市场营销专业英 topic 1.ppt

Marketing Professional English Chapter 1 Marketing Management Contents 1.1 Marketing Management Philosophies 1.1.1 The Production Concept, Product Concept and Selling Concept 1.1.2The Marketing Concept and Societal Marketing Concept 1.2 Market Segmentation, Market Targeting and Positioning 1.2.1 Market Segmentation 1.2.2 Market Targeting 1.2.3 Positioning 1.3 Relationship Marketing 1.3.1 An Introduction to Relationship Marketing 1.3.2 The Rise of Collaborative Marketing 1.1 Marketing Management Philosophies We define marketing management as the analysis, planning, implementation, and control of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives. There are five alternative concepts under which organizations conduct their marketing activities: the production concept, the product concept, the selling concept, the marketing concept, and the societal marketing concept. 1.1.1 The Production Concept, Product Concept and Selling Concept The Production Concept The production concept is one of the oldest concepts in business. It holds the philosophy that consumers will favor those products that are widely available and low in cost. Managers of production-oriented organizations concentrate on achieving high production efficiently and wide distribution. The production concept is still a useful philosophy in two types of situations. The first situation occurs when the demand for a product exceeds the supply, as in many developing countries. The second situation occurs when the product’s cost is too high and improved productivity is needed to bring it down. However, companies operated under the production philosophy often run a major risk of focusing too narrowly on their own operations. The Product Concept The product concept holds that consumers will favor products that offer the most quality, pe