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现代营销理论认为:营销的任务不仅是刺激需求,而且要影响需求的水平、时机和构成。从本质上看,市场营销管理就是需求的管理。但是,市场需求是千差万别、多种多样的,市场营销管理就是要针对不同的需求类型,采取相应的开发对策。 按照消费者的购买欲望与购买能力来划分市场需求,可分为现实需求(显现需求)与潜在需求。现实需求是指已经存在的市场需求,表现为消费者既有欲望,又有一定的购买力(货币支付能力)。潜在需求是指消费者没有明确意识的欲望,或者是朦胧的欲望,但由于种种原因还没有显示出来的需求。一旦条件成熟,潜在需求就转化为显现需求,为企业提供无穷的商机。
Modern marketing theory holds that the task of marketing is not only to stimulate demand, but also to affect the level, timing and composition of demand. In essence, marketing management is the management of demand. However, the market demand is varied, varied, and marketing management is to respond to different types of needs and adopt appropriate development strategies. According to the consumer’s desire to buy and the ability to purchase to market demand, can be divided into real needs (show demand) and potential demand. Real demand refers to the existing market demand, manifested in the desire of consumers both, but also a certain amount of purchasing power (monetary ability to pay). Potential demand refers to the consumer has no clear desire or ambiguous desire, but for various reasons have not shown the demand. Once the conditions are ripe, the potential demand translates into the emergence of demand, providing enterprises with endless business opportunities.