LoBuglio R J
Wound Care Products, Thermedics, Inc., Woburn, MA 01888.
J Biomater Appl. 1988 Jan;2(3):425-71. doi: 10.1177/088532828700200307.
The marketing concept says that a firm should focus all of its efforts on satisfying its customers, at a profit. This is really a a new philosophy of business, replacing a production-oriented philosophy which focused on organizing a firm's resources to make products and then selling them. The marketing concept calls for reorienting the firm's ways of doing things. Instead of trying to get customers to buy what the firm has produced, a marketing-oriented firm would try to sell what the customers want. The underlying principle of the marketing concept is that a firm should seek to meet the needs of customers, at a profit, rather than place its main emphasis on its own internal activities and utilization of its resources. These latter factors are also important, of course, but those who believe in the marketing concept feel that customers' needs should be the firm's primary focus and that resources should be organized to satisfy those needs. Give the customer what he needs--this may seem so obvious and logical that it is difficult to understand why the marketing concept is considered such a breakthrough. However, people haven't always done the logical and obvious. In a typical company, production men thought mainly about getting the product out. Accountants were only interested in balancing the books. Financial people were absorbed in the company's cash position. And salesmen were mainly concerned with getting orders. No one was particularly concerned with whether the whole system made sense. As long as the company made a profit, each department went merrily on its independent way, "doing its own thing." Unfortunately, they still do in the majority of companies today. Finding out customer's attitudes can avoid prejudices and stereotypes commonly found in the typical organization. The need for market research to avoid stereotypes can be dramatized by the following results from a large-scale survey of European adults: The average Frenchman uses almost twice as many cosmetics and beauty aids as his wife. The Germans and the French eat more spaghetti than the Italians. French and Italian housewives are not as interested in cooking as their counterparts in Luxembourg and Belgium. No firm can conduct its business successfully without trying to measure the actual size of markets, present and future. Quantitative measurements are essential for the analysis of market opportunity, the planning of marketing programs, and the control of marketing effort. The firm may make many measures of demand, varying in the level of product aggregation, the time dimension,a nd the space dimension.(ABSTRACT TRUNCATED AT 400 WORDS)
营销观念认为，企业应以盈利为目的，集中所有努力来满足客户需求。这实际上是一种全新的商业理念，取代了以生产为导向的理念，后者侧重于组织企业资源来生产产品，然后进行销售。营销观念要求企业重新调整做事方式。以营销为导向的企业不会试图让客户购买企业已生产的产品，而是会努力销售客户想要的东西。营销观念的基本原则是，企业应以盈利为目的寻求满足客户需求，而非将主要重点放在自身内部活动和资源利用上。当然，后两个因素也很重要，但秉持营销观念的人认为，客户需求应是企业的首要关注点，并且应组织资源来满足这些需求。满足客户的需求——这似乎如此显而易见且合乎逻辑，以至于很难理解为何营销观念会被视为一项重大突破。然而，人们并非一直都这么做。在一家典型的公司中，生产人员主要考虑的是生产出产品。会计人员只对账目平衡感兴趣。财务人员专注于公司的现金状况。而销售人员主要关心的是获取订单。没有人特别关注整个系统是否合理。只要公司盈利，每个部门就愉快地各自为政，“各行其是”。不幸的是，如今大多数公司仍然如此。了解客户的态度可以避免典型组织中常见的偏见和刻板印象。大规模欧洲成年人调查的以下结果凸显了进行市场调研以避免刻板印象的必要性：法国男性使用的化妆品和美容用品几乎是其妻子的两倍。德国人和法国人吃的意大利面比意大利人还多。法国和意大利家庭主妇对烹饪的兴趣不如卢森堡和比利时的家庭主妇。没有一家企业能够在不试图衡量当前和未来市场实际规模的情况下成功开展业务。定量测量对于分析市场机会、规划营销计划以及控制营销努力至关重要。企业可以对需求进行多种测量，这些测量在产品聚合程度、时间维度和空间维度上各不相同。（摘要截取至400字）
