26 July
From Selling to Marketing
Consumerism is the “shame of marketing.”
Despite the emphasis on marketing and the marketing approach, marketing is still rhetoric rather than reality in far too many businesses. "Consumerism" proves this. For what consumerism demands of business is that it actually market. It demands that business start out with the needs, the realities, the values of the customer. It demands that business define its goal as the satisfaction of customer needs. It demands that business base its reward on its contribution to the customer. That after years of marketing rhetoric consumerism could become a powerful popular movement proves that not much marketing has been practiced. Consumerism is the "shame of marketing." Indeed, selling and marketing are antithetical rather than synonymous or even complementary.
There will always, one can assume, be a need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits her and sells itself. Ideally, marketing should result in a customer who is ready to buy. We may be a long way from this ideal. But consumerism is a clear indication that the right motto for business management should increasingly be, "From selling to marketing."
7月26日
从销售转向营销
消费者主义是“营销的耻辱”。
尽管人们十分强调营销和营销理念，但在太多企业中，营销仍然只是口号，而不是现实。“消费者主义”证明了这一点。因为消费者主义对企业提出的要求，正是企业真正实行营销。它要求企业从顾客的需要、现实状况和价值观出发；要求企业把满足顾客需要确定为自身目标；要求企业以自己对顾客作出的贡献作为获得回报的依据。在营销口号流行多年之后，消费者主义仍然能够发展成为一场强大的群众运动，这证明真正实行的营销并不多。消费者主义是“营销的耻辱”。事实上，销售与营销是相互对立的，而不是同义的，甚至也不是互补的。
可以认为，某种程度的推销永远都是必要的。但营销的目标，是使推销变得多余。营销的目标，是如此深入地了解和理解顾客，使产品或服务完全适合顾客，从而能够自行销售出去。理想情况下，营销应当带来一个已经准备好购买的顾客。我们距离这一理想状态或许还很遥远，但消费者主义清楚地表明，企业管理越来越应该采用这样的正确口号：“从销售转向营销。”
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