The market is because marketing efforts and could not make the market structure or consumer purchase patterns seen tremendous changes, nor to a great extent on changing the future customer point of view. Nevertheless, changing the market mechanism is still sent to hope. Marketing staff believe they can make use of advertising to change consumer behavior, this is like the door open to changes in temperature as is the case. Therefore, the advertising annual anti-drugs campaign $ 5 million. While the drug dealers and drug wholesalers, despite the endless money, in that connection do not care a damn. Of course, the prohibition of drugs demand. Any marketing effort cannot eliminate people's needs and desires. Alcoholic drinks consumption in the United States was once regarded as illegal, but who finally won the victory in the war of prohibition? is the Government or the public?
Do not try to fight with the market, the marketing plan objectives should not be changing people's thinking, but rather to lurk in people's minds the idea and concept of the "active and intelligently". And marketers often due to external events or environmental impact of these changes to resist. They remember that Sara's teachings than industry: "first and foremost to firm. ”
Fantasy trade between changing market
Top-down strategic plan almost without exception, trying to make some changes in the market, and because of this change cannot be achieved without the project, the war with numerous examples. In 1942, Hitler on the Russian front in the southern part of the strategic requirements captured Stalingrad to get through to the Caucasus oil producing region, but Fred Goodrich's Porus will fail to achieve this purpose.
Many top-down marketing plan met and Porus Sixth Army in battle, in the same fate, as the scheme cannot be the slightest change leads concepts and aspirations of abortion. Xerox's general strategy sentiment in the computer field a thirst to break the Xerox copiers and computer means the stereotypes. "We can change this perception", in charge of the company confidently said. However, against all expectations, although it will cost billions of dollars in this regard, Xerox perceived is still synonymous with photocopiers.
The essence of reverse marketing is accepted for the recognition of the concept, the company make the appropriate adjustments, not unrepatriated attempt to change the customer, should you want to change is the way to win customers. Here, we use a man wearing the famous boss to illustrate this problem: "If the customer requires a blue suit, then open the blue light. "Don't try to make him believe that he wore a grey dress better, even if the actual situation is the case. In reverse marketing process, the company always changing, this change would not be shaken, day, move, sometimes just open blue lights, small things.
Over time, some company names become obsolete. To the Western Union company, for example, it is the established in 1851, the company took the lead in the introduction of the telegraph system, ten years after the "baoju express" extrusion post areas; it is the company that is currently being squeezed out of business areas of difficulty, because it refused to carry out the necessary fundamental change.
In Western Union was founded one hundred years later, the Telegraph has as its main business. As times change, the company will also strive to keep pace with the times. It launched the first satellite, and to post letters (mailgram) and "strap" (Easy link) computer communication services, once again become a pioneer in the field of electronic communications. In setting up these new million dollar investment in electronic communications business, the public perception of Western Union?, or that riding a bicycle delivery Telegraph boy image. Telegraph service itself has not been well received by the public. Published in an influential weekly news article on said: "we thought it was a fake Telegraph", "since it arrived, and not print error." Therefore, the Western Union needs a commensurate with its image with a new name. However, the Western Union does not intend to change the company name, instead of on the road to change attitudes, they promote the corporate image and introduce new service projects to spend millions of dollars. In the spring of 1982, the company claimed that: "our new service — strap, Telecom, world-wide facsimile, telephone, and cellular phones in the air — making the company at the forefront of the communications industry. We continue to operate original business, will continue to launch new services. "Unfortunately, the new services will also help to save Western Union throughout Western declining trend. Let's again year after year the Wall Street Journal published by the twentieth century, the company retains the name of the nineteenth century.
Obsolete name
The company's name with the wishes of potential consumers. Like the "Western Union" name, often no longer out of fashion. Because of the emergence of HIV, resulting in sales of bodybuilders candy AYDS declined by 50%, the solution can only be changed the company name. Allegheny Airlines once in trouble until the name change to US Airways emerged from Alfonso · da Bruzzo until the name changed to Alan Alda · in TV stations to find a job. Herald Boyd (Haloid) before introducing plain paper photocopiers, on the company name with Xerox. Ralph · game Schutz Boston businessman decided to change it is called the "tuna" to depart from the dock. A researchers put the Sanyo brand stickers in the United States radio company of electronic equipment, and requests to 900 people associate it with a radio company trademarks to compare similar products, some 76% of people believe that with the Sanyo brand products better.
No comments:
Post a Comment