selling prices of products marketing. Sales is to value

Value creation is the price approval Value creation is a very abstract concept. Marx's thought is given through the use value and value orientation. Western economists by equilibrium concepts, gave an indirect answer: under the market equilibrium, the value is equal to the price. In market transactions, if anyone who is willing to buy money can buy, people are willing to sell to sell, economists call market equilibrium,Economists call it market clearing. Only selling to buy a mutually satisfactory, both to production and marketing. I used to joke, selling product sales prices, selling prices of products marketing. Sales is to value, marketing is creating value, then, how to create marketing value? Give the product value, and values correspond to the price and sell it to customers, into price value identity recognitionThe same. It appears a more intuitive conclusions: shaping value creation is price; value identity is the price promotion. Maybe until now, I can open the reader a puzzle, why I'm in this series of articles as long as the first article of length on the use value and value of goods. The use value of commodities, is buyer's purpose; the value of goods, are soldAim. Enterprises want to get higher prices, we must provide better products, and of commodity use value and value perfectly unified. Value creation of value creation is divided into three levels: the creative value, value, value virtual. The three levels are matched, and the production is of decisive value. Value value creative ideas come fromSociety, human nature and objective insights into customer needs. This is the secret of powerful brands: selling to targeted customers, marketing society as a whole. Only the marketing throughout the community in order to cultivate a steady stream of customers. Exactly what small and medium enterprises, due to the limited marketing resources and capabilities, centralized marketing target customers. Powerful brands to provide product or service, everyone likes, difference is onlyNot affordable. So, strong brand of personalized how to embody? Through a combination of products to complete. Value creative have done less, only a surprise or not. Production value of the value creation process, from the physical level, is the product of the manufacturing process. This process is based on customer needs, from creative design, research and development into the production process. In reality, characterized by features, Performance, quality, continuous improvement and enhancement of the process. In this process, world-changing, life changing. We use examples of Kotler to feel the value creation process. At the hotel, stay overnight in customer really purchased is "rest and sleep". These interests is at the core of this product, which is the most basic level of value. Level II is an enterpriseCore transformation products on the basis of interest, such as a bed, bathroom, towels, table and chairs, wardrobe, toilet, etc. It determines the value of basic formation. Third level is reflected by the customer on the value of minimum expectations that customers usually want to and the default set of attributes and conditions. For example, clean, quiet, clean http://diablo3.1bgold.com, good. Level IV is the additional value of product grades primaryBy this decision. Such as television sets, flowers, rapid admission, check out quick, tasty food and good service. Kotler stressed that today's competitive nature, additional levels. In less developed countries, competition occurs mainly at the level of the expected value. The fifth level is potential value. Which products could end up all additional parts of the implementation andConversion parts in the future. For example, to provide customers with a room full of family services-hotel. Value creation, depend on the social and human insight, creativity, design, research and development capacity of the enterprise level of ability, the level of technology and equipment. United States, and Germany, and Japan as a manufacturing powerhouse, is precisely what these areas has reached the world advanced level. China-marketingOccurs only in emerging markets. Not for our imitation and learning in developed countries, China-so it is impossible to grow the power of marketing. In other words, is what I wanted to express the point: we rely too much to play with, and marketing technology. Product idea, on the research and development ability, design skills, technical problems, because you can learn and imitate, seriously lazy. Virtual valueValue is the value of the carrier, at the same time, it is also to a large extent directly into value. This part of the value of, we call it a real value. It made up of quality value, value, value. We can define the actual value from two aspects: based on the cost of the actual value and based on the quality, function, and performance of the actual value. Costs more transparent, the more informationOpen, easier to define actual value. All products that are affordable, belong to this level. Relatively speaking, based on the quality, functionality, performance, value, it's much more difficult to define, customer will lose its judgement based on. When quality, function, and performance of the product reaches a certain height, far higher than competitors, and unique time, businesses will havePossible price manipulation. In pursuance of this may create value, is already a virtual value. Use virtual values of quality, functionality, performance, form, although the actual value of headroom boost, but still part of actual value category. Typical virtual value refers to the goods to the customers of met on the show off, sense of belonging, and emotional appeal. Creation of virtual value, There are two directions. Is a product of unparalleled, and second, harsh restrictions on customers. Mass marketers tend to crowd unlimited expansion pursuit of virtual value marketers tend to stop the flood of consumer, means it is very simple, is to make prices with barrier properties, for all products, the price to the vast majority of people involved. Value identificationPurchased from psychological, popular products, the customers more demanding. Due to the popular product is different see the site, the customer had to "shop around", and along with the bargain. For products that stand out, leaving only pockets of rights. If you boot into crowd of community identity, product, then the higher price, but rather a target customer consumptionReasons. Value identity �C the virtual value, from three aspects. First of all, continuing product improvement and perfection, including quality, functionality, technology, design, performance, technology, equipment, all on the efforts of various aspects of products, reliable, stable and give the product a unique genes. In fact, people repeatedly stressed that empty, vanityMisty's values, culture, and personality, this is corresponding to the gene. Therefore, all products of rapid change, is unlikely to get excess virtual value, only those with a continuity of gene products in order to cast a super value. Innovation so important, is to continually enhance and improve the gene. Therefore, when a weak product innovation, competition betweenAppears homogeneous, virtual value will disappear soon. Second, the unique gene product, form lasting communication, let their hearts beyond product. How many people (including those who have) really understand the Mercedes-Benz, BMW? It does not matter. Because the owner takes them after so much effort, and they all don't need to doubt. At the same time, produced by the driverKind of superiority complex, or do not have access to the resulting frustration, enduring, lasting fresh. Again, does not cater to the customers but to pursue a win-win situation. Super brand, customer is God but not an emperor. They meet customer needs, but not all of the value of psychological needs. Without concessions on the price, does not compromise on quality, always pull customers moving forward. ChinaMelamine, lean meat type of marketing does not appear is because the price of compromise on the quality of the results? To price less costs, eventually loses a guarantee of quality. This business thinking which has the potential to give the product the permanent gene? Understand this, brand-building paths, on the horizon. 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