What are the typical marketing concepts? What are their characteristics?

What are the typical marketing concepts? What are their characteristics? The concept of marketing is constantly evolving with the progress of social productive forces and the development of market economy. In different stages of market economy development, marketing concepts are different. From the development history of international marketing concept, marketing concept has roughly gone through five stages: production concept, product concept, sales concept, marketing concept and social marketing concept.

First, the concept of production.

The concept of production is centered on product production. This concept holds that consumers only pay attention to products that can be bought and affordable. It is one of the oldest management ideas and a typical concept of "fixing sales by production". Therefore, consumers can and can only buy things produced by enterprises. Under the guidance of this concept, enterprises only pay attention to "what I can produce" and "what I produce will be sold". Consider or rarely consider (in fact, there is no need to consider) the needs of consumers. The existence of this concept has its objective inevitability when the level of productivity is low and the market is the seller's market. Obviously, with the increase of market commodity supply and the emergence of market competition, this concept has not adapted to the requirements of economic development.

Second, the product concept

The product concept is also centered on product production, but it believes that consumers are not only concerned about products that can be bought and affordable, but also welcome those products with high quality, good benefits, distinctive features and reasonable prices. Therefore, as long as the products produced by enterprises are of good quality and low price, customers will be crowded. If the production concept emphasizes "winning by quantity", then the product concept emphasizes "winning by quality". It can be seen that the product concept is a concept of "wine is not afraid of the depth of the alley", but it adds a touch of competition. Obviously, this concept pursues "quality first". Although it is understandable, it does not pay attention to the dynamic changes of market demand.

Third, the sales concept The sales concept is a concept centered on product sales. It believes that consumers will buy products as long as enterprises make efforts to promote sales. The specific performance is: "what I sell, people buy", and the key is "can I shout?" Therefore, enterprises attach great importance to promotion and think that promotion and advertising are the panacea for enterprise success. Obviously, in essence, this concept is to sell whatever is produced, but it is a little louder, but it does not consider or rarely considers whether its products meet the needs of consumers.

Fourth, the marketing concept.

The concept of marketing is a business concept centered on consumer demand. It believes that all activities of enterprises should be consumer-centered, and it is the responsibility of enterprises to meet the needs of consumers. This comes not only from production, but also from the existing products, but from the needs of consumers, organizing the production and sales of enterprises. The specific performance is: "What consumers need, I will produce and sell." Therefore, enterprises attach great importance to market research, constantly meet market demand and find unsatisfied market demand. It can be seen that the marketing concept is a concept of "production is determined by demand and sales is determined by demand", which focuses on "operation" and emphasizes "planning" and "planning". It came into being and developed under the background of great development of social productive forces, increasingly rich social products and increasingly fierce market competition. It can be seen that it is a more advanced marketing concept, pursuing long-term profit under the buyer's market conditions.

Verb (abbreviation of verb) social marketing concept

Social marketing concept is a marketing concept centered on social interests. It believes that enterprises should not only consider the actual needs of consumers, but also consider the potential needs; We should be good at guiding consumption and at the same time consider ecological and social benefits. This is a more modern and advanced marketing view. In practice, we should not only be good at discovering and studying consumers' needs, but also be good at creating consumers' needs, "thinking about what consumers don't want, worrying about what consumers don't worry about". With the development of socialist market economy, the traditional marketing concepts centered on producers' production concepts, product concepts and sales concepts will be replaced by consumer-centered marketing concepts and social marketing concepts.

What are the marketing concepts of enterprises? Marketing concept refers to the basic guiding ideology for enterprises to make business decisions and organize marketing activities, and it is also the business concept of enterprises. It is an idea, an attitude, or an enterprise way of thinking. From the development stage of marketing, there are roughly the following marketing concepts:

1, production philosophy: focus on increasing production of enterprises, sell whatever products are produced, and customers will buy whatever products are sold by enterprises.

2. Product concept: the enterprise has made great efforts in products, but has not studied the new needs of customers and neglected to prepare for new product development.

3. Promotion concept: when the supply of products exceeds demand, the competition among manufacturers is fierce, and the enterprise organizes sales personnel to go out of the factory to promote products.

4. Marketing concept: the enterprise is market-oriented, producing and selling whatever customers need, taking the customer's needs as the starting point and organizing product development according to the customer's needs and requirements.

5. Social marketing concept: give consideration to the interests of society, customers and enterprises, realize a win-win situation for enterprises and customers, and realize the concept of "three wins" for enterprises, customers and society.

Among them, the first three are traditional marketing concepts, "producer-oriented" concepts, and the latter two are modern marketing concepts.

The type of marketing concept environment has its own characteristics. Innovation, patience, methods and repetition of simple things require people in this field, good or bad, and there are suitable consumers, depending on where your goal is.

How to change marketing and marketing concepts? Marketing is a series of activities, processes and systems that bring value to customers, customers, partners and the whole society in the process of creating, spreading, spreading and exchanging products.

Marketing concept refers to the basic guiding ideology for enterprises to make business decisions and organize marketing activities, and it is also the business concept of enterprises. It is an idea, an attitude, or an enterprise way of thinking. Marketing concept is a management guiding ideology of "taking consumer demand as the center and market as the starting point". According to the concept of marketing, the key to achieving organizational goals is to correctly determine the needs and aspirations of the target market, and deliver the content that the target market expects to meet more effectively and favorably than competitors.

Briefly describe the marketing concept and indifference marketing concept of No.5 Middle School (1): The concept is that after market segmentation, enterprises pay attention to the characteristics of each market segment and decide to launch only one product and adopt a single marketing combination to meet the needs of as many customers as possible to some extent.

? 2. Differentiated marketing management concept: The concept is that enterprises decide to serve several market segments at the same time, design different products, and make corresponding changes in channels, promotion and pricing to meet the needs of each market segment.

? 3. The management concept of centralized marketing: The concept is that enterprises concentrate all their strength, take one or several sub-markets with similar nature as the target market, and try to occupy a larger market share in fewer sub-markets.

? 4. Brand management concept: The concept is that the marketing staff of an enterprise should decide whether to designate a brand name for its products so as to distinguish a supplier (or a group of suppliers) from competitors. It includes brand names, trademarks, all brand names and all trademarks are brands or parts of brands. Its environmental impact mainly lies in that it can make buyers and sellers get some benefits.

? 5. Management concept of direct selling system: The concept is that the ownership of products is directly transferred from producers to users or final consumers, which omits many intermediate links in traditional marketing channels.

The two orientations of marketing concept are three orientations:

Enterprise positioning

market orientation

Social orientation

The evolution of marketing concept has developed from simply selling products to the present, including market segmentation, marketing planning, after-sales service and so on.

The marketing concept of Essilor lenses According to the unique national conditions of China, Essilor has formulated a multi-brand development strategy. That is to say, similar to P&G's China marketing strategy, it is also very successful to launch insurmountable sub-brands for different user groups.

1. What historical forms has the marketing concept experienced? 1. What historical forms has the marketing concept experienced?

First of all, 4P theory aims to meet the market demand.

Secondly, 4C theory with the goal of pursuing customer satisfaction.

Thirdly, the 4R theory aimed at establishing customer loyalty.

2. What is the main content of modern marketing concept?

Based on the needs of consumers, we emphasize the establishment of long-term relations with consumers to achieve a win-win situation.

3. What is the main difference between it and the concept of promotion?

First, the starting point of enterprise marketing activities is different. Traditional marketing concept refers to production concept, product concept and promotion concept, taking the enterprise itself as the starting point, while modern marketing concept takes the consumer demand as the starting point;

Second, the ways and means of enterprise marketing activities are different. Under the old concept, enterprises mainly use various marketing methods to sell products, but under the new concept, enterprises use the overall marketing combination strategy to occupy the target market from the perspective of consumer demand;

Third, the focus of marketing activities is different. Under the old concept, enterprises are short-sighted and often care about the profit and loss of each short-term transaction. Under the new concept, enterprises consider the needs of potential consumers in addition to the actual needs of consumers, so as to meet the needs of consumers and the long-term interests of society while pursuing long-term profits of enterprises.