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商业文章代写:关键营销的概念

关键营销的概念是随着诸如市场营销和消费者主权等概念的发展而发展起来的。具有批判性思维的观察人士可以看到,当时市场上存在的权力关系控制着一切。Dobscha和Ozanne(2008)举了一个例子,强调市场上有生产者和消费者,生产者拥有更多的权力,在零售结构的帮助下,为了提高他们的商业利益,创造了必要的产品宣传。以商业为导向的企业对消费者利益的影响较小。他们更感兴趣的是提高自己的盈利能力,在某些情况下,甚至触犯了法律。

商业文章代写:关键营销的概念

一维的市场营销理论也只在研究中被分析过,批判的市场营销也随着越来越激进的学者出现。学者们试图展示消费主义营销模式是如何存在的。这些营销模式产生了强烈的影响。他们创造了宏观层面的行动者和倡导消费主义的机构。在这一点上,社会和生活方式正在被市场影响所改变,研究人员从批判性的角度分析了这一点。研究人员发现,消费者并不像营销理论所展示的那样自由。市场营销理论通常会提出一些论点,消费者被认为是一个理性的实体,能够根据他们的需求做出选择,但市场营销理论依赖于消费者做出选择的努力,以理解他们的需求或欲望。

商业文章代写:关键营销的概念

The concept of critical marketing developed over the years as concepts like marketing and the sovereignty of the consumer came to be connected. Critically minded observers could see at that time the power relations existing in the market place were what controlled everything. An example according to Dobscha and Ozanne (2008) highlighted that the marketplace had producers and consumers in such ways that producers had more power and with the help of retailing structures created necessary product advocacy in order to improve their commercial interests. Commercially oriented businesses acted lesser upon consumer interests. They were more interested in improving their profitability alone and in some instances, were even violating the law.

商业文章代写:关键营销的概念

One dimension’s account of marketing was only analysed in research as well and critical marketing emerged with more radical scholars now. Scholars attempted to show how consumerist marketing patterns existed. These marketing patterns had a strong impact. They created macro level actors and institutions advocating for consumerism. Society and ways of living were being changed at this point by the marketing impact and this was analyzed in a critical sense by researchers. Researchers identified how consumers were not as free as marketing theories presented. Marketing theories often present some arguments where the consumer is presented as a rational entity that would be able to make choices based on their needs, but marketing theories relied on consumer making choices based on the efforts that put towards understanding their needs or desires.