消費者資源全面概述-文庫吧
2025-02-23 07:14 本頁面
【正文】 Super Affluent 特徵 ? 職業(yè)－－ 自營商、內(nèi)科醫(yī)師、牙醫(yī)、 顧問 ? 平均年齡－－ ５７ ? 消費－－ 不在家俬、家電，在服務、 旅遊、教育費用 ? 超級大戶的煩惱 “ soaktherich” policy undesirable effects, such as reducing spending,saving, and investment unemployment, recession ? Down Market ? 成功之例一 ﹕ WalMart 祕方１ ﹕ “ Every Day Low Price” 祕方２ ﹕ “ Treat Every Customer as a Guest” ? Down Market ? 成功之例二 ﹕ All For One 秘方１ ﹕ treat the down Market with respect and good service 秘方２ ﹕ attractive and stylish store “ Nobody wants to be reminded that they are not rich.” ? Down Market ? 成功之例三 ﹕ Aldi 秘方１ ﹕ Every Day Low Price ( HighLow Price Policy) 秘方２ ﹕ BacktotheBasics (core food items,minimum of service) ? Poverty ? “ nonmarkets” homeless, disadvantaged consumers ? 不具市場力，但若為數(shù)增會影響有消費力者。 一因有消費力者購買決策變得斤斤計較，且貸款購買意願降低 ﹔ 二因造成犯罪率 ↑、政府服務 ↑、賦稅 ↑，故消費 ↓ ? 不景氣的年代 ? During a recession, good marketers focus on attributes that provide value for customers at the lowest price. ? Wellfinanced firms can expand market share by maintaining AD. ? Campbell Soup因應之道 「貨真價實」、「
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