The evolution of marketing management philosophy has gone through which stages

The evolution of marketing management philosophy reflects the impact of the level of development of productive forces on the practice and concept of business management.

The philosophy of marketing management is the attitudes, ideas and concepts held by the enterprise in the process of marketing management, in the process of dealing with the relationship between the enterprise, customers, society and other stakeholders. Understanding the evolution of marketing management philosophy, for enterprises to update the concept of strengthening marketing management, has a very important significance.

Modern enterprise marketing management philosophy can be summarized as six, namely, production concept, product concept, sales concept, marketing concept, customer concept and social marketing concept. These concepts appear and collide with each other, profoundly affecting the organization or individual.

The stages of development and evolution of marketing management philosophy of modern enterprises are as follows:

I. The stage of development and evolution of traditional marketing philosophy concepts.

In the marketing philosophical concepts of modern enterprises, three kinds of concepts, production concepts, product concepts and sales promotion concepts, are usually called traditional concepts.

1, production concept stage.

The production concept that consumers like those who can be bought anywhere and low-priced products, enterprises should be committed to improving production efficiency and distribution efficiency, expand production, reduce costs to expand the market. The concept of production arose under seller's market conditions. In the early stage of capitalist industrialization, as well as the end of the Second World War and the post-war period, due to material shortages, the market demand exceeds supply, the concept of production is quite popular in business management. China in the old system of planned economy, due to the shortage of products in the market, enterprises do not worry about their products are not sold, enterprises in their business management also practiced the concept of production.

The production concept is one of the oldest concepts guiding the marketing behavior of enterprises. The concept of production that consumers like those products that can be bought anywhere and at low prices, the enterprise should be committed to improve production efficiency and distribution efficiency, expand production, reduce costs to expand the market. Obviously, the production concept is a business philosophy that emphasizes production over marketing. The concept of production is generated under the conditions of seller's market. In the early stage of capitalist industrialization, as well as the end of the Second World War and the post-war period, due to the shortage of materials, market demand exceeds supply, the concept of production is quite popular in business management. China in the old system of planned economy, due to the shortage of market products, enterprises do not worry about their products are not sold, enterprises in their business management is also practicing the concept of production, specific performance: industrial enterprises to focus on the development of production, pay little attention to marketing, the implementation of the production of sales; commercial enterprises to focus on grasping the source of goods, industrial production of what will be purchased, industrial production of how much to buy how much, there is no talk of marketing.

2, product concept stage.

Stage product concept that consumers like high-quality, multi-functional and have certain characteristics of the product, the enterprise should be committed to the production of high-value products, and constantly improve. It is produced in the market products in short supply "seller's market" situation.

The product concept that consumers prefer high-quality, multi-functional and have certain characteristics of the product, the enterprise should be committed to the production of high-value products, and constantly improve. It arises in a "seller's market" situation where demand exceeds supply. The easiest occasion to breed product ideas is when an enterprise invents a new product. At this time, the enterprise is most likely to lead to "marketing myopia", that is, inappropriately focusing on the product, rather than on the market needs, the lack of vision in marketing management, only to see the quality of their own products, do not see the market demand in the change, resulting in business operations in a predicament.

3, marketing concept stage.

Promotion concept that consumers have the purchase of inertia or counterbalance psychology, will not be enough to buy the enterprise's products, enterprises must actively market and vigorously promote to stimulate consumers to buy a large number of products of the enterprise. In the modern market economy, the concept of sales promotion is used to promote a large number of non-thirsty items, many enterprises in the product surplus, but also often practiced the concept of sales promotion. The concept of sales promotion in capitalist countries from the "seller's market" to "buyer's market" transition stage. Because of the progress of science and technology, scientific management and mass production, gradually appeared the product oversupply, fierce competition between the sellers of the new situation. Many enterprises feel that to survive and develop in the increasingly fierce market competition, it is necessary to pay attention to marketing.

The concept of sales promotion (or sales concept) is another concept adopted by many enterprises. It is believed that consumers usually show a kind of purchase inertia or counterbalance psychology, if you listen to nature, consumers generally will not be enough to buy the products of an enterprise, therefore, the enterprise must be actively marketing and sales promotion, in order to stimulate consumers to buy a large number of products of the enterprise. The concept of sales promotion is heavily used in the modern market economy to promote those non-thirsty items, i.e., products or services that the buyer would not normally think of purchasing. Many companies also often pursue the sales pitch concept when there is a surplus of products.

The second stage of marketing concepts.

The marketing concept that the key to achieving the goals of the enterprise, is to correctly determine the needs and desires of the target market, and more effective than the competitors to transmit the goods or services desired by the target market, and then more effective than the competitors to meet the needs and desires of the target market. The marketing concept is a philosophy oriented to the needs and desires of the customer, and is the embodiment of the theory of consumer sovereignty in corporate marketing management.

The sales concept focuses on the seller's needs; the marketing concept focuses on the buyer's needs. The salesmanship concept takes the seller's needs as its starting point and considers how to turn the product into cash; whereas the marketing concept considers how to satisfy the customer's needs through the manufacture and delivery of the product and all the things associated with the final consumption of the product.

The marketing concept is a new type of business philosophy that has emerged as a challenge to the above concepts. The marketing concept holds that the key to achieving the goals of a business lies in correctly identifying the needs and desires of the target market and delivering the goods or services desired by the target market more efficiently than the competitors, and thus satisfying the needs and desires of the target market more effectively than the competitors. Theodore Levitt (Theodore Levitt) has made a profound comparison between the concept of sales promotion and the concept of marketing, pointing out that: the concept of sales promotion focuses on the seller's needs; the concept of marketing focuses on the buyer's needs; the concept of sales promotion takes the seller's needs as the starting point, and considers how to turn the product into cash; while the concept of marketing considers how to satisfy customers' needs through the manufacture, transmission of products and all the things related to the final consumption of products. to satisfy the customer's needs. In essence, the marketing concept is a philosophy oriented to the needs and desires of customers, and is the embodiment of the theory of consumer sovereignty in corporate marketing management.

Three, customer concept stage.

The so-called customer concept refers to the enterprise focuses on the collection of each customer's past transaction information, demographic information, psychological activity information, media habit information and distribution preference information, according to the different customer lifetime value thus recognized, respectively, for each customer to provide their different products or services, the dissemination of different information, and through the enhancement of customer loyalty, to increase the purchase volume of each customer, so as to ensure the profitability of the enterprise. By increasing customer loyalty, each customer's purchasing volume is increased, thus ensuring profit growth for the company.

The so-called customer concept refers to the enterprise focuses on the collection of each customer's past transaction information, demographic information, psychological activity information, media habits information and distribution preference information, etc., and according to the different customer lifetime value thus recognized, respectively, for each customer to provide different products or services, dissemination of different information, and through improving customer loyalty, increasing the purchase volume of each customer, thus ensuring the profit growth of the enterprise. By increasing customer loyalty, each customer's purchasing volume is increased, thus ensuring the profit growth of the enterprise. Unlike the marketing concept, which emphasizes meeting the needs of each submarket, the customer concept emphasizes meeting the specific needs of each customer.

Fourth, the stage of social marketing concept.

Societal Marketing (Societal Marketing) is a modification and supplement to the marketing concept. It arose in the 1970s in the western capitalist countries, energy shortages, inflation, increased unemployment, serious environmental pollution, consumer protection movement prevails in the new situation. Given that the marketing concept avoids the reality of the implied conflict between consumer needs, consumer interests and long-term social welfare.

The social marketing concept is a modification and addition to the marketing concept. It arose out of the new situation in the 1970s of energy shortages, inflation, increased unemployment, severe environmental pollution, and the prevalence of the consumer protection movement, which prompted the application of marketing principles to the aspect of social goals of great promotional significance.

The marketing concept avoids the implied conflict between consumer needs, consumer interests and long-term social welfare. The social marketing concept proposes that the task of the firm is to identify the needs, desires, and interests of each target market and to provide the target market with goods or services that satisfy its needs, desires, and interests in a way that protects or enhances the welfare of the consumer and society in a way that is more efficient and advantageous than that of its competitors. The concept of social marketing requires marketers to take into account the interests of three aspects when formulating marketing policies, namely, corporate profits, the fulfillment of consumer needs and the interests of society.

V. The emergence of green marketing stage.

Green marketing, refers to enterprises in marketing to protect the earth's ecological environment, pollution prevention and control in order to protect the ecosystem, make full use of and recycle renewable resources for the benefit of future generations. 1987 United Nations Commission on Environment and Development issued a "we *** with the future" of the declaration, prompting the "Green Marketing "The germ of the point of view; in 1992 the United Nations Conference on Environment and Development adopted "Agenda 21" emphasized: "to constantly change the current policy, the implementation of ecological and economic development," for "green marketing

The essence of green marketing is to emphasize that enterprises in marketing activities, we should strive to combine economic and environmental benefits, try to maintain the harmony between people and the environment, and constantly improve the living environment of mankind.

Sixth, the emergence of marketing group stage.

1, the basic framework of the marketing mix: 4P

Marketing mix contains a lot of controllable variables, and so far the most influential on the marketing mix elements of the generalization is by McCarthy (McCarthy) in 1960 in the "basic marketing" (Basic Marketing) book proposed by the 4P combination. In McCarthy's 4Ps, marketing elements are summarized into four categories: Product, Price, Place and Promotion. Since the English prefix of these four terms is P, they are called 4P combination.

2, big marketing: 6P

Philip Kotler since 1984 proposed 6P. that is, in the marketing mix of 4P in addition to the two P, that is, the power (power) and public **** relations (public relations), to become the 6P. that is to say, the use of political power and public **** relations, to break down the international or domestic market trade barriers, and the public relations. domestic market to break down the trade barriers and open the way for the marketing of the enterprise. He called this new strategic thinking "big marketing" (megamarketing).

3, 4C combination

The 1990s, the United States marketing experts Lauterborn (Robert Lauterborn) in the 1990s, proposed a new 4C combination to replace the 4P combination, that is, the customer (customer), the cost (cost), the convenience (convenience), the communication (communication)

This is the first time in the world that the 4P combination has been used to replace the 4C combination. communication)

4, 4R combination

American scholar Prof. Don Shultz (Don Shultz) put forward the 4R combination based on relationship marketing, which describes a brand new four elements of marketing, i.e., association (relevance), response (response), relationships (relationships) and returns (relationships). relationships) and returns.