传统观念一、生产观念（ The production concept)
顾客喜欢哪些随处得到的,价格低廉的产品 。
故企业应致力于获得高生产效率和广泛的销售覆盖面 。
The PRODUCTION CONCEPT holds that
consumers will favor those products that are
widely available and low in cost,Managers of
production-oriented organizations concentrate on
achieving high production efficiency and wide
distribution.
传 统 观 念二、产品观念（ The product concept)
—— 消费者最喜欢高质量,多功能和具有某些特色的产品 。 故企业应致力于生产优质产品,并不断的改进产品使之日臻完善 。
The PRODUCT CONCEP holds that consumers will favor
those products that offer the most quality,performance,or
innovation feature,Managers in product-oriented organizations
focus their energy on making superior products and improving
them over time,
该观念易导致,营销近视症” (marketing
myopia ) —— 即不适当地把注意力放在产品上，而不是放在需要上。
传统观念三、推销观念（ The selling/sales concept)
如果对消费者置之不理,他们就不会大量购买本组织的商品,故企业必须进行大量的推销和促销努力 。
The SELLING CONCEPT holds that consumers,if left alone,will
ordinarily not buy enough of the organization’s products,The
organization must therefore undertake an aggressive selling and
promotion effort.
常用于推销,非渴求商品,(unsought goods),如保险,墓地,
百科全书 ; 也可用于推销渴求商品,如汽车等； 还可用于非盈利领域 （ nonprofit area）,如政治党派,学校招生机构,基金筹募业；产品过剩 (overcapacity)时期等 。
注意,建立在强化基础上的营销有高度的风险,若顾客不满意则会抱怨或反抗 。