市场营销的含义.pdfVIP

Norfolk: Fakenham Photosetting ltd Success in Commerce P15-21, 2005 Marketing Lobley Derek As manufacturers increased their production Marketing Defined capabilities, the supply of goods available increased and inventories of goods developed. An emphasis Marketing is a group of interrelated activities de- on selling occurred. This need to sell led to a signed to identify consumer needs and to develop, sales-dominated company — a sales orientation, distribute, promote, and price goods and services to whereby the energy of the company is focused on satisfy these needs at a profit. Whether an organi- selling the products produced. The salespersons zation is large or small, whether it produces a job: (1) to make the desires of the consumers fit product or provides a service, its long-range future the products the company manufactures and (2) to is linked to successful marketing practices. convince the consumer to buy. The companys goal: to Send the wagon out full and bring it back empty.” The old saying Build a better mousetrap and the As more producers began