Marketing is an activity, process and system that brings value to customers, customers, partners and the whole society in the process of creating, spreading, spreading and exchanging products. Mainly refers to the process of marketing personnel to carry out business activities and sales behavior for the market.
Marketing concept
Overview of marketing concept
The evolution and development of marketing concepts can be summarized into six categories, namely? The concept of production? Product concept? Marketing concept, marketing concept, Customer concept and social marketing concept.
Concept of production
The concept of production is one of the oldest concepts to guide the behavior of sellers. This concept came into being before the 1920s. Business philosophy is not from? Starting from consumer demand, but starting from enterprise production. Its main performance is "I will sell whatever I produce". According to the production concept, consumers like low-priced products that can be bought everywhere, and enterprises should devote themselves to improving production efficiency and circulation efficiency, expanding production and reducing costs to expand the market. For example, the headhunting company in Huo Feng thinks that the American Pillsbury Flour Company has been using the production concept from 1869 to the 1920s? To guide the operation of the enterprise, the slogan put forward by the company at that time was "Our company aims at making flour".
American car king? Henry Ford once proudly declared: "No matter what color car customers need, I only have a black one." It is also a typical performance. Obviously, the concept of production is a business philosophy that emphasizes production and ignores marketing.
What is the concept of production? Produced under the seller's market conditions. Are you online? In the early stage of capitalist industrialization, at the end of World War II and for a period after the war, due to the shortage of materials, the market products? Demand exceeds supply, and the concept of production is quite popular in enterprise management. Under the old planned economy system in China, due to the shortage of products in the market, enterprises are worried that their products have no market. Industrial and commercial enterprises also pursue the concept of production in their operations, which is embodied in the following aspects: industrial enterprises concentrate on developing production, despise marketing, and implement fixed sales by production; ? Focus on commercial enterprises? Source of goods, what to buy industrial products, how much to buy industrial products, do not pay attention to marketing.
The concept of production is a concept of "what we produce and what consumers consume". Therefore, the marketing management of some enterprises, in addition to the shortage of materials and products, is also dominated by product concepts in the case of high product costs. For example, at the beginning of this century, Henry Ford devoted himself to mass production of automobiles, trying to reduce costs and make them affordable for consumers, thus improving the quality of Ford automobiles? Market share.