tailieunhanh - SYMBOLS FOR SALE

Following a comprehensive understanding of the luxury construct, all relevant current and potential value sources of the consumers‘ luxury perception should be integrated into one single model. A customer‘s luxury value perception and the motives for luxury brand consumption are not simply tied to a set of social aspects of displaying status, success, distinction and the human desire to impress other people, but also depend on the nature of the financial, functional and individual utilities of the certain luxury brand. Pointing to the fact that luxury value lies in social and individual as well as in functional and financial. | SYMBOLS FOR SALE The consumer is not as functionally oriented as he used to be if he ever really was. By Sidney J. Levy The thoughtful businessman is undoubtedly aware of the growing use and influence of social science concepts in the business world. Management gives increasing attention to relations between people whether among the management group down the line between the manufacturer and the retailer or between the producer and the consumer. There is less preoccupation with the performance of impersonal economic entities. The modern assumption is that people are faced with alternatives that they may be motivated in various directions. From this assumption grows the significance of communications and understandings and the concomitant concern with what the people of the world think with political public opinion consumer reactions and so on. Because of this development the science and practice of marketing have been infused with new life. Changing Scene We need not belabor the obvious changes in the American scene. They can be readily enumerated. There are more people. These people have more of all kinds of things more leisure more money more possessions more pleasures and more if not the same old Sociological and psychological interpretations of the contemporary scene arc fashionable now and arc in themselves a part of the scene part of the wave of human preoccupation and of selfexamination that is growing as we move further and further from grubbing for subsistence. The less concern there is with the concrete satisfactions of a survival level of existence the more abstract human responses become. As behavior in the market place is increasingly elaborated it also becomes increasingly symbolic. This idea needs some examination because it means that sellers of goods are engaged whether willfully or not in selling symbols as well as practical merchandise. It means that marketing managers must attend to more than the relatively superficial facts with which

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