,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,Unit Two,Marketing Philosophies,Learning Outline,Overview of Business Philosophies,The Production Concept,The Product Concept,The Selling Concept,The Marketing Concept,The Social Marketing Concept,Relationship Marketing,Overview of Business Philosophies,Business Philosophies,Time,The production concept,oldest,The product concept,The selling concept,1940s,The marketing concept,Early 1960s,The societal marketing concept,Since 1980s,Relationship marketing,Since 1990,The Production Concept,Basic premise:,if we can build quality products at affordable prices,they will eventually sell themselves.,The major objective of firms using this concept:,minimize costs,maintain product quality,The Production Concept(contd),One of the best examples of production concept:,Henry Fords Model T,Success:cut cost/Model T/Slogan,Limitation:not track changing conditions,The Production Concept(contd),The production concept works in the followed situation:,When a product is in an early stage of its life stylebecause consumers needs and wants with respect to the new product are very basic.,The Product Concept,The product concept:,consumers will favor those products that offer the best quality,performance,or innovative features.,Focus:,superior products&improve them over time,The Product Concept(contd),The limitation of this concept:,-not realize what the market needs,-“better-mousetrap fallacy,-little or no customer input,-not even examine competitors products,-lead to marketing myopia,The Selling Concept,Time:early 1940s,Why it appears:the Great Depression,supply far outstrip the demand,The Selling Concept:,1.products,even good ones,dont necessarily sell themselves.,2.customers must be convinced to buy products.,The Selling Concept(contd),Practice of this concept:,-aggressive promotion to stimulate demand,-“hard sellbasic philosophy,-beef up the promotion programs,The Marketing Concept,Time:1960s,Why it appears:,-consumers rebelled,-rising consumers discretionary incomes,-more sophisticated products,-increasingly complex and competitive environment,The Marketing Concept(contd),The marketing concept:,-more responsive to customers wants and needs,-carefully conducted and evaluated marketing research,the first firm to adopt this concept:,General Electric(GE),The Social Marketing Concept,Time:early 1980s,Why it appears:,dramatic social and cultural changes,The social marketing concept:,an extension of the marketing concept that challenges organizations to conduct their operations in a socially responsible manner.,The Social Marketing Concept(contd),Core:,-society&customer needs&profit,-protect societies long-term interests,-some rather extreme actions/“de-marketed,-necessary government intervention,Relationship Marketing,Time:1990s,Relationship Marketing:,-building strong,long-term relationships with customers,-building relationships with business partners,Relationship Marketing(contd),Uniqueness:,-extend marketing relationships to business partners,-treat everyone as customers,-gain popularity fast,