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正在进行的市场评估越来越重要，在现代的商业竞争的情况下，跨国企业（跨国公司）操作。如果一个企业不知道他们的营销努力是如何影响他们的消费者和整体业务表现，他们如何期待他们的时间，金钱，精力和其他资源的优化。评估市场应该是一个持续的过程，统计和洞察力获得应开发和评估技术也应该被消灭和抛光以确保指标的计算，是为了有助于“业务，它的存在和未来”。
Ongoing Market assessment
The ongoing market assessment is gaining importance in the modern competitive business scenario where the Multi National Enterprises (MNE’s) operate. If a business does not know how their marketing efforts are influencing their consumers and overall business performance, how can they look forward for the optimization of their “time, money, effort and other resources. Assessing markets should be an ongoing process in which the statistics and insight acquired should be developed and assessment techniques should also be nipped and polished to make certain that the metrics calculated are in order and helpful to the “business as it exists and in the future”.
Ongoing marketing assessment helps the MNE’s to “validate the opportunity “of a technology or service by determining the market they are operating its size and potential customers and thus gaining a greater market share. Market assessment provides the “project direction”, for example suppose you are developing X but the market requires X+1 or X-1.By research this market need can be recognized and production can be formulated accordingly. Market assessment also helps MNE’s to attract funding by “demonstrating the potential impact” or worth of their technology in the given market and attract funding from investors. Limitation of the market assessment is that it gives an account of present and past market but will not give you an idea about what will happen in the future. Therefore information from the market should be combined with an “entrepreneur’s eye to the future” to find out best way to build up and expand the market share.
For example “Mystery shoppers” are gaining popularity in the modern retail sector.
This a technique to evaluate the customer service from a “customers perspective”.
A mystery shopper may contact the firm by phone or visit its retail chain store or website and notice everything that a customer faces during this action. Then a detailed report is submitted to the management which is used for the market assessment.
Effective pricing
The effective pricing can be referred to the reliable pricing order that capitulate the desired result. According to Meehan launching or augmentation of an effective pricing facilities can be a versatile, uncertain and at times expensive deal that need definite ability and a superior preserve of dedication from the side of “leadership”.
Companies perk up their procedures and implementations of pricing realizing it as a considerable prospect to develop their “top- and bottom-line growth”.
The managements of multinational enterprises have recently identified pricing as the” most effective strategic weapon”. The evident benefit of pricing is that it has an instant result. Business data is analyzed precisely and used “both retrospectively and proactively” with the help of which MNE’s are able to evaluate the precedent dealings to understand the “profitability” more precisely.
This past investigation forms an exclusive “pricing lens “by which management can outlook the business which often redefine factual effectiveness of MNE’s and can build up profit-boosting strategies such as ceasing unbeneficial offerings or client interactions and hoisting or reducing
prices. Mathematical models are used to determine effective prices of goods and services with the help of these past information on consumers, the marketplace, challengers, and a given set of limitations which is called “ price optimization model” not only facilitates the management to choose an suitable price, but also to guess the possible result of any alteration in future. “Effective pricing management” comprises such responsibilities as implementing marketing strategies and measures, budding lucrative sales reimbursement pattern, and generating interactions that help the company to build and make pricing decisions.
Following steps are often adopted by MNE’s to attain Pricing Effectiveness and enhance their organization’s pricing ability to lessen the conflict and increase their market share.
a) Qualitative information is collected from all “pricing stakeholders” can offer the feed for hypothesis-driven investigation and “opportunity identification”.
b) Identification of definite threat areas and where to activate predefined “response plans and actions.”.MNE’s are acknowledged to new threats that need remedial action such as Lessening margins, sales volume falling below certain levels, new competitors entering the market etc.
c). MNE’s design customer oriented pricing processes that reflect the customer’s viewpoint and make the majority of the “entire value chain”, despite of organizational limits.
For example Starbucks raised its drink pricesby “as much as 8%”.
The conservative perceptionon pricing is that during recession customers slash their expenses and switch on to cheaper substitutes,so prices are lowered to keep the customers. Price cognizant Starbuck consumers moved out and price insensitive customers remained there. Starbuck charged more for the remaining customers to compensate the loss due to consumer drop.
Internet Marketing
Now a day’s Internet marketing has been the rapidly budding and most elating branch of marketing and is adopted by the MNE’s. Internet marketing also known as online marketing or E-Marketing is basically the marketing that is carried out online with the help of modern internet technologies. It includes the advertisement on websites and online activities like email and social networking. The main feature of internet marketing is its digital nature as it’s the transformation of electronic information by computer or similar device. In the 1990s as” Tim Berners-Lee”, founded internet and released the UR L protocol, web browser software and the World Wide Web to the public. The initial online marketing was in 1990s with the creation of uncomplicated, text-based websites product information. The fast development of online know-how and the new business thoughts resulted in the “dotcom boom” of the late 1990s.
Social media
Commencement of social networking sites opened way to “user filtered and recommended” content. This also included the marketing materials. This lead to mutual relationship of people and eventually the virtual marketing –“the online equivalent of word of mouth “came into reality.
Social media marketing.
Social media marketing plays an important role in the Marketing plans adopted by MNE’s.
Social media marketing engrosses using “peer recommendations, sharing, building brand personality” Viral marketing. Marketing message is “spread exponentially” by online word of mouth. The main element of viral communication is the “meme – a message that spreads virally” and implanted itself in the group perception for example the recent South African example“Don’t touch me on my studio” .Viral marketing is closely attached to social media, since social media dais and their sharing concepts are the main means that a message is able to “go viral” online. Email (electronic mail) has more and more developed into a trend for MNE’s to converse with the existing and potential clients, a method that was formally called as “direct marketing”.
Direct messages are sent to credible consumers and as a result the promotions are more objective oriented and reasonable than traditional channels. Emails are generally sent to “sell, promote, educate, inform or persuade” and are usually put together in the form a newsletter, flyer, competition or sales promotion.
For example, Flipkart.com the online portal might use a sign in form to learn about its customers’ demographics and product preferences and use this data for market segmentation and internet is used for product development. The company has a direct access to its customers so the firm can get feedback by observing them. Management can use this feedback to find out the perceived strengths and weaknesses of their products or services, and also of their competitors.
Open Innovation
H. Chesbrough describes open innovation as “the utilization of “purposive inflows and outflows” of information to speed up inner innovation, and enlarge the markets for outside use of innovation. The idea of the innovation system concentrates on the support and” transfer of technology and information” among group, ventures, and organizations which can be considered as the starting point of an innovative process. A main concept of open innovation is the supposition that “not all the smart people work for you”. The open innovation method permit MNE’s to get, mix and practice external information more professionally and successfully and hence improve their market share. Open innovation has very diverse appearance in different MNE’s around the world. Most of the innovation issues are connected with the “national culture” and the method adopted for innovation.While adopting open innovation MNE’s should consider following aspects.#p#分页标题#e#
1)Distinctive “career paths” differ considerably between nations and will have an effect on the openness of employees. 2) Partners of same” national heritage” are often favored even though they inferior in the industry. This attitude often has a negative impact on innovation outside the boundaries..
3) “Knowledge transfer” between partners of different ethnic groups and natural features will be intricate. For example many MNE’s such as P&G and LEGO introduced open innovation to their innovation strategy as they recognized that they “did not listen to, and learn enough from, the outside world “which resulted in their economic adversity.
As a result, P&G launched a policy named ‘Connect and Develop’’ which intended to convey inner information mutually with the better bunch of outside information
LEGO, which faced threat of the hacking instead of fighting with hackers unwillingly opened up the product development program to the” internet community”. As a result now LEGO has a “fan-based product development “program which turned out to be a vibrant, inexpensive and user oriented source of product development ideas.
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