How Do I Choose the Best Marketing Concept?

The marketing concept refers to the guiding ideology and code of conduct that companies use to organize and plan their business management practices, and is a reflection of the company's business philosophy and thinking methods. ^[1]

Marketing idea

The marketing concept refers to the guiding ideology and code of conduct that companies use to organize and plan their business management practices.

The marketing concept is the guiding ideology of corporate marketing activities and the basic condition for effectively realizing marketing functions. The marketing concept runs through the entire process of marketing activities and restricts the marketing goals and principles of the enterprise. It is the basic strategy and means to achieve marketing goals.

• First, the marketing philosophy has historical characteristics.

The marketing concept is derived from long-term marketing practice. In the process of its formation, a marketing concept has its historical necessity. Before the 1920s, due to the limitation of the level of social productivity, the supply of products could not fully meet the needs of society, and socioeconomic life was in

The role of marketing ideas in marketing practice is important. This effect is summarized as follows: from the perspective of marketing as a whole, it has the function of "soul"; from the perspective of marketing process, it is in the position of "leading".

• 1. The marketing concept determines the value orientation of the company in the marketing practice, and therefore determines the direction of the company's operation

• 2. Marketing philosophy is the leader of all marketing practices

• 3 Marketing ideas have an integrated effect on the thinking and behavior of corporate employees

• 4 Marketing philosophy also has a leading position in marketing theory

A systematic method must be used to implement the marketing concept. All departments of the enterprise should be coordinated. All employees must understand the marketing principles. The marketing concept should be implemented through one or more of the following methods.

1. Focus on goodwill

The company should be evaluated frequently to understand what is reflected on the customer side

From the perspective of history and reality, companies and other organizations are all engaged in marketing activities under the guidance of the following five concepts.

• (I) Production-oriented--

  I. Transfer of marketing focus

  Marketing is an operation and sales activity related to market demand for the company to achieve its profit target. How to achieve its marketing goals, the means adopted under different socio-economic conditions are different. Under the conditions of a seller's market where the commodity economy is underdeveloped, enterprises mainly meet market demand by increasing labor productivity and increasing the number of products, and pursue a "production concept." Under the market conditions where the socio-economic development is dominated by the buyer's market, the business concept of the company has shifted to a track centered on consumer demand, and the company's profits are achieved through market segmentation, product development, pricing, channel selection, and promotion aims. Whether it is the concept of production or

  Marketing planning includes six steps: scenario analysis, goals, strategy, tactics, budget, and control.

  Scenario analysis: First of all, the company must clarify the various macro forces (economic, political / legal, social / cultural, and technical) in the environment and the insiders-companies, competitors, distributors and suppliers. Enterprises can perform SWOT analysis (Strengths, Weaknesses, Oppo rtunities, Threats). However, this analysis method should be modified to become TOWS analysis (Threats, Opportunities, Weaknesses, Strengths). The reason is that the order of analysis thinking should be from outside to inside, not inside to outside. The SWOT analysis method may give internal factors undue importance, misleading companies to selectively recognize external threats and opportunities based on their own advantages. This step should also include the main issues faced by the various departments of the company.

  Objectives: For the best opportunities identified in the scenario analysis, the enterprise must sort them, and then proceed from this to define the target market, set goals and complete the timetable. Enterprises also need to set goals for stakeholders, the reputation of the company, and technology.

  Strategy: There are many ways to achieve any goal. The task of strategy is to choose the most effective way of action to complete the goal.

  Tactics: The strategy is fully developed into details, including the 4P and the timetables and tasks of personnel in each department.

  Budget: The cost required by the enterprise for the actions and activities planned to achieve its goals.

  Control: The enterprise must set up inspection time and measures to timely discover the completion of the plan. If planning is lagging, companies must correct goals, strategies, or actions to correct the situation.