351期末考整理.docVIP

Lecture 1 Marketing in today’s Economy Q: Increasing customer power is a continuing challenge to marketers in today’s economy. In what ways have you personally experienced this shift in power; either as a customer or as a business person? Is this power shift uniform across industries and markets? How so? Today’s economy is characterized by: Rapid information and technological change Changing Economy: economic/ financial anxiety Increasing consumer skepticism(怀疑的态度) Rapid Globalization The call for ethical and Social Responsibility Advanced in computer, communication, and information technology forever changed the world and the ways that marketers reach potential customers. ★ Marketing Challenges Power shift to Customers Customers often manipulate（控制）businesses because of their access to information, the ability to comparison shop, and the control they have over spending. (比较价格，利用互联网买打折物品，互相交流via Internet) For marketers, they have to make sure that their products are unique and of high quality. Example: A Massive Increase in Product Selection With the development of e-commence, more customers choose to shop online for cheaper goods. (Car: CarsD; Books on Amazon and tickets on P.) Increased transaction efficiency, vast amounts of information available online. Examples: Groupon 团购 Audience and Media Fragmentation Changes in media usage: Cable television in 1970s (ABC --- Discovery--- Internet--- satellite radio--- mobile communication) 种类多样，时间有限。 Example: IPAD CBN Weekly 合作cooperation。Traditional and nontraditional. For marketers, media fragmentation does have a big advantage: It is easier to reach small, highly targeted audiences who are more receptive to specific marketing message. Example: UNIQLO优衣库和SNS 合作。 Changing Value Propositions The Great Recession in 2008--- increasing costs in energy, gasoline, food--- 缩减开支 Example: Travel agents 被e-commence打败。举例：xiecheng travelling携程旅行网。IF it is commodities, customers turn to the most convenient, least expensive alternativ