商务英语综合教程课件杜凤秋 ISBN9787810788113 PPT marketingchap.16 what is marketing.pptVIP

What is Marketing What is Marketing Definition Marketing concept Marketing Utility Target market Definition Defi.1: The performance of business activities that direct the flow of goods and services from producer to consumer or user. (AMA) Defi.2: Marketing is a set of activities undertaken to stimulate satisfactory exchanges of goods and services. Marketing Concept Development of the marketing concept: Marketing Concept The production concept was the idea that a firm should focus on those products that it could produce most efficiently and that the creation of a supply of low-cost products would in and of itself create the demand for the products. The key questions that a firm would ask before producing a product were: Can we produce the product? Can we produce enough of it? Marketing Concept The sales concept (or selling concept) was the philosophy or orientation of an organisation under which companies not only would produce the products, but also would try to convince customers to buy them through advertising and personal selling. Before producing a product, the key questions were: Can we sell the product? Can we charge enough for it? Marketing Concept The marketing concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition. The key questions became: What do customers want? Can we develop it while they still want it? How can we keep our customers satisfied? In response to these discerning customers, firms began to adopt the marketing concept, which involves: Focusing on customer needs before developing the product Aligning all functions of the company to focus on those needs Realizing a profit by successfully satisfying customer needs over the long-term Marketing Utility Marketing and utility: The concept of utility ( the usefulness of products ) is at the heart of marketing activities. A product has 4 utilities: Marketing Utilit