《市场营销学》课程教学资源：现代观念

现代观念 1、市场营销观念( The marketing concept 实现组织诸目标的关键在于正确确定目标市场的需 要和欲望,并且比竞争对手更有效、更有力地地传送目 标市场所期望满足的东西。 The MARKETING CONCEPT holds that the key to achieving organizational goals consists of more effective than competitors in integrating marketing activities toward determining and satisfying the needs and wants of target markets 市场营销观念有四个主要支柱 求、协调 营销、盈利性

现代观念 1、市场营销观念 (The marketing concept) ——实现组织诸目标的关键在于正确确定目标市场的需 要和欲望，并且比竞争对手更有效、更有力地地传送目 标市场所期望满足的东西。 The MARKETING CONCEPT holds that the key to achieving organizational goals consists of more effective than competitors in integrating marketing activities toward determining and satisfying the needs and wants of target markets. 市场营销观念有四个主要支柱：目标市场、顾客需求、协调 营销、盈利性

现代观念 2、社会市场营销观念( The societal marketing concept 组织的任务是确定目标市场的需求、欲望和兴趣,并 以保护或者提高消费者和社会福利的方式,比竞争者更 有效、更有利地向目标市场提供所期待的满足 The socIETAL MarKetING holds that the organization's task is to determine the needs, wants, and interests of target markets and to deliver the desired satisfactions more effectively efficiently than competitors in a way that preserves or enhances the consumer's and the society's well-being 该观念强调企业在确定营销政策时应考虑到公司利益消费者需 求的满足和公共利益三者间的平衡

现代观念 2、社会市场营销观念 (The societal marketing concept) ——组织的任务是确定目标市场的需求、欲望和兴趣，并 以保护或者提高消费者和社会福利的方式，比竞争者更 有效、更有利地向目标市场提供所期待的满足。 The SOCIETAL MARKETING holds that the organization’s task is to determine the needs,wants, and interests of target markets and to deliver the desired satisfactions more effectively efficiently than competitors in a way that preserves or enhances the consumer’s and the society’s well-being. 该观念强调企业在确定营销政策时应考虑到公司利益消费者需 求的满足和公共利益三者间的平衡