80年代的重要江南买球概念

        江南买球-80年代的重要江南买球概念

        —当地化、关系营销，现在我们来到了滞缓发展的80年代。vi设计营销学家创造了更多的概念来描述如何使这一缺乏生气的经济中得以生存。1981年,莱维·辛格和菲利普·科特勒考证了“营销战”概念以及军事理论在营销战中的应用。几年后,列斯和特罗出版了他们关于江南买球营销战的书,在英国和法国也出版了类似的著作。列斯和特罗显示了他们真正的广告代理商的才智,租用了一辆军用坦克,沿着纽约第五大街，兜售他们的营销战书1981年,瑞典经济学院的克里斯丁·格罗路斯发表了论述“内部营销”概念的论文。他认为,在培养公司经理和雇员接受以顾客为导向的概念时，VI公司所面临的问题将比为顾客开发有吸引力的产品和服务更为棘手。显然,公司里有一个强有力的营销部门并不意味着这家公司实施了营销方向。菲利普科特勒曾经把在公司里创造一种营销文化的艺术称为“营销化”问题,就是使公司营销化。

        1983年，西奥多·莱维特写了另一本堪称里程碑的论文。他在文章中明确提出了“全球营销”的概念。他呼吁多国公司向全世界提供一种统一的产品,并采用统一的沟通手段。他发现,过于强调对各个当地市场的适应性,将导致生产、分销和广告方面规模经济的损失，从而使成本增加。他的观点激起了一场暴风雨般的争论。其间许多人对西奥多提出了津津有味的非难,尽管算不得尽情抨击。不管你持何种立场,都应该承认这样一个事实,即西奥多的观点不仅引起了学术界的震动,同时也引起了实际从事营销活动的人土的浓厚兴趣。学术界的争论能引起实业界的注意,确实是不多见的,更不用说让他们的血压升高了。

        具有讽刺意味的是,几年后,西奥多的全球营销文章却又成了“当地营销”的一个新例证。此外还有许多强有力的vi公司证据论证这一概念,包括大量数据的出现,大块市场继续被分割成一个个当地市场,当地零售连锁组织日益增长的权力要求更多的促消费用和某些特殊的促销活动,大规模媒介物的经济效益下降等等。坎贝尔汤品公司、纳皮斯哥公司和通用食品公司及其他公司正在试用新的计划和控制当地营销的系统。由于当地营销和全球营销都将继续下去,我们将面临一个“双料营销

的10年。

        直接营销”也是这10年里引起公众注意的一个概念。它是指在零售店外向人们销售的一种新方式。vi设计的原始形式是上门推销和直接邮售,现在已发展到集会推销、电话推销、家庭电视购货、计算机购货等等。有人说,直接营销的实质就是以数据资料为基础的营销,因为是事先获得大量信息和电视通讯技术的发展才使直接营销成为可能。

        1985年,巴巴拉·本德·杰克逊强调了关系营销。这一概念在早期有几种说法,如“协商推销”等。杰克逊的贡献在于,他使我们了解到关系营销将使公司获得较之其在交易营销中所得到的更多。关系营销较之交易营销更好地抓住了营销概念的精神实质。正如查理斯·占德曼前两年所指出的那样“公司不是创造购买,它们要建立各种关系。”1986年,菲利普·科特勒提出了“全方位营销”这一概念,提出了公司如何打进被保护市场的问题。一个公司可能有个精湛的优质产品,一个完美的营销方案,但是要进入某个特定地理区域时,可能面临各种政治壁垒和公众舆论方面的障碍。当代的营销者越来越需要借助政治技巧和江南买球公共关系技巧,以便在全球市场上有效地开展工作。

        vi design company-an important vi design company concept in the 1980s

        Localization and relationship marketing, now we have come to the 80s when development was slow. vi design marketing experts have created more concepts to describe how to survive in this lifeless economy. In 1981, Levi Singer and Philip Kotler examined the concept of "marketing war" and the application of military theory in marketing war. A few years later, Les and Trow published their book on the marketing strategy of vi design company, and published similar works in the UK and France. Les and Trow showed the talents of their real advertising agency, renting a military tank along Fifth Avenue in New York, peddling their marketing war books, 1981, Christine Grolu of the Swedish School of Economics Si published a paper on the concept of "internal marketing". He believes that when cultivating company managers and employees to accept customer-oriented concepts, the problems faced by companies will be more difficult than developing attractive products and services for customers. Obviously, having a strong marketing department in a company does not mean that the company has implemented a marketing direction. Philip Kotler once called the art of creating a marketing culture in a company a "marketing" problem, which is to make the company marketable.

        In 1983, Theodore Levy wrote another landmark paper. He clearly put forward the concept of "global marketing" in the article. He called on multinational companies to provide a unified product to the world and use unified communication methods. He found that too much emphasis on adaptability to various local markets will lead to the loss of economies of scale in production, distribution and advertising, which will increase costs. His views stirred up a stormy argument. In the meantime, many people criticized Theodore with relish, even though it was not a full criticism. No matter what position you hold, you should acknowledge the fact that Theodore's views not only caused a shock in the academic world, but also aroused the intense interest of people who actually engage in marketing activities. Arguments in academia can attract the attention of the industry, it is really rare, let alone increase their blood pressure.

        Ironically, a few years later, Theodore's global marketing article became a new example of "local marketing". In addition, there are many strong vi company evidence to demonstrate this concept, including the emergence of a large amount of data, the large market continues to be divided into local markets, and the growing power of local retail chain organizations requires more consumption promotion and certain Some special promotional activities, the economic benefits of large-scale media have declined, and so on. Campbell Soup, Napisco, General Foods and others are experimenting with new plans and systems to control local marketing. As both local marketing and global marketing will continue, we will face a "two-material marketing 10 years.

        "Direct marketing" is also a concept that has attracted public attention in the past 10 years. It refers to a new way of selling to people outside of retail stores. The original form of vi design is door-to-door sales and direct mail sales. It has now developed into assembly sales, Telemarketing, home TV purchases, computer purchases, etc. Some people say that the essence of direct marketing is marketing based on data, because it is the advancement of large amounts of information and the development of television communication technology that make direct marketing possible.

        In 1985, Barbara Bender Jackson emphasized relationship marketing. There are several versions of this concept in the early days, such as "negotiation to sell" and so on. Jackson’s contribution is that he made us understand that relationship marketing will enable the company to get more than it gets in transaction marketing. Relationship marketing better captures the essence of the marketing concept than transaction marketing. As Charles Zanderman pointed out two years ago, "Companies are not creating purchases, they have to establish various relationships." In 1986, Philip Kotler proposed the concept of "all-round marketing" and proposed the company How to enter the protected market. A company may have a superb high-quality product and a perfect marketing plan, but when it wants to enter a certain geographic area, it may face various political barriers and public opinion barriers. Contemporary marketers increasingly need to use political skills and public relations skills of vi design companies in order to work effectively in the global market.