【正文】 they will fet and not satisfied with the product, and and buy this product. ● Fourth, the marketing concept Marketing concept appeared in the mid1950s, it posed a challenge to the concept before, and productcentric and weaving and sale of a different philosophy, we go to the customer as the center and the sense and respond philosophy. Marketing of farming instead of hunting. Today, the Ministry of work and then find the right product for the customer, but to design suitable products for customers. Marketing concept that, to achieve anizational goals is the key to correct various target the mayor39。 how to make publicity for their cultural habits of each country. Make these decisions to face the different legal systems, different approach to negotiations, as well as how to purchase, possess, dispose of property rights to the different requirements they have to face a different language, national political orientation, fluctuations in currency values. Nonprofit and government markets to sell goods such as churches, universities, government agencies such charity liveprofit anization, the pricing to be very careful, because purchasing power of such anizations is very limited. Lower prices offered by the seller that may affect the characteristics and quality of goods. Many governments have to purchase the tender form, in the absence of other factors under the influence of favor, is to meet the lowest Bid basis. ■ Third, the evolution of marketing management ● First, the production concept Production concept is to guide the behavior of sellers is one of the oldest concepts. It considered that consumers that can get anywhere, lowpriced products. Productionoriented management is always mitted to the anization to achieve high production efficiency and wide distribution coverage. This orientation in developing countries like China is significant. There39。s reputation. Global markets in the global market to sell goods and services panies face more choices and challenges. They must make a decision: to enter the country, how to enter (as exporters, or franchise, joint venture partner, and about individual manufacturer or the manufacturer)。 The third way is to beg, as homeless, hungry, begging food Khan 。 or IKEA (IKEA) noted that people want to buy good furniture at low prices, thereby creating a removable furniture business . All of these have proved the wisdom of marketing, and to the needs of the munity or into a profitable private business. American Marketing Association39。s, General Motors, Kodak and Xerox and other wellknown panies have recognized the face of more powerful to consumers and new petitors. Therefore, they had to reexamine their business model. Even as Microsoft, Ao Erma, Intel and Nike have acknowledged market leader in this kind of pressure. ? Jack Welch (former CEO of General Electric Company) has constantly warned his staff: Either change, or fail. To make the right decisions is not easy, marketing manager faces a number of major decisions, for example, in new product design features is what kinds of products, how to develop the price, choose what kind of sales channels, advertising, or how much money sellers 。全面營銷涉及四各方面：關系營銷 、整合營銷、內(nèi)部營銷和社會責任營銷。如今的工作部再是為產(chǎn)品找到合適的顧客，而是為顧客設計適合的產(chǎn)品。然而，建立在強化推銷基礎上的營銷有著高度的風險。 推銷觀念被大量用于推銷那些非渴求商品。這一觀念認為，消費者通常表現(xiàn)出一種購買惰性或者抗衡心理，故需用好話去勸他們多買一些。營銷經(jīng)理陷入了“更好的捕鼠器”的錯誤之中，幻想只要選出一個更好的捕鼠器，人們就會踩破自家商店的門檻。有些公司想要擴大市場時也采用這種方式。它認為，消費者喜愛那些可以隨處得到的、價格低廉的產(chǎn)品。他們把賣方看成行業(yè)買方則構成市場。如果雙方都在積極尋求交換，那么我們把雙方都稱為營銷者。通常應建立一套法律制度來支持和強制交易雙方執(zhí)行。瓊斯給史密斯 400 美元，從而得到一臺電視機。 交換是營銷學的核心概念，它是通過提供某種東西作為回報，從某人那兒取得所想要東西的過程。理想的營銷會產(chǎn)生一個已經(jīng)準備來購買的顧客。然而，當人們得知營銷最重要的內(nèi)容并非推銷時，不免大吃一驚；推銷只不過是營銷冰山上的頂點。一個社會角度的定義表示了營銷的社會作用。從事交換活動需要相當多的工作和技巧。對營銷學所作的一個最簡明的定義就是“滿足他人的需求且自己也能贏利”。韋爾奇（通用前 CEO）曾經(jīng)不斷的告誡他的員工：“要么變革，要么就是失敗” 要做出正確的決策絕非易 事，營銷經(jīng)理面臨著一系列的重大的決策，例如，在新產(chǎn)品的設計產(chǎn)品特征是什么，制定怎樣的價格，選擇怎樣的銷售渠道，在廣告或者銷售商那投入多少資金??；也面臨著一些更加細節(jié)話的決策，例如，新產(chǎn)品包裝上要用什 么樣的比較確切的字眼或者顏色等等。也多有名聲的大公司，比如西爾斯、李維斯、通用汽車、柯達和樂施等知名企業(yè)第一承認要