世界行銷講座之全球營銷-全文預(yù)覽
【正文】 a Concept ? Product orientation: a management philosophy that emphasizes the most efficient ways to produce and distribute products. ? This philosophy focuses on developing products through research and development activities. ? This approach works best in a seller’s market, where demand is greater than supply. ? Selling orientation: a managerial view of marketing as a sales function, or a way to move products out of warehouses to reduce inventory. ? Also known as the hard sell, this approach is necessary in times of a buyer’s market, where product availability exceeds demand. ? Think aluminum siding in the early 60’s, home security systems today, and other unsought goods. 14 Marketing: Real People, Real Decisions The Evolution of a Concept (continued) ? Consumer orientation: a management philosophy that focuses on being proactive and responsive in identifying and satisfying consumer needs and wants. ? Focusing on what the consumer wants makes for good business, as Mattel does with the Barbie? product line. ? New era orientation: a management philosophy in which marketing decision making means a devotion to excellence in designing and producing products that benefit the customer plus the firm’s employees, shareholders, and fellow citizens. 15 Marketing: Real People, Real Decisions Marketing Creates Value ? Functional value: consumer benefits relating to product features, characteristics, utility, performance, and outes. ? What will the product do for me? ? Utility: the usefulness or benefit received by consumers from a product. Utility can based on form, place, time, and possession. ? Buying snow tires after the first snowfall in winter qualifies for all four! ? Experiential value: consumer benefits relating to sensory, emotional, relational, and epistemic experiences. ? Live theatre and sports are experiences enjoyed for many different reasons. 16 Marketing: Real People, Real Decisions Marketing Creates Value ? Symbolic (expressive) value: consumer benefits relating to selfconcept or selfidentity, selfexpression, social meaning, personal meaning, or conditional meaning. ? Some products or services we consume for what we believe they say about us to others. Luxury products are a good example. ? Cost (sacrifice) value: consumer benefits relating to economic costs, psychological costs, personal investment, and risk. ? Warehouse retailers and etailers appeal to those consumers who appreciate value created by low prices, selection, and convenience of shopping. 17 Marketing: Real People, Real Decisions Marketing and Culture ? Popular culture: the music, movies, sports, books, celebrities, and other forms of entertainment consumed by t
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