affluence富裕的大众—针对当今消费者营销的7条新规则》-英文版

PAULNUNES•BRIANJOHNSONHARVARDBUSINESSSCHOOLPRESS7NewRulesofMarketingtoToday’sConsumerAFFLUENCEMASSInnovationforHighPerformanceBusinessfrom:ForanexpandedselectionofHarvardBusinessSchoolPressBooks,pleasevisittheCenterforHBSPressat:Stacey’s581MarketStreetSanFrancisco,CATatteredCover,LoDo162816thStreetDenver,COTatteredCover,CherryCreek2955E.FirstStreetDenver,COCONTACTACCENTUREForhelpinapplyingthesevenrulesofMassAffluence,contactAccentureat:[e-mail]bleatbooksellersworldwideandonlineat:PaulNunesisanexecutiveresearchfellowinAccenture’sInstituteforHighPerformanceBusiness,wherehedirectsresearchonmarketingstrategy.Hisresearchfocusesontheimpactoftech-nologyonmarketingpracticeandconsumerbehavior.HisresearchresultsandframeworkshavebeenusedextensivelyinAccenture’sstrategyworkandserviceofferings.DuringhiseighteenyearsatAccenture,Nuneshasservedasaconsultanttoclientsandasafoundingmemberofboththecompany’sInstituteforHighPerformanceBusinessanditsTechnologyAssessmentGroup.HeearnedhisM.A.inManagementfromtheKelloggSchoolofManagementatNorthwesternUniversity,andaB.S.inComputerSciencefromNorthwesternUniversity.AtrusteeoftheMarketingScienceInstitute,Mr.NuneshasauthoredseveralbookchaptersonCRM.HeisalsotheauthorofnumerousarticlesinHarvardBusinessReviewandotherleadingmanagementpublications.BrianJohnsonisaseniorresearchanalystatSanfordC.BernsteininNewYorkCity,coveringtheautomobileindustry.PriortohistenureonWallStreet,hespenttwentyyearsinstrategyconsulting.AtAccenture,heledthemarketingstrategypractice,helpingmajorclientsinawiderangeofindustriesimprovebusi-nessperformance.BeforejoiningAccenture,hewasapartneratMcKinsey&Company.Mr.JohnsonhasalsobeenanAdjunctProfessorofMarketingatNorthwesternUniversity’sKelloggSchoolofManagement,wherehedevelopedthefirstcourseonCRMeverofferedatamajorbusinessschool.HereceivedaB.S.fromStanfordUniversityandaJ.D.fromHarvardLawSchool,wherehewasamemberoftheHarvardLawReview.PUBLICATIONINFORMATIONPublicationDate:September10,2004ISBN1-59139-196-2Price:$29.95PUBLICITYSharonRice,[e-mail][e-mail]HYVisitourwebsiteat:—andoutlinesanewapproachforwooingandwinningthe“moneyedmasses.”In1970,oneoutofevery27householdsearnedasix-figureincome.Nowthatratioisclosertooneoutofseven.Asimportantasthisgrowthinincomeisthegrowthinbuyingpowerthisnewlyaffluentgroupisassuming.Theproblemformarketersisthattheseconsumershavebeenspendingrelativelyless—aphenomenonthattranslatesintobillionsofdollarsindiscretionaryincomeupforgrabs.InMassAffluence:SevenNewRulesofMarketingtoToday’sConsumer(September10,2004)marketingexpertsPaulNunesofAccentureandBrianJohnsonexplorehowthisbroad-basedincreaseinwealthshouldinformmar-ketingstrategyandpractice.Theyarguethattoday’smassmarketisradicallydifferentthanthe“middleclass”thatinspiredthefirstmassmarketingmovement.Yetneithertoday’s“one-on-one”marketingstrategiesnortraditionalmassmarketingapproachesareadequatelyservingtheunmetneedsanddesiresofthiswealthyconsumersegment.Drawingonanextensiveexaminationofpublicdataandtheauthors’proprietaryconsumerresearchandexperience,MassAffluenceoutlinessevennewrulesaimedsquarelyatthe“moneyedmasses.”Toapplytheserules,companiesmustundertakeathree-stepprocessofmarketingreinven-tion:1)capturenewmarketpositionsthatseizethe“middleground”betweenunaffordable“luxury”itemsandaffordablebutinadequateofferings;2)redesignofferingstosatisfythosepositions;and3)reconfigurethechannelsandpromotionoftheseofferings.Throughilluminatingexamples,NunesandJohnsonrevealhowinnovativecompaniesarealreadyimplementingthisprocesstolaunchbillion-dollarindustriesincategoriesasdiverseasoralcare(P&G’sspinningtoothbrushes),homebuilding(TollBrothersBuilders’upscale,semi-customizedhomes),retailclothing(Talbot’sdividendsharingwithcustomers),householdcleaningproducts(thepioneeringSwiffermop),andautomobiles(ZipCar’sinnovativeby-the-hourrentals).Theauthorsalsoidentifyemergingmassmarketcategoriesthatarepoisedtogrowquicklyinthecomingdecade.Stakingoutthesenewpositionswillnotonlygivecompaniesacompetitiveedgethatwillearnthemprofitsandgrowthforyearstocome,itwillalsoprovidearefugefromthepricewarsandcommoditizationthathavesouredthemassmarketofdecadespast.Meanwhile,con-sumerseverywherewillberewardedwithanincreaseinthequalityandbreadthofofferings.Highlightingoverlookedconsumerswithexplosivespendingpotential—andoutliningtargetedstrategiesfordeliveringtheoffer-ingstheywant—MassAffluenceisamust-readformarketers,executives,andstrategistsineveryind