng)，持續(xù)制造新聞。“他、她”，為目標(biāo)顧客群心理年齡在18～35歲的消費者留下了充分的聯(lián)想余地，避免因名稱的某種特質(zhì)而拒絕了另一類人群；產(chǎn)品本身是一種營養(yǎng)素水，＋和既體現(xiàn)了產(chǎn)品男加體力女減體重的特質(zhì)，又暗合產(chǎn)品的性別屬性，使男女要喝不同的營養(yǎng)素水的產(chǎn)品訴求得到很好的體現(xiàn)，含有肌醇、?；撬?，能為男人及時補充活力的他+和含有蘆薈和膳食纖維，能幫助女人減肥，保持秀美靚麗的她共同構(gòu)成了他她營養(yǎng)素水概念。在2004年6月9日的形象代言人簽約儀式上，她加他飲品公司啟動了“眾里尋他（她），憑水相逢”活動，這是一種類似“網(wǎng)友見面”的、頗具娛樂色彩和懸念的情緣速配活動，消費者只要把瓶子上的編碼用短信發(fā)送至指定地址，就有機會和同一編碼的異性消費者結(jié)識。2004年的中國飲料市場，由于他她水的出現(xiàn)，憑添了一絲絲浪漫與新意。需求管理包括八種情況（見表11）：表11 需求管理需求狀況需求管理負(fù)需求改進、扭轉(zhuǎn)、轉(zhuǎn)換性營銷(conversional marketing)無需求刺激、啟發(fā)、激發(fā)性營銷(stimulating marketing)潛在需求創(chuàng)造、開發(fā)性營銷(developmental marketing)波動需求協(xié)調(diào)、配合、同步性營銷(synchromarketing)衰減需求恢復(fù)、再生性營銷即再營銷(remarketing)飽和需求滿足、維持性營銷(maintenance marketing)超飽和需求抑制、降低性營銷(demarketing)不健康需求替代、抵制性營銷，反營銷(countermarketing)Reading aroundGlobal ConnectionsToday, almost every pany, large or small, is touched in some way by global petition. A neighborhood florist buys its flower from Mexican nurseries, while a large . electronics manufacturer petes in its home markets with giant Japanese rivals. A fledgling Internet retailer that finds itself receiving orders from all over the world at the same time that an American consumergoods producer introduces new products into emerging markets abroad.American firms have been challenged at home by the skillful marketing of European and Asian multinationals. Companies such as Toyota, Siemens, Nestl233。這種維生素飲料最早誕生于新西蘭和澳大利亞，含有多種B族活性維生素及維生素C，具有天然清新的水果味,口感清爽，很受消費者的喜愛。l 生產(chǎn)觀念和產(chǎn)品觀念都是以生產(chǎn)者為中心，生產(chǎn)什么就賣什么，是等客上門的經(jīng)營觀念。l 其中心仍然是生產(chǎn)者，還是生產(chǎn)什么就賣什么。這種洗衣機3個小時打制的酥油，相當(dāng)于一名藏族婦女三天的工作量。而市場營銷觀念是以企業(yè)的目標(biāo)顧客及其需要為中心，并且集中企業(yè)的一切資源、力量，切實調(diào)查研究和了解目標(biāo)顧客的需要，適當(dāng)安排4PS，而且要比其競爭者更好地滿足目標(biāo)顧客的需要，采取這些手段來達到獲取利潤，實現(xiàn)企業(yè)目標(biāo)的目的。 achieving longterm goals for the organization by satisfying customer wants and needs legally and responsibly. Figure contrasts the selling concept and the marketing concept.Knowledgesl 市場營銷觀念強調(diào)實現(xiàn)組織目標(biāo)的關(guān)鍵在于正確確定目標(biāo)顧客的需要和欲望，并且要比競爭對手更有效地滿足消費者的需求。龍蝦深受消費者喜愛。Selling concept holds that consumers will not buy enough of the organization’s products unless the organization undertakes a largescale 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. Such marketing carries high risks. It focuses on creating sales transactions in the short term, rather than on building longterm, profitable relationships with customers. It assumers that they may forget their disappointment and buy it again later. These are usually poor assumptions to make about buyers. Most studies show that dissatisfied customers do not buy again. Worse yet, while the average satisfied customer tells three others about good experiences, the average dissatisfied customer tells ten others of his or her bad experiences.Knowledgesl 推銷觀念是以銷售為中心的企業(yè)經(jīng)營指導(dǎo)思想。令人稱道的是，脈動沒有不負(fù)責(zé)任的借勢營銷，而是“不逾矩”，老實本分地繼續(xù)自己的營銷計劃。l 生產(chǎn)觀念是一種重生產(chǎn)、輕市場營銷的企業(yè)經(jīng)營思想。 The process of Marketing managementIn general, marketing management include developing marketing plans and strategies and executing marketing activities to implement and control them. Figure offers an overview of the marketing management process.Developing marketing plans and strategiesSelecting target marketsImplementing and controlling marketing activitiesDeveloping marketing mixesProductPlacePromotionPriceFigure An Overview of Marketing Management Developing marketing plans and strategiesMarketing plans are documents created by organizations to record the results and conclusions of environmental analyses and to detail marketing strategies and their intended results. The marketing strategy portion of plans includes statements of marketing objectives, analyses of customers and markets, and suggested marketing mixes to achieve objectives. Marketing mixes are binations of strategic tools used to create value for customers and achieve organizational goals. Marketing plans should also include budgets, forecasted sales and profits, and any other objectives that can be used to evaluate success or failure. Selecting target marketsThis process begins with a market opportunity analysis (MOA), which describes and estimates the size and sales potent