Responsibility marketing, first of all, needs to be clear about who is responsible for the company’s marketing activities. To put it simply, business operators must constantly ask themselves whether the purpose of the establishment of the company is to increase the shareholders' rights, increase the consumer rights, or increase the interests of stakeholders. From the perspective of pure investment return, the original intention of any commercial enterprise is to maximize the interests of shareholders, but such a concept will lead some enterprises to use their strong position in capital and information, "unscrupulous" Become a full "money machine". In the process, it will undoubtedly infringe on the legitimate or reasonable interests of other members of the interest chain, such as channel members and consumers. Let us look at it again, if the enterprise misinterprets the consumer's interests, it will lead the company to use various means to meet the needs of consumers, but it is not cautious to identify the rationality and health of consumer demand. For example, fast food companies are ignoring the long-term social welfare of food health and packaging waste while satisfying consumers' fast and comfortable consumer demand. Therefore, responsible marketing, in essence, reflects the responsibility of the company in the marketing process for all stakeholders in a broad sense, including shareholders, channel members, consumers, governments, communities and the public. If this can be done, companies that implement responsible marketing will achieve a balance in the business process, in terms of shareholder interests, consumer interests and social interests.
How should responsible marketing be done? By producing or providing products or services of superior quality, companies can reasonably select channel members to meet consumer needs in a timely and effective manner, and comply with national laws and regulations, take into account the establishment of public health consumption, and be kind to the community and the entire natural environment. In short, responsible marketing encourages enterprises to achieve “reasonable and profitable†while achieving rationalized profits. The purpose is to improve and improve the long-term welfare of the whole society, and avoid the short-term abuse of dominant position and unscrupulous market profit. behavior.
Later, the establishment of the concept of responsible marketing and its implementation, it seems that altruism is self-interest. On the surface, it seems that companies are always giving in or taking into account the interests of other parties, and their own interests are "shrinking." In fact, the establishment of a long-term “partnership†relationship between the company and all stakeholders, through the transfer of short-term benefits, is ultimately a good public image of the company. Responsible marketing requires companies to look at all returns and transfers of benefits in a good faith. It seems to be altruistic, but it is self-interested, but the realization of the company's maximization of shareholders' interests is achieved through a means of greater consumer interest and stakeholder rights and a longer period of time.
Through responsible marketing, a long-term balance between altruism and self-interest will be achieved, and corporate brand marketing will be invincible.
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