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| Author: | Kuga, M. |
| Title: | Les bases du marketing et les perspectives de la consommation au Japon les annees 90 = The bases of marketing the perspectives of consumption in Japan in the nineties |
| Journal: | Revue Francaise du Marketing
1989 : AUG-SEP-OCT, NO. 124. p. 39-42 |
| Index terms: | MARKETING CONSUMPTION JAPAN SALES FORECASTING MARKET RESEARCH MARKET FORECASTING |
| Language: | fre |
| Abstract: | The basic concepts of marketing are reviewed (products, prices, publicity, selling, distribution). Some important trends in the formation of consumption habits and regularities influencing the marketing in the nineties are examined. Three main areas of consumption are distinguished: consumption related to the everyday life; consumption related to the enrichment of life; consumption for guaranteeing mental, physical and economic comfort. Forecasting data are presented and comparisons between Japan , the USA and Europe are made. Recommendations are provided for the marketing managers as an aid to meet the new challenges of the next decade. |
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