市场营销英语t0pic1.pptVIP

Marketing Professional English ;Chapter 1;Contents; 1.2 Market Segmentation, Market Targeting and Positioning 1.2.1 Market Segmentation 1.2.2 Market Targeting 1.2.3 Positioning ;1.3 Relationship Marketing 1.3.1 An Introduction to Relationship Marketing 1.3.2 The Rise of Collaborative Marketing;1.1 Marketing Management Philosophies;The Production Concept, Product Concept and Selling Concept; The production concept is still a useful philosophy in two types of situations. The first situation occurs when the demand for a product exceeds the supply, as in many developing countries. The second situation occurs when the product’s cost is too high and improved productivity is needed to bring it down. ; However, companies operated under the production philosophy often run a major risk of focusing too narrowly on their own operations.;The Product Concept The product concept holds that consumers will favor products that offer the most quality, performance, and innovative features. Managers of product-oriented organizations focus their energy on making superior products and improving them over time.The product concept can lead to “marketing myopia.” myopia[mai?upi?] n. 近视;;;The Selling Concept Selling concept holds that consumers will not buy enough of the organization’s products unless it undertakes a large-scale 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.;1.1.2 The Marketing Concept and Societal Marketing Concept;Table 1.1 The Selling and Marketing Concepts Contrasted;营销观念4个主要支柱： 目标市场； 顾客需要； 整合营销； 盈利能力。 The marketing concept rests on four pillars which will be discussed below: target market, customer needs, integrated marketing, and profitability.; Target market No company can operate in every market and satisfy every need. Nor can it always do a good job within one bro