On the essential differences between modern marketing concepts, social marketing concepts and traditional marketing concepts.

1, 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."

2. 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.

3. 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.

4. 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".

5. Different means of marketing practice.

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".

6. The purpose of marketing activities is different.

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".

7. The benefits of marketing decisions are 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 between the three interests, they advocate the business purposes of "customer's interests first", "social interests first", "serving the society and developing themselves", "consumers are the parents of enterprises" and "customers are always right", actively undertake social responsibilities and safeguard the interests of consumers, which is manifested in the diversification of interests.