Comparison between modern and traditional marketing concepts?

As the starting point of modern marketing theory, modern marketing concept is the basic guiding ideology for arranging production and business activities based on customer demand. Everything is consumer-centered, and enterprises care about what consumers need. By creating and delivering products and services that can effectively meet the needs of consumers and the long-term development interests of society, enterprises can achieve their business goals. This concept conforms to social progress and has been given new connotation. Traditional marketing concept Marketing concept is the guiding ideology for enterprises to engage in business activities, which has great influence on enterprise marketing and enterprise development. The emergence and formation of marketing concept is a process of understanding and development. It has experienced the marketing concept of production as the center, that is, the production concept; Sales-centered marketing concept, that is, promotion concept; Consumer-centered marketing concepts and marketing concepts centered on consumers' long-term interests and social interests, that is, marketing concepts and social marketing concepts, constitute modern marketing concepts from two aspects.

1. Production concept

The concept of production is a traditional management idea, which has always dominated the production and business activities of enterprises under the conditions of relatively insufficient supply and limited competition among sellers. The core of production concept is producer-centered, and the starting point of enterprises is to assume that customers can afford products. Therefore, the main task of enterprises is to expand the scale of production and operation, increase supply, and strive to reduce costs and sales prices.

The concept of production is a management guiding ideology of "fixing sales by production". Its application conditions are: first, the supply of goods in the market is in short supply, the seller is weak, and the buyer competes for it, leaving little room for choice; Second, the product cost and price are too high. Only by improving efficiency and reducing costs, thus reducing the selling price, can we expand sales. With the progress of science and technology and the development of social productive forces, as well as the changes in the form of market supply and demand, the scope of adaptation of production concepts is bound to become smaller and smaller.

Sell ideas

Marketing concept is a business concept formed and extended on the basis of production concept. Under the conditions of sufficient market supply, sales difficulties and intensified competition, marketing concepts often dominate the production and operation activities of enterprises. The core of promotion concept is to realize commodity sales, so the main task of enterprises is to expand and accelerate sales and pay attention to promotion methods and skills, which is an improvement compared with production concept. However, the starting point of the production and operation of enterprises pursuing the promotion concept is still based on the enterprise itself rather than the customer's demand, and the product design and development, functional positioning and sales service have not attracted the attention of enterprises. In the short term, the concept of promotion plays an obvious role in improving sales performance and gaining profits; In the long run, the sales behavior of enterprises is short-sighted and not rooted in customers and markets, which is not conducive to the long-term development of enterprises.

Modern marketing concepts Modern marketing concepts include marketing concepts and social marketing concepts.

1. Marketing concept

Marketing concept is the guiding ideology of enterprise management centered on consumer demand. Its theoretical basis is the consumer sovereignty theory. According to the marketing concept, the key to realize the enterprise goal is to grasp the needs and desires of the target consumers, take the consumer demand as the center, and consider all business activities from the standpoint of consumers, and the enterprise will produce and sell whatever the market demand is. Therefore, "customer is God" and "customer first" have become the motto of enterprises. The appearance of marketing concept is a revolution in the history of enterprise management thought and a watershed between old and new marketing concepts. The market becomes the starting point of production and operation. It is not supply that determines demand, but demand that leads to supply. Where there is demand, there is a market.

2. The concept of social marketing

The theoretical basis of the concept of social marketing is to extend consumers to the relevant public. In addition to legal restrictions, the desires and needs of some customers may violate social morality and other public interests. Meeting the needs of these customers may violate social morality and lose the interests of other public. At the same time, it will do more harm than good to these customers, and these demands can often bring considerable profits to enterprises. In addition, even if the customer's demand is beyond reproach, the production and operation behavior of enterprises, while obeying the law, directly or indirectly affects the ecological situation, surrounding environment, social moral tendency or the healthy growth of teenagers. In this case, the choice and decision-making of enterprises can better reflect the basic guiding ideology governing their production and business activities. Many enterprises give up profitable business opportunities that are not conducive to environmental protection and social civilization, and many enterprises actively develop high-cost products that help reduce pollution and save natural resources. These behaviors have gone beyond the scope of customer needs and business opportunities in the general sense, taking into account and balancing the interests of enterprises, customers and society, thus embodying the connotation of social marketing concept.

The comparison between modern marketing concepts and traditional marketing concepts can be divided into two categories according to historical continuity: one is traditional marketing concepts, including production concepts and promotion concepts; The other is modern marketing concept, including marketing concept and social marketing concept. The guiding ideology of these two marketing concepts is fundamentally different.

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