《市场营销学》课程教学资源：传统观念

传统观念 生产观念( The production concept) 顾客喜欢哪些随处得到的、价格低廉的产品 故企业应致力于获得高生产效率和广泛的销售覆 盖面 The production CONCEPt holds that consumers will favor those products that are widely available and low in cost. Managers of production-oriented organizations concentrate on achieving high production efficiency and wide distribution

传统观念 一、生产观念（The production concept) 顾客喜欢哪些随处得到的、价格低廉的产品。 故企业应致力于获得高生产效率和广泛的销售覆 盖面。 The PRODUCTION CONCEPT holds that consumers will favor those products that are widely available and low in cost. Managers of production-oriented organizations concentrate on achieving high production efficiency and wide distribution

传统观念 二、产品观念( The product concept) 消费者最喜欢高质量、多功能和具有某些特 色的产品。故企业应致力于生产优质产品,并不断的改 进产品使之日臻完善。 The product concep holds that consumers will favor those products that offer the most quality, performance, or innovation feature. Managers in product-oriented organizations focus their energy on making superior products and improving them over time 该观念易导致“营销近视症”( marketing myopia)—即不适当地把注意力放在产品上,而不

传 统 观 念 二、产品观念（The product concept) ——消费者最喜欢高质量、多功能和具有某些特 色的产品。故企业应致力于生产优质产品，并不断的改 进产品使之日臻完善。 The PRODUCT CONCEP holds that consumers will favor those products that offer the most quality,performance, or innovation feature .Managers in product-oriented organizations focus their energy on making superior products and improving them over time . 该观念易导致“营销近视症”(marketing myopia ) ——即不适当地把注意力放在产品上，而不 是放在需要上

传统观念 推销观念( The selling/sales concept) 如果对消费者置之不理,他们就不会大量购买本组 织的商品,故企业必须进行大量的推销和促销努力 The selling concept holds that consumers if left alone will ordinarily not buy enough of the organization's products. The organization must therefore undertake an aggressive selling and promotion effort. 常用于推销“非渴求商品”( unsought goods,如保险、墓地、 百科全书;也可用于推销渴求商品,如汽车等;还可用于非 盈利领域( nonprofit area),如政治党派、学校招生机构、基 金筹募业;产品过剩( overcapacity)时期等。 注意:建立在强化基础上的营销有高度的风险,若顾客不满意则 会抱怨或反抗

传统观念 三、推销观念（The selling/sales concept) 如果对消费者置之不理，他们就不会大量购买本组 织的商品，故企业必须进行大量的推销和促销努力。 The SELLING CONCEPT holds that consumers , if left alone,will ordinarily not buy enough of the organization’s products. The organization must therefore undertake an aggressive selling and promotion effort. 常用于推销“非渴求商品”(unsought goods)，如保险、墓地、 百科全书; 也可用于推销渴求商品，如汽车等； 还可用于非 盈利领域（nonprofit area），如政治党派、学校招生机构、基 金筹募业；产品过剩(overcapacity)时期等。 注意： 建立在强化基础上的营销有高度的风险，若顾客不满意则 会抱怨或反抗