What exactly does the marketing concept mean?

Knowledge marketing Knowledge marketing refers to spreading new science and technology to the public and its influence on people's lives. Through popular science propaganda, let consumers know not only what it is, but also why it is, re-establish a new product concept, let consumers sprout demand for new products and broaden the market. With the advent of the era of knowledge economy, knowledge has become the capital of economic development, and the accumulation and innovation of knowledge has become the main power source to promote economic growth. Therefore, as an enterprise, while engaging in scientific research and development, we should think of the promotion of knowledge and minimize the market risk of successful development of a new product. To do this, we must operate knowledge marketing. Bill? Gates' practice of teaching computers before selling them is a typical knowledge marketing. He spent 200 million yuan to set up the Gates Library Foundation to equip libraries in some low-income areas around the world with the most advanced computers, and donated software to let the public accept computer knowledge. For another example, the popular science activity "Give you a golden key" launched by Shanghai Jiaotong University Only Company, through holding popular science lectures in the community, presenting biological popular science books to the public, holding popular science knowledge contests, etc., has improved the public's scientific health concept, triggered people's demand for biotechnology products, and achieved the goal that any other form of product marketing can't achieve, making the microecological preparation market develop from zero to nearly today in a short period of 10 years. Network marketing is to use the network for marketing activities. Nowadays, information is developed in the world, and information network technology is widely used in all fields of production and operation, especially in the field of marketing, forming network marketing. Merchants set up their own homepage on the computer network, and set up virtual stores on the homepage to display their goods. Customers can enter the virtual store through the network, choose goods, place orders and pay online, and merchants will deliver the orders to their doors after receiving them. Similarly, customers can feed back their opinions to the production process through the network, allowing producers to produce according to consumers' needs and tastes. On the one hand, it improves the level of coordination and cooperation between producers and consumers, on the other hand, it can reduce the interactive cost of enterprise product production. For example, GM's Buick Automobile Factory allows customers to design their favorite models, and customers can choose their own body, axle, engine, tires, color, interior structure and so on. Customers can see the appearance of the car assembled by the parts they choose through the network, and can continue to replace the parts until the customers are satisfied. This marketing method is becoming more and more popular in modern market conditions. According to the statistics of the International Telecommunication Union, the global online business turnover of 1997 reached US$ 50 billion, and the online advertising business reached US$ 906.5 million, more than three times that of 1996. There are about 65,438+0,200 Internet service providers in the United States, half of the 500 largest companies in the United States operate online, and there are countless small and medium-sized enterprises. Network marketing can promote enterprises to quickly understand market trends and customer needs through the network, save intermediate links and reduce sales costs. China enterprises should also take action in this regard and vigorously carry out online transactions. Green marketing means that enterprises fully embody environmental awareness and social awareness in the whole marketing process, provide consumers with scientific, pollution-free, resource-saving and good social morality goods and services, and adopt pollution-free or less pollution-free production and sales methods to guide and meet consumers' needs for environmental protection and physical and mental health. Its main goal is to protect and improve the ecological environment and social environment, protect and save natural resources, implement economical management, and ensure the safety, hygiene and convenience of consumer products, so as to improve people's quality of life and optimize human living space. To implement the green marketing strategy, we need to implement the 5R management principles, that is, research: pay attention to the countermeasures of enterprises to environmental pollution; Reduce: reduce or eliminate the discharge of hazardous waste; Recycling: recycling and reusing waste materials; Redevelopment: turn ordinary products into green products; Reserve: actively participate in environmental protection activities in the community and establish environmental awareness. Implementing green marketing is the general trend of international marketing strategy, and China enterprises should have a clear understanding of it and actively put it into action. According to statistics, China has hundreds of export products worth more than $5 billion, which will be banned from production and sales due to international conventions on the ozone layer, and export products worth more than $4 billion will face market access problems due to the implementation of environmental labels by major trading countries.