Page 92 - GLOBAL TOURISM CHALLENGES IN 21st CENTURY
P. 92
0DUNHWLQJ UHSUHVHQWV DOO DFWLYLWLHV XQGHUWDNHQ E\ WKH FRPSDQ\ LQ RUGHU WR LQFUHDVH
WKH YLVLELOLW\ RI WKHLU SURGXFWV DQG WR UDLVH DZDUHQHVV DPRQJ FRQVXPHUV DQG XVLQJ
SURGXFWV
0DUNHWLQJ LV GHILQHG DV WKH DFWLYLW\ VHW RI LQVWLWXWLRQV DQG SURFHVVHV IRU FUHDWLQJ
FRPPXQLFDWLQJ GHOLYHULQJ DQG H[FKDQJLQJ RIIHULQJV WKDW KDYH YDOXH IRU FXVWRPHUV
FOLHQWV SDUWQHUV DQG VRFLHW\ DW ODUJH .HHOVRQ
0DUNHWLQJ FRQFHSWV
7KH PDUNHWLQJ FRQFHSW ZDV ILUVW GHILQHG DV ³SKLORVRSK\ WKDW ILUPV VKRXOG DQDO\]H WKH
QHHGV RI WKHLU FXVWRPHUV DQG WKHQ PDNH GHFLVLRQV WR VDWLVI\ WKRVH QHHGV EHWWHU WKDQ
WKH FRPSHWLWLRQ 1HW0%$ 7KH DUH WZR PDLQ DFDGHPLF YLHZV RI PDUNHWLQJ
ZKHUH PDUNHWLQJ LV YLHZ DV HLWKHU D SKLORVRSK\ RU DV D IXQFWLRQ
7KH PDUNHWLQJ FRQFHSW FRQVLGHUV PDUNHWLQJ DV D SKLORVRSK\ UDWKHU WKDQ D IXQFWLRQ
.HHOVRQ
7KHUH DUH IRXU PDLQ PDUNHWLQJ FRQFHSWV
Ɣ Production philosophy 7KH SURGXFWLRQ SKLORVRSK\ LV SUHPLVHG RQ WKH
DVVXPSWLRQ WKDW FRQVXPHUV ZLOO IDYRXU SURGXFW WKDW DUH DYDLODEOH DQG KLJKO\
DIIRUGDEOH 7RGD\ VXFK D EXVLQHVV RULHQWDWLRQ PD\ RQO\ PDNH VHQVH ZKHQ WKH
REMHFWLYH RI WKH FRPSDQ\ LV WR H[SDQG WKH PDUNHW .HHOVRQ
Ɣ Product philosophy 7KH SURGXFWLRQ RULHQWDWLRQ DVVXPHV WKDW FRQVXPHUV ZLOO
SUHIHU SURGXFW EDVHG RQ LWV TXDOLW\ SHUIRUPDQFH DQG LQQRYDWLYH IHDWXUHV 7KXV WKH
FRPSDQ\ NQRZV ZKDW ZLOO ZRUN LQ GHVLJQLQJ DQG SURGXFLQJ WKH SURGXFW DQG ZKDW ZLOO
QRW ZRUN 6LQFH WKH FRPSDQ\ KDV WKH JUHDW NQRZOHGJH DQG VNLOO LQ PDNLQJ WKH SURGXFW
LW DOVR DVVXPHV LW NQRZV ZKDW LV EHVW IRU WKH FRQVXPHU .HHOVRQ
Ɣ 6HOOLQJ SKLORVRSK\ 7KH HPSKDVLV RI VHOOLQJ SKLORVRSK\ ZDV WR FUHDWH D
GHSDUWPHQW WR VROHO\ EH UHVSRQVLEOH IRU WKH VDOH RI WKH FRPSDQ\¶V SURGXFW ZKLOH WKH
UHVW RI WKH FRPSDQ\ FRXOG EH OHIW WR FRQFHQWUDWH RQ SURGXFLQJ WKH JRRGV .HHOVRQ
7KLV FRQFHSW PHDQV WKDW WKH PDUNHWLQJ IRU WKH FRPSDQ\ LV PDLQ WRRO IRU VHOOLQJ
DQG RQ WKH SHUIRUPDQFH RI WKH SURGXFWV DQG VHUYLFH FRPHV DV VHFRQGDU\ DWWULEXW
Ɣ 0DUNHWLQJ philosophy 7KLV FRQFHSW DVVXPHV WKDW WKH VWDUWLQJ SRLQW IRU DQ\
PDUNHWLQJ SURFHVV LV WKH FXVWRPHU QHHGV DQG ZDQWV DQG QR ORQJHU WKH DJJUHVVLYH
VHOOLQJ ´ 7KH PDUNHWLQJ FRQFHSW IRFXVHV RQ WKH QHHGV DQG ZDQWV RI WKH EX\HU UDWKHU
WKDQ WKH QHHGV RI WKH VHOOHU DQG WKH SURGXF .HHOVRQ
Ɣ +ROLVWLF PDUNHWLQJ FRQFHSW 7KH KROLVWLF PDUNHWLQJ FRQFHSW LV D VW FHQWXU\
EXVLQHVV WKLQNLQJ 7KH FRQFHSW LV EDVHG RQ WKH ³GHYHORSPHQW GHVLJQ DQG
LPSOHPHQWDWLRQ RI PDUNHWLQJ SURJUDPPHV SURFHVVHV DQG DFWLYLWLHV WKDW UHFRJQL]HV
WKHLU EUHDGWK DQG LQWHUGHSHQGHQFLHV´ .HHOVRQ
6WUDWHJLF PDUNHWLQJ
7KH UROH RI VWUDWHJLF PDUNHWLQJ LV WR OHDG WKH ILUP WRZDUGV DWWUDFWLYH HFRQRPLF
RSSRUWXQLWLHV WKDW LV RSSRUWXQLWLHV WKDW DUH DGDSWHG WR LWV UHVRXUFHV DQG NQRZ KRZ DQG
RIIHU D SRWHQWLDO IRU JURZWK DQG SURILWDELOLW\ 0RQJD\
7KH VWUDWHJ\ SODQQLQJ LV WKH SURFHVV RI GHILQLWH WKH SULRULWLHV WKH IXWXUHV FRPSDQ\
JRDOV 6WUDWHJ\ SODQQLQJ LV OHDGLQJ WKH FRPSDQ\ WR ORFDWH WKH UHVRXUFHV RQ ULJKW SODFH
DQG PRWLYDWHG DOO WKH HPSOR\HHV E\ LQYROYLQJ WKHP WR WKH SODQQLQJ 7KH VWUDWHJ\
ϴ ϱ

