营销-外文翻译.doc

1、1外文翻译原文MARKETINGMATERIALSOURCEMARKETINGMANAGEMENTAUTHORPHILIPKOTLERMARKETINGCHANNELSTOREACHATARGETMARKET,THEMARKETERUSESTHREEKINDSOFMARKETINGCHANNELSCOMMUNICATIONCHANNELSDELIVERMESSAGESTOANDRECEIVEMESSAGESFROMTARGETBUYERSTHEYINCLUDENEWSPAPERS,MAGAZINES,RADIO,TELEVISION,MAIL,TELEPHONE,BILLBOARDS,POST

2、ERS,FLIERS,CDS,AUDIOTAPES,ANDTHEINTERNETBEYONDTHESE,COMMUNICATIONSARECONVEYEDBYFACIALEXPRESSIONSANDCLOTHING,THELOOKOFRETAILSTORES,ANDMANYOTHERMEDIAMARKETERSAREINCREASINGLYADDINGDIALOGUECHANNELSEMAILANDTOLLFREENUMBERSTOCOUNTERBALANCETHEMORENORMALMONOLOGUECHANNELSSUCHASADSTHEMARKETERUSESDISTRIBUTIONCH

3、ANNELSTODISPLAYORDELIVERTHEPHYSICALPRODUCTORSERVICETOTHEBUYERORUSERTHEREAREPHYSICALDISTRIBUTIONCHANNELSANDSERVICEDISTRIBUTIONCHANNELS,WHICHINCLUDEWAREHOUSES,TRANSPORTATIONVEHICLES,ANDVARIOUSTRADECHANNELSSUCHASDISTRIBUTORS,WHOLESALERS,ANDRETAILERSTHEMARKETERALSOUSESSELLINGCHANNELSTOEFFECTTRANSACTIONS

4、WITHPOTENTIALBUYERSSELLINGCHANNELSINCLUDENOTONLYTHEDISTRIBUTORSANDRETAILERSBUTALSOTHEBANKSANDINSURANCECOMPANIESTHATFACILITATETRANSACTIONSMARKETERSCLEARLYFACEADESIGNPROBLEMINCHOOSINGTHEBESTMIXOFCOMMUNICATION,DISTRIBUTION,ANDSELLINGCHANNELSFORTHEIROFFERINGSSUPPLYCHAINWHEREASMARKETINGCHANNELSCONNECTTHE

5、MARKETERTOTHETARGETBUYERS,THESUPPLYCHAINDESCRIBESALONGERCHANNELSTRETCHINGFROMRAWMATERIALSTOCOMPONENTSTOFINALPRODUCTSTHATARECARRIEDTOFINALBUYERSFOREXAMPLE,THESUPPLYCHAINFORWOMENSPURSESSTARTSWITHHIDES,TANNINGOPERATIONS,CUTTINGOPERATIONS,MANUFACTURING,ANDTHEMARKETINGCHANNELSTHATBRINGPRODUCTSTOCUSTOMERS

6、THISSUPPLYCHAINREPRESENTSAVALUEDELIVERYSYSTEMEACHCOMPANYCAPTURESONLYACERTAINPERCENTAGEOFTHETOTALVALUEGENERATEDBYTHESUPPLYCHAINWHENACOMPANYACQUIRESCOMPETITORSORMOVESUPSTREAMORDOWNSTREAM,ITSAIMIS2TOCAPTUREAHIGHERPERCENTAGEOFSUPPLYCHAINVALUECOMPETITIONCOMPETITION,ACRITICALFACTORINMARKETINGMANAGEMENT,IN

7、CLUDESALLOFTHEACTUALANDPOTENTIALRIVALOFFERINGSANDSUBSTITUTESTHATABUYERMIGHTCONSIDERSUPPOSEANAUTOMOBILECOMPANYISPLANNINGTOBUYSTEELFORITSCARSTHECARMANUFACTURERCANBUYFROMUSSTEELOROTHERUSORFOREIGNINTEGRATEDSTEELMILLSCANGOTOAMINIMILLSUCHASNUCORTOBUYSTEELATACOSTSAVINGSCANBUYALUMINUMFORCERTAINPARTSOFTHECAR

8、TOLIGHTENTHECARSWEIGHTORCANBUYSOMEENGINEEREDPLASTICSPARTSINSTEADOFSTEELCLEARLYUSSTEELWOULDBETHINKINGTOONARROWLYOFCOMPETITIONIFITTHOUGHTONLYOFOTHERINTEGRATEDSTEELCOMPANIESINFACT,USSTEELISMORELIKELYTOBEHURTINTHELONGRUNBYSUBSTITUTEPRODUCTSTHANBYITSIMMEDIATESTEELCOMPANYRIVALSUSSTEELALSOMUSTCONSIDERWHETH

9、ERTOMAKESUBSTITUTEMATERIALSORSTICKONLYTOTHOSEAPPLICATIONSINWHICHSTEELOFFERSSUPERIORPERFORMANCEWECANBROADENTHEPICTUREBYDISTINGUISHINGFOURLEVELSOFCOMPETITION,BASEDONDEGREEOFPRODUCTSUBSTITUTABILITY1BRANDCOMPETITIONACOMPANYSEESITSCOMPETITORSASOTHERCOMPANIESTHATOFFERSIMILARPRODUCTSANDSERVICESTOTHESAMECUS

10、TOMERSATSIMILARPRICESVOLKSWAGENMIGHTSEEITSMAJORCOMPETITORSASTOYOTA,HONDA,ANDOTHERMANUFACTURERSOFMEDIUMPRICEAUTOMOBILES,RATHERTHANMERCEDESORHYUNDAI2INDUSTRYCOMPETITIONACOMPANYSEESITSCOMPETITORSASALLCOMPANIESTHATMAKETHESAMEPRODUCTORCLASSOFPRODUCTSTHUS,VOLKSWAGENWOULDBECOMPETINGAGAINSTALLOTHERCARMANUFA

11、CTURERS3FORMCOMPETITIONACOMPANYSEESITSCOMPETITORSASALLCOMPANIESTHATMANUFACTUREPRODUCTSTHATSUPPLYTHESAMESERVICEVOLKSWAGENWOULDSEEITSELFCOMPETINGAGAINSTMANUFACTURERSOFALLVEHICLES,SUCHASMOTORCYCLES,BICYCLES,ANDTRUCKS4GENERICCOMPETITIONACOMPANYSEESITSCOMPETITORSASALLCOMPANIESTHATCOMPETEFORTHESAMECONSUME

12、RDOLLARSVOLKSWAGENWOULDSEEITSELFCOMPETINGWITHCOMPANIESTHATSELLMAJORCONSUMERDURABLES,FOREIGNVACATIONS,ANDNEWHOMESMARKETINGENVIRONMENTCOMPETITIONREPRESENTSONLYONEFORCEINTHEENVIRONMENTINWHICHALLMARKETERSOPERATETHEOVERALLMARKETINGENVIRONMENTCONSISTSOFTHETASKENVIRONMENTANDTHE3BROADENVIRONMENTTHETASKENVIR

13、ONMENTINCLUDESTHEIMMEDIATEACTORSINVOLVEDINPRODUCING,DISTRIBUTING,ANDPROMOTINGTHEOFFERING,INCLUDINGTHECOMPANY,SUPPLIERS,DISTRIBUTORS,DEALERS,ANDTHETARGETCUSTOMERSMATERIALSUPPLIERSANDSERVICESUPPLIERSSUCHASMARKETINGRESEARCHAGENCIES,ADVERTISINGAGENCIES,WEBSITEDESIGNERS,BANKINGANDINSURANCECOMPANIES,ANDTR

14、ANSPORTATIONANDTELECOMMUNICATIONSCOMPANIESAREINCLUDEDINTHESUPPLIERGROUPAGENTS,BROKERS,MANUFACTURERREPRESENTATIVES,ANDOTHERSWHOFACILITATEFINDINGANDSELLINGTOCUSTOMERSAREINCLUDEDWITHDISTRIBUTORSANDDEALERSTHEBROADENVIRONMENTCONSISTSOFSIXCOMPONENTSDEMOGRAPHICENVIRONMENT,ECONOMICENVIRONMENT,NATURALENVIRON

15、MENT,TECHNOLOGICALENVIRONMENT,POLITICALLEGALENVIRONMENT,ANDSOCIALCULTURALENVIRONMENTTHESEENVIRONMENTSCONTAINFORCESTHATCANHAVEAMAJORIMPACTONTHEACTORSINTHETASKENVIRONMENT,WHICHISWHYSMARTMARKETERSTRACKENVIRONMENTALTRENDSANDCHANGESCLOSELYCOMPANYORIENTATIONSTOWARDTHEMARKETPLACEMARKETINGMANAGEMENTISTHECON

16、SCIOUSEFFORTTOACHIEVEDESIREDEXCHANGEOUTCOMESWITHTARGETMARKETSBUTWHATPHILOSOPHYSHOULDGUIDEACOMPANYSMARKETINGEFFORTSWHATRELATIVEWEIGHTSSHOULDBEGIVENTOTHEOFTENCONFLICTINGINTERESTSOFTHEORGANIZATION,CUSTOMERS,ANDSOCIETYFOREXAMPLE,ONEOFDEXTERCORPORATIONSMOSTPOPULARPRODUCTSWASAPROFITABLEGRADEOFPAPERUSEDINT

17、EABAGSUNFORTUNATELY,THEMATERIALSINTHISPAPERACCOUNTEDFOR98PERCENTOFDEXTERSHAZARDOUSWASTESSOWHILEDEXTERSPRODUCTWASPOPULARWITHCUSTOMERS,ITWASALSODETRIMENTALTOTHEENVIRONMENTDEXTERASSIGNEDANEMPLOYEETASKFORCETOTACKLETHISPROBLEMTHETASKFORCESUCCEEDED,ANDTHECOMPANYINCREASEDITSMARKETSHAREWHILEVIRTUALLYELIMINA

18、TINGHAZARDOUSWASTECLEARLY,MARKETINGACTIVITIESSHOULDBECARRIEDOUTUNDERAWELLTHOUGHTOUTPHILOSOPHYOFEFFICIENT,EFFECTIVE,ANDSOCIALLYRESPONSIBLEMARKETINGINFACT,THEREAREFIVECOMPETINGCONCEPTSUNDERWHICHORGANIZATIONSCONDUCTMARKETINGACTIVITIESPRODUCTIONCONCEPT,PRODUCTCONCEPT,SELLINGCONCEPT,MARKETINGCONCEPT,ANDS

19、OCIETALMARKETINGCONCEPTTHEPRODUCTCONCEPTOTHERBUSINESSESAREGUIDEDBYTHEPRODUCTCONCEPT,WHICHHOLDSTHATCONSUMERSFAVORTHOSEPRODUCTSTHATOFFERTHEMOSTQUALITY,PERFORMANCE,ORINNOVATIVEFEATURESMANAGERSINTHESEORGANIZATIONSFOCUSONMAKINGSUPERIOR4PRODUCTSANDIMPROVINGTHEMOVERTIME,ASSUMINGTHATBUYERSCANAPPRAISEQUALITY

20、ANDPERFORMANCEPRODUCTORIENTEDCOMPANIESOFTENDESIGNTHEIRPRODUCTSWITHLITTLEORNOCUSTOMERINPUT,TRUSTINGTHATTHEIRENGINEERSCANDESIGNEXCEPTIONALPRODUCTSAGENERALMOTORSEXECUTIVESAIDYEARSAGO“HOWCANTHEPUBLICKNOWWHATKINDOFCARTHEYWANTUNTILTHEYSEEWHATISAVAILABLE”GMTODAYASKSCUSTOMERSWHATTHEYVALUEINACARANDINCLUDESMA

21、RKETINGPEOPLEINTHEVERYBEGINNINGSTAGESOFDESIGNHOWEVER,THEPRODUCTCONCEPTCANLEADTOMARKETINGMYOPIARAILROADMANAGEMENTTHOUGHTTHATTRAVELERSWANTEDTRAINSRATHERTHANTRANSPORTATIONANDOVERLOOKEDTHEGROWINGCOMPETITIONFROMAIRLINES,BUSES,TRUCKS,ANDAUTOMOBILESCOLLEGES,DEPARTMENTSTORES,ANDTHEPOSTOFFICEALLASSUMETHATTHE

22、YAREOFFERINGTHEPUBLICTHERIGHTPRODUCTANDWONDERWHYTHEIRSALESSLIPTHESEORGANIZATIONSTOOOFTENARELOOKINGINTOAMIRRORWHENTHEYSHOULDBELOOKINGOUTOFTHEWINDOWTHESELLINGCONCEPTTHESELLINGCONCEPT,ANOTHERCOMMONBUSINESSORIENTATION,HOLDSTHATCONSUMERSANDBUSINESSES,IFLEFTALONE,WILLORDINARILYNOTBUYENOUGHOFTHEORGANIZATIO

23、NSPRODUCTSTHEORGANIZATIONMUST,THEREFORE,UNDERTAKEANAGGRESSIVESELLINGANDPROMOTIONEFFORTTHISCONCEPTASSUMESTHATCONSUMERSMUSTBECOAXEDINTOBUYING,SOTHECOMPANYHASABATTERYOFSELLINGANDPROMOTIONTOOLSTOSTIMULATEBUYINGTHESELLINGCONCEPTISPRACTICEDMOSTAGGRESSIVELYWITHUNSOUGHTGOODSGOODSTHATBUYERSNORMALLYDONOTTHINK

24、OFBUYING,SUCHASINSURANCEANDFUNERALPLOTSTHESELLINGCONCEPTISALSOPRACTICEDINTHENONPROFITAREABYFUNDRAISERS,COLLEGEADMISSIONSOFFICES,ANDPOLITICALPARTIESMOSTFIRMSPRACTICETHESELLINGCONCEPTWHENTHEYHAVEOVERCAPACITYTHEIRAIMISTOSELLWHATTHEYMAKERATHERTHANMAKEWHATTHEMARKETWANTSINMODERNINDUSTRIALECONOMIES,PRODUCT

25、IVECAPACITYHASBEENBUILTUPTOAPOINTWHEREMOSTMARKETSAREBUYERMARKETSTHEBUYERSAREDOMINANTANDSELLERSHAVETOSCRAMBLEFORCUSTOMERSPROSPECTSAREBOMBARDEDWITHSALESMESSAGESASARESULT,THEPUBLICOFTENIDENTIFIESMARKETINGWITHHARDSELLINGANDADVERTISINGBUTMARKETINGBASEDONHARDSELLINGCARRIESHIGHRISKSITASSUMESTHATCUSTOMERSWH

26、OARECOAXEDINTOBUYINGAPRODUCTWILLLIKEITANDIFTHEYDONT,THATTHEYWONTBADMOUTHITORCOMPLAINTOCONSUMERORGANIZATIONSANDWILLFORGETTHEIRDISAPPOINTMENTANDBUYITAGAINTHESEAREINDEFENSIBLEASSUMPTIONSINFACT,ONESTUDYSHOWEDTHATDISSATISFIEDCUSTOMERSMAYBADMOUTHTHEPRODUCTTO10ORMOREACQUAINTANCESBADNEWSTRAVELSFAST,5SOMETHI

27、NGMARKETERSTHATUSEHARDSELLINGSHOULDBEARINMINDTHEMARKETINGCONCEPTTHEMARKETINGCONCEPT,BASEDONCENTRALTENETSCRYSTALLIZEDINTHEMID1950S,CHALLENGESTHETHREEBUSINESSORIENTATIONSWEJUSTDISCUSSEDTHEMARKETINGCONCEPTHOLDSTHATTHEKEYTOACHIEVINGORGANIZATIONALGOALSCONSISTSOFTHECOMPANYBEINGMOREEFFECTIVETHANITSCOMPETIT

28、ORSINCREATING,DELIVERING,ANDCOMMUNICATINGCUSTOMERVALUETOITSCHOSENTARGETMARKETSTHEODORELEAVITTOFHARVARDDREWAPERCEPTIVECONTRASTBETWEENTHESELLINGANDMARKETINGCONCEPTS“SELLINGFOCUSESONTHENEEDSOFTHESELLERMARKETINGONTHENEEDSOFTHEBUYERSELLINGISPREOCCUPIEDWITHTHESELLERSNEEDTOCONVERTHISPRODUCTINTOCASHMARKETIN

29、GWITHTHEIDEAOFSATISFYINGTHENEEDSOFTHECUSTOMERBYMEANSOFTHEPRODUCTANDTHEWHOLECLUSTEROFTHINGSASSOCIATEDWITHCREATING,DELIVERINGANDFINALLYCONSUMINGIT”THEMARKETINGCONCEPTRESTSONFOURPILLARSTARGETMARKET,CUSTOMERNEEDS,INTEGRATEDMARKETING,ANDPROFITABILITYTHESELLINGCONCEPTTAKESANINSIDEOUTPERSPECTIVEITSTARTSWIT

30、HTHEFACTORY,FOCUSESONEXISTINGPRODUCTS,ANDCALLSFORHEAVYSELLINGANDPROMOTINGTOPRODUCEPROFITABLESALESTHEMARKETINGCONCEPTTAKESANOUTSIDEINPERSPECTIVEITSTARTSWITHAWELLDEFINEDMARKET,FOCUSESONCUSTOMERNEEDS,COORDINATESACTIVITIESTHATAFFECTCUSTOMERS,ANDPRODUCESPROFITSBYSATISFYINGCUSTOMERSTARGETMARKETCOMPANIESDO

31、BESTWHENTHEYCHOOSETHEIRTARGETMARKETSCAREFULLYANDPREPARETAILOREDMARKETINGPROGRAMSFOREXAMPLE,WHENCOSMETICSGIANTESTESLAUDERRECOGNIZEDTHEINCREASEDBUYINGPOWEROFMINORITYGROUPS,ITSPRESCRIPTIVESUBSIDIARYLAUNCHEDAN“ALLSKINS”LINEOFFERING115FOUNDATIONSHADESFORDIFFERENTSKINTONESPRESCRIPTIVECREDITSALLSKINSFORA45

32、PERCENTSALESINCREASESINCETHISPRODUCTLINEWASLAUNCHEDCUSTOMERNEEDSACOMPANYCANCAREFULLYDEFINEITSTARGETMARKETYETFAILTOCORRECTLYUNDERSTANDTHECUSTOMERSNEEDSCLEARLY,UNDERSTANDINGCUSTOMERNEEDSANDWANTSISNOTALWAYSSIMPLESOMECUSTOMERSHAVENEEDSOFWHICHTHEYARENOTFULLYCONSCIOUSSOMECANNOTARTICULATETHESENEEDSORUSEWOR

33、DSTHATREQUIRESOMEINTERPRETATIONWECANDISTINGUISHAMONGFIVETYPESOFNEEDS1STATEDNEEDS,2REALNEEDS,3UNSTATEDNEEDS,4DELIGHTNEEDS,AND5SECRETNEEDSRESPONDINGONLYTOTHESTATEDNEEDMAYSHORTCHANGETHECUSTOMERFOR6EXAMPLE,IFACUSTOMERENTERSAHARDWARESTOREANDASKSFORASEALANTTOSEALGLASSWINDOWPANES,SHEISSTATINGASOLUTION,NOTA

34、NEEDIFTHESALESPERSONSUGGESTSTHATTAPEWOULDPROVIDEABETTERSOLUTION,THECUSTOMERMAYAPPRECIATETHATTHESALESPERSONMETHERNEEDANDNOTHERSTATEDSOLUTIONADISTINCTIONNEEDSTOBEDRAWNBETWEENRESPONSIVEMARKETING,ANTICIPATIVEMARKETING,ANDCREATIVEMARKETINGARESPONSIVEMARKETERFINDSASTATEDNEEDANDFILLSIT,WHILEANANTICIPATIVEM

35、ARKETERLOOKSAHEADTOTHENEEDSTHATCUSTOMERSMAYHAVEINTHENEARFUTUREINCONTRAST,ACREATIVEMARKETERDISCOVERSANDPRODUCESSOLUTIONSTHATCUSTOMERSDIDNOTASKFOR,BUTTOWHICHTHEYENTHUSIASTICALLYRESPONDSONYEXEMPLIFIESACREATIVEMARKETERBECAUSEITHASINTRODUCEDMANYSUCCESSFULNEWPRODUCTSTHATCUSTOMERSNEVERASKEDFOROREVENTHOUGHT

36、WEREPOSSIBLEWALKMANS,VCRS,ANDSOONSONYGOESBEYONDCUSTOMERLEDMARKETINGITISAMARKETDRIVINGFIRM,NOTJUSTAMARKETDRIVENFIRMAKIOMORITA,ITSFOUNDER,PROCLAIMEDTHATHEDOESNTSERVEMARKETSHECREATESMARKETS译文标题营销资料来源营销管理作者菲利普科特勒销售渠道为了得到一个目标市场，营销人员通常使用三种营销渠道。通讯渠道是传送和接收来自目标买家的消息。他们包括报纸、杂志、广播、电视、邮件、电话，广告牌，海报、传单、碟片、录音磁带以及互

37、联网。除了这些，通讯渠道还包括传达了人们的表情、零售商店的感受和许多其他的媒体。营销人员也日益增加对话渠道（电子邮件和免费数字）来代替其他渠道（如广告）。卖方使用分销渠道来显示或者交付实物产品来服务买方或用户。分为物质上的分销渠道和服务上的流通渠道，包括仓库、运输车辆，以及各种贸易渠道。如分销商、批发商、零售商。营销人员还利用销售渠道与潜在买家进行交易。销售渠道既包括经销商和零售商也包括银行和保险公司来促进交易。营销人员面临着一个选择既沟通与分销的最佳组合，就是如何为自己的产品和销售渠道设计问题。供应链营销渠道连接目标买家，供应链描述了一个较长的通道延伸到从原材料到该组件进行到最后的买家最终产

38、品。例如供应链对女性的钱包始于隐藏、鞣制7操作，切割操作、生产、销售渠道使产品给客户。这供应链代表一种价值让渡系统。每个公司仅仅捕捉下总额的一定百分比所产生的供应链。当一家公司收购竞争对手或下移或上移，目的是为了获得更高比例的供应链的价值。竞争竞争，营销管理的一个至关重要的因素，包括所有的对手和实际的潜在买家的替代品可能会考虑。像有一家汽车公司打算买钢以它的汽车。汽车制造商可以购买美国钢铁或其它美国或外国综合钢厂可以去小钢铁厂如纽柯钢铁公司是有代价的储蓄，可以买到铝汽车的某些部分减轻汽车的重量，或者可以买一些工程塑料部分代替钢材。考虑清楚美国钢制的竞争如果过分狭隘思想只有其他综合钢铁公司。事实

39、上，美国钢铁更有可能受伤替代产品从长远来看，比它的直接钢铁公司的竞争对手。美国制的钢还要考虑是否要做替代材料或贴在仅仅应用钢提供优异性能。我们可以拓宽幅由区分级别的比赛，为基础的添加在程度的产品。1品牌的竞争的公司见到它与其他公司竞争对手提供类似的同样的产品和服务，客户在相同的价格。大众可能会看到它的作为主要竞争对手丰田、本田和其他生产中等价格汽车，而不是辆奔驰或现代。2行业竞争的公司见到它的竞争对手的公司所有同一产品或类产品。因此，大众将竞争的其它汽车制造商。3形成竞争的公司见到它的竞争对手，所有公司都认为，制造产品提供同样的服务。大众会看到本身竞争的所有车辆制造商在中国的分支机构，如摩托车

40、、自行车、货车。4专利竞争的公司见到它的竞争对手竞争的公司来说，所有同样的消费者美元。大众会看到自己的公司竞争销售主要耐用消费品和外国度假、新屋。营销环境一种力量只代表了竞争的环境在其中所有行销操作。整体营销环境包括环境和任务广泛的环境。这项任务的直接环境包括演员涉及生产、销售、促进祭,包括公司、供应商、经销商、代理商，并且目标客户。材料供应商和服务供应商市场调查机构、广告公司、网站设计者、银行和保险公司、运输和电信公司都包含在我们的供应商群体。代理人、经纪人制造商代表,而另一些人则便于查找和卖给客户，包括与代理商及经销商。广阔的环境由6个元素人口环境、经济环境、自然环境、技术环境体系、环境、

41、社会文化环境。这些环境中包含的力量带来了极大的负面影响的演员在工作环境，这就是为什么聪明的行销跟踪环境的趋势和变化密切。公司市场的取向8市场营销管理是有意识的努力达到预期交易的结果与目标市场。但是理念应该引导公司的市场营销努力什么相对权重通常应该给予足够的组织的利益冲突，客户以及社会呢例如，一个克斯公司的最受欢迎的产品是一个有利可图的在综合运用等级茶包。不幸的是,这些材料进行了论述占98的德克斯特危险废物。所以当德克斯特的产品深受客户，这也是不利的环境。德克斯特指定一名员工工作小组来解决这个问题。研究小组成功，公司增加其市场份额而几乎消除危险废物。显然营销活动都要进行深思熟虑哲学思想的快速、稳

42、定、社会责任销售。事实上，有五相对的概念组织下进行营销活动生产概念、产品概念、销售概念、营销理念、和社会行销理念。产品概念其他公司的产品被引导的概念，认为消费者喜欢产品，以最优质的、性能、或创新特征管理者在这些组织专做优质的产品，优良的改善随着时间的推移,假设，买方可以评价质量和性能。传统的公司经常设计他们的产品很少或根本没有客户输入，相信他们的工程师可以设计特殊产品。一个通用汽车主管说“年前怎么会公众知道什么样的车他们想要直到他们能够看到有什么可提供的吗”总经理今天要求客户在一辆车里他们所重视，包括营销人员在开发的阶段的设计。然而，在产品概念会导致营销近视症。铁路管理思想让乘客们想要的火车而

43、不是竞争越来越激烈，运输和忽视从航空公司、公共汽车、卡车、和汽车。学院、百货、邮局都假设他们提供公共的正确的产品、我看你不知道为什么他们的销售小票。这些组织经常在镜子在当他们应该往窗外看着。推销观念推销观念，另一个共同的经营的方向，认为消费者和单独的事业中，他们不会足量的买到足够的某一企业的产品因此。该企业必须进行主动推销和积极促销。这个概念假设消费者必须小心翼翼地去买,因此该公司有电池销售和促销手段刺激购买。推销观念是实践性的最积极与爱情顾客通常不会想买，诸如保险业、葬礼的阴谋。销售概念也练在非营利领域，基金会大学录取办公室、及政党。多数企业实践推销观念当他们过剩。他们的目的是出售，而不是先

44、前所作的市场所需的。现代工业经济、建立生产能力达到大多数市场买方市场（买方是显性的）和卖方争夺客户。轰炸前景与销售信息。结果，公共通常避免营销与硬销售和广告。但是销售基于努力销售存在较高的风险。它假设勾引顾客购买产品将会喜欢它，如果他们无法做到,他们就不会说别人的坏话或抱怨消费者组织，忘记了他们的失望和买它了。这些都是理亏的假设。事实上,一项研究显9示，在说别人的坏话可能不满的顾客产品10辆或更多的熟人，坏消息传的快，一些营销难以利用销售应该牢记在心。市场营销的理念营销概念，基于中心原则的结晶，挑战20世纪50年代中期三个商业取向我们只讨论。营销观念认为，实现组织目标的关键是由公司被更有效、更

45、有利地比其竞争对手的交货期、需要和自己选择的价值目标市场。西奥多列维特哈佛画了一个感知的对比销售和营销的概念“卖以卖方的需要营销的需要买方。销售沉迷于卖方需要把他的产品投放市场现金与理念的满足客户的需要通过产品和整个聚类的东西联系在一起创造、传播和最后把它吃光。”营销概念基于4个支柱目标市场，满足客户的需求,整合营销和获利能力。推销观念需要一个翻转的观点。它始于工厂以现有产,和要求大量抛售，促进生产有利可图的销售。营销概念作为一内外视角它始于一个定义明确的市场，致力于满足客户的需求，协调客户影响产生的利润，以满足客户的需求。目标市场公司做得最好的应当是他们选择的目标市场精心准备量身定做的营销方

46、案。例如当化妆品巨头雅诗兰黛认出了增加购买力，少数民族管理子公司皮了一个所有115基础色调来提供线不同的肤色。管理学分所有皮45的销售量增加，因为这生产线进行了调查。客户的需求一个公司可以仔细地定义其目标市场并且能够正确了解客户的需求。显然，理解客户的需求和愿望并不总是简单的。一些客户有需要但他们还没具有充分的意识，不能直接表达自己的需求和所想使用的。我们可以把这些需要分为五种（1）明确的需要（2）真正的需求（3）阐明的需要（4）所喜爱的需求（5）秘密的需要。我们也应当给那些需求少的客户一些服务回应。例如，如果一个顾客走进一家硬件存储和要求一个密封胶玻璃密封窗户窗格，她是陈述一个解决方法，而不是一个需求。如果销售员表明胶带将提供一个更好的解决办法,客户可对店员遇见她的需要而不是她的陈述的解决方案。区分市场反应，预期市场营销和创造性营销之间的关系。一个负责任的销售商需要找到一个声明和填充它，而一个预期的市场营销前瞻的需要，客户可能在不久的将来。相反，一个有创造性的销售和生产解决方案，客户发现，但没有问他们热情地回应。索尼代表了创造性的有一手，因为它介绍了很多成功的新产品，客户永不要求甚至考虑过的想法是可能的，随身听、录像机等等。索尼超越客户销售这是一个公司，而不仅仅是一个公司以市场为导向的公司。10盛田少夫声称他不服务市场，他创造的市场。