作者ibb (哀逼逼)
看板Marketing
標題[轉錄]Re: [問題] 請問行銷與推銷
時間Sat Jun 21 12:19:13 2008
※ [本文轉錄自 Management 看板]
作者: hottest (人路過) 看板: Management
標題: Re: [問題] 請問行銷與推銷
時間: Sun Apr 20 22:02:36 2008
※ 引述《neogirl (加油^^)》之銘言：
: 面試被問到的問題
: 問我行銷的定義
: 但是我講完以後他說
: "那這樣跟推銷有什麼不同?"
: ...............
: 我回答不出來了
: 請指點我!@@
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底下引用American Marketing Association
對行銷的定義來說明何謂行銷：
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."
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底下引用American Marketing Association
對促銷的定義來說明與行銷的差異。其中行銷
領域最常以對顧客角度的促銷來解釋促銷，
因此只引用其中一個定義來說明：
◎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.
若還想查詢相關定義，可參照底下AMA的網址：
http://0rz.tw/593Wg
--
我不冀望
能留下些什麼供人膜拜的掌印，
我只想
一個人從這條路上走過。
http://mypaper3.ttimes.com.tw/user/hottest/index.html
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※ 發信站: 批踢踢實業坊(ptt.cc)
◆ From: 210.192.221.135
1F：→ jaceka:推銷跟銷售促進(促銷)好像也不太一樣，用銷售導向與行銷導 04/21 20:06
2F：→ jaceka:向去區分會不會比較好? 04/21 20:07
3F：→ hottest:我覺得銷售導向解釋推銷有符合其精神。但行銷導向 04/22 09:23
4F：→ hottest:我覺得用來解釋推銷或區分行銷與推銷，似乎意涵不太符合 04/22 09:29
※ 編輯: hottest 來自: 210.192.221.135 (04/22 09:33)
5F：推 neogirl:感謝你的定義^^ 04/22 22:34
6F：→ lmanchu:其實從英文字面就可以簡單知道其不同, Marketing和Promot. 05/07 14:47
7F：推 ibb:借轉至行銷版 謝謝 06/21 12:19
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※ 發信站: 批踢踢實業坊(ptt.cc)
◆ From: 220.136.5.185
9F：推 hyde235:行銷是對人,推銷是對物~這樣理解不知是否有誤？懇請指點！ 06/22 01:14
10F：推 hottest:以AMA的定義，Marketing這個字眼是涵蓋全部的範疇 06/23 11:30
11F：→ hottest:而Promotion是達成行銷結果的一種工具或方法。 06/23 11:31