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Marketing Notes
? Marketing originated in America in the early 20th century. The marketing concept of an enterprise has experienced the initial production concept, product concept, promotion concept and marketing concept.

First, the concept of production.

? The concept of production is one of the oldest concepts to guide the sales of enterprises, which came into being in 1902. The earliest "marketing"-"American Distributed Supervision Industry" began in Michigan, Ohio and other state universities, and its main content was to study middlemen (wholesale and retail). According to this concept, consumers like products that are available everywhere at low prices, and managers of production enterprises should concentrate on achieving high production efficiency, low cost and large-scale distribution. The holder of the production concept thinks that consumers will buy anything we produce. Under this concept, Ford Motor Company of the United States once arrogantly declared: "No matter what color cars customers need, I only produce black". The production concept is a kind of management concept that pays attention to the market and production, which is produced under the seller's market conditions.

Second, the product concept

? The product concept is an earlier enterprise marketing concept, which came into being one after another with the production concept. It is believed that consumers favor products with good quality, good performance and innovation. The concept of product is also produced in the era of product shortage, and enterprises pay more attention to the product itself rather than consumer demand. Once the demand of consumers has changed, the marketing of enterprises will easily get into trouble.

Third, the concept of marketing.

? /kloc-after the 1930 s, marketing turned to an era with promotion as the main content. The concept of promotion is that consumers and enterprises will not buy products without external force, and enterprises must actively promote sales to stimulate consumers to buy their own products. The concept of promotion came into being in the late 1920s and early 1950s, which is the product of the transition from "seller's market" to "buyer's market". With the gradual increase of products, there is an oversupply of products, consumers have more choices, and enterprises are also facing tremendous pressure from the market.

Fourth, the marketing concept.

? /kloc-after the 1950 s, marketing turned to the era of studying consumers as the main content. Different from the first three marketing concepts, marketing concept is a brand-new enterprise management concept, which is characterized by customer-centered, first perception and then response. According to the marketing concept, the key of marketing is to create, transmit and spread excellent customer value for the target market more effectively than competitors. Enterprises with this concept believe that "I will produce what customers need". This concept takes customer demand as the starting point and customer satisfaction and enterprise profit as the ultimate goal.

From the perspective of the emergence and development of marketing concepts, it is not that new concepts replace old ones, but that various marketing concepts coexist.

For example, during the period of fully enjoying the demographic dividend, Haier Midea, a domestic appliance giant, took advantage of China's huge and cheap labor force to dominate the market and used the production concept when expanding the market. At present, the most popular Pinduoduo is also a marketing orientation of production concept.

There are a large number of products in daily contact, and enterprises believe that good products will attract consumers to buy. It is the product concept that occupies the marketing decision of the enterprise that stubbornly believes that "the emperor's daughter is not worried about marriage."

The concept of promotion is everywhere in the market. Qin Chi Winery won the title of CCTV advertisement for 340 million yuan. Enterprises that attach importance to advertising and promotion believe in three magic weapons: overwhelming advertising, relentless promotion and eternal price war.

The emergence of marketing concept has a subversive effect on promoting the concept. The starting point of marketing concept is customer demand. Enterprises in the Internet era pay special attention to marketing concepts, such as Xiaomi's users participating in design.

? The above four marketing concepts have developed with the development of society and entered the 2 1 century. Under the new marketing reality, new all-round marketing concepts have emerged, including relationship marketing, integrated marketing, internal marketing and effect marketing. Understanding the development and evolution of marketing is helpful for marketers to objectively evaluate their own marketing status and formulate appropriate marketing strategies.