英国HEI的新的营销概念研究论文——newconcepts of marketing in UKHE

Literature Review: newconcepts of marketing in UKHEI

英国HEI的新的营销概念研究

Marketing Thinking Evolution
市场营销思想的演变

In this chapter a brief picture of the evolution of marketing theory fromthe production orientation to postmodernism and service marketing will be presented. The review of marketing thinking evolution is important be-cause it will help to understand how the experiential perspective assumed in analysing the student journey has evolved.

在这一章中，市场营销理论为零，生产到后现代主义的方向和服务营销的演变将提交一个简短的图片。营销思维进化的审查是很重要的，因为这将有助于了解如何体验的角度来看，假定在分析学生的旅程已经演变。

From the Production Era to Modern Mar-keting
从生产时代到现代营销

Keit (1960) identifies three marketing eras i.e. the production era, thesales era and the marketing era. The production-oriented organisation’s fo-cus is inner-directed, and defines itself in terms of product or industry not in terms of the needs or wants that it cater. It typically  http://www.ukassignment.org/scyxgl/ looks at business froman engineering, cost accounting and logistic perspective and aims to reduce production costs while improving or maintaining the same level of quality which is invariably internally defined and not customer defined.

KEIT（1960年）确定了三个生产时代，营销时代，即thesales时代和营销时代。生产型组织的FO-CUS是内部导向的，并定义本身而不是在需要或想要的产品或行业，它迎合。它通常看起来在业务弗勒曼工程，成本会计和物流的角度来看，目的是降低生产成本，同时提高或保持相同的质量水平，这必然是内部定义的，而不是客户定义的。

The sales orientations looks at increasing the sales volume and reachingthe company internal targets with all possible means (price reductions, staff sales based incentives). The decision making temporal horizon is very nar-row (typically the coming month or quarter) and management main con-cern is to identify customers for already existing products (Cravens, Hillsand Woodruff, 1987). The sales orientation assumes that people will not buy anything unless they are persuaded to do so and that success comes from aggressive promotional techniques. Some Universities excessive focuson graduate recruitment, other than on the quality of the service delivered to present students, is an example of sales driven orientation still alive today.

销售方向，着眼于增加销量和reachingthe公司内部的目标，用一切可能的手段（降价，人员销售为主的奖励）。决策时间的地平线是非常狭窄的（通常是未来一个月或一季）和主要的欧洲核子研究中心的管理是识别客户对已有的产品（奎文，Hillsand伍德拉夫，1987年）。产品的销售方向，假设人们是不会买任何东西，除非他们相信这样做，成功来自积极的推广技术。过度聚焦子部分高校的毕业生招聘，目前学生提供的服务的质量以外，是一个典型的销售驱动的方向，今天仍然活跃。

The third orientation, developed in the 1950’s the marketing orientation,is based on the marketing concept which states that the purpose of a business is to satisfy its customers’ needs (Drucker, 1954; Levitt 1960). http://www.ukassignment.org/dxessay/ The main concern of the marketing orientation is “what will customers buy that wecan profitably make ?”.

第三个方向，在1950年的市场定位，开发为基础的营销理念，规定一个企业这样做的目的是为了满足客户的需求（德鲁克，1954年，莱维特1960年）。主要关注的市场定位是“什么客户购买，我们可以盈利？”。

Despite the marketing orientation claims of customer centrality and re-searchers’ announce of “the marketing revolution” this approach looks atthe customer still from a company perspective. The marketing manager main concern in fact is to combining price, advertising message and media and product styling and packaging investment in the production function to maximise sales and profits. This is also the approach adopted by some universities, especially post ’92 ones, which are characterised by a strong managerialism.

尽管市场定位要求客户的核心和重新搜索“公布的”营销革命“从公司的角度来看，这种方法看起来仅有一名客户仍然。营销经理主要关心的其实是价格，广告信息，媒体和产品的造型和包装的生产函数中的投资相结合，最大限度地提高销售额和利润。这也是一些大学的做法，特别是后92年的，其特点是由一个强大的管理主义。