广告vs.质量,孰轻孰重?

• 出 处: 成功营销
• 发表日期: 2010年09期
• 关键词: vs 品牌危机 资本投入 商业巨头 一个问题 渐行渐远 营销费用 生产成本 环保能源 Petroleum

过去数十年以来,许多企业的重心都从关注产品转到营销上,把用于产品的资金转投至营销上,这往往能更快地带来利润。但是近年,从英国石油到丰田,许多商业巨头都爆出一系列质量丑闻和品牌危机。多年建立起来的品牌资产很可能因为这些丑闻而毁于一旦。这也提出了一个问题,是否降低生产成本的努力渐行渐远,是否营销人应该将更多的资本投入质量控

Over the past decades, many businesses have shifted their focus from focus on marketing to product marketing to marketing, which often leads to faster profitability. But in recent years, from BP to Toyota, many commercial giants have burst a series of quality scandals and brand crisis. Brand assets built over many years are likely to be destroyed by these scandals. This raises the question as to whether efforts to reduce production costs are going away, and whether marketers should invest more capital in quality control