1、SAATCHI & SAATCHIADVERTISINGSAATCHI & SAATCHIADVERTISINGIntroductionSaatchi & Saatchi TrainingSAATCHI & SAATCHIADVERTISINGThe Bigger PictureSaatchi & Saatchi TrainingSAATCHI & SAATCHIADVERTISINGMarketing & BrandsSession 1SAATCHI & SAATCHIADVERTISINGThe Business ConceptWhat is the purpose of business
2、?SAATCHI & SAATCHIADVERTISINGThe Business ConceptThe purpose of business is to create and keep a customerProfessor Theodore LevittHarvard Business SchoolSAATCHI & SAATCHIADVERTISINGThe Business ConceptBusiness has only two functions:innovation and marketingPeter DruckerPrinciples of Management1954SA
3、ATCHI & SAATCHIADVERTISINGThe Marketing ConceptThe aim of marketing is to make selling superfluous.The aim is to know and understand the customer so well that the product or service sells itself.Peter DruckerSAATCHI & SAATCHIADVERTISINGSalesl Push?- Supply ledl Company needs firstl Making a Salel Se
4、lling what you makeMarketingl Pull?- Demand ledl Customer needs firstl Making a Deall Making what you sellMarketing versus SalesMarketing is Selling - Same goal but the opposite philosophy.SAATCHI & SAATCHIADVERTISINGWhich way?Sales thinks Inside Outl Looks at it through the companys eyesl How do we move the merchandise?l Volume is the measure of success
