What's the difference between traditional marketing concept and modern marketing concept?

The emergence and development of modern marketing concept is a qualitative leap of marketing concept, which has changed the thinking mode of traditional marketing concept and also changed the business strategies and means under the guidance of traditional marketing concept. Compared with the traditional concept, it has the following differences:

1, the starting point of enterprise management is different:

The starting point of the traditional concept is self, focusing on meeting the interests of enterprises and shareholders, without considering or ignoring the needs of customers. Enterprises only decide what to produce, how much to produce and the price of products; The starting point of modern marketing concept is the market, focusing on satisfying the interests of all "stakeholders" including customers, employees, suppliers, shareholders, creditors and society.

2, the focus of enterprise management is different:

Under the guidance of traditional marketing concept, all production, management and decision-making of enterprises are product-centered; Under the guidance of modern marketing concept, all production, management and decision-making of enterprises are customer-centered.

3, enterprise management methods are different:

Under the guidance of traditional marketing concepts, enterprises adopt a single management mode, and their analysis and decision-making are only based on their own companies. For example, enterprises under the guidance of production concept pay attention to production, enterprises under the guidance of product concept pay attention to products, and food industry under the guidance of promotion concept pays attention to promotion or promotion; Modern marketing concept adopts holistic marketing method, and analysis and decision-making are based on the whole "value chain", that is, comprehensive use of products, prices, distribution, storage and transportation and other methods.

4, the purpose of enterprise management is different:

Under the guidance of traditional marketing concepts, enterprises gain profits by increasing production or expanding sales, pay attention to "transactions" with consumers, and take transaction value as the judgment standard; Under the guidance of modern marketing concept, enterprises gain profits by meeting customers' needs, hoping that products, their experiences and services will exceed customers' expectations, and the relationship between enterprises and customers is "win-win".

5, enterprise management orientation is different:

Under the guidance of traditional marketing concept, enterprises regard products as god and take production as the guidance; Under the guidance of modern marketing concept, enterprises regard customers as gods, attach importance to the investigation of market and customer satisfaction, and take the market as the guide.

Traditional marketing concept: it is a kind of trade marketing, which emphasizes providing as many products and services as possible to as many customers as possible. After long-term development, it has formed a relatively solid theoretical and practical foundation, and consumers have become accustomed to this fixed model. Consumers have strong communication in the process of consumption, can see real products, experience the leisure fun of shopping, and gain the trust of the public.

Modern marketing concept: generally speaking, it is market-oriented, and later it developed eco-marketing, relationship marketing, social marketing, integrated marketing and so on. The main idea of modern marketing concept is: 1. Focus on meeting customer needs. 2. Pay attention to the development of long-term interests of enterprises and the realization of strategic objectives. 3. Enterprises must achieve their goals through various marketing strategies and integrated marketing of various departments.

Difference:

The theoretical basis of marketing management is different.

Marketing activities under the guidance of traditional marketing concepts are based on the theory of producer sovereignty, while marketing activities under the guidance of modern marketing concepts are based on the theory of consumer sovereignty. In other words, under the guidance of traditional marketing concepts, what to produce, how much to produce, how to price, how to distribute and how to promote sales are basically the decisions of enterprises. Under the guidance of modern marketing concept, it depends entirely on market demand and consumer demand and desire. So someone said with emotion: "In fact, consumers are the top leaders of enterprises."

Strategic differences in marketing planning

The marketing activities under the guidance of traditional marketing concepts belong to the countermeasure marketing activities of "better late than never", "being wise after the event" and "being wise after the event". This kind of marketing management has the shortcomings of lag, blindness and passivity. Marketing activities under the guidance of modern marketing concepts belong to "forward-looking" strategic marketing activities. This marketing management has the advantages of advance, initiative and strategic management.

The thinking mode of marketing decision is different.

Traditional marketing activities follow the thinking mode of "promoting sales by production and promoting consumption by sales"; Modern marketing activities are guided by the idea of "demand determines sales, sales determines production, and production determines supply", and organize the production and operation activities of enterprises.

The center of marketing work is different.

The development of traditional marketing activities is centered on existing and produced products; On the other hand, modern marketing activities pay attention to consumer demand. It can be said that the traditional marketing activity is "manufacturing products and trying to sell them"; Modern marketing activities are "finding the demand and trying to meet it".

The means of marketing practice are different.

Traditional marketing activities generally carry out marketing activities by single marketing means such as promotion and advertising; Modern marketing activities are carried out through systematic and overall coordinated marketing activities, which are embodied in the overall marketing activities of "all staff, whole process and whole enterprise".

Marketing activities have different purposes.

The purpose of traditional marketing activities is to achieve profitability through the production and sale of products; Modern marketing activities realize their own profits by meeting the needs of consumers to the greatest extent. Marketing activities under the guidance of traditional marketing concepts focus on "selling the products that have been produced"; Marketing activities under the guidance of modern marketing concepts focus on "producing products that can be sold and products that can meet the needs of consumers".

The interest orientation of marketing decision is different.

Under the guidance of traditional marketing concepts, the starting point and destination of marketing decisions are the interests of a single enterprise, while ignoring or not considering the interests of consumers and society at all; The marketing decision under the guidance of modern marketing concept is to carry out marketing activities on the premise of taking into account the interests of consumers, the whole society and enterprises. When there are conflicts and contradictions in the interests of the three parties, we advocate the business purposes of "customer's interests first", "social interests first", "serving the society and developing ourselves", "consumers are the food and clothing parents of enterprises" and "customers are always right", actively assume social responsibilities and safeguard the interests of consumers, which is manifested in the diversification of interests.