What are the popular product marketing concepts?

Marketing concept is a concept, a way of thinking of enterprises, the guiding ideology of "taking consumer demand as the center and market as the starting point", and the basic condition for effectively realizing marketing objectives. According to the concept of marketing, the key to achieving organizational goals is to correctly determine the needs and aspirations of the target market, and deliver the content that the target market expects to meet more effectively and favorably than competitors. Marketing concept runs through the whole process of marketing activities, which restricts the marketing objectives and principles of enterprises and is the basic strategy and means to achieve marketing objectives. Whether the marketing concept is correct or not is directly related to the quality and effect of enterprise marketing activities. Shopping malls are like battlefields, but bloody life and death are staged on battlefields without smoke. The theory of natural evolution also applies to the evolution of marketing ideas and survival. Regardless of history or reality, enterprises and other organizations are engaged in marketing activities under the guidance of the following five concepts. 1. production-the concept of production came into being at the end of 19 and the beginning of the 20th century. Because the level of social productive forces is still relatively low, products are in short supply, and the market economy is in a seller's market state. Explain that what products the enterprise produces will be sold in the market. Under the guidance of this marketing concept, the business focus of enterprises is to strive to improve production efficiency, increase output, reduce costs, and produce products that consumers can afford and use. Therefore, the concept of production is also called "production-centered theory". The concept of production is the oldest concept guiding the marketing activities of enterprises. Henry Ford, the former American car king, tried his best to increase the output of Model T and expand the market share by assembly line operation. As for consumers' subjective preferences for car styles and colors, he completely ignored them. The colors of cars are all black. This has formed the marketing concept that enterprises only care about production but not the market. 2. Product orientation-product concept This concept holds that consumers or users like products with good quality, good performance and characteristics best. As long as the quality is good, customers will naturally come to you, and customers are willing to pay higher prices for high quality. "Wine is not afraid of the depth of the alley" and "the emperor's daughter is not worried about marriage" is a vivid portrayal of this guiding ideology. To sum up, it is "as long as the product is good, it is not afraid that it cannot be sold." On the surface, it seems perfect and natural that enterprises aim to bring the most perfect products to customers and meet their needs. In fact, product orientation is risky, and the concept of product-centered rather than customer-centered will make enterprises ignore what customers really need. If we don't start from the real needs of customers, then even if the products are excellent and the technology is high-end, customers will not pay for such products. Product orientation ignores the very important link "communication" in the marketing process. In production, enterprises only produce products that they think customers will be satisfied with, and do not interact and contact with customers. Only from the enterprise level, marketing can not be successful. 3. Marketing Orientation-Marketing Concept After the Second World War, the great development of capitalist industrialization led to more and more social products, and many products in the market began to exceed demand. In order to be in an invincible position in the competition, enterprises have attached importance to marketing work, such as setting up marketing organizations, training sales personnel, studying marketing skills, and vigorously advertising to induce consumers to buy products. This marketing concept is "what we will do, we will try our best to sell". Changing the concept of production and products into the concept of promotion is a great change in the guiding ideology of enterprise management. However, this change has not got rid of the categories of "production as the center" and "production as the fixed sales". The former emphasizes the production of products while the latter emphasizes the promotion of products. The difference is that the first two concepts are waiting for customers, while the promotion concept is to strengthen the promotion and promotion of products. 4. User-oriented-market concept This concept holds that the key to achieving enterprise goals is to grasp the needs and aspirations of target customers, concentrate all resources and strength of the enterprise with customer needs as the center, design and produce marketable products, arrange appropriate marketing mix, and adopt more effective strategies than competitors to meet consumers' needs and obtain profits. The fundamental difference between the market concept and the promotion concept is that the promotion concept focuses on the existing products and stimulates sales through promotion and promotion, so as to achieve the purpose of expanding sales and obtaining profits. The marketing idea is to take the target customers and their needs as the center and all the resources and strength of the enterprise as the means to arrange the marketing mix reasonably to meet the needs of the target customers, expand sales and realize the goals of the enterprise. The concept of market completely reverses the logic of marketing concept. We don't sell what we produce, but we first discover and understand the needs of customers, and produce and sell what customers need. Customer demand is always the center of the whole marketing. It is a business philosophy oriented to customers' needs and desires, and a major leap in business thinking. The new product (MVP) development process advocated in this book begins with market research, that is, it follows the "customer-oriented-market concept". 5. Social Marketing Orientation-Social Marketing Concept At present, issues such as corporate social image, conflict between corporate interests and social interests, and customer interests have attracted more and more attention from the government, the public and public opinion. Unhealthy phenomena such as environmental pollution, price war and abnormal consumption have triggered calls for "rational consumption", "return to thrift" and "human nature concept". Accordingly, a series of new marketing concepts such as "green marketing", "from caring for customers to caring for human beings, from caring for enterprises to caring for society" are also accepted by more and more enterprises. Enterprises change from marketing concept to social marketing concept. According to Marx and others [Zhang 1], people are social people. Social marketing not only helps enterprises to increase profits, but also requires enterprises to give back to society. This is the real social marketing. Marketing theory has gone through three stages: 4P-4C-4R, as shown in Figure 6-3. 4P was first put forward by philip kotler in 1967. Later, with the increasingly fierce market competition and faster media communication, the 4P theory was increasingly challenged. 1990, American Lautern put forward 4C marketing theory to solve the problems in P; Later, at 200 1, American scholar Don Schultz put forward a new marketing theory 4R based on C marketing theory. It represents the gradual transition of marketing theory from product-centered to customer-centered. Later, with the development of the market, enterprises need to establish a new type of active relationship between enterprises and customers in a more effective way from a higher level, which is a process of continuous improvement. Figure 6-3 Historical Evolution of Marketing Theory: 4P-4P-4C-4RL4P Theory. 4P marketing theory actually studies marketing problems from the perspective of management decision-making. From the perspective of management decision-making, various factors (variables) that affect enterprise marketing activities can be divided into two categories: one is uncontrollable factors of enterprises, that is, the market that marketers themselves cannot control; Marketing environment, including micro environment and macro environment; The second is controllable factors, that is, products, trademarks, brands, prices, advertisements, channels and so on that marketers can control themselves. 1960 Jerome Macarthy, a professor at the university of Michigan, summed up various controllable factors and put forward the 4P theory, that is, products, prices, promotions and places: products are goods that meet the needs of consumers, which can be tangible products or intangible services; Price is the cost that consumers are willing to pay for products. Adjusting the price has a far-reaching impact on the market strategy, which needs to be based on the price elasticity of products. Generally speaking, it will affect demand and sales. Promotion represents the communication methods used by various marketers, which can let different groups know about products; Channel refers to putting products in the right place so that consumers can get them easily. L4C theory. Although 4P has swept through nearly half a century, in the 1990s, with the increasingly prominent consumer personalization, media differentiation and information overload, the traditional 4P was gradually challenged by 4C. In essence, the starting point of 4P thinking is the enterprise center, that is, what products the enterprise operators want to produce, what profits they expect to make and set the corresponding prices, what selling points they want to spread and promote, and what path they choose to sell. This ignores the interest characteristics of customers as buyers, and customers are the real object of the whole marketing service. The emergence of the new customer-centered marketing ideas led to the emergence of the customer-oriented 4C theory. 1990, American scholar Professor Lauterbourne put forward 4C theory corresponding to 4P. The core of 4C is customer strategy. Customer strategy is also the basic strategic principle of many successful enterprises. For example, Alibaba's basic corporate values of "Let the world never have difficult business" develop products and services with merchants and customers as the guide. The basic principle of 4C is to plan and design enterprise marketing activities with customers as the center, from products to how to meet customers' needs, from price to comprehensive weighing of the cost that customers are willing to pay, from one-way information transmission of promotion to two-way communication with customers, from the flow of products through channels to the convenience of customers' purchase. L4R theory [Zhang ][3]. With the development of the times, 4C theory with customer strategy as the core also shows its limitations. When customer needs conflict with social principles, customer strategy is also inappropriate. For example, in the context of advocating a conservation-oriented society, should we meet the luxury needs of some customers? This is not only an enterprise marketing problem, but also a social moral problem. Similarly, the construction of villas also deviates from the strategic requirements of the country to save energy and land. At the beginning of 20th century, American scholar Don Schultz put forward 4R combination based on relationship marketing, which attracted wide attention. 4R expounded the brand-new four elements of marketing, namely, relevance, responsiveness, relationship and reward, "focusing on establishing a new relationship between enterprises and customers in a more effective way". In a word, 4R theory is competition-oriented, generalizes the new framework of marketing at a new level, and embodies and implements the idea of relationship marketing. From 4P, 4C to 4R, it reflects the trend of deepening and integrating marketing ideas in the process of integration and collision. Therefore, these three relationships are not simple substitutes, but development and perfection. Because the enterprise situation is very different, the enterprise environment and marketing are still developing, so at least for a period, 4P is still a basic element framework of marketing, and 4C is also a valuable theory and thought. 4R is not a substitute for 4P and 4C, but an innovation and development based on 4P and 4C, so the three cannot be separated or even opposed. According to the actual situation of enterprises, it will help to achieve better results by combining the three to guide marketing practice.