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时间:2021-10-13 23:00 来源: Essay代写

摘要:市场营销是英国留学生热门专业之一,而对于市场营销学英文作业的写作让很多学生头疼不已,本文将针对市场包容......

Introduction 介绍
 

随着消费者偏好的不断增加市场对企业的市场细分又会出现了一次又一次的市场细分。因为该对象没有确定至今没有一个绝对的答案。对于整个市场来说一定要考虑对所有消费者的需求。然而,在一个行业一个独立的人来说他如果包容所有的消费者则会分散能量会适得其反。

市场营销学在这篇文章中,我们选择的方式和市场的包容性和排他性的必要性可行性分析具体的市场。首先,本文将对现有的学术文献进行探讨。在此之后,它将解释市场包容性的优点和缺点以及为什么要简洁。最后,将提供市场包容性建议。As the increasing of consumers’ pReferences, the market segmentation appears again to enterprises that whether the marketplace can or should be inclusive to all consumers. There is no a absolute answer since the object is not identified. For the whole marketplace, it is sure to consider the demand for all consumers. Nevertheless, for an independent actor in an industry, being inclusive to all consumers would decentralize its energy which would be counterproductive.

In this essay ,we choose fashion as the specific market to analysis the feasibility and necessity of marketplace inclusivity and exclusivity. Firstly, this essay will discuss the existing academic literature in fashion. Following this, it will explain the advantages and disadvantages of marketplace inclusivity and why it should be concise. Finally, it will present an example of Coca Cola to provide an advice of marketplace inclusivity.

literature review 文献综述

Literatures have discussed the omittance in mainstream market. Daiane Scaraboto and Eileen Fischer discussed the mobilization of plus-sized consumers to seek more choice from mainstream market. (Scaraboto & Fischer 2012) In addition, Kathy Hamilton & Miriam Catterall do a research on the low-income consumers and call on more concern for them. (Hamilton & Catterall 2005) The marginalization of low-income consumers is accentuated by marketers disinterest in poorer consumers. (Winnett and Thomas 2003) In contrast, an investigation on high-income consumers like the UK mature women also indicates the exclusivity of marketplace. (Birtwistle & Tsim 2005) The demand aiming at consumers with dissimilar preferences has been captured by merchants to develop on the Internet. (Choi & Bell 2011) As the researches showed, there are many areas of consumers ignored by the merchants, whatever they are poor or wealthy. However, the incompletion of the marketplace inclusivity is just the potential opportunity of the companies towards consumer of different classes. (Robert et al. 2003)

The feasibility and necessity of the marketplace inclusivity

It is a common phenomenon that consumers either find no clothes catering to their taste or all their favorite. This is the inevitable result of market segmentation for the target groups of different brands are not overlapped which leads to the difference. Everyone brand has its brand culture like Uniqlo lays emphasis on comfort while Zara pays attention to the idea of the one and only. Besides this, the prices of this two brands are also in different level. Considering that the preferences of consumers are various and unpredictable, it is impossible for one company to be inclusive to all consumers. (Kotler & Philip 2000) Thus there is little feasibility of complete inclusivity of marketplace. On the other hand, there is no need for manufacturers to cover all consumers since that everyone has his own definition of fashion which determines its preferences. A good brand must has its core competitiveness and recognition. For example, if a brand’s staple aims at consumers with high net worth, then it is not wise for it to develop new clients in middle class. The reason is that sometimes the most valuable of a brand is not its new meaning or high quality but the status it represents like the development of Parker pen. (Schau et al. 2009)

From the perspective of economics, the production is a constraint especially in the area of fashion. Not only the trend varies a lot but also the balance between supply and demand is hard to reach. In addition, there is no possibility of the equilibrium price for it is not a certain type of goods. (Mankiw, 2009)

A wrong transformation of Coca Cola可口可乐的错误转变

There is a failure case of Coca Cola which can be applied to the guidance for the area of fashion. Owing to the grow up of PepsiCo claiming new alternatives of a new generation, Coca Cola carried out a large-scale Marketing action with completely substitution of the traditional taste. Although this transformation had done market research before extension and gain good response, the post-effect is far from satisfaction. From the press conference, the protest calls are not discontinuous. End with the angry feelings among customers and falling sales, this three-year costly events failed.

本文标签: 市场营销学essaymarketplace

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