Negative demand such as: vaccination, high cholesterol food, etc.

No need, such as: Walkman, mobile phone, BP machine

Latent demand, such as: people’s demand for harmless cigarettes, energy-saving cars and effective cancer drugs

Declining demand such as: CD players, radios, desktop computers, MP3

Irregular demand

Sufficient needs such as: daily consumer goods, food, clothing, housing and transportation

Excessive demand, such as excessive purchases of luxury goods

Unhealthy needs such as: demand for cigarettes, drugs, pornographic books, etc.

Definition: Dealing with marketing issues with corporate interests as the fundamental orientation and highest goal

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Proactive marketing orientation

Definition: All plans and strategies of an enterprise should be consumer-centric, correctly handle the needs and desires of the target market, and meet customer needs more effectively than competitors.

Slogan: Whatever customers need, we will supply it

four main pillars

Basic path: Conduct environmental analysis through market research, determine product production according to market demand, and meet market needs.

Definition: Enterprise production and operations must not only consider consumer needs, but also consider the long-term interests of consumers, stakeholders and the entire society.

Slogan: Oriented by customer needs and social interests

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Basic path: Conduct environmental analysis through the market, while improving social welfare, determine product production according to market demand to meet market needs

The feeling state formed by customers comparing the perceived effectiveness of products and services in meeting their needs with their expectations.

① Attracting new customers costs more than retaining old customers. ② A high degree of satisfaction can cultivate customers' emotional attraction to the brand, rather than just a rational preference.

customer purchase value

total cost of customer purchase

The key to implementing the all-round marketing concept is to establish long-lasting relationships with customers and other stakeholders, and to do relationship marketing well. Enterprises must first create excellent customer-perceived value, establish lasting customer relationships, form a systematic "customer satisfaction" benign mechanism through comprehensive quality management and value chain management, and strive to become a truly market-oriented enterprise.

①Improve products and services, shape corporate image, improve personnel quality, and increase total customer purchase value ② Improve the service and promotion network system, reduce the time, energy and physical consumption of customers to purchase products, and reduce the total cost of customer purchase