Tag Archives: Desire

How to carry on demand management

Many successful companies have adopted the concept of demand and customer marketing. Disney, Procter & Gamble and Wal Mart chain stores have faithfully adopted this concept.
Bean is a very successful clothing and outdoor sports equipment catalogue mail order retailer, which is based on the establishment of marketing concepts. In 1912 the first internal circulation of papers, company founder.L.L. bean published the following statement: “I think until our goods is rotten and the customer is Liu satisfaction, then buy fee count grams. We would like to thank our customers who are not satisfied with the products they have come back. A view in. “In every aspect, Bean has the effect of making customers feel absolutely satisfied.””. In order to encourage employees to combat marketing concept, bean company decades Zhu has been in the office everywhere paste slogans, top write: “what is the customer? The customer is always our guest of honor, whether in personal selling or in the mail order sales, is the guest of honor. Customer is the band of his desire to us, so our work is to satisfy these desires, so that he and we all benefit. ”
In contrast to this, many companies claim to implement marketing ideas. But there is no micro to the needs of the customer and the united. Their marketing vice president, marketing manager only marketing plan and marketing research and so on the form of marketing. However, only these forms do not mean that they are the market as the center of the enterprise. The question is whether they are based on the changing customer needs and competitors’ strategies. Was originally very famous of some enterprises, such as general motors and IBM, Sears, Zo your chi, all lost considerable market share, because their marketing managers are not in response to the changing market to adjust its marketing strategy.

Main factors in marketing management

Modern marketing is a kind of management marketing, so what is the management of the factors?
Philip, a professor of international marketing at Northwestern University, the father of modern marketing, the world recognized as the father of modern marketing, is divided into the following several aspects of modern marketing, Kotler Kellogg:
Needs, desires and needs
(1) required
The most basic factor that constitutes the foundation of marketing is the need, desire and need. Requires a lot of human survival and development, including material for food, clothing, housing and security needs, intimate and loyal and loving righteousness to social needs, and the knowledge and self expression of the individual need. These marketers need is not created, but a fundamental part of human instinct.
(2) desire
Desire is the form of the human need to be created by the culture and the personality. A hungry Americans desire may will be a hamburger, some French fries and a cup of Coca Cola and a Bali people want a gourmet meal may will want a mango, pigs and pods. The satisfaction of desire is the need to achieve in kind.
(3) demand
There is almost no end to the desire of people, but the real is limited. Therefore, people want to use the limited money to choose some value and satisfaction degree of the largest products. When buying backing, desire becomes a requirement.
Consumers will be a collection of various products, and they only choose the price of a certain but can provide the best interests of the collection of products. For example, Honda – siwik car means a car, low price and good economy. But Mercedes is a symbol of comfort, luxury and status. In the case of people’s desire and resources, they pursue the greatest degree to meet the interests of the product.
People rely on their products to meet their desires and needs. Marketing managers can provide a variety of products, including goods and services through marketing management. Consumers make choices based on their understanding of the value of a variety of products and services.
Outstanding marketing managers have to know well understand the spare no effort the customer needs, desires and needs. They carry out market research on consumer preferences, analysis on customer information, warranty and service data. They also observe the use of the enterprise products and competitors products customers, and train the sales staff to pay attention to the customer is not satisfied.