英国本科课程作业:The marketplace inclusivity should be concise to certain groups [2]
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论文字数:1400论文编号:org201509090933156139语种:中文 Chinese地区:英国价格:免费论文
关键词:marketplace inclusivityConsumer purchasing behavior
摘要: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。
orth, 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
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.
The failure of Coca Cola attributes to the neglect of the regular customers but blindly appealing to new customers. Coca Cola does not realize that a successful marketplace cannot be inclusive to all consumers. Fortunately, Coca Cola changed back to the traditional taste in the end which guarantee the competitiveness with PepsiCo.
Advices of the choice to market focus
From the failure case of Coca Cola, we can see the importance of targeted market. Certainly more inclusive marketplace is helpful for the long-term development of the company. However, this is based on the well hold of the loyal customers. In other words, exploring new consumers on the basis of existing customers. Using the example of Coca Cola, it uses different packages to attract consumers with different preferences while reserves the traditional taste. This measure is successful that it maintains its core value.
As for we listed in the literature review, there are still market areas need further development, like the low-income people, mature women, plus-sized people or even consumers with dissimilar preferences. These offer opportunities for emerging market or existing enterprises with enough strength. Market cannot be perfect completely, it needs continuous improvement with the development of fashion. (Mankiw, 2009)
Considering the consumption structure, fashion would still be the highlight. One developing direction for the existing fashion brands is the emphasis on working women especially mature women over 45 years. They have enough willingness to pay and have their preferences which cannot be influenced easily.(Note 2003) A misunderstanding of most manufacturers nowadays is that the demand follows supply. Based on this, the supply is increasing while its quality is backward. The inclusivity of marketplace reflects the satisfaction of demands of all consumers. Certainly sometimes consumers’ demands can de guided to a better direction. (Sandicki et al. 2010) Thus further researches on consumers preferences and demands are very necessary and would never be out of date. This requires for the joint effort of the whole markets instead of one certain enterprise. 
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