rethinkingmarketing营销再思考.pdfVIP免费

Timetorethinkmarketing?RichardMeyerBadsignsareeverywhereRetailersareeliminatingbrandsTheworld'sbiggestretailersarewrestlingwithhavingtoomanytypesofbrand-nameproducts.Atthesametime,shoppersarebuyinglessandlookingforbargains.Unlessaparticularbrandisatopsellerinitscategory,it'sgettingknockedofftheshelf--andsometimesgettingreplacedbyacheaperstorebrand.MarketresearchfirmConsumerEdgeResearch,expectsWal-Martandothersellerswilltrimseveralname-brandsacrosscategoriesincomingmonths,ornegotiatedealstogetbetterpricing.Toomanybrands&toomanylineextensionsThefeelingisthatasthesecompanieskeepextendingtheir[product]lines,it'sonlycausingconfusionforshoppersandnotreallydrivingthemtobuymoreproducts.AndwaytoomanybrandchoicesfroconsumersAsaconsumer,"DoIreallyneedtodecidebetween15differenttypesofdetergentwhenIgotoastore?"Consumersaresaying“enoughisenough”Easyaccesstoinformationandfriction-freepurchasingismakingconsumersevermoreagile—andlessloyal.Outragedbycorporatemalfeasance,peoplearepunishingcompaniesforunethicalgovernance.Eventhosewhodon’tneedtoeconomizearepursuingamorewholesomeandlesswastefullife.InanerawhenconsumerdemandforsimplicityisincreasingConsumersareseekinguncomplicated,user-friendlyproductsandservicesthatsimplifytheirlives.Thenewconsumerbuzzwords“functional+simple”Capturesthephenomenonofsimple,smalland/orcheapproductsandservices;Smallerand/orlimitednumberoffeatures,tokeeppriceslow.Simpler,oreasiertouse,forinexperiencedconsumers.Energyefficient(ornotusinganytraditionalenergiesatall)and/oreasytorepairand/orwaste-reducing.Robust,assomeofthemareusedinruggedconditions.Well-designed.MarketersarewonderingWhatdowedonow?YetsomebrandsaredoingverywellBecausetheyfocusonthecustomerWhileothersonlyfocusonpriceWhichinturndecreasesthevalueofthebrandButasmarketerscontinuetofocusonvaluetolureconsumersawayfromprivatelabel,orretailstorebrands,someanalystsquestionediffoodmakerswillhaveatoughtimegettingconsumerstotradeupagain.Sotoday,what’smoreimportant?MarketSh...