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1、Marketing Professional English 中南财经政法大学工商管理学院 沈铖Chapter 1Marketing ManagementContents1.1 Marketing Management Philosophies 1.1.1 The Production Concept, Product Concept and Selling Concept1.1.2The Marketing Concept and Societal Marketing Concept1.2 Market Segmentation, Market Targeting and Positioni
2、ng1.2.1 Market Segmentation1.2.2 Market Targeting1.2.3 Positioning1.3 Relationship Marketing1.3.1 An Introduction to Relationship Marketing1.3.2 The Rise of Collaborative Marketing1.1 Marketing Management PhilosophiesWe define marketing management as the analysis, planning, implementation, and contr
3、ol of programs designed to create, build, and maintain beneficial exchanges with target buyers for the purpose of achieving organizational objectives.There are five alternative concepts under which organizations conduct their marketing activities: the production concept, the product concept, the sel
4、ling concept, the marketing concept, and the societal marketing concept.1.1.1 The Production Concept, Product Concept and Selling ConceptnThe Production ConceptThe production concept is one of the oldest concepts in business. It holds the philosophy that consumers will favor those products that are
5、widely available and low in cost. Managers of production-oriented organizations concentrate on achieving high production efficiently and wide distribution.The production concept is still a useful philosophy in two types of situations. The first situation occurs when the demand for a product exceeds
6、the supply, as in many developing countries.The second situation occurs when the products cost is too high and improved productivity is needed to bring it down.However, companies operated under the production philosophy often run a major risk of focusing too narrowly on their own operations.nThe Pro
7、duct ConceptThe product concept holds that consumers will favor products that offer the most quality, performance, and innovative features. Managers of product-oriented organizations focus their energy on making superior products and improving them over time.The product concept can lead to “marketin
8、g myopia.” nThe Selling ConceptSelling concept holds that consumers will not buy enough of the organizations products unless it undertakes a large- scale selling and promotion effort.Most firms practice the selling concept when they have overcapacity. Their aim is to sell what they make rather than
9、make what the market wants.1.1.2 The Marketing Concept and Societal Marketing ConceptnThe Marketing ConceptIt holds that achieving organizational goals depends on integrating marketing activities toward determining and satisfying the needs and wants of target markets more effectively and efficiently
10、 than competitors do.The marketing concept has been stated in many colorful ways, such as “Youre the boss” (United Airlines); “Were not satisfied until you are” (General Electric); and “To do all in our power to pack the customers dollar full of value, quality, and satisfaction” (JC Penney).Table 1.
11、1 The Selling and Marketing Concepts ContrastedConcept Starting pointFocusMeansEnds SellingFactoryProductsSelling and promotingProfits through sales volumeMarketingTarget marketCustomer needsIntegrated marketingProfits through customer satisfactionSources: Philip Kotler, Gary Armstrong: Marketing,Pr
12、entice Hall, 1996Four pillars for marketing conceptThe marketing concept rests on four pillars which will be discussed below: target market, customer needs, integrated marketing, and profitability.Target marketNo company can operate in every market and satisfy every need. Nor can it always do a good
13、 job within one broad market.Companies can do best when they define their target market(s) carefully and prepare a tailored marketing program.Customer needsThe marketer must probe it further and distinguish among five kinds of needs: 1. Stated needs (the customer wants an inexpensive car) 2. Real ne
14、eds (the customer wants a car whose operating cost, not its initial price, is low) 3. Unstated needs (the customer expects good service from the dealer) 4. Delight needs (the customer wants to buy a car and receives a complimentary U.S. road atlas) 5. Secret needs (the customer wants to be seen by o
15、thers as a value-oriented savvy consumer)Integrated marketingWhen all the companys departments work together to serve the customers interests, the result is integrated marketing.Integrated marketing takes place on two levels. First, the various marketing functions must work together, such as adverti
16、sing, sales force, product management, and marketing research. Second, marketing must be well coordinated with other company departments.Figure 1.1 Integrated marketingMiddle managementFront-line peopleCustomersMiddle managementTop managementCustomers Customers Front-line peopleCustomers Top managementProfitabilityThe ultimate purpose of the marketing concept is to help organizations achieve their goal
