Summary-The marketing concept putting theory into practice

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1、ThemarketingconceptputtingtheoryintopracticeObjectiveTodevelopatypologyofcurrentapproachestomarketing,inevidenceacrossawideindustrialspectrum(P2)通过各行业的例子来总结出市场营销的方法。Toexploretheimplementationofmarketing,underthevariousapproachesidentifiedabove.在总结出来的市场营销方法中，探索其具体的

2、实施方案。Torelatethevariousmarketingapproachestocorporateperformance把各种市场营销方法与集团绩效结合在一起。SurveyofMarketingCluster1:MarketingPhilosophers(P6)Seemarketingasaguidingphilosophyforthewholeorganization.市场营销学者们认为市场营销是企业的指导理论。Cluster2:Salessupporters(P7)Restrictmarketingtowhat

3、themarketingdoes.Marketingisprimarilysalessupport销售人员认为市场营销主要是为了协助销售，他们只看到了市场营销在做什么。SurveyofMarketingCluster3DepartmentalMarketersMarketingisidentifyingandmeetingcustomerneeds市场营销人员认为市场营销是识别及满足客户需求Cluster4TheUnsures不确定者对市场营销没有明确的立场。CompanyAttitudesTowardsMarketing

4、Anencouragingtwo-thirds(65percent)ofthesamplereportedthattheirCEOsawmarketingasaguidingphilosophy.(P9)65%的CEO认为市场营销是企业指导理论。MarketingActivities4Ps(Product,Price,Promotion,Place).（P13)InPractice,however,oftheseonlypromotionseemstobewidelyacceptedasamajorresponsibili

5、tyofmarketing.在实际调查中，只有促销被认为是市场营销的主要责任。CorporatePerformanceROI(ReturnOnInvestment)InadditiontheMarketingPhilosophersperformedsignificantlybetterthaneachothergroupinturn.（P16)把市场营销视为指导理论的人的绩效比其他组别的人都好。ConclusionOurmajorconclusionisthatmarketingshouldbeviewednotmere

6、lyasadepartmentalfunctionbut,morecrucially,asaguidingphilosophyforthewholeorganization.（P17)市场营销不应该仅仅认为是一个业务部门，它应该被视为整个企业的指导理论。