国际营销专业英语课件江春 ISBN9787810787369 PPTUnit 2 Marketing Philosophies.pptVIP

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 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 (cont’d) One of the best examples of production concept: Henry Ford’s Model T Success: cut cost/ Model T/Slogan Limitation: not track changing conditions The Production Concept (cont’d) The production concept works in the followed situation: When a product is in an early stage of its life style—because 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 (cont’d) 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 1940’s Why it appears: the Great Depression supply far outstrip the demand The Selling Concept: 1. products, even good ones, don’t necessarily sell themselves. 2. customers must be convinced to buy products. The Selling Concept (cont’d) Practice of this concept: - aggressive promotion to stimulate demand - “hard sell”—basic philosophy - beef up the promotion programs The Marketing Concept Time: 1960’s Why it appears: - consumers rebelled