philipkolter市场营销第一章节重点解析.pptVIP

Company orientations towards the marketplace Production concept Product concept Selling concept Marketing concept Consumers prefer products that are widely available and inexpensive Consumers favor products that offer the most quality , performance , or innovative features Consumers will buy products only if the company aggressively promotes/sells these products Focuses on needs/wants of target markets delivering value better than competitors Factory Existing products Selling and promoition Profits through sells value Starting point Focus Means Ends Selling concept Marketing concept The mar