【正文】 Factory Existing selling and profits through Products promoting sales volumeMarket Consumer Integrated profits through needs marketing customer satisfactionThe selling conceptThe marketing conceptStaring poin。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(jìn)等為手段，刺激銷售，從而達(dá)到擴(kuò)大銷售，取得利潤r 目的。l 市場營銷觀念體現(xiàn)了以消費(fèi)者需求為中心。 integrating all the organization’s activities, including production, to satisfy these wants。海爾洗衣機(jī)公司在接到用戶需求后，僅用了24小時(shí)，就在已有的洗衣機(jī)模塊技術(shù)上，創(chuàng)新地推出了一款可洗蕎麥皮枕頭的洗衣機(jī)，受到用戶的極大贊譽(yù)，更成為繼海爾洗地瓜機(jī)、打酥油機(jī)、洗龍蝦機(jī)之后，在滿足市場個(gè)性化需求上的又一經(jīng)典之作。青島海爾集團(tuán)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(jī)在西藏市場一上市，便受到消費(fèi)者歡迎，從而開辟出自己獨(dú)有的市場。但手工清洗龍蝦費(fèi)時(shí)又費(fèi)力，增加了成本，針對(duì)這一潛在的市場需求，2003年海爾洗衣機(jī)公司迅速推出了可以洗龍蝦的“洗蝦機(jī)”，不但省時(shí)省力，且洗滌效果非常好，在前不久結(jié)束的合肥“龍蝦節(jié)”引發(fā)了難得一見的搶購熱潮。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。 Marketing Concept以消費(fèi)者需求為中心無所不洗的海爾衣機(jī)有一次，在海爾員工對(duì)山東的經(jīng)銷商進(jìn)行調(diào)研的過程中，聽山東的經(jīng)銷商說過這樣的話，我們這個(gè)地方的農(nóng)民，有的時(shí)候叫我們?nèi)バ尴匆聶C(jī)的時(shí)候，就發(fā)現(xiàn)他洗衣機(jī)的下水管道被泥土堵塞，我們?nèi)栟r(nóng)民，農(nóng)民說我們用這個(gè)洗衣機(jī)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。l 認(rèn)為消費(fèi)者一般不會(huì)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。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。 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(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)的十八萬銷售大軍。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。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。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。脈動(dòng)到達(dá)中國以后，也繼承了國外的佳績。 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)觀念是在賣方市場條件下產(chǎn)生的。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。, Sony, and Samsung have often outperformed their . petitors in American markets. Similarly, . panies in a wide range of industries have found new opportunities abroad. Cocacola, General Motors, ExxonMobi, IBM, General Electric, Dupont, Motorola, and dozens of other American panies have developed truly global operations, making and selling their products worldwide. Even MTV has joined the elite of global brands, delivering localized versions of its pulsethumping fare to teens in 140 countries around the globe.Today, panies are not only trying to sell more of their locally produced goods in international markets, they also are buying more supplies and ponents abroad. Thus, managers in countries around the world are increasing taking a global, not just local, view of the pany’s industry, petitors, and opportunities. They are asking: What is global marketing? How does it differ from domestic marketing? How do global petitors and forces affect our business? To what extent should we “go global”? Many panies are forming strategic alliances with foreign panies, even petitors, who serve as suppliers or marketing partners. Winning panies in new century may well be those that have built the best global networks. Marketing Management PhilosophiesWe 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. Production ConceptProduction concept is a 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. It focuses on the internal capabilities of the firm rather than on the desires and needs of the marketplace. It is assumed that if products are better, customers will buy them.There is nothing wrong with assessing a firm’s capabilities。 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 目標(biāo)市場是企業(yè)決定要進(jìn)入或占領(lǐng)的市場。l 營銷管理的實(shí)質(zhì)是需求管理（demand management）。（摘自2004年度營銷業(yè)界十大精典案例，蘭茂勛） What’s Marketing managementWe define marketing management as the art and science of choosing target markets and building profitable relationships with them. This involves getting, keeping, and growing customers through creating, delivering, and municating superior customer value. Thus, marketing management involves what panies do and should do to deliver customer value and achieve objective. Knowledgesl 營銷管理是選擇目標(biāo)市場并與其建立獲利關(guān)