英国市场学本科作业:市场包容性应简明某些群体
论文作者:www.51lunwen.org论文属性:作业 Assignment登出时间:2016-08-03编辑:anne点击率:5803
论文字数:1336论文编号:org201608022159085170语种:英语 English地区:英国价格:免费论文
关键词:英国市场学本科作业市场包容性
摘要:从供求和生产的角度,全纳市场对所有消费者都是不现实的。完全包含是不能实现的,无论是在可行性或必要性。
Introduction介绍
随着消费者偏好的增加,市场细分再次出现的企业,无论是市场可以或应该是包容性的所有消费者。没有一个绝对的答案,因为没有确定的对象。对于整个市场,它肯定会考虑所有消费者的需求。然而,在一个行业一个独立的演员,被包容所有的消费者会分散能量,会适得其反。
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,它将解释的优点和缺点市场包容性和为什么要简洁。最后,它将提供市场包容性建议目前可乐为例。
As the increasing of consumers’ p
References, 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市场包容性的可能性和必要性
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
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