mbt schoenen Marketing perspective of humanism _28

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Kotler that the essence of marketing management demand management, and the demand is the main customer, the customer needs are all his ideas and behavior of the reaction, and their ideas and behavior and subject to the specific cultural environment and reflect the human characteristics. Therefore, there must be marketing the content of the humanities.

early The marketing concept is the feeling and regard for the interests of consumers, while businesses in the marketing operations of its own staff and other stakeholders such as the treatment, performed the cold and lack of humanity,[link widoczny dla zalogowanych], only the economic interests first, the guiding ideology is to all people as a highly abstract economic man abnormal deformity. With the worsening economy and consumer sovereignty consciousness, companies began to develop in its guiding ideology and principle to consider the status of the consumer, think sustainable development of society and their own social responsibility. This type of thinking in the 21st century, becoming more and more rational and forward-thinking concept of the leading companies, which must in turn promote these enterprises to greater success.
be consumed participants agree that the product is successful products, so given the Marketing activities to human spirit and not everything is all right, but also to be found between the two resonance points. Only by finding a common ground, the human spirit can enable enterprises to finally recognized and accepted by consumers and generate confidence in the end lead to customer loyalty.

Marketing perspective of human spirit

Human spirit is a human object and the central idea of human ideals, beliefs, personality, sense of responsibility and moral values reflect and look at things, is a reflection of human beings and their activities, is the respect for human values and ultimate concern. See our marketing activities and the human spirit must have close relatives. But for now, for the marketing activities of the human connotation, the majority only means to stay in shape with the human affinity, humanized operation and large Marketing or green marketing is marketing, human level. Indeed, the combination of humanities and marketing representation with the above, but from the appearance of human spirit can not reflect the nature of marketing, and human spirit is the operation of the marketing of human ideals and objectives, but also the key to success of future marketing activities and guidance .
4. Business conduct Badge human spirit

Marketing The success and consumer recognition and loyalty are closely related, which makes companies must pay attention to consumer those needs. Material needs of consumers and spiritual needs, especially the latter by his social impact of the human environment and constraints, and constraints that influence is often decisive. The human environment is the traditional location of consumers, ethics, customs, values, religious beliefs or political, economic and legal status of the macro form. The cultural environment for consumers is the invisible hand to guide or force them to buy form the principles and consumer psychology,[link widoczny dla zalogowanych], the face of even a homogeneous product have different value judgments and hatred preferences. Consistent with their principles and requirements of the product to be successful, while the human spirit against their products are excluded.
enterprises will be subject to specific countries the constraints of the human spirit to the business direction, content, marketing strategies and tactics to meet the requirements and so make the choice. Members of the supply chain, and their human spirit will influence company strategy choice marketing activities, organizations and cooperative manner selected, distribution of profits, customer satisfaction and even survival of enterprises. The moral standard of business competitors, ways of thinking, values,[link widoczny dla zalogowanych], and will also affect the company's marketing strategy design, resulting in the industry on the basis of competition is to win the cooperation in legal ethics, or walk leading edge companies demise. Other stakeholders of the human spirit of an enterprise's marketing activities also have a similar impact.

one, marketing activities and the Human Spirit
3. To find businesses and consumers Humanism Humanism meeting point

3. The human spirit of the enterprise itself the impact of marketing activities
corporate members of society, marketing activities are the daily business behavior. As a corporate member of society,[link widoczny dla zalogowanych], should and must, like other members of society, build, transmission excellent human spirit, which is the requirement of social development, responsibility and obligation of the enterprise, companies can not evade this responsibility and to enjoy the grace of human spirit, This is for social development will not be tolerated. China in this regard due to the current legislation and regulations far immature perfect, so this business of self-discipline and self reliance. In the long run,[link widoczny dla zalogowanych], companies will eventually be as rich in human content recognition and preferences, and ultimately benefit.

1. Consumer demand, the human content

IV, Conclusion
current market competition has been fierce, regardless of product, channel, price, promotion, or services or even ideas have tended to be homogeneous, so that enterprises in the competition at a loss, no direction, can only be maintained with a limited run of profits situation, and how long this situation no one can grasp. In fact, for most enterprises, only need to establish a working solution can be both long-term brand loyalty and win a lot of customer problems, that is, return to the human spirit, the human spirit as Marketing area to build core competencies. The first is to really people-oriented, to be truly consumer demand as the starting point and destination point, to meet customer's explicit and implicit in the demand for customers to create the most value; on internal staff to instill the concept of customer service and training skills, while employees as internal customers to establish a strategic partnership to develop the team family and friendship, and enhance team identity and sense of belonging. In the marketing mix, product design is first to consider the psychological and spiritual needs of consumers rather than business costs; prices in line with consumer awareness; channels with members of the win while paying attention to the choice of the members; promotions and customer attention to communicate, create and induced demand. In addition, the corporate social responsibility and the ultimate concern of stakeholders into the Marketing activities, review and adjust the marketing activities. Finally, the way the human spirit into the corporate culture.
modern marketing activities from the surface is market Marketing the application and combination of strategies, is an economic act, but deeper spiritual point of view is full of human behavior. But at the moment many Marketing activities of the human spirit and integrity of insufficient power, position not recognized, so there was so much discord. Therefore, we have the human perspective the essence of marketing activities, attention to the impact of human spirit, heritage and the human spirit to promote the use of corporate marketing activities, building the core of marketing competitiveness.

3. Marketing portfolio reflects the human spirit

company's products, brand, people, marketing companies and even the machine is the carrier of human spirit. The true view of business to consumer, business ideas and social responsibility will affect the business force. Business marketing ideas, marketing, ethics, human spirit itself is the composition of the contents, and these in turn affect the human spirit Marketing of activities and results. Company employees are the main carrier of human spirit, the human mental health staff to consumers is bound to the human enterprise information and product information, consumer product and human spirit must be combined to form after the Marketing to accept or reject the recognition activities of resistance. No matter which side of human spirit or to be reflected both in what respect, and ultimately will affect the marketing activities of enterprises and their results.

1. Consumers Humanism the impact of the marketing campaign

different companies have different cultures, The behavior of employees is an important cultural content. Employee behavior and cultural values with a criterion of the enterprise, the principle of doing things, and work style content of the humanistic spirit, so that the staff convey the corporate culture, creating the marketing activities of the cultural atmosphere, effectively maintain the business relationship with consumers and the formation of the gravitational field of potential customers. As a typical representative of the business leaders, his words and actions, ideas and style of the chapter for the enterprise human spirit was particularly evident, usually the consumer preferences and identity for the enterprise from the business leaders to observe and judge.
2. Marketing philosophy and humanistic spirit

2. External stakeholders of the human spirit
Second, the humanistic spirit of the marketing campaign
consumers and their demand of an enterprise an important factor in the external market, while consumer demand by consumers own values, ways of thinking, lifestyles, beliefs and other effects. Meanwhile, consumer groups, where social and even the country's moral system, ideas, customs, consumer demand also have a huge impact. In society, the consumer is a thinking, sentient social beings, not business talk in order to survive the economic component. Marketing are actually different stages of development with a human spirit in dealing with consumers, but in different specific stage, enterprises do not realize or ignore or do not want to admit it. Now the marketing, humanities re-emphasis of marketing to return to the rational, humane spirit of consumers even more fully the contents of which chapter.

4. To reflect on the marketing activities and the ultimate human care
Third, the marketing activities on the humanistic spirit and use

1. Inheritance Humanism the responsibility of the enterprise

no matter what the enterprise varying degrees, there will be the guiding ideology, philosophy and other things, but not with the content of this is the full spirit of humanity. In the enterprise marketing activities of the past must also be marketing activities from time to time to reflect, examine their own measures to maintain consumer loyalty, social cohesion and sustainable development is not a positive role, while beyond the scope of the obligations of the consumer business guidance, help, rescue, etc. humane care, the only way of marketing is real marketing with the human spirit.

2. To build human spirit Marketing the core competitiveness of

both The traditional theory of 4P, 6P theory, theory of 4C or later, and green marketing, one on one customized marketing, have reflected the different levels of human meaning and the human spirit of enterprise, although Marketing Theory of environmental factors with the market changes with more updated content, but in any case change in the system of modern marketing theory marketing strategy as well as each of the specific marketing tools for each, can be found traces of humanity. Marketing activities of modern enterprises is to see from the appearance of marketing The application and combination of strategies, is an economic act, but deeper look from beginning to end is to the people. Such as the 4P theory, emphasizing consumer-oriented, consumer-focused shows; 6P theory is highlighted Marketing and the social, political, public relations and other treatment; and 4C theory more thoroughly the research center on the consumers.
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