Markets Next Marketing Year Likely to Redefine Meaning of 'Inelastic Demand'

Mike Krueger

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Markets Next Marketing Year Likely to Redefine Meaning of 'Inelastic Demand'

机译：下一个市场年度的市场可能重新定义“弹性需求”的含义

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July temperatures across the U.S. were the hottest ever, eclipsing the previous all-time highs for July set back in 1936. That heat was the "coup d'etat" for U.S. corn and soybeans as the drought of 2012 got worse instead of better as the summer woreon. The result was unprecedented yield reductions for corn and soybeans in the July and August USDA estimates. The August 10th USDA production estimates slashed corn production a whopping 2.2 billion bushels and soybean production by an equally startling358 million bushels. The projected corn yield of 123.4 bushels per acre will be the smallest since 1995. Corn ending supplies are projected to be 650 million bushels, the smallest in many years and the equivalent of "bin bottoms." Soybean ending supplies are also forecast to be at "bin bottom" levels of just 115 million bushels.

机译：美国7月的温度是有史以来最热的，超过了1936年7月创下的历史最高记录。这一热量是美国玉米和大豆的“妙招”，因为2012年的干旱恶化而不是恶化。夏季狂欢。结果是美国农业部7月和8月的估计值使玉米和大豆的单产下降了前所未有的幅度。美国农业部8月10日的产量估算将玉米产量削减了22亿蒲式耳，大豆产量削减了惊人的3.58亿蒲式耳。预计玉米单产为每英亩123.4蒲式耳，这将是1995年以来的最低水平。玉米期末供应量预计为6.5亿蒲式耳，这是多年来的最低水平，相当于“箱底”。预计大豆期末供应量也只有1.15亿蒲式耳的“底价”水平。

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《Sunflower》 |2012年第4期|共1页
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1. Markets Next Marketing Year Likely to Redefine Meaning of 'Inelastic Demand' [J] . Mike Krueger Sunflower . 2012,第4期

机译：下一个市场年度的市场可能重新定义“弹性需求”的含义
2. GFI maintains marketing push: Germany's wholesale markets are pressing ahead with new marketing collaborations following the success of this year's programmes with Sopexa and South Tyrol apples [J] . MIKE KNOWLES Eurofruit . 2009,第414期

机译：GFI保持营销推动力：随着今年Sopexa和South Tyrol苹果计划的成功，德国的批发市场正通过新的营销合作来推进
3. GFI maintains marketing push: Germany's wholesale markets are pressing ahead with new marketing collaborations following the success of this year's programmes with Sopexa and South Tyrol apples [J] . MIKE KNOWLES Eurofruit . 2009,第414期

机译：GFI保持营销推动力：随着今年Sopexa和South Tyrol苹果计划的成功，德国的批发市场正通过新的营销合作来推进
4. WHOLESALING SWEET CORN IN AN INCREASINGLY COMPETITIVE MARKET YEAR ROUND MARKETING, COOPERATIVE PROMOTION, ETC. [C] . John H. Gill New York State Vegetable Conference . 2001

机译：批发甜玉米在竞争日益激烈的市场年份，合作促销等。
5. The Marketed Mind™: Meaning, culture, and consciousness in marketing communication [D] . Rumbo, Joseph D. 2004

机译：The Marketed Mind™：营销传播中的意义，文化和意识
6. Marketing and Pricing Strategies of Blockbuster Drugs in the South Korean Market: A 15-Year Retrospective Cohort Study for Choline Alfoscerate [O] . Jeewon Park, SeungJin Bae, Tae-Jin Lee, 2020

机译：在韩国市场上重磅炸弹药品的营销和定价策略：一项为期15年的回顾性队列研究
7. La banalisation du luxe (Democratization of luxury) Abstract : La plupart des achats pratiqués sont effectués par des clients occasionnels, ce qui a conduit les entreprises à s’adapter par une nouvelle stratégie. En effet, suite à l’intensification de la concurrence et à la concentration du secteur qui engendrent une contrainte de rentabilité immédiate, mais aussi en raison des impératifs nouveaux du marché, les maisons de luxe se voient obligées d’élargir leur offre afin d’ajouter à une clientèle dite traditionnelle une clientèle plus vaste. Dès lors, le secteur du luxe est progressivement passé d’une logique d’offre où seul un nombre restreint de personnes était ciblé, à une politique d’offre où des professionnels du marketing étudient la demande du marché afin d’orienter la production des biens vers un marché de masse. La banalisation est une problématique capitale et décisive car les maisons de luxe doivent préserver leur image de marque tout en élargissant leur clientèle : elles s’efforcent de créer et de pérenniser leurs marques, sans jamais oublier qu’une marque ne peut pas s’associer à n’importe quel objet, sous peine de menacer l’ensemble de ses représentations. Par conséquent, chaque nouveau produit présente un risque pour la gamme toute entière, d’où le risque d’une erreur stratégique par le choix de la banalisation. Le danger est de voir la clientèle aisée se tourner vers d’autres grands noms pratiquant toujours cet esprit d’élitisme qui caractérise le « luxe ». The luxury market is no longer reserved for an elite as its evolution over the last fifteen years clearly indicates. Luxury goods companies have been forced to adapt and resort to new strategies to take into account the fact that most purchases are now made by occasional clients. The keen competition and the on-going concentration in that sector – with the resulting short term profitability constraints - together with the new market conditions, have forced luxury goods companies to broaden their offer so as to add new customers to their traditional base. As a consequence, the luxury market has progressively moved away from an offer-driven logic – targeting a small number of people – in favor of an offer-based policy with marketing professionals studying market demand so as to direct the production of goods towards mass production. The democratization of luxury constitutes a major challenge for those companies which must preserve their image while broadening their customer base: they now strive to create and perpetuate their brand image, without ever forgetting that a brand cannot be associated to just any object, as this might constitute a threat to all its brand representations. Thus every new product constitutes a real threat to the whole range and there is a risk of making a strategic mistake by appealing to the mass market; and there is also a clear danger of seeing affluent customers turn to other great names that still foster this ‘elite spirit’ that characterizes « luxury ». [O] . Eric Vernier, Pierre Ghewy 100

机译：奢侈品的平庸化（奢侈品民主化）摘要：大多数购买都是由休闲客户制作的，这导致公司采用新战略。事实上，随着竞争的加剧和行业的集中导致了盈利的直接制约，而且由于市场的新要求，奢侈品公司被迫扩大其报价以便为所谓的传统客户增加一个更大的客户群。从那时起，奢侈品行业逐渐从以供应为导向的方式转变为只有少数人被定为供应方政策，营销人员正在研究市场需求以指导产品生产。货物进入大众市场。平庸化是一个至关重要且决定性的问题，因为豪宅必须保持其品牌形象，同时扩大其客户群：他们努力创造和延续其品牌，永远不要忘记一个品牌无法联想到在任何威胁他所有陈述的痛苦之下。因此，每个新产品都会带来整个色域的风险，因此通过选择平凡化就会产生战略错误的风险。危险的是看到富有的顾客转向其他仍在实践“豪华”特征的精英主义精神。奢侈品市场不会超过过去15年。奢侈品公司被迫采用新策略来充分利用其客户。由于市场领先的条件，激烈的竞争和该行业的持续集中迫使他们扩大了市场基础。因此，奢侈品市场已经从针对少数人的以报价驱动的逻辑向前发展 - 转而采用基于报价的政策与营销专业人士。对于那些必须在扩大客户群的同时保持形象的公司来说，奢侈品的民主化是一项重大挑战。对其所有品牌代表构成威胁。因此，每一种新产品都会对市场构成威胁，并且有可能通过吸引大众市场来制造战略错误;看到人们涌向那种“奢侈”的精神精神，也存在明显的危险。
8. Evaluation of a Tailored Direct-Mail Marketing Strategy for Recruiting the 19- to 23-Year-Old Market. [R] . Fernandes, K., Romanczuk, A. P., Goodstadt, B. E., 1983

机译：评估量身定制的直邮营销策略，以招募19至23年历史的市场。

Markets Next Marketing Year Likely to Redefine Meaning of 'Inelastic Demand'

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