vi design company-an important vi design company concept in the 1980s
Localization and relationship marketing, now we have come to the 80s when development was slow. vi design marketing experts have created more concepts to describe how to survive in this lifeless economy. In 1981, Levi Singer and Philip Kotler examined the concept of "marketing war" and the application of military theory in marketing war. A few years later, Les and Trow published their book on the marketing strategy of vi design company, and published similar works in the UK and France. Les and Trow showed the talents of their real advertising agency, renting a military tank along Fifth Avenue in New York, peddling their marketing war books, 1981, Christine Grolu of the Swedish School of Economics Si published a paper on the concept of "internal marketing". He believes that when cultivating company managers and employees to accept customer-oriented concepts, the problems faced by companies will be more difficult than developing attractive products and services for customers. Obviously, having a strong marketing department in a company does not mean that the company has implemented a marketing direction. Philip Kotler once called the art of creating a marketing culture in a company a "marketing" problem, which is to make the company marketable.
In 1983, Theodore Levy wrote another landmark paper. He clearly put forward the concept of "global marketing" in the article. He called on multinational companies to provide a unified product to the world and use unified communication methods. He found that too much emphasis on adaptability to various local markets will lead to the loss of economies of scale in production, distribution and advertising, which will increase costs. His views stirred up a stormy argument. In the meantime, many people criticized Theodore with relish, even though it was not a full criticism. No matter what position you hold, you should acknowledge the fact that Theodore's views not only caused a shock in the academic world, but also aroused the intense interest of people who actually engage in marketing activities. Arguments in academia can attract the attention of the industry, it is really rare, let alone increase their blood pressure.
Ironically, a few years later, Theodore's global marketing article became a new example of "local marketing". In addition, there are many strong vi company evidence to demonstrate this concept, including the emergence of a large amount of data, the large market continues to be divided into local markets, and the growing power of local retail chain organizations requires more consumption promotion and certain Some special promotional activities, the economic benefits of large-scale media have declined, and so on. Campbell Soup, Napisco, General Foods and others are experimenting with new plans and systems to control local marketing. As both local marketing and global marketing will continue, we will face a "two-material marketing 10 years.
"Direct marketing" is also a concept that has attracted public attention in the past 10 years. It refers to a new way of selling to people outside of retail stores. The original form of vi design is door-to-door sales and direct mail sales. It has now developed into assembly sales, Telemarketing, home TV purchases, computer purchases, etc. Some people say that the essence of direct marketing is marketing based on data, because it is the advancement of large amounts of information and the development of television communication technology that make direct marketing possible.
In 1985, Barbara Bender Jackson emphasized relationship marketing. There are several versions of this concept in the early days, such as "negotiation to sell" and so on. Jackson’s contribution is that he made us understand that relationship marketing will enable the company to get more than it gets in transaction marketing. Relationship marketing better captures the essence of the marketing concept than transaction marketing. As Charles Zanderman pointed out two years ago, "Companies are not creating purchases, they have to establish various relationships." In 1986, Philip Kotler proposed the concept of "all-round marketing" and proposed the company How to enter the protected market. A company may have a superb high-quality product and a perfect marketing plan, but when it wants to enter a certain geographic area, it may face various political barriers and public opinion barriers. Contemporary marketers increasingly need to use political skills and public relations skills of vi design companies in order to work effectively in the global market.