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
   87   88   89   90   91   92   93   94   95   96   97