แนวความคิดแบบมุ่งเน้นผลิตภัณฑ์ ตัวอย่าง

��ͧ�� 1.2.1 ��ú��ͧ��ô��ǤԴ��õ�Ҵ

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��Ѫ�ҡ�õ�Ҵ��ᵡ��ҧ�ѹ�ѧ�� �ǤԴ��ü�Ե (The Production Concept)

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��㹻��ȷ��ѧ�Ѳ�� �ǤԴ��Ե�ѳ�� (The Product Concept)
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�ѡ�Թ��Ңͧ��   ��Ԩ�óҶ֧��ͧ��âͧ��Ҵ��ҧ��ԧ     ��è��Ͷ�͵��
��ǡ��͹ѡ��д�ɰ�ͧͧ��ҡ�� ѷö¹�� GM    ��Ѱ��ԡҫ��դ��Դ��١��
��ö͸Ժ��ö¹��ͧ��ͪͺ�騹��Ҩ��ö¹��ԧ � �֧��˹�ҷ��ͧ��ѷ��ͧ
�ʹ��Ъ��١��Ҵ��¡��ʹ�ö¹��ö�д� ��ٻẺ��ҧ � ��ҡ�� �ǤԴ��â�� (The Selling Concept)

          ��   �ǤԴ��ִ��»��   ��˹��§ҹ��ҧ � �Ы��Թ��㹻��ҳ��    �ѧ��
�֧��˹�ҷ��ͧͧ��÷��ͧ�ա��Ըա�â��ԧ�ء㹡��â��ҡ��   �ǤԴ��ա��ҡ
��Թ��һ��١��ǧ��㹡�ë�� Сѹ��Ե ��ͧ��¤��Թ��/
��ԡ�âͧͧ��÷��ѧ��    ��    ��ú�ԨҤ�Թ��ش˹ع��ѺʶҺѹ��֡��    �ç��Һ��
��ŹԸ��ʶҺѹ��ʹҵ�ҧ � �繵�         ��ѡ�ҹ��¨֧�Ѻ��պ��ҷ��Է�Ծŵ�͡�ë��ͧ͢�١��
��ǤԴ��â�·��ء�ҡ�Թ�        �Ҩ��١�� Դ��ú͡��ͷ��յ��Թ��
��к��ѷ㹷��ش �ǤԴ��õ�Ҵ (The Marketing Concept)
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�س��ѧ��Ҵ��ҧ�ջ��Է�Լŷ��˹�͡��Ҥ��觢ѹͧ��÷��á�õ�Ҵ ��ǤԴ
��ѡ��դ��͹��ͤӢ�ѭ��ʴ��͡�� "�١��Ҥ�;��Ҫ�"   "�١��繽��¶١��"   "�١��
��͹�¢ͧ��"   "�١��Ҥ��ǹ��͡��" Theodore Levitt       ��Է�� Harvard ��ʴ��
��º��º��ú��Ѻ�ǤԴ��â��С�õ�Ҵ��觨Ѵ��ǤԴ��ա��ѹ��ҧ��ҧ��ҧ
�ͧ��ø�áԨ�ѧ��

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��      ��੾�С�â�µçẺ�� (Multi-level Marketing)    �ҧ�Ԩ��÷��鹺��ҷ ෤�Ԥ
��â�µ�ʹ��ҧ��ҧ � ��ͫ��Թ��·��ҧ��դ��ͧ��Թ��ҹ�鹹ѡ
��㹷��ش��ͧ��Թ��ҹ��      ��ҧ��ͫ��ҡ��â��ҡ��Ҥ��
��ͧ��Թ��ҹ�鹨�ԧ �   ͧ��ë�觺��ǤԴ��õ�Ҵ��ҡ��㹻Ѩ�غѹ �� ѷ��ͧ
��ҧ��ա��觡��١��ҧ�Ѵਹ�͡�ҡ��١��ѡ��˭ԧ�� ѧ�ա��١��٧��
��͡��١��Ҫ�� ǡ��ա�ù��ʹͼ�Ե�ѳ��ʹͧ��ͧ��á��١��ҹ��    ��ʹ��ʹ͡��
��ԡ��С��繡��੾��       ��ö��ʹ��ա�͡�ҡ��â��Թ��١��
�� ѧ��ػ�� ǤԴ��õ�Ҵ��ԧ��鹵�ͧ��Сͺ��ͧ��Сͺ�ҧ � �ѧ��
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          - ��ҹ��ͷҧ��õ�Ҵ�ͧ�ء��·��Ǣ�ͧ��駽��ª��        ��â��
�ɳ�   ��Ѵ��ü�Ե�ѳ��   ��Ԩ�µ�Ҵ��ҧ � �繵�    ��ǡѹ�ѧ��ҹ��͡Ѻ˹��§ҹ
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��ä�͡��ʹ��С�ú�ԨҤ�Թ��Ѻ��ͧ͢��ըԵ��ѷ�ҹ��ͧ �ǤԴ��õ�Ҵ��ѧ�� (The Societal Marketing Concept)
          ��   �ǤԴ��ͧ��Ԩ�óҶ֧��ͧ��Ф��㨢ͧ��Ҵ��      �ա�ù��ʹ�
�Թ��/��ԡ�÷��١��µ�ͧ��ô��»��Է��Ҿ��˹�ͤ��觢ѹ     ��ǡѹ��ö͹��ѡ��
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�Ƿҧ   �ѧ��
          1.   ��õ�Ҵ��ͧ��¸�� (Ethics)   ��ͧ��Һ�ó   ��ࡳ��º�Թ��
��ҧ � ��Դ��鹡Ѻ�ѧ��ǹ��      �ա��駤��չ��㨪��ͫ�觡ѹ��Сѹ      ��ʶҺѹ
��ͺ��ʶҺѹ��ʹ�   ��
          2.   ��õ�Ҵ��ͧ��͹��ѡ��л��ͧ��Ǵ��ͷ��¡��     ��õ�Ҵ��Ǵ��
(Environmental Marketing)     �繡��ʹ��Թ��Ҵ     �·��Ǵ��ժ��Ե��ѵ��
�ѵ��ͷ�Ѿ�ҡâͧ�š��·��ش   ��   ��ùӢͧ��ع��¹��Ҽ�Ե��     ��Ŵ
��ҳ��ŧ   ��ҧ��Ѵਹ��   ��ѷ�ʹ��Ϳ   �ա�ü�Ե��Т��Թ��һ��ͧ��ҧ�·��
��кǹ��÷��ͧ��С�ü�Ե��ѵ�� СԨ��ش��繨ش��١��
��Ҹ�ó��ա��¡��ʡ�õ�Ҵ��ѧ�� ੾�л��ͧ��͹��ѡ��Ǵ��Ѻ��Ӥѭ
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