英国coursework指导范文：市场包容性应该对某些群体简明扼要The marketplace inclusivity

Introduction 介绍

随着消费者偏好的增加，市场细分再次出现在企业中，即市场是否能够或应该对所有消费者都具有包容性。由于对象未被识别，因此没有绝对答案。对于整个市场，它肯定会考虑到对所有消费者的需求。然而，对于一个行业中的独立参与者来说，包容所有消费者将分散其能源，这将适得其反。

本文选择时尚作为具体市场，分析了市场包容性和排他性的可行性和必要性。首先，本文将对现有的学术文献进行时尚的探讨。接下来，它将解释市场包容性的优点和缺点，以及为什么它应该简洁。最后，本文将以可口可乐为例，对市场包容性提出建议。

As the increasing of consumers’ preferences, the market segmentation appears again to enterprises that whether the marketplace can or should be inclusive to all consumers. There is no a absolute answer since the object is not identified. For the whole marketplace, it is sure to consider the demand for all consumers. Nevertheless, for an independent actor in an industry, being inclusive to all consumers would decentralize its energy which would be counterproductive. 

In this essay ,we choose fashion as the specific market to analysis the feasibility and necessity of marketplace inclusivity and exclusivity. Firstly, this essay will discuss the existing academic literature in fashion. Following this, it will explain the advantages and disadvantages of marketplace inclusivity and why it should be concise. Finally, it will present an example of Coca Cola to provide an advice of marketplace inclusivity. 

Literature Review 文献综述

文献对主流市场的省略进行了探讨。DaianeScaraboto和EileenFischer讨论了向主流市场寻求更多选择的大型消费者的动员。（Scaraboto&Fischer 2012）此外，Kathy Hamilton&Miriam Catteral还对低收入消费者进行了调查，并呼吁更多关注他们。（Hamilton&Catteral，2005年）低收入消费者的边缘化被营销人员对较贫穷消费者的冷漠所加剧。（温尼特和托马斯2003）相比之下，对英国成熟女性等高收入消费者的调查也表明市场的排他性。（Birtrintle&TSIM2005）针对不同偏好消费者的需求已被商家捕获，并在互联网上发展。（Choi&Bell，2011）研究表明，无论是穷人还是富人，很多消费者都被商家忽视。然而，市场包容性的不完善只是公司向不同类别消费者提供的潜在机会。（罗伯特等）2003）

Literatures have discussed the omittance in mainstream market. Daiane Scaraboto and Eileen Fischer discussed the mobilization of plus-sized consumers to seek more choice from mainstream market. (Scaraboto & Fischer 2012) In addition, Kathy Hamilton & Miriam Catterall do a research on the low-income consumers and call on more concern for them. (Hamilton & Catterall 2005) The marginalization of low-income consumers is accentuated by marketers disinterest in poorer consumers. (Winnett and Thomas 2003) In contrast, an investigation on high-income consumers like the UK mature women also indicates the exclusivity of marketplace. (Birtwistle & Tsim 2005) The demand aiming at consumers with dissimilar preferences has been captured by merchants to develop on the Internet. (Choi & Bell 2011) As the researches showed, there are many areas of consumers ignored by the merchants, whatever they are poor or wealthy. However, the incompletion of the marketplace inclusivity is just the potential opportunity of the companies towards consumer of different classes. (Robert et al. 2003)

The feasibility and necessity of the marketplace inclusivity

It is a common phenomenon that consumers either find no clothes catering to their taste or all their favorite. This is the inevitable result of market segmentation for the target groups of different brands are not overlapped which leads to the difference. Everyone brand has its brand culture like Uniqlo lays emphasis on comfort while Zara pays attention to the idea of the one and only. Besides this, the prices of this two brands are also in different level. Considering that the preferences of consumers are various and unpredictable, it is impossible for one company to be inclusive to all consumers. (Kotler & Philip 2000) Thus there is little feasibility of complete inclusivity of marketplace. On the other hand, there is no need for manufacturers to cover all consumers since that everyone has his own definition of fashion which determines its preferences. A good brand must has its core competitiveness and recognition. For example, if a brand’s staple aims at consumers with high net worth, then it is not wise for it to develop new clients in middle class. The reason is that sometimes the most valuable of a brand is not its new meaning or high quality but the status it represents like the development of Parker pen. (Schau et al. 2009) 

From the perspective of economics, the production is a constraint especially in the area of fashion. Not only the trend varies a lot but also the balance between supply and demand is hard to reach. In addition, there is no possibility of the equilibrium price for it is not a certain type of goods. (Mankiw, 2009)

A wrong transformation of Coca Cola

There is a failure case of Coca Cola which can be applied to the guidance for the area of fashion. Owing to the grow up of PepsiCo claiming new alternatives of a new generation, Coca Cola carried out a large-scale marketing action with completely substitution of the traditional taste. Although this transformation had done market research before extension and gain good response, the post-effect is far from satisfaction. From the press conference, the protest calls are not discontinuous. End with the angry feelings among customers and falling sales, this three-year costly events failed. 

The failure of Coca Cola attributes to the neglect of the regular customers but blindly appealing to new customers. Coca Cola does not realize that a successful marketplace cannot be inclusive to all consumers. Fortunately, Coca Cola changed back to the traditional taste in the end which guarantee the competitiveness with PepsiCo. 

Advices of the choice to market focus

From the failure case of Coca Cola, we can see the importance of targeted market. Certainly more inclusive marketplace is helpful for the long-term development of the company. However, this is based on the well hold of the loyal customers. In other words, exploring new consumers on the basis of existing customers. Using the example of Coca Cola, it uses different packages to attract consumers with different preferences while reserves the traditional taste. This measure is successful that it maintains its core value. 

As for we listed in the literature review, there are still market areas need further development, like the low-income people, mature women, plus-sized people or even consumers with dissimilar preferences. These offer opportunities for emerging market or existing enterprises with enough strength. Market cannot be perfect completely, it needs continuous improvement with the development of fashion. (Mankiw, 2009) 

Considering the consumption structure, fashion would still be the highlight. One developing direction for the existing fashion brands is the emphasis on working women especially mature women over 45 years. They have enough willingness to pay and have their preferences which cannot be influenced easily.(Note 2003) A misunderstanding of most manufacturers nowadays is that the demand follows supply. Based on this, the supply is increasing while its quality is backward. The inclusivity of marketplace reflects the satisfaction of demands of all consumers. Certainly sometimes consumers’ demands can de guided to a better direction. (Sandicki et al. 2010) Thus further researches on consumers preferences and demands are very necessary and would never be out of date. This requires for the joint effort of the whole markets instead of one certain enterprise. 

Conclusion 

Too much inclusion will in fact create more exclusion as everyone will be different and so no one will be included in some ways. In addition, from the angle of supply-demand and the production, inclusive marketplace to all consumers is not realistic. Complete inclusion cannot be realized whatever in view of feasibility or necessity. However, more inclusive market can be facilitated with help of all markets and constantly exploration on consumers’ preferences and demands. This the process of perfection of market for every classes. In the development of new area, existing enterprises should pay attention to the feelings and tastes of loyal customers to avoid striving for perfection. 

References 

Daiane Scaraboto & Eileen Fischer, 2012, ‘Frustrated Fashionistas: An Institutional Theory Perspective on Consumer Quests for Greater Choice in Mainstream Markets’, Journal of Consumer Research, vol.39. 

Grete Birtwistle & Cayan Tsim, 2005, ‘Consumer purchasing behavior: An investagition of the UK mature women’s clothing market’, Journal of Consumer Behavior, vol.4, no.6, pp.453-464, John Wiley & Sons, Ltd. 

Jeonghye Choi & R. Bell, 2011, ‘Preference Mionrities and the Internet’, Journal of Marketing Research, vol. XLVII, pp.670-682. 

Kathy Hamilton & Miriam Catterall, 2005, ‘Towards A Better Understanding of the Low-Income Consumer’, Advances in Consumer Research, vol.32, pp.627-631. #p#分页标题#e#

Key Note ,2003, Working Women, London. 

Kotler & Philip, 2000, Marketing Management, Millennium Edition, Prentice-Hall, New Jersey. 

N. Gregory Mankiw, 2009, Principles of Microeconomics, 5th edn, Cengage Learning. 

Prabhudev Konana & Nirup M. Menon 2003, ‘Customer Satisfaction in Virtual Environments: A Study of Online Investing’, Management Science, vol.49, no.7, pp.871–89.

Sandicki, zlem, Özlem & Güliz Ger, 2010, ‘Veiling in Style: How Does a Stigmatized Practice Become Fashionable?’, Journal of Consumer Research, vol.37, pp.15–36.

Schau, Hope J., Albert M. Muñiz, & Eric J. Arnould, 2009, ‘How Brand Community Practices Create Value’, Journal of Marketing, vol.73, no.5, pp.30–51.

Winnet, Robert & Zoe Thomas, 2003, ‘Are You a Second Class Consumer?’, Sunday Times, viewed 19 October.