国际营销英文课件chapter 2 Marketing Management Philosophies.pptxVIP

International Marketing Chapter 2: Marketing Management Philosophies Chapter objectives Introduce traditional marketing management philosophies Understand newly emerged philosophies Define Internet and interactive marketing Describe non-traditional marketing in the new century 2.1 Traditional Marketing Management Philosophies Production Product Selling Marketing The Production Concept As a core concept of marketing, exchange involves the process of obtaining a desired product from someone by offering something in return. 交换是为了获得想要的产品而向他人提供某种东西的过程。 The Production Concept The production Concept holds that consumers will favor products that are widely available and inexpensive. 生产理念认为：消费者青睐那些容易获得且价格低廉的产品。 It is one of the oldest concepts in business. Production concept Belief in economies of scale: Availability Affordability Conditions: Demand supply Productivity-driven Think about What are the advantages and disadvantages of production philosophy? What industries do you think are suitable to adopt this philosophy? Can you give examples of a company that is using this at present? Product concept Production Concept It holds that consumers will favor products that offer the most quality, performance, and innovative features. 生产理念认为：消费在青睐于高质量、多功能和具有创新特色的产品。 Marketing Myopia The problem occurs when a business is “short-sighted” and only views the world from its own perspective, and fails to see from the point of view of the customer. Product concept Quality Performance Innovativeness They ’ll beat a path to our door! Think about What are the major differences between production and product philosophies? What kinds of products that best use this operating idea? Examples. Selling concept Selling Concept It holds that consumers and businesses, if left alone, will not buy enough of the organization’s products. The organization must, there, undertake an aggressive selling and promotion effort. 推销理念认为：除非企业付出很大的销售和促销努力，否则消费者不会充分购买该企业的产品。 Selling concept Unsou