Marketing Concepts and Techniques Challenged
To evaluate new ideas in marketing, particularly in the areas of consumer behavior and marketing communications, you should start some of the difficulties faced by a number of concepts from basic marketing and facing the marketing discipline. Micro-marketing, Maxi-marketing, database marketing, marketing new, wrap-around value added marketing, marketing, relationship marketing and neo-marketing are just variations on the marketing of Today ‘hui. The fact that there are so many ramifications for the eventual dissolution of Marketing Science reasons that we know the books Kotler. The key marketing concept of customer focus still seems to be a valid reference point. In today’s information about and underestimated the hedonistic consumption, the customer who decides to buy a product to be brand loyal or switch to a competitor. We therefore agree that “the need for such a [customer] Focus does not change (Holland and Baker, 2001:44). The concept of replacement value, however, may have been overwhelmed by the scope “postmodern marketing and consumer research (Brown, in Baker, 2003:25). Suppose that value can be created” when consumed as a sign of value “and not” exchange value, as modern economists, argued “(Baudrillard, in Firat and Venkatesh, 1993:235). In this way, the emphasis is on personal experiences customers and believes that “the value of consumption comes from the consumer experience” (Addis and Podesta, 2005:404). According to traditional theory, the targeted consumers are identified and acquired through a series of strategic tools such as segmentation, targeting and positioning. Various techniques and approaches are based on statistics, psychological, sociological and economic principles and models “(Addis and Podesta, 2005:389) were used to achieve these concepts. If these techniques are still in use, a number of processes and, above all, the fragmentation of markets by gradually making the traditional bases of segmentation (demographic and psychographic) questionable, and even the newer types “such as VALS be “less useful” (Firat and Shultz II, 1997:196). Other challenges facing the commercialization of research specialists, the fact that “in the field of qualitative research, it is generally accepted that no standard form for submitting the experience of consumers in the post-modern consumer society (Goulding, 2003:152). The typical tasks of researchers and respondents have changed and research is characterized by increased cooperation close. In addition, requests that Internet Explorer adapt to new forms of communication using new methods, such as hides, “” virtual community “,” Netnography “and others (Cova and Pace, 2006 : 1092). Consequently, today’s reality in fragmented markets, where “break into individual customer segments” (Firat and Shultz II, 1997:196), “modern techniques of sociological analysis” obsolete (Cova 1996: 19). While quantitative research is still widely used, are preferably a series of qualitative methods, “to close the gap in knowledge about the postmodern consumer. Most frequently cited are ethnography, fiction, discourse analysis, introspection and personal in-depth interviews (Addis and Podesta, 2005:406). Since purchasing, branding and mobile communications are all online university began, the definition of Internet marketing segmentation (IMS). Such a definition: “IMS is the use of updated information to potential customers or real online groups where consumers have needs and characteristics similar rank” to (Lin et al., 2004:602). Definitions of this kind, tempting as it may look, are just old ideas in new clothes and some makeup. Even more important is that new approaches such as online or Netnography ethnography is increasingly seen as appropriate methods of research (Cova and Pace, 2006 used; MacLaran and Catterall, 2002). Companies will have to resort to guerrilla tactics and employ qualified people in areas like online community-engineering. Phenomena such as the removal of the brand (Cova and Pace, 2006:1094) and decide how much power the consumer must be maintained after the accelerated evolution that shape contemporary research. The concepts of marketing communication of mass marketing and mass advertising are subject to significant revision. This is called the adjustment mass was through the use of e-mail marketing, marketing database to increase RSS and other. The process of fragmentation and have, in the consolidation of the birth of new concepts such as marketing chiefs (Cova, 1996:21) given. Mass advertising and have one-to-many, one-way communication to a linear one-to-one, many-to-many, two-way, non-linear flow of Communication (Holt, 2002; given MacLaran and Catterall, 2002). The Internet also has the idea of aspiring to the traditional push and pull cons (Travis 2001:16). The degree of interactivity that has changed “the nature of the publication of the conviction for relations” (Phil and port Arbittier, 1997:75) and the effectiveness of the advertising itself was called into question. The title of the article “Stop Advertising – Home Staging Marketing Experiences” by Pine II and Gilmore (Strategic Horizons LLP, accessed January 10, 2009) is self-explanatory. Schmitt (1999:53) argues that three trends have caused the general business environment, a paradigm shift from the “traditional features and benefits of” marketing towards “experiential marketing” – the pervasiveness of information technology – The dominance of the brand – The pervasiveness of communication and entertainment. While the agreement with Schmitt’s ideas I would add to the scope of the influence of postmodern consumer behavior. Therefore, a reference for future research: – Postmodern Condition – Experiential Marketing – Internet as a a tool for new corporate brand – customer-based brand equity. Addis, M. and Podesta, S. (2005). Long life to marketing research: a postmodern view, European Journal of Marketing, Vol. 39. No. 3 / 4, pp. 386-412. Brown, S. (2003). Postmodern Marketing: Everything Must Go, In Baker, M. (Eds.), Book Marketing, Oxford: Heinemann Buterworth , 2005, pp. 16-31. Cova, B. (1996). The Postmodern said CEO: Implications for Marketing, Business Horizons, Vol. 39. No. 6, pp. 15-23. Cova, B. and Pace, S. (2006). Brand community of convenience products: new forms of customer empowerment – the case “my Nutella The Community”, European Journal of Marketing, Vol. 40, No. 9 / 10, pp. 1087-1105. Firat, F. and Shultz II, CJ (1997). From segmentation to fragmentation: markets and marketing strategy in the postmodern era, European Journal of Marketing, Vol. 31. No. 3 / 4, pp. 183-207. Firat, F. and A. Venkatesh, A. (1993). Postmodernism: The Age of Marketing, International Journal of Research in Marketing, Vol. 10, No. 3, pp. 227-249. Holland, J., and Baker, S. M. (2001). Customer participation in creating brand loyalty site, Journal of Interactive Marketing, Vol. 15, No. 4, pp. 34-45. Holt, D. B. (2002). Why Do Brands problem? A dialectical theory of consumer culture and branding “, Journal of Consumer Research, Vol. 29. No. 1, pp. 70-90. Goulding, C. (2003). Problems in the representation of consumer postmodern qualitative Market Research: An International Journal, Vol. 6, No. 3, pp. 152-159. Lin, TMY, Luarn, P. and Lo, PKY (2004). Internet Market Segmentation – An Exploratory Study of Critical Success Factors, Marketing Intelligence & Planning, Vol. 22, No. 6, pp. 601-622. MacLaran, P. and Catterall, M. (2002). Exploring the social web: marketing information from virtual communities, Marketing Intelligence & Planning, Vol. 20, No. 6, pp. 319-326. Phil Port, C. and J. Arbitter, J. (1997). Advertising: styles of brand communication in the established media and the Internet “, Journal of Advertising Research, Vol. 37 No. 2, pp. 68-77. Strategic Horizons LLP, “Stop Advertising – Home Staging Marketing Experiences” by Pine II, BJ and Gilmore, JH Online. Available at: http://directory. Leadmaverick. Com/Strategic-Horizons-LLP/Akron/OH/10 / 943/index. aspx (accessed January 10, 2009). Travis, D. (2001). Branding in the Digital Age, “Journal of Business Strategy, Vol. 22, No. 3, pp. 14-18. Schmitt, B. (1999). Experiential Marketing, Journal of Marketing Management, Vol. 15, No. 1-3, pp. 53-67. Boyan Yordanof is in the tourism business since 1996. His main interests are in Internet marketing and branding in particular, the hospitality industry. Boyan is a website marketing executive at the Hotel RIU Seabank Malta Personal URL: http://www. yordanof. com