市场营销学精华（Essence of marketing）.docVIP

市场营销学精华（Essence of marketing） Test site 1: P6-9 The evolution of marketing concept: 1. Definition; background; what is the driving force; the enlightenment to our enterprises; stage characteristics and slogans General definition: marketing concept refers to the guiding ideology of enterprises engaged in marketing activities, which guides enterprises from product design to after-sales service and a series of marketing activities. Production oriented marketing concept: Definition: the guiding ideology of marketing centered on production. Background: 1, the establishment of marketing. 2, in terms of time, around the end of nineteenth Century and the beginning of twentieth Century. 3, the level of social productivity is not high, the product has long been in short supply. Driving force: organizing all resources, concentrating all forces, increasing output, reducing costs, increasing sales efficiency, and achieving ideal target profits. Features: the right to operate the market is in the hands of the seller. No matter what the customer wants, my car is black. Marketing oriented marketing concept: Definition: a marketing oriented marketing philosophy Background: 1, in the marketing application period. 2, from time to time, around twentieth Century, 30s, to the end of the second world war. 3, because of the development of science and technology, the level of productivity has been greatly improved, so the output of commodities has increased greatly. However, the purchasing power of society has not improved correspondingly, and there has been an oversupply situation gradually, Driving force: selling goods to actual buyers and potential buyers so as to overwhelm competitors, increase market share, and achieve more profitable profits. Features: sellers market is changing to buyers market. Therefore, the sale of goods has become a key issue for the survival and development of enterprises. Slogan: N/A Customer oriented marketing concept: Definition: a customer centric marketing