【正文】 m’s capabilities。 in fact, such assessments are major considerations in strategic marketing planning. A production orientation can lead to marketing myopia because it does not consider whether the goods and services that the firm produces most efficiently also meet the needs of the marketplace. But 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.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 color 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.Knowledgesl 生產(chǎn)觀念是一種最古老的企業(yè)經(jīng)營思想。l 生產(chǎn)觀念認為消費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)、輕市場營銷的企業(yè)經(jīng)營思想。l 生產(chǎn)觀念是在賣方市場條件下產(chǎn)生的。l 生產(chǎn)觀念適用于以下兩種情況：一是某種產(chǎn)品供不應求，因而顧客最關心的是能否得到產(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)品價格是影響一部分消費者購買的原因，只要改進技術提高生產(chǎn)率就能擴大市場而獲利。 Product Concept創(chuàng)新產(chǎn)品維生素水：脈動快速“賣動”脈動是達能入主樂百氏之后的第一個成功作品。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，很受消費者的喜愛。脈動到達中國以后，也繼承了國外的佳績。“脈動”3月底面市，4月份“非典”開始在全國蔓延，5月中旬在華北、東北等地疫情達到了高峰，這時候消費者迫切地需要能增強免疫力的產(chǎn)品。保健品、特別是維生素礦物質銷量飛漲，以維生素水為訴求的“脈動”收益不小。令人稱道的是，脈動沒有不負責任的借勢營銷，而是“不逾矩”，老實本分地繼續(xù)自己的營銷計劃。Product concept holds 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”. Knowledgesl 產(chǎn)品觀念也是一種古老的企業(yè)經(jīng)營思想。l 產(chǎn)品觀念認為消費者歡迎質量好的產(chǎn)品，企業(yè)應致力于改進技術，提高產(chǎn)品質量。l 產(chǎn)品觀念會導致“市場營銷近視”（Marketing Myopia）：在市場營銷管理工作中缺乏遠見，只看到自己的產(chǎn)品質量好，看不到市場需要在變化，結果必然把自己引入困境。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。 Selling Concept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有限公司，以三株口服液保健品起家，1996年實現(xiàn)銷售收入80億元，巨額銷售主要靠的是遍布城鄉(xiāng)的十八萬銷售大軍。1998年“常德事件”發(fā)生，給三株集團帶來了沉重的打擊，1999年三株勝訴。目前，三株成功地進行了經(jīng)營機制的轉軌，調整了組織機構和營銷策略，加快了技術創(chuàng)新，實現(xiàn)了由整頓向發(fā)展的戰(zhàn)略轉移。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)營指導思想。l 認為消費者一般不會大量購買某一組織的產(chǎn)品，除非企業(yè)采取大量的市場營銷措施。因此企業(yè)必須重視和加強推銷和銷售促進，千方百計（動用千軍萬馬，踏遍千山萬水，歷經(jīng)千難萬險，吃盡千辛萬苦，走近千家萬戶，說盡千言萬語）地使消費者對企業(yè)的產(chǎn)品發(fā)生興趣，以擴大銷售，提高市場占有率，取得更多利潤。l 推銷觀念是在“賣方市場”向“買方市場”過渡期間產(chǎn)生的。l 其中心仍然是生產(chǎn)者，還是生產(chǎn)什么就賣什么。 Marketing Concept以消費者需求為中心無所不洗的海爾衣機有一次，在海爾員工對山東的經(jīng)銷商進行調研的過程中，聽山東的經(jīng)銷商說過這樣的話，我們這個地方的農(nóng)民，有的時候叫我們去修洗衣機的時候，就發(fā)現(xiàn)他洗衣機的下水管道被泥土堵塞，我們去問農(nóng)民，農(nóng)民說我們用這個洗衣機洗地瓜。這件事情被反映上來之后，研發(fā)部門就提出，能不能生產(chǎn)一種洗衣機能夠洗地瓜。他們通過研發(fā)部門的研發(fā)、調整之后，就把洗衣機下面的下水道上增加一個網(wǎng)，設計兩個下水道，就能夠既洗衣服又能洗地瓜。龍蝦深受消費者喜愛。但手工清洗龍蝦費時又費力，增加了成本，針對這一潛在的市場需求，2003年海爾洗衣機公司迅速推出了可以洗龍蝦的“洗蝦機”，不但省時省力，且洗滌效果非常好，在前不久結束的合肥“龍蝦節(jié)”引發(fā)了難得一見的搶購熱潮。喝酥油茶是西藏社會千百年來的習慣，制作酥油茶的工具一直沿用一個長型的圓筒，在最近的短短幾年時間里，這個圓筒卻基本變成了展覽品。青島海爾集團研制開發(fā)的一種既可洗衣又可打酥油的高原型“小小神童”洗衣機在西藏市場一上市，便受到消費者歡迎，從而開辟出自己獨有的市場。這種洗衣機3個小時打制的酥油，相當于一名藏族婦女三天的工作量。海爾洗衣機公司在接到用戶需求后，僅用了24小時，就在已有的洗衣機模塊技術上，創(chuàng)新地推出了一款可洗蕎麥皮枕頭的洗衣機，受到用戶的極大贊譽，更成為繼海爾洗地瓜機、打酥油機、洗龍蝦機之后，在滿足市場個性化需求上的又一經(jīng)典之作。 Marketing concept is the marketing management philosophy which holds that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than petitors do. Instead of a productcentered “make and sell” philosophy, the marketing concept is a customercentered “sense and respond” philosophy. It is based on an understanding that a sale does not depend on an aggressive sales force, but rather on a customer’s decision to purchase a product. The marketing concept includes the following: focusing on customer wants and needs so the organization can distinguish its product(s) from petitors’ offerings。 integrating all the organization’s activities, including production, to satisfy these wants。 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 市場營銷觀念強調實現(xiàn)組織目標的關鍵在于正確確定目標顧客的需要和欲望，并且要比競爭對手更有效地滿足消費者的需求。l 市場營銷觀念體現(xiàn)了以消費者需求為中心。市場營銷觀念與推銷觀念的差異。推銷觀念是以企業(yè)的現(xiàn)有產(chǎn)品為中心，以推銷和銷售促進等為手段，刺激銷售，從而達到擴大銷售，取得利潤r 目的。而市場營銷觀念是以企業(yè)的目標顧客及其需要為中心，并且集中企業(yè)的一切資源、力量，切實調查研究和了解目標顧客的需要，適當安排4PS，而且要比其競爭者更好地滿足目標顧客的需要，采取這些手段來達到獲取利潤，實現(xiàn)企業(yè)目標的目的。Factory Existing selling and profits through Products promoting sales volumeMarket Consumer Integrated profits through needs marketing customer satisfactionThe selling conceptThe marketing conceptStaring p