China Central Television April 11 2001 and Milton Kotler Philip Kotler on an interview.docVIP

 PAGE \* MERGEFORMAT 8 China Central Television April 11 2001 and Milton Kotler Philip Kotler on an interview Question 1: In order to build their own economies in the market segment, China needs to do what three things? (By Philip answer) Answers: Market activities require the use of legal means to protect intellectual property rights and capital investment, and protecting fair to fulfill the contract. Laws and regulations must be reasonable and timely, otherwise, the operation of an enterprise’s profitability, the price is too high. The need for domestic and foreign companies open markets. When the existence of a protected business context, the market is impossible to grow because companies will not be protected innovation will not establish the demand for something new. Market-based businesses require some know how to run profitable company managers. Those who trained under the planned economy, corporate managers may know how to at the lowest cost, number of requests for production of products, but this and the shareholders of enterprises can be profitable return on investment is completely different. Question 2: Chinese enterprises to become market-oriented organization, which most need to do three things? (By Philip answer) Answer: market-based enterprises to create value for its customers to profit. The first step in a market-oriented enterprises to understand client’s needs and desires, and they want to reach targeted market segments. They must be provided to customers is different from competitor’s products or services. If they are just and opponents rather, they can only opponent than price. If they have a distinctive feature of attention by the customer or interests, then they can sell for much higher prices than rivals. In order to maintain customer loyalty the next purchase, businesses must provide customers with after-sales service. This means: to maintain customer satisfaction, always ready to make a fast and efficient customer response,