医药营销领域概况

水波横WhatisMarketing?营销是什么？MarketingDefinition:Theprocessofcreating,distributing,promotingandpricinggoods,servicesandideastofacilitatesatisfyingexchangerelationshipinadynamicenvironment在变化的环境中通过货物、服务和观念的创造、配送、推广和定价而实现满足需求的交换关系MarketingConcept营销的概念Thisconcepthasevolvedovertime营销的概念经过了三个演进阶段ProductionEra生产时代SalesEra销售时代MarketingEra营销时代Selling&MarketingConceptsContrasted销售与营销概念对比StartingpointFocusMeansEndsFactoryExistingproductsSelling&PromotingProfitsthroughsalesvolumeMarketCustomerneedsIntegratedmarketingProfitsthoughtcustomersatisfactionSelling:salewhatIhave.Marketing:salewhatmycustomerneeds出发点焦点方式结果工厂现有产品销售和推广由销售量获取利润市场顾客需求综合性营销由顾客满意获取利润MarketingSystem营销体系Industry(acollectionofsellers)产业（卖方团体）Market(acollectionofbuyers)市场（买方团体）Communication沟通Information信息反