Marketing of instrumental rationality and value rationality.doc

 PAGE \* MERGEFORMAT 5 Marketing of instrumental rationality and value rationality What is the purpose of enterprises? Create value for customers. How to create? Competition through resource elements and tools. However, the means of competition, the use of tools, both to customer value creation as the premise, but also to the wishes of the stakeholders conditions, which is behind the universal values of marketing. Otherwise, companies will lose because of the purpose and means destroy yourself. Instrumental rationality and value rationality is the German sociologist Max Weber’s theory #8226; the concept of instrumental rationality is a kind of worship and technology tools objectives of Marxism as a survival of the values, the value of rational people will reflect the value of Rational Thinking. Frankfurt School Critique of instrumental reason was no impairment of its edge, but with the society it is the relentless pursuit of material efficiency and more expansion. On marketing is a science or an art, there is no authoritative conclusion can not be shaken. With the rapid development of the market, changing consumer behavior, traditional marketing disciplines are constantly absorbing the rich more than the results to improve their own . In China, the face of the huge market demand and development of the industry, those who early understood the “big market in order to create large enterprises, large enterprises need to rely on marketing” of entrepreneurs won a first round victory. can be said that all from the West introduction of management disciplines, only an extension of the marketing function, we display their own inventions to be realized. marketing needs competition, is to attack others the length of their short. the history of Chinese enterprises and transnational corporations are not the same, the scale of strength not the same capacity are not comparable. However, in the local operations, production costs and human resources are our strengths, marke