【文章內(nèi)容簡(jiǎn)介】 , 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.’Case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(chǎng)中出奇已經(jīng)不可能，但從沒(méi)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。我們能否39。橫39。切市場(chǎng)一刀，把我們的飲料也分出男女呢？ 周子琰說(shuō)。2004年3月，他＋她－營(yíng)養(yǎng)水正式推向市場(chǎng)，其獨(dú)特的創(chuàng)意立刻成為焦點(diǎn)，好評(píng)如潮，一周內(nèi)產(chǎn)品訂貨量超過(guò)2億元，并在3個(gè)月內(nèi)創(chuàng)下了6億元的訂貨量新高。名稱的威力他她水名稱的誕生過(guò)程非常艱難。男士飲料、女士飲料、帥哥飲料、美女飲料……站在第三者的立場(chǎng)，什么東西能夠簡(jiǎn)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？?jī)烧呷绾温?lián)系？最后從50個(gè)名字中確定了他＋、她－這兩個(gè)品牌名稱。他、她，為目標(biāo)顧客群心理年齡在18～35歲的消費(fèi)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(yíng)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(yíng)養(yǎng)素水的產(chǎn)品訴求得到很好的體現(xiàn)，含有肌醇、?；撬幔転槟腥思皶r(shí)補(bǔ)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(yíng)養(yǎng)素水概念。在對(duì)產(chǎn)品名稱感到新鮮而產(chǎn)生首次嘗試后，又給了消費(fèi)者重復(fù)消費(fèi)的理由，借功能性飲料奠定的市場(chǎng)教育基礎(chǔ)，進(jìn)一步將消費(fèi)者保健的愿望落到實(shí)處。販賣浪漫他她水個(gè)性化的品牌創(chuàng)意，打動(dòng)了那些好奇心理很強(qiáng)，愿意做時(shí)尚弄潮兒，同時(shí)特別具有浪漫氣息的消費(fèi)者。既然分出了男女，就要把這種感覺(jué)做到極致。在推廣和宣傳上，他她水營(yíng)銷團(tuán)隊(duì)的手法更是令人眼花繚亂，央視廣告、形象代言人、音樂(lè)營(yíng)銷、情緣營(yíng)銷，以體驗(yàn)營(yíng)銷為核心，最終都聚焦在浪漫上。他她飲品公司已經(jīng)投資制作了一系列她、他原創(chuàng)歌曲，比如《愛(ài)她就給他》、《有我就有她》、《男女關(guān)系》、《ＩＤ密碼》等。我還希望用這些歌曲去打歌曲榜，從而使消費(fèi)者唱著他她、喝著他她，享受他她世界的溫馨甜美，使39。他她水39。最終成為可以流淌出音樂(lè)的飲料，周子琰這樣規(guī)劃。網(wǎng)絡(luò)是青年男女接觸最多，最樂(lè)于接受的傳播媒體。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(dòng)了眾里尋他（她），憑水相逢活動(dòng)，這是一種類似網(wǎng)友見(jiàn)面的、頗具娛樂(lè)色彩和懸念的情緣速配活動(dòng)，消費(fèi)者只要把瓶子上的編碼用短信發(fā)送至指定地址，就有機(jī)會(huì)和同一編碼的異性消費(fèi)者結(jié)識(shí)?；顒?dòng)期間，每天收到的短信量不低于10萬(wàn)條。2004年8月1日，金山與他她水在全國(guó)各主要城市開(kāi)始了大型暑期推廣戰(zhàn)略，借劍俠情緣這款網(wǎng)游讓他+她進(jìn)入網(wǎng)吧的飲料銷售渠道。此外，他她水還策劃了如電視劇營(yíng)銷、他她舞等創(chuàng)新傳播手段。在產(chǎn)品包裝設(shè)計(jì)上，他她水從用色、構(gòu)圖、版式等各個(gè)方面，都打上了性別的鮮明印記。她飲料用桃紅，顯得非常有女人味，帶有一絲絲浪漫與嫵媚。他飲料采用藍(lán)色基調(diào)，表現(xiàn)男性的穩(wěn)重和陽(yáng)剛之氣，瓶身帶一點(diǎn)流線形，透出優(yōu)雅的氣質(zhì)。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(jué)，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。2004年的中國(guó)飲料市場(chǎng)，由于他她水的出現(xiàn)，憑添了一絲絲浪漫與新意。（摘自2004年度營(yíng)銷業(yè)界十大精典案例，蘭茂勛） 第二節(jié) 營(yíng)銷指導(dǎo)思想Marketing Management Philosophies市場(chǎng)營(yíng)銷指導(dǎo)思想也叫營(yíng)銷理念或營(yíng)銷觀念，它是指根據(jù)營(yíng)銷環(huán)境的變化所形成的用于指導(dǎo)企業(yè)營(yíng)銷活動(dòng)所特有的態(tài)度和思想。隨著經(jīng)濟(jì)增長(zhǎng)和市場(chǎng)供求關(guān)系情況發(fā)展變化，其市場(chǎng)營(yíng)銷管理思想也會(huì)發(fā)生相應(yīng)變化。We describe marketing management as carrying out tasks to achieve desired exchanges with target markets. What philosophy should guide these marketing efforts? What weight should be given to the interests of the organization, customers and society? Very often these interests conflict. Invariably, the organization’s marketing management philosophy influences the way it approaches its buyers.These are five alternative concepts under which organizations conduct their marketing activities: the production, product, selling, marketing and societal marketing concepts 一、生產(chǎn)觀念（Production Concept）Production concept: the philosophy that consumers will favor products that are available and highly affordable, and that management should therefore focus on improving production and distribution efficiency. This concept is one of the oldest philosophies.The production concept is a useful philosophy in two types of situation. The first occurs when the demand for a product exceeds the supply. Here, management should look for ways to increase production. The second situation occurs when the product’s cost is too high and improved productivity is needed to bring it down.Case The Model T of the Ford Motor CompanyIn the early years of the Ford Motor Company, Henry Ford’s whole philosophy was to perfect the production of the Model T so that its cost could be reduced and more people could afford it. He joked about offering people a car of any colour as long as it was black. The pany won a big share of the automobile market with this philosophy. However, panies operating under a production philosophy run a big risk of focusing too narrowly on their own operations. After some time, Ford’s strategy failed. Although its cars were own operations, the pany lost sight of something else that its customers wantednamely, attractive, affordable vehicles. The gap left by Ford gave rise to new market opportunities which rival General Motors was quick to exploit.知識(shí)點(diǎn)l 生產(chǎn)觀念是一種最古老的企業(yè)經(jīng)營(yíng)思想。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。l 生產(chǎn)觀念是一種重生產(chǎn)、輕市場(chǎng)營(yíng)銷的企業(yè)經(jīng)營(yíng)思想。l 生產(chǎn)觀念是在賣方市場(chǎng)條件下產(chǎn)生的。l 生產(chǎn)觀念適用于以下兩種情況：一是某種產(chǎn)品供不應(yīng)求，因而顧客最關(guān)心的是能否得到產(chǎn)品，企業(yè)只要提高產(chǎn)量就能獲利；二是某種產(chǎn)品的生產(chǎn)成本太高，產(chǎn)品價(jià)格是影響一部分消費(fèi)者購(gòu)買的原因，只要改進(jìn)技術(shù)提高生產(chǎn)率就能擴(kuò)大市場(chǎng)而獲利。二、產(chǎn)品觀念（Product Concept）Case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(lè)百氏之后的第一個(gè)成功作品。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(fèi)者的喜愛(ài)。脈動(dòng)到達(dá)中國(guó)以后，也繼承了國(guó)外的佳績(jī)。脈動(dòng)選擇在2003年3月底上市，這個(gè)時(shí)間，實(shí)在是最好的時(shí)機(jī)?！懊}動(dòng)”3月底面市，4月份“非典”開(kāi)始在全國(guó)蔓延，5月中旬在華北、東北等地疫情達(dá)到了高峰，這時(shí)候消費(fèi)者迫切地需要能增強(qiáng)免疫力的產(chǎn)品。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。令人稱道的是，脈動(dòng)沒(méi)有不負(fù)責(zé)任的借勢(shì)營(yíng)銷，而是“不逾矩”，老實(shí)本分地繼續(xù)自己的營(yíng)銷計(jì)劃。Product concept: the idea that consumers will favor products that offer the most quality, performance and features, and that the organization should therefore devote its energy to making continuous product improvements.A product orientation leads to obsession with technology because managers believe that technical superiority is the key to business success. The product concept also can lead to “marketing myopia”. 知識(shí)點(diǎn)l 產(chǎn)品觀念也是一種古老的企業(yè)經(jīng)營(yíng)思想。l 產(chǎn)品觀念認(rèn)為消費(fèi)者歡迎質(zhì)量好的產(chǎn)品，企業(yè)應(yīng)致力于提高產(chǎn)品質(zhì)量，改進(jìn)產(chǎn)品功能。l 產(chǎn)品觀念會(huì)導(dǎo)致“市場(chǎng)營(yíng)銷近視”（Marketing Myopia）。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(yíng)觀念?！笆袌?chǎng)營(yíng)銷近視”（Marketing Myopia）：在市場(chǎng)營(yíng)銷管理工作中缺乏遠(yuǎn)見(jiàn)，只看到自己的產(chǎn)品質(zhì)量好，看不到市場(chǎng)需要在變化，結(jié)果必然把自己引入困境。 三、推銷觀念（Selling Concept）Case三株口服液創(chuàng)造推銷神話1994年8月8日成立的山東三株集團(tuán)有限公司，以三株口服液保健品起家，1996年實(shí)現(xiàn)銷售收入80億元，巨額銷售主要靠的是遍布城鄉(xiāng)的十八萬(wàn)銷售大軍。1998年“常德事件”發(fā)生，給三株集團(tuán)帶來(lái)了沉重的打擊，1999年三株勝訴。目前，三株成功地進(jìn)行了經(jīng)營(yíng)機(jī)制的轉(zhuǎn)軌，調(diào)整了組織機(jī)構(gòu)和營(yíng)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。Selling concept: the idea 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