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ProfessionalEnglishforMarketingManagement专业英语教师信息教材信息参考用书MainContentChapter1Contents
1.2MarketSegmentation,MarketTargetingandPositioning
1.2.1MarketSegmentation

1.2.2MarketTargeting

1.2.3Positioning
1.1MarketingManagementPhilosophies1.1MarketingManagementPhilosophies1.1.1TheProductionConcept,ProductConceptandSellingConceptTheproductionconceptisstillausefulphilosophyintwotypesofsituations.

Thefirstsituationoccurswhenthedemandforaproductexceedsthesupply,asinmanydevelopingcountries.

Thesecondsituationoccurswhentheproduct’scostistoohighandimprovedproductivityisneededtobringitdown.

However,companiesoperatedundertheproductionphilosophyoftenrunamajorriskoffocusingtoonarrowlyontheirownoperations.
?Ignorewhat?TheProductConcept
Theproductconceptholdsthatconsumerswillfavorproductsthatofferthemostquality,performance,andinnovativefeatures.
Managersofproduct-orientedorganizationsfocustheirenergyonmakingsuperiorproductsandimprovingthemovertime.
Theproductconceptcanleadto“marketingmyopia.”TheSellingConcept
Sellingconceptholdsthatconsumerswillnotbuyenoughoftheorganization’sproductsunlessitundertakesalarge-scalesellingandpromotioneffort.

Mostfirmspracticethesellingconceptwhentheyhaveovercapacity.
Theiraimistosellwhattheymakeratherthanmakewhatthemarketwants.1.1.2TheMarketingConceptandSocietalMarketingConceptTable1.1TheSellingandMarketingConceptsContrastedFourpillarsformarketingconcept

Themarketingconceptrestsonfourpillarswhichwillbediscussedbelow:

targetmarket
customerneeds
integratedmarketing
profitabilityTargetmarket
Nocompanycanoperateineverymarketandsatisfyeveryneed.Norcanitalwaysdoagoodjobwithinonebroadmarket.
Companiescandobestwhentheydefinetheirtargetmarket(s)carefullyandprepareatailoredmarketingprogram.Customerneeds
Themarketermustprobeitfurtheranddistinguishamongfivekindsofneeds:
1.	Statedneeds(thecustomerwantsaninexpensivecar)
2.	Realneeds(thecustomerwantsacarwhoseoperatingcost,notitsinitialprice,islow)
3.	Unstatedneeds(thecustomerexpectsgoodservicefromthedealer)
4.