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企业营销业绩固然受多种因素的影响和制约,但营销观念及其策略是否科学是其中最主要的因素之一。营销观念的陈旧甚至误区是影响企业营销策略科学化的最大障碍,最近我们对部分企业的营销主管做了一项有关营销目的的调查,其中有一项提同是:“市场营销的本质是(1)为产品寻找用户:或是(2)为用户寻找产品”。调查结果发现80％以上的答卷回答“是为产品寻找用户”。“为产品寻找用户”代表了典型的“销售导向”观念和策略,其实质还是站在以企业为中心的角度
Although the performance of corporate marketing by a variety of factors and constraints, but the concept of marketing and whether science is one of the most important factor. Outdated marketing concepts or even misunderstandings affect the corporate marketing strategy of the biggest obstacle to the recent marketing of some companies we did a marketing director on the purpose of the investigation, one of them is: “The essence of marketing is (1 Find a product for a user: Or (2) Find a product for a user. ” The survey found that more than 80% of the respondents answered “Find users for products.” “Finding users for products” represents a typical “sales-oriented” concept and strategy, and its essence is still in an enterprise-centric perspective