Most management and marketing write

Most management and marketing writers now distinguish between selling and marketing. The 'selling concept' assumes that resisting consumers have to be persuaded by vigorous hard-selling techniques to buy non-essential goods or services. Products are sold rather than bought. The 'marketing concept', on the contrary, assumes that the producer's task is to find wants and fill them. In other words, you don't sell what you make you make what will be bought. As well as satisfying existing needs, marketers can also anticipate and create new ones. The markets for the Walkman, video games, personal computers, and genetic engineering, to choose some recent examples, where largely created rather than identified.

2 Maketers are consequently always looking for market opportunities - profitable company is likely to enjoy a differential advantage, due to its distinctive competencies (the things is does particularly well). Market opportunities are generally isolated by market segmentation. Once a target market has been identified, a company has to decide what goods or services to offer. This means that much of the work of marketing has been done before the final product or service comes into existence. It also means that that the marketing concept has to be understood throughout the company, e.g. in the production department of a manufacturing of company as much as in the marketing department itself. The company must also take account of the existence of competitors, who always have to be identified, monitored and defeated in the search for loyal customers.

3 Rather than risk launching a product or service solely on the basis of intuition or guesswork, most companies undertake market research (GB) or marketing research (US). They collect and analyze information about the size of a potential market, about consumers' relations to particular product or service features, and so on. Sales representatives, who also talk to consumers, and other important source of information.

4 Once the basic offer, e.g. a product concept, has been established, the company has to think about marketing mix, i.e. all the various elements of a marketing programm, they integration, and the amount of effort that a company can expand on them in order to influence the target market. The best-known classification of these elements is the '4 Ps': product, place, promotion and price. Aspects to be considered in marketing products include quality, features (standard and optional), style, brand name, size, packaging, services guarantee. Place in a marketing mix includes such factors as distribution channels, location of points of sale, transport, inventory size, etc. Promotion groups together advertising, publicity, sales promotion, an personal selling, while price includes the basic list price, discounts, the length of payment period, possible credit terms, and so on. It is the job of a product manager or a brand manager to look for ways to increase sales by changing the marketing mix.

5 It must remembered that quite apart from consumer markets (in which people buy products for direct consumption) there exist an enormous producer or industrial or business market, consisting of all the individuals and organizations that acquire goods and services that are used in production of other goods, or in the supply of services to others. Few consumers realize that the producer market is actually larger than the consumer market, since it contains all the row materials, manufactured parts ad components that go into consumer goods, plus capital equipment such as buildings and machines, supplies as energy and pens and paper, and service ranging from cleaning to management consulting, all of which have to be marketed. There is consequently more industrial than consumer marketing, even though ordinary consumers are seldom exposed to it.

Kết quả (Việt) 1:

Hầu hết các nhà văn quản lý và tiếp thị bây giờ phân biệt giữa bán và tiếp thị. Khái niệm bán hàng giả định rằng chống người tiêu dùng cần phải được thuyết phục bởi mạnh mẽ kỹ thuật khó khăn-bán để mua hàng hoá không cần thiết hoặc dịch vụ. Sản phẩm được bán ra hơn là mua. Khái niệm tiếp thị' ', ngược lại, giả định rằng công việc của nhà sản xuất là để tìm muốn và điền vào chúng. Nói cách khác, bạn không bán những gì bạn làm cho bạn thực hiện những gì sẽ được mua. Cũng như đáp ứng nhu cầu hiện tại, nhà tiếp thị cũng có thể dự đoán và tạo ra những cái mới. Các thị trường cho các Walkman, trò chơi điện tử, máy tính cá nhân, và kỹ thuật di truyền, để lựa chọn một số ví dụ gần đây, nơi mà phần lớn tạo ra chứ không xác định. 2 Maketers do đó luôn tìm kiếm các cơ hội thị trường - lợi nhuận công ty có khả năng để tận hưởng một lợi thế khác biệt, do các năng lực đặc biệt (những điều là không đặc biệt là tốt). Cơ hội thị trường nói chung được cô lập bằng phân khúc thị trường. Một khi một thị trường mục tiêu đã được xác định, một công ty đã quyết định những gì hàng hoá hoặc dịch vụ cung cấp. Điều này có nghĩa rằng nhiều công việc tiếp thị đã được thực hiện trước khi sản phẩm cuối cùng hoặc dịch vụ đi vào sự tồn tại. Nó cũng có nghĩa rằng khái niệm tiếp thị đã được hiểu trong cả công ty, ví dụ như trong phòng sản xuất của một sản xuất của các công ty như ở bộ phận tiếp thị chính nó. Công ty cũng phải mất tài khoản của sự tồn tại của đối thủ cạnh tranh, những người luôn luôn phải được xác định, theo dõi và đánh bại trong việc tìm kiếm khách hàng trung thành. 3 Rather than risk launching a product or service solely on the basis of intuition or guesswork, most companies undertake market research (GB) or marketing research (US). They collect and analyze information about the size of a potential market, about consumers' relations to particular product or service features, and so on. Sales representatives, who also talk to consumers, and other important source of information. 4 Once the basic offer, e.g. a product concept, has been established, the company has to think about marketing mix, i.e. all the various elements of a marketing programm, they integration, and the amount of effort that a company can expand on them in order to influence the target market. The best-known classification of these elements is the '4 Ps': product, place, promotion and price. Aspects to be considered in marketing products include quality, features (standard and optional), style, brand name, size, packaging, services guarantee. Place in a marketing mix includes such factors as distribution channels, location of points of sale, transport, inventory size, etc. Promotion groups together advertising, publicity, sales promotion, an personal selling, while price includes the basic list price, discounts, the length of payment period, possible credit terms, and so on. It is the job of a product manager or a brand manager to look for ways to increase sales by changing the marketing mix. 5 It must remembered that quite apart from consumer markets (in which people buy products for direct consumption) there exist an enormous producer or industrial or business market, consisting of all the individuals and organizations that acquire goods and services that are used in production of other goods, or in the supply of services to others. Few consumers realize that the producer market is actually larger than the consumer market, since it contains all the row materials, manufactured parts ad components that go into consumer goods, plus capital equipment such as buildings and machines, supplies as energy and pens and paper, and service ranging from cleaning to management consulting, all of which have to be marketed. There is consequently more industrial than consumer marketing, even though ordinary consumers are seldom exposed to it.