Marketing Notes

? Marketing arose in the early 20th century in the United States, the enterprise's marketing concepts, experienced from the initial concept of production, product concepts, marketing concepts to marketing concepts.

First, the production concept

? Production concept is one of the oldest concepts to guide business sales, produced in 1902, in the United States, Michigan, Ohio and other state universities began the earliest "marketing" - "U.S. distribution management industry," (The Distributive Regulative Management Industry). "(The Distributive Regulative Industries of the U.S.), to study the intermediaries (wholesale, retail) as the main content. This conception assumes that consumers prefer products that are widely available and inexpensive, and that productive business managers should concentrate on achieving high productivity, low cost, and large-scale distribution. The holders of the production concept believe that consumers will buy what we produce. In this concept, the United States, Ford Motor once arrogantly declared: "no matter what color of car customers need, I only produce black", the concept of production is a kind of light market, heavy production of business philosophy, is produced under the conditions of the seller's market.

Second, the product concept

? The product concept is an earlier business marketing philosophy that arose successively with the production concept, that consumers favor good quality, good performance and innovative products. The product concept also arose in an era of product shortages, when companies focused more on the product itself than on consumer demand. Once the consumer demand has changed, the enterprise's marketing is easy to get into trouble.

Third, the concept of sales promotion

?After the 1930s, marketing turned to the study of sales promotion as the main content of the era, the concept of sales promotion that consumers and enterprises in the absence of external forces to promote the case will not buy the product, the enterprise must be actively marketed and vigorously promote, in order to stimulate consumers to buy the products of the enterprise. The concept of sales promotion arose in the late 1920s in the early 1950s, from the "seller's market" to "buyer's market" transition product. With the gradual increase in products, there is an oversupply of products in the situation, consumers have more choice, enterprises are also facing a huge pressure from the market.

Fourth, the concept of marketing

?After the 1950s, marketing into the study of consumers as the main content of the era, and the previous three marketing concepts are different, the concept of marketing is a new philosophy of business, as a customer-centric, the first to sense and then respond to the concept of emergence. The marketing concept recognizes that the key to marketing is to create, deliver and communicate superior customer value to the target market more effectively than competitors. Companies with this concept believe that "I produce what the customer wants". This concept takes customer needs as the starting point, and customer satisfaction and business profitability as the ultimate goal.

From the perspective of the emergence and development of marketing concepts, is not a new concept to replace the old concept, the current is a variety of marketing concepts coexist in the stage.

For example: domestic home appliance giant Haier U.S. to fully enjoy the demographic dividend period, the use of China's large and cheap labor force to dominate the market, in the expansion of the market will be used in the production concept. The current hottest Pinduoduo, is also a production concept of marketing orientation,

In the daily contact with a large number of products, the existence of a large number of products, the enterprise believes that the good product itself will attract consumers to buy. Occupying the enterprise marketing decision-making is the product concept, will stubbornly think that "the emperor's daughter does not worry about marriage".

The concept of promotion in the market, but also ubiquitous, the Qinchi brewery to spend 340 million yuan to win the CCTV advertising king, pay attention to advertising and salesmanship of enterprises, believe in the three major treasures: the overwhelming advertisements, the pursuit of promotions and price war forever.

The emergence of marketing concepts, the role of the concept of sales promotion is subversive, the starting point of marketing concepts is the customer demand, the Internet era of enterprises, especially the importance of marketing concepts, such as millet user involvement in the design.

The above four marketing concepts, with the development of society and continue to develop, into the 21st century, the new marketing under the new reality, but also produce a new full range of marketing concepts, including relationship marketing, integrated marketing, internal marketing, performance marketing. Understanding the development and evolution of marketing is conducive to marketers to objectively assess their own marketing status quo and develop appropriate marketing strategies.