作者ibb (哀逼逼)
看板Marketing
标题[转录]Re: [问题] 请问行销与推销
时间Sat Jun 21 12:19:13 2008
※ [本文转录自 Management 看板]
作者: hottest (人路过) 看板: Management
标题: Re: [问题] 请问行销与推销
时间: Sun Apr 20 22:02:36 2008
※ 引述《neogirl (加油^^)》之铭言：
: 面试被问到的问题
: 问我行销的定义
: 但是我讲完以後他说
: "那这样跟推销有什麽不同?"
: ...............
: 我回答不出来了
: 请指点我!@@
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底下引用American Marketing Association
对行销的定义来说明何谓行销：
The new definition reads(2008):
"Marketing is the activity, set of institutions,
and processes for creating, communicating,
delivering, and exchanging offerings that have
value for customers, clients, partners, and
society at large."
The previous definition stated:
"Marketing is an organizational function and
a set of processes for creating, communicating,
and delivering value to customers and for
managing customer relationships in ways that
benefit the organization and its stakeholders."
------------------------------------------------------
底下引用American Marketing Association
对促销的定义来说明与行销的差异。其中行销
领域最常以对顾客角度的促销来解释促销，
因此只引用其中一个定义来说明：
◎consumer sales promotion：
Externally directed incentives offered
to the ultimate consumer. These usually
consist of offers such as coupons, premiums,
rebates, etc., designed to gain one or
more of the following: product trial;
repeat usage of product; more frequent
or multiple product purchases; introduce
a new/improved product; introduce new
packaging or different size packages;
neutralize competitive advertising or
sales promotions; capitalize on seasonal,
geographic, or special events; encourage
consumers to trade up to a larger size,
more profitable line, or another product
in the line.
若还想查询相关定义，可参照底下AMA的网址：
http://0rz.tw/593Wg
--
我不冀望
能留下些什麽供人膜拜的掌印，
我只想
一个人从这条路上走过。
http://mypaper3.ttimes.com.tw/user/hottest/index.html
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※ 发信站: 批踢踢实业坊(ptt.cc)
◆ From: 210.192.221.135
1F：→ jaceka:推销跟销售促进(促销)好像也不太一样，用销售导向与行销导 04/21 20:06
2F：→ jaceka:向去区分会不会比较好? 04/21 20:07
3F：→ hottest:我觉得销售导向解释推销有符合其精神。但行销导向 04/22 09:23
4F：→ hottest:我觉得用来解释推销或区分行销与推销，似乎意涵不太符合 04/22 09:29
※ 编辑: hottest 来自: 210.192.221.135 (04/22 09:33)
5F：推 neogirl:感谢你的定义^^ 04/22 22:34
6F：→ lmanchu:其实从英文字面就可以简单知道其不同, Marketing和Promot. 05/07 14:47
7F：推 ibb:借转至行销版 谢谢 06/21 12:19
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※ 发信站: 批踢踢实业坊(ptt.cc)
◆ From: 220.136.5.185
9F：推 hyde235:行销是对人,推销是对物~这样理解不知是否有误？恳请指点！ 06/22 01:14
10F：推 hottest:以AMA的定义，Marketing这个字眼是涵盖全部的范畴 06/23 11:30
11F：→ hottest:而Promotion是达成行销结果的一种工具或方法。 06/23 11:31