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Un point de vue sur la création des besoins dans le marketing
http://hdl.handle.net/10112/00020338
http://hdl.handle.net/10112/0002033801185f6f-6d43-4751-b4ae-8cdd9fce57d7
| 名前 / ファイル | ライセンス | アクション |
|---|---|---|
KU-1100-19971205-03.pdf (764.3 kB)
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| Item type | 紀要論文 / Departmental Bulletin Paper(1) | |||||
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| 公開日 | 2020-07-09 | |||||
| タイトル | ||||||
| タイトル | Un point de vue sur la création des besoins dans le marketing | |||||
| 言語 | ||||||
| 言語 | fra | |||||
| 資源タイプ | ||||||
| 資源タイプ識別子 | http://purl.org/coar/resource_type/c_6501 | |||||
| 資源タイプ | departmental bulletin paper | |||||
| その他のタイトル | ||||||
| その他のタイトル | A point of view on the creation of the needs in marketing | |||||
| 著者 |
Kamei, Katsuyuki
× Kamei, Katsuyuki |
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| 著者別名 | ||||||
| 識別子Scheme | WEKO | |||||
| 識別子 | 40198 | |||||
| 姓名 | 亀井, 克之 | |||||
| 概要 | ||||||
| 内容記述タイプ | Other | |||||
| 内容記述 | When enterprises carry out their marketing activities, it is difficult to deny that they "create" the demand in trying to satisfy market needs. What is most frequently criticized in marketing is its aspect as a mechanism of the creation of needs. After the Second World War, a constant economic growth guaranteed the appetite of consumption in society. After the 1973 and 1979 oil shocks, during the 1980s and since the beginning of the 1990s, the consumers' attitude has changed. They ask for more and criticize more with regard to the correlation between quality and product prices. They pay much more attention to problems such as health, security and protection of the environment. Their passion towards consumption seems to have calmed down. Under these circumstances, enterprises are obliged to create needs among the consumers in enforcing the four phases of marketing : product policy, price policy, distribution policy and promotion policy. This kind of procedure in the creation of needs is often designated as a supply based marketing, as compared to a demand based marketing which caracterized the precedent period after World War II. The former consisted in innovating constantly to propose new and improved products which satisfied the consumers' demand better than the old product. Under a sacred slogan of "the consumers' satisfaction", enterprises don't stop creating new needs by means of marketing. In spite of the criticism against their creation of needs, it seems indispensable for them to apply such a policy. The satisfaction of the consumers' needs is not their final goal but rather their essential marketing method. Their ultimate aim is, above all, to survive, for they have to always be a going concern. Their first responsibility in society is not to go bankrupt. Consequently we cannot blame enterprises for their efforts to survive even if they sometimes do so by creating consumers' needs in today's social and cultural context i.e., the weariness of consumers who ask for more and criticize more as well as their concern about health, security and environmental issues. I think that the present marketing policy of enterprises tends towards creating needs. I find this a bad phenomenon but at the same time inevitable, considering, the competitive atmosphere where one can witness the transformation of the consumers' attitude. Even if enterprises have to carry out such a policy, I think that there exist three priorities to keep in mind in marketing policy. These are as follows: (1) priority to consumer health, (2) priority to consumer security, (3) priority to protection of the environment. Taking into consideration what I have argued above, I would like to point out the necessity of examining the communication method between consumers and enterprises, which create the new needs relating to these three priorities. The final goal of the communication must be an efficient indication by which the consumers become able to distinguish between superficial marketing and social marketing. The latter is a positive creation of needs regarding three criteria: health, security and environmental issues. | |||||
| 書誌情報 |
情報研究 : 関西大学総合情報学部紀要 巻 8, p. 51-59, 発行日 1997-12-05 |
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| ISSN | ||||||
| 収録物識別子タイプ | ISSN | |||||
| 収録物識別子 | 1341156X | |||||
| 書誌レコードID | ||||||
| 収録物識別子タイプ | NCID | |||||
| 収録物識別子 | AN10484636 | |||||
| 著者版フラグ | ||||||
| 出版タイプ | VoR | |||||
| 出版タイプResource | http://purl.org/coar/version/c_970fb48d4fbd8a85 | |||||
| 出版者 | ||||||
| 出版者 | 関西大学 | |||||
| キーワード | ||||||
| 主題Scheme | Other | |||||
| 主題 | 関西大学 | |||||
| キーワード | ||||||
| 主題Scheme | Other | |||||
| 主題 | Kansai University | |||||
