“We are in the airline “We are in the
business.”
transportation business.”
“We are in the video “We are in the
game business.”
entertainment business.”
4 例1-2：组织业务的界定举例（续）
产品导向时代 The Productproduct orientation
过份迷恋于产品本身的好，而忽视了市场的变化， 导致“营销近视症”。
以产品质量最高化为目标
营销近视症(Marketing Myopia)
营销近视症就是不适当地把主要精力放在产品上或技术 上，而不是放在市场需要(消费需要)上，其结果导致企 业丧失市场，失去竞争力。这是因为产品只不过是满足 市场消费需要的一种媒介，一旦有更能充分满足消费需 要的新产品出现，现有的产品就会被淘汰。同时消费者 的需求是多种多样的并且不断变化，并不是所有的消费 者都偏好于某一种产品或价高质优的产品。
“[The concept] introduces the [marketer] at the beginning rather than at the end of the production cycle and integrates marketing into each phase of the business. … Marketing will have authority in product planning, product scheduling, and inventory control, as well as in sales, distribution, and serving of the product.”
