推销与营销,虽只有一字之差,但两者却具有本质上的不同。推销,是计划经济时代的产物,是一种传统的产品销售方式,即企业生产什么便吆喝什么。由于计划经济是一种短缺经济,企业生产的产品不管数量多少,也不管样式、质量如何,反正“皇帝的女儿不愁嫁”,企业很少有卖不掉的产品,也不需要在产品销售上动多少脑筋。如今产品从整体上已由短缺变为过剩,市场也由卖方转为买方。企业越来越感到经营难搞、生意难做,这就要求企业经营者在生产经营观念上来一次创新,来一次革命性的“飞跃”:适应市场经济的要求,变简单的产品“推销”为产品整体“营销”。企业要对商品市场大小、市场的特征、市场性质的变 Although there is only one word difference between marketing and marketing, the two are fundamentally different. Marketing is the product of the era of planned economy, is a traditional way of selling products, what is what the company shouted what. Because the planned economy is a shortage of economy, no matter how much the number of products produced by the enterprise, regardless of style, quality, anyway, “the emperor’s daughter, no worries about marriages,” companies seldom sell products, do not need product sales Move on how many brains. Now the product as a whole has become a surplus from a shortage, the market is also from the seller to the buyer. Enterprises feel more and more difficult to do business, business difficult to do, which requires business managers in an innovative concept of production and management, to a revolutionary “leap”: to adapt to the requirements of the market economy, simple product “marketing” as Overall product “marketing.” Enterprises should change the size of the commodity market, the characteristics of the market, the nature of the market