Primary Probing Of Model Of Implicit Marketing Of Highly New Knowledge Products

Marketing is a series of conscious social economic activities carried out under the guideline of a certain business concept. This kind of concept is marketing concept. Marketing strategies, tactics and approaches adopted by enterprises are directed by their marketing concepts, which in turn are based on certain social economic conditions and constantly change with them. Traditional marketing conception considered that the primary task of marketers was to survey and discover potential customers and their needs and that manufacturers should provide what their customers wanted. The implied presupposition of this basic marketing model that need decides supply is that information is symmetric, that is, consumers are entitled to complete information. However, this almost perfect model as well as its presupposition doesn't exist in the real life. This kind of presupposition has not only neglected consumption differences but also amplified individual consumers' knowledge and ability.Knowledge economy refers to a new kind of economic form with high tech industries as supporting industries and based on intelligence resources. knowledge economy is based on development and exploitation of knowledge resources. high science and technology is the most up-to-date sophisticated technology based on science.From the emergence of many new knowledge products these days, in particular the highly new knowledge products, we can easily come to a resumption and judgement that consumers hardly know what they want in the beginning, and in consideration of limitations to their knowledge and judgement level, it is impossible for them to keep pace with the most up-to-date scientific and technological trends, to fully understand practicability and marketability of the newest scientific and technological knowledge products, or to get to know all the new knowledge, technologies and achievements. From this we can make a judgement that consumers need a learning process in which they will be taught to "learn" to "ask for what they want". On the one hand, they should learn about the scientific and technological background related to knowledge economy in order to improve their ability to identify with the newest scientific and technological products. On the other hand, they ought to learn to be sensitive to information conveyed by manufacturers' promoting campaigns. Even so, what the customer finally decides to purchase is dependent on what product he or she has ever experienced. In reference to highly new knowledge products, here experience refers not to the real experience of using the product but to feeling and understanding obtained through learning. It is clear from this that marketing of highly new knowledge products is not the same as that of ordinary products in that it is oriented to customers' underlying demands and should focus on arousing these demands, and creating markets as well as customers. To address marketing mission of highly new knowledge products along with customization of customers' demands characteristic of knowledge economic age, professor Luo yongtai put forward the concept of underlying marketing in the year of 2000, which aims to change consumers' demand motives gradually and regularly through inducing them to understand and learn background knowledge of knowledge products, acquire a sound feeling about these products, and achieve self-realization or meeting their demand for social ethics and duties. This essay will present a model of underlying marketing of highly new knowledge products based upon combination of characteristics and marketing features of this kind of products.