市场营销英语.docVIP

Introduction Many companies now follow marketing concept philosophy, which means companies gain competitive advantage by satisfying target customer needs better than competitors do. The marketing concept, however, is not the only philosophy of doing business. In fact, the marketing concept often is characterized as just one point on an evolutionary scale of business philosophies. The marketing concept has evolved from earlier concepts and is itself evolving into others. 如今，许多公司都开始遵循营销策略，这意味着这些公司在满足消费者需求方面，获得了比竞争对手更多的优势。然而，营销策略并不是营销管理观念的唯一哲学。事实上，营销策略常常被描述成仅仅是整个营销管理观念进化数轴上的一个小小的点。营销策略从早前的策略演变而来，也必将演变成其他形式。 Overview of the Alternative Business Philosophies The production concept is the oldest of the business philosophies. This is followed by the product concept. Then the philosophies eventually evolved into the selling concept of the 1940’s. The marketing concept, in turn, evolved from selling concept in the early 1960’s. The societal marketing concept has been with us since about 1980’s and relationship marketing, a relatively new concept, has been around since about 1990. 生产观念是最古老的营销管理观念。产品观念紧随后Costs are reduced by attempting to increase production and distribution efficiencies as much as possible. 生产观念的基本前提是当我们生产出人们消费得起的优质产品，它们最终就会自我销售。因此坚持生产观念的公司认为在保障产品质量的前提下公司的主要任务就是把成本降至最低。当成本下降了，售价也会调低。成本可以通过增加产量和提高分销效率来尽可能的提高。 One of the best examples of the production concept is Henry Ford’s Model T. Henry Ford is the father of the production line. By developing an efficient assembly line, Ford was able to bring the cost of the Model T down from around $800 to just under $300, putting affordable transportation into the hands of average consumers in the United States. The biggest secret to Fords Assembly line is that he built one car—the Model T. There were very few variations on the basic structure and functionality of this automobile. One of the best-known slogans of the time, which Ford himself coined, was, “You can have any color you want as long as it is black.” 生产观念最有力的