JNCEPT Production Concept Consumers favor products that are available and highly affordable. .Improve production and distribution. .Consumers favor products that offer Product Concept the most quality,performance,and innovative features. .Consumers will buy products only if the company promotes/sells these products. Selling Concept .Achieving organizational goal depends on knowing the needs and wants of target markets delivering satisfaction Marketing Concept better than competitors. .Make good marketing decisions by considering consumers'wants,the Societal Marketing Concept company's requirements,consumers' long-run interests and society's long run interests
Production Concept Product Concept Selling Concept Marketing Concept Societal Marketing Concept •Consumers favor products that are available and highly affordable. •Improve production and distribution. •Consumers favor products that offer the most quality, performance, and innovative features. •Consumers will buy products only if the company promotes/ sells these products. •Achieving organizational goal depends on knowing the needs and wants of target markets & delivering satisfaction better than competitors. •Make good marketing decisions by considering consumers’ wants, the company’s requirements, consumers’ long-run interests and society’s long run interests
hNCE中 工合工 Marketing and Sales Concepts Contrasted Starting Point Focus Means Ends 号 Selling Profits Factory Existing and Products through Promoting Volume The Selling Concept Profits Market Customer Integrated Needs Marketing through Satisfaction The Marketing Concept
Marketing and Sales Concepts Contrasted Factory Existing Products Selling and Promoting Profits through Volume The Selling Concept Starting Point Focus Means Ends Market Customer Needs Integrated Marketing Profits through Satisfaction The Marketing Concept
Societal Marketing Concept Society (Human Welfare) Societal Marketing Concept Consumers Company (Want Satisfaction) (Profits)
Societal Marketing Concept Societal Marketing Concept Company (Profits) Consumers (Want Satisfaction) Society (Human Welfare)
hNCE中 工合工 Cause-related marketing ·含义：企业在市场饱和的情况下所实施的直接由利润驱动 的社会营销行为。 做法企业寻求与其形象、产品或服务相吻合的社会诱因， 然后以互利的方式将二者结合起来。 ·实质：巧妙利用公众良心，更好的实现经济效盒
• Cause-related marketing • 含义： 企业在市场饱和的情况下所实施的直接由利润驱动 的社会营销行为。 • 做法“企业寻求与其形象、产品或服务相吻合的社会诱因， 然后以互利的方式将二者结合起来。 • 实质：巧妙利用公众良心，更好的实现经济效益
生产观念Production concept Consumers prefer products that are widely available an d inexpensive 消费者喜好购买便利并且价格低廉的产 品
生产观念 Production concept • Consumers prefer products that are widely available an d inexpensive • 消费者喜好购买便利并且价格低廉的产 品