八号当铺不归路,只有典进不能赎

follow the last blog
the most important in marketing concept is what is customer need and want
i've said we can get the information from internet or make a marketing research.
but there's not every things that we can get information from internet or marketing research
every buyer have different needs and wants

as a organisation
we need change to customer position to think about what will be customer thinking about?
for example:
a family and an organisation purchase computer(s)

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as a family to buy a computer
income, inflation, motive, useful, lots of things will be focused
even a family only buy one computer
but as an organisation
they will plan the purchase cost to apply
also it will take longer time than a family
but the purchase will be number of

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that's we call the buyer behavior, also buyer behavior will be changed as culture, age, motivation etc.
e.g.
a 25 age of girl will like the technology product (3G mobile phone)
but a 40 age of lady just need a mobile to contact friends or business,
she will like the things which is cheaper and useful (supermarket special offer)

so as a marketing department need always stand on customer position to analyse, plan and control

follow the different group people make different analyse and plans

 

anyway when a product finish its life, we can divid by internal effect and external effect
buyer behavior is what i said external effect
e.g. 7years ago nokia 3310 was population in the world, i've said its advantages in last blog
but today the same product----nokia 3310 has been left mobile area, there are lots of varied mobile instead
reason 1. it can not satisfied people need(reading, watch movie&mtv, suffing internet etc.)
reason 2. it has been finished its life
reason 1 is buyer behavior
but reason 2 is what i will talk about the product life cycle---PLC
also i call it internal effect.

have a look the figure 1 and figure 2

 

this is a normal product life cycle analyse diagram and the cost analyse diagram
figure 1 is product life cycle--PLC

figure 2 is product life cycle cost

 

in figure 1
every product in its life will be 4 stages--- introduction, growth, maturity and decline

when a new product in introduction stage
-there's no competitors
-we need advertise the product to show it, to attract customer
-because it's new, so only few people will know it, buy it. the sales will be very low, the profit also very low
-becasue it's new, so the price cant very high(because high price will give customer afraid, except some of  technology product)
-it wont get lots of distributior to sale it

 

but when it move to growth stage
-the sales goes up, profit also goes up
-more people know it, but advertising should not be stopped, it can push the product to the 3rd stage
-it also can get more distributions
-the price could goes a little bit high
-but there will appear few competitors

 

when the product move to maturity stage
-there are many sales, lots of profit
-the advertising might stop to save the money to survey the next new product(personal mind)
-also the competitors will be more and more
-so at this stage the organisation should finish the product as quick as they can, to make next marketing research

 

Decline stage that's meaning the product life nearly finish
-there are many and many competitors
-the price should goes lower and lower(if the organisation reduce the price, others competitors will reduce as well;  but if the organisation increase the price, others competitors will not increase)
-in this stage the organisation should sale the product to finish as quick as they can

 

all of that 4 stages that i talked is only use for normal product, not all product
for example: 4 years ago motorola V70 is very expensive when it appear the market
                     huge of young people bought it, used it
                    but just half years sony-ericsson T630 appear
                    it attract people much more

so the technology product should make very high price in introduction stage
and make next marketing research in the second stage....etc

the technology PLC is very short at moment
the technology product life cycle diagram would be like the following figure 3

 

To be continue..........

前些日子和我一个死党聊天

无意中谈到烧香一事

据我死党说

现在一到初一或十五

寺庙外就有卖香的人

而且香的品种也有很多种

记得以前和我妈一起去烧香

香就那么几种,怎么现在会有很多种呢

我那个朋友说---现在有什么祝福全家的香拉, 什么保佑父母的香, 什么姻缘香等等的，要全部买齐，估计得花上2-3百RMB

他还真是想不通

也不能怪他

他是一个搞IT的,从小到大也就是头一次去烧香,而且现在出现那么多各种各样的香,对一个陌生人来说

的确是觉得奇怪

 

不过就他对我说的这个现象

如果是学商科的朋友就很容易理解了

商科中有一门课叫---MARKETING,换成中文也就是"市场营销"

其实这门课很值得研究

就上面这个例子来看

"香"其实可以算得上是一中"商品"(PRODUCT)

无论是什么商品都和动植物一样

都有一个生命周期

我们人也是一样

举个例子吧

大家应该都知道NOKIA 3310(诺基亚)

这一款手机吧

记得当初NOKIA 3310刚问世时

大多数人都对它的手感,简便,甚至游戏所深深吸引

这款手机可以说是NOKIA手机中的开创者

虽然NOKIA 3210已经采取了无天线式设计

但是由于3210体积仍然属大

所以还是很快被淘汰了

随后的这款3310,不但继承了3210的无天线式设计

而且键盘的手感也极舒适

在当时可以说是一款无法比拟的手机

可是我们在放眼现在

试问又有几个人会去买NOKIA 3310这款手机呢?

现在的手机,机身小,易携带,蓝牙,上网,等等功能的增加

对我们来说就是一部小型的笔记本电脑

虽然价钱昂贵,但是仍有众多人士会不牺花去2-3个月的工资来买一部

科技的先进,要做到并非难事

但是国内有没有哪位买家,考虑过"为何人们会不牺花如此价钱买一部在未来就会被淘汰的手机呢?"

手机本身的造价也许就几十块钱,但是为何会卖到几千块甚至上万呢

这个也就是MARKETING课程中的一门"消费心理学"了

 

在西方MARKETING中首先讲到的就是什么是MARKETING

现在中国很多商家也重视这方面的研究

MARKETING其实很简单3句话就能把MARKETING的概念----MARKETING CONCEPT/MARKETING philosophy给概括了

1. Customer orentation

2. Co-ordinating marketing activities

3. Profit orientation

 

其中第1点讲的就是----what is cusomer need and want

不用我多说,这点英文大家还是能看懂的吧

'顾客的需要' 也就是市场营销的最关键的所在

如何根据顾客的需要来生产产品才是让企业走上光明的大道

这也就是我们现在所说的"以销定产"

在过去,大家应该都记得大锅饭吧

企业由国家决定生产什么

而且工人们只顾生产

无须担心产品以后是否能卖出去

那段时候的生产其实就是我们所说的"以产定销"---PRODUCT ORIENTATION

虽然在当初也许还算适用

但是当人们的需求慢慢被满足后

人们就会追求更高一层的需求

而且每个人心里的需求都有所不同

所以如果再用"以产定销"来应付

那不用看,这个企业就等着LIQIUDATION吧

 

从相反角度说

如果企业就只重视销售,一味的把产品推销给客户

打个比方

我们平时很长见的有买一送一

买三送二等促销

这种其实是商家来吸引顾客的手段而已,其实就算买三送二

那产品的卖价还应该是高出产品的成本价

我现在说的只重视销售可以基于这一点展开

譬如  买3送5, 买1送5

这种的销售应该可以归纳为2种

1,  商家早就在早前的销售中赚够了一票

     想趁早闪人

2. 也就是SALES ORIENTATION

    解释一下就是, 销售部门不管产品的成本多少, 它的目的就是把产品推销出去

所以SALES ORIENTATION和PRODUCT ORIENTATION 2者不是重视销售就是重视生产

都没能平衡2者,所以不是此消就是彼长

然而当MARKETING这部门介入一个企业后

它起的作用就是用来平衡生产和销售之间的矛盾

把2个部门有机的集合(CO-ORDINATING MARKETING ACTIVITIES)

更好的完成企业的目标-----赚钱(PROFIT ORIENTATION)

 

现在让我们回到我和我朋友谈的那个香的问题上

香是一种产品,我刚才已经说了

以前初一,十五我们去寺庙烧香的目的

应该和我们现在的差不多

拜菩萨也是为了我们的前途,家人的健康等等的

我们为何会去拜菩萨

为求的是心安和保佑

正如我前面说的制造香的商家过去只是埋头于生产

所以根本没在意过那些进香的人到底所求何事

但是如今他们已经注意到了这点

层出不穷的香的种类已经是一种很好的证明

 

那么到底怎么样才能找到WHAT IS CUSTOMER NEED AND WANT呢?

其实说起来真的很简单

也就是市场调查

但做起来就真的不那么简单了

市场调查可以分为几种(以西方为例)

这里我只说2种(应该够了)

第1种,企业自己找人去做市场调查或企业自己找人为新产品做市场调查(一手资料--PRIMARY DATA)

这一种市场调查的弊端----企业必定投入大量人力,物力(必定增加产品的成本),且调查速度之慢可以想象

但是好处就是---所得的信息(FEEDBACK)有效,准确,有针对性

第2种,企业也可通过互联网,在网上搜集有关信息(二手资料---SECONDERY DATA)

只是有关,毕竟自己的产品或新产品是外面没有的

这种市场调查的弊端----准确性,针对性都不是很强,而且可能偏差很大

它的好处呢,不用多说---企业就不必花重金在人力物力上,而且速度快(只要我们用鼠标一点,信息就马上出来了)

 

待续..............