市场营销管理英语论文及译文Word格式文档下载.docx
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市场营销管理英语论文及译文Word格式文档下载.docx
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Multi-dimensionBenefitsLeadtoBrandExtension
Thetraditionalviewofmarketingisthatmarketersusedtosucceedbyprovidingsuperiorproductsandotherdistinctivefunctionalbenefits.Buttodayforsuchbenefitscanreadilybeimitated.Marketersmustthereforefindnewwaysofdifferentiatingtheirproductsandservicesbyidentifyingnewcustomerbenefitsfromthecustomer’sview.Basingonthisbackground,somecompaniesemphasizeprocessbenefitsandrelationshipbenefitsorintegratethemwithfunctionalbenefitstoreshapethethreebenefitscombinationtoattracttheconsumerswhovaluethesenewtypesofbenefitsashighlyasfunctionalones.Thebasisforcreatingsuccessfulmarketingstrategieshasexpandedtothreedimensionsandconsequentlyleadstobrandextension.
Thisessayaimsatmakeabriefdiscussionontheseissues.Processbenefitsandrelationshipbenefitsarecriticallyanalyzedfirstly.Thenmaximizingvaluecreationbyidentifyingnewcustomerbenefitsfromthecustomer’scognitivespacewillbeevaluated.Additionally,relevantbranddifferentiationandbrandextension,thekeytocompetitiveadvantage,willbeassessed.Ingeneral,brandbenefitsderivingfromaddingdimensionstosinglefunctionalbenefitsandresultinginstrongbrandrippleeffect,arerunningthroughthewholearticleasamainclue.
Today’smarketplaceisfundamentallydifferentasaresultofmajorsocietalforcesthathaveresultedinmanynewconsumerandcompanycapabilities(KotlerandKevin,2009).Consumersnowtendtopursuitmoreconvenience,pleasantnessinconsumptionprocessexceptforhighqualityproductsandservice.Theirneedsandwants,alsosaystheconsumersvalue,haveexpandedandupdatedtomulti-dimensionsincludingprocessbenefitswhichmaketransactionsbetweenbuyersandsellerseasier,quicker,cheaper,andmorepleasantandrelationshipbenefitswhichrewardthewillingnessofconsumerstoidentify
opportunitiesandchallenges,andmarketingmanagementhaschangesignificantlyinrecentyearsascompaniesseeknewwaytoachievemarketingexcellence(KotlerandKeller,2009).Becauseabuyer’ssatisfactionisafunctionoftheproduct’sperceivedperformanceandthebuyer’sexpectations.SwansonandKelley(2002)pointedoutthathighconsumersatisfactionhasmanybenefitsforthefirm,suchasincreasedconsumerloyalty,enhancedfirmreputation,reducedpriceelasticities,lowercostsoffuturetransactions,andhigheremployeeefficiency.
Underthiscircumstance,inordertooccupymarketandachievemaximumprofits,manycompaniesbegantorethinktheirstrategiesforfuturegrowth.Inresponsetoconsumers’multi-dimensionsneeds,itisimportantforcompaniestogainathoroughindepthconsumerunderstandingwhichhelpstomakesurethattherightproductsaremarketedtotherightconsumersintherightway.Todothis,thefirststepismarketsegmentationaccordingtotheconsumerextendingneeds.Amarketsegmentconsistsofagroupofcustomerswhoshareasimilarsetofneedsandwants(KotlerandKeller,2009).Thecoreistoformatcorrespondingbrandingextensiontoattracttheconsumers’multi-dimensionsneeds.
Oneresearchshowsthatconsumerscanbesegmentedbyallthreedimensionsofbenefit(functional,process,andrelationshipbenefits)tocreatemorecomplexandpowerfulmapsofpreferences.Thesizeandnatureoftheimportantclustersvarysubstantially(Courtetal.).Soitisnecessaryandbeneficialthatacompanyneedstoidentifywhichmarketsegmentsitcanserveeffectively.Themostsavvymarketershavefashionedhundredsoffunctional,process,andrelationshipcombinationsandidentifiedasimilarnumberofdistinctconsumersegmentsthatmightbeattractedtothem.Acellphonemanufacturerlookingforpromisingofferingsinseveralprofitablemarkets,forexample,establishedcross-functionalcustomersegmentpanels.Withthisinformationinhand,itwastrulymeetingtheneedsoftargetcustomersegmentsincriticalmarkets(Johnetal.,2006).Suchdecisionsrequireakeenunderstandingofconsumerbehaviorandcarefulstrategicthinking.Theidentificationofcustomerneedsinordertoserveandbuildthevalueofcustomersegmentsisamajorchallengethatmarketersencounter(JohnsonandSchultz,2004).
Ratherthancreatingthesegments,themarketer’staskistoestablishanddeliverthedistinctivebenefitsofthecompanies’marketofferingtotheexactsegmentation.Thechoiceofcorrespondingbenefitstocommunicateandemphasizewouldseemtobeespeciallyimportantinsituationswhereconsumersmayvarywidelyinthebenefitssoughtandevaluatebrandsratherthanproducts(Orthetal.,2004).
Inaddition,thecompetitiveadvantageofsuccessfulproductsandserviceprovidersisoftenexplainedwithalogicwhereinofferingcontributestocustomervalue,resultinginincreasedsatisfactionandbehavioralintentions,eventuallycreatingloyaltythatmanifestsitselfinenhancedprofitability(Croninetal.,2000;
SlaterandNarver,1994;
Wangetal.,2004).Forexample,Starbucksoffersaddedculturalvaluetoattractcustomers;
BMW,Audi,andanyotherautomobilecompanies,locatefour‘s’storesinChinatoofferacomprehensiveafter-saleserviceandstrengthenthebrandimage(Fisk,2006).
Inanotherwords,themoreimportantthingforcompaniesisputforthacustomersvalueproposition,asetofdistinctivebenefitsorbenefitscombinationstheyoffertocustomerstosatisfytheircognitiveneeds.Fromthecompany'
sperspective,thesebuyingmotivesshouldbecapturedinacustomervalueproposition(CVP),makingitastrategicpriorityissueinareassuchassegmentation,servicedevelopment,andmarketingcommunications(Rintamä
kietal.,2007).
AccordingtotheviewofAnderson(etal.,2006),inordertodifferentiateitselffromitscompetition,thecompanyneedstohavepointsofdifferenceinitsvalueproposition.Ingeneral,identifyingcustomervaluepropositionsbeginswithunderstandingthekeydimensionsofcustomervaluethatmotivatethetargetedcustomers,anddevelopmentofcustomervaluepropositionsbenefitsfromhierarchicalevaluationandcombiningofeconomic,functional,emotional,andsymboliccustomervaluedimensions(Rintamä
kietal.,2007).Foeexample,creatingfunctionalvalueisoftenassociatedwithproductsthatmeetthetargetcustomers'
needs,andprocessesthatincreaseconvenienceatdifferentstagesoftheshoppingexperience(Seidersetal.,2000).TescoisaBritishretailerthathasgainedcompetitiveadvantagebycreatingsuperiorvalueforitscustomers.Tesco'
scustomer-focusedcommitmenttoprovidecustomersvalueissummarizedinthecompany'
svalueproposition“Everylittlehelps,”whichissuccessfullycommunicatedtocustomersaswellastheemployees.
Itiscommonlyacknowledgedthateffectivemarketingcommunicationsmustrecognizetherelationshipbetweenaproduct/abrandandtheconsumptionvaluesorbenefitsconsumersseek(Shethetal.,1991).Becauseconsumerscanvarygreatlyintheirvaluecomposition,theymayseekarangeofdifferentbenefitsfromproductsandbrandsandhencewillreactdifferentlytomarketingcommunicationsemphasizingselectedbrandbenefits(Orthetal.,2004).Sofromamanagerialpointofview,extensionsaremorepowerfulwhentheyareconnectedtothecustomerrelationshipandbrandpositioning(DavisandHalligan,2002).
Itisclearthatthateveryorganizationneedstodevelopstrongbrandsasanessentialpartoftheirbusinessstrategy(Kay,2006).Ithasbeenacceptedthatstrongbrandisaveryimportantfactorforacompanytowinthecompetition.Goodbrandsmakethemwincustomerloyalty,andloyalcustomerswillcostlesstoretainandservice(Cheverton,2000).Itisanexpressionofcompetitiveadvantage.Abrandisthusaproductorservicewhosedimensionsdifferentiateitinsomewayfromotherproductsandservicesdesignedtosatisfythesameneed(KotlerandKeller,2009).Fromthecustomer'
spointofview,abrandcanbedefinedasthetotalaccumulationofallhis/herexperiences,andisbuiltatallpointsofcontactwiththecustomer(Kapferer,2004).
Toasuccessfulbrandingmarketer,itisvitaltorealizethatcustomersmustseeanycompetitiveadvantageasacustomeradvantage.Astrongbrandidentitythatiswellunderstoodandexperiencedbythecustomershelpsindevelopingtrustwhich,inturn,resultsindifferentiatingthebrandfromcompetition.Acompanyneedstoestablishaclearandconsistentbrandidentitybylinkingbrandattributeswiththewaytheyarecommunicatedwhichcanbeeasilyunderstoodbythecustomers(Ghodeswar,2008).Southwestairlinesgaveagoodexample.Southwestairlinesdistinguisheditselfasa“fun”airlinesandadopted“thefirst-come,first-servedopiningseating”.Southwestairlinesisnowthenation’slargestairlineintermsofpassengersflownandholdsthedistinctionofbeingtheonlylow-fareairlinetoachievelong-termfinancialsuccess.
Apartfromthat,effectivebrandextensionsplayakeyroleintheinnovationanditisacceptedbymoreandmorecompanies.Theestablishedbrandcaneasilyberetrievedfrommemoryandtheextendedbrandcanbemoreaccessiblethanindividualbrands.Extensionsaremorepowerfulwhentheyareconnectedtothecustomerrelationshipandbrandpositioning(DavisandHalligan,2002).Meanwhile,McQuiston(2004)pointedoutfirmsendeavortocreatesomeformofbranddistinctivenesstoavoidtheirproductsbeingviewedascommodities.Coca-ColaandPepsi-Colahavemanagedtomaintaintheirbranddifferentiation,irrespectiveofthesimilaritiesoftheirphysicalproduct.Inotherwords,differentiatedbrandscanbebasedonafeature,service,programoringredient(Aaker,2003).
I
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