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每一个成功的企业都有与众不同之处,但所有成功的企业都有一个共同的特点:建立了以市场营销为龙头的经营机制。越是市场竞争激烈的行业或产业,这一特点就越是明显。在这里需要强调的是:市场营销并不等于促销。市场营销是包括产品决策、价格决策、营销渠道决策、促销组合决策、营销管理决策在内的一个有机整体、一个大系统。而促销只是市场营销这个大系统中的一个子系统,是市场营销这个有机整体中的一个环节。
Every successful company has its own differences, but all successful companies have a common characteristic: they have established a marketing mechanism that is led by marketing. The more intense the market competition is in the industry or industry, the more obvious this feature is. What needs to be emphasized here is: Marketing is not equal to promotion. Marketing is an organic whole and a large system including product decision, price decision, marketing channel decision, promotion combination decision, and marketing management decision. The promotion is just a sub-system in the marketing system, and it is a part of the organic whole of marketing.