Much focus will be on the digital part. Term "marketing" means different things to different people. For example, some people think of marketing as advertising. Other think of it as sales. And many have a negative perception of marketing as a form of manipulation. Indeed, most portrayals of marketing executives in movies and television are rather quite unflattering. According the American Marketing Association, marketing is the activity, set of institutions, and processes for creating, communicating, delivering; exchange of offerings that have value for customers, clients, partners, and society at large. So, in essence, marketing is the enactment of a mutually beneficial exchange between two parties: A seller, and a buyer. We usually think of the seller as a firm and the buyer as a consumer. However, there are also other types of exchanges such as B to B transactions between two firms. Typically, the seller is offering a product. However, a seller could also offer a variety of other things such as a service, an idea, or even an experience.
People usually think of the buyer as providing money to acquire this offering. However buyers also offer other scarce resources such as their attention, their time, and their energy.
Buyers give sellers money in exchange for valuable objects. However, there's more to the story. Two key points are missing. First, customers may not fully know what they really want, and are often uncertain about the degree to which any particular product may meet their needs. Second, there are typically many firms offering competing products. These two factors, consumer uncertainty and competitive offerings makes the marketing process quite difficult for both firms and consumers. For example, the average U.S. supermarket offers over 100 different types of shampoos. It would take hours to learn about all of their ingredients, potential benefits, and appropriateness for your hair. In order to overcome these challenges, marketers have developed a number of useful tools and techniques. One of the most useful tools in the marketer's toolkit is something called the Four P's, which are inside or marketer's toolkit. The concept of the Four P's was introduced in 1960 by Professor Jerome McCarthy at Michigan State University. Thus, this concept has stood the test of time. What the consumer sees or experiences in the marketplace is really the confluence of a bunch of decisions that got made about what product to sell, at what price, and through what distribution channels, and more importantly, with what messaging strategy? Because all of these decisions combine to this bundle of attributes that is considered to be the essence of the brand. And that's really what, at the end of the day, consumers are going to use. You know, what they know about the brand, how they feel about the brand, that's how they're going to make those decisions about whether or not a brand is meaningful distinct in a way that's going to make them choose that brand as opposed to other similar brands in the marketplace. So, each one of the marketing mix elements is critical. Making decisions about those things is critical, but it is absolutely the bundle of those attributes. It's how they come together-- it's the recipe. They've each got those elements in the recipe, but it's how, you know, the extent to which one or the other is emphasized that can really make all the difference in how consumers choose and whether they choose your products. When talking about marketing, a lot of times, people start with this framework about the Four P's: Product, Place, Promotion; Price. All of these are extremely important and all of them can add value to consumers' lives and also to the firm. The most interesting P right now is probably Place, because it is the one that has experienced the biggest change. We have e-tailing versus retailing. We have customer co-creation in terms of creating their own additions or customizing goods in the marketplace. Products one has to be careful to think of not just products as tangible goods, so about products, services, experiences, and ideas. Ideas also have to be marketed. You have to convince a culture, for example, to buy into, say, an interstate system, or to buy into even faxing, which is now is an old technology. Or say, Google Glass. That's an idea as well as a product. So, that's kind of interesting. Price is always one, of course, that consumers care greatly about, and it's also probably more interesting than people might think in terms of, you know, what is the price of this product? Because it actually captures a lot of the macro forces that happen in a culture. Whether, for example, one that we often think about, say, the price of gas is tied very much to how much consumers are supposed to travel in the upcoming period, or how much other things cost, and maybe they don't have the money to pay for gas. So, gas is a great product where you see price fluctuating and you can really see the marketplace factors. Finally, we come to promotion, which is also equally interesting. It has also changed dramatically from individual messages in our email boxes to the spectaculars, what we call the giant, sort of, neon lit billboards in Times Square, and also couponing, sampling, you know, you can now go to the grocery store and wave your app in front of the cashier and actually just save money that way a lot of times. So, that's a really interesting one. So this is one of the reasons marketing is so exciting as a field, because it captures such a wide range of activities that have to be strategically managed and coordinated. Over the past 60 years, by strategically employing these Four P's, marketers around the world have been able to effectively facilitate valuable exchanges with their customers.
Recently, the digital revolution has provided marketers and customers with a new set of tools, such as the internet, the smart phone, and the 3-D printer.
Buyers give sellers money in exchange for valuable objects. However, there's more to the story. Two key points are missing. First, customers may not fully know what they really want, and are often uncertain about the degree to which any particular product may meet their needs. Second, there are typically many firms offering competing products. These two factors, consumer uncertainty and competitive offerings makes the marketing process quite difficult for both firms and consumers. For example, the average U.S. supermarket offers over 100 different types of shampoos. It would take hours to learn about all of their ingredients, potential benefits, and appropriateness for your hair. In order to overcome these challenges, marketers have developed a number of useful tools and techniques. One of the most useful tools in the marketer's toolkit is something called the Four P's, which are inside or marketer's toolkit. The concept of the Four P's was introduced in 1960 by Professor Jerome McCarthy at Michigan State University. Thus, this concept has stood the test of time. What the consumer sees or experiences in the marketplace is really the confluence of a bunch of decisions that got made about what product to sell, at what price, and through what distribution channels, and more importantly, with what messaging strategy? Because all of these decisions combine to this bundle of attributes that is considered to be the essence of the brand. And that's really what, at the end of the day, consumers are going to use. You know, what they know about the brand, how they feel about the brand, that's how they're going to make those decisions about whether or not a brand is meaningful distinct in a way that's going to make them choose that brand as opposed to other similar brands in the marketplace. So, each one of the marketing mix elements is critical. Making decisions about those things is critical, but it is absolutely the bundle of those attributes. It's how they come together-- it's the recipe. They've each got those elements in the recipe, but it's how, you know, the extent to which one or the other is emphasized that can really make all the difference in how consumers choose and whether they choose your products. When talking about marketing, a lot of times, people start with this framework about the Four P's: Product, Place, Promotion; Price. All of these are extremely important and all of them can add value to consumers' lives and also to the firm. The most interesting P right now is probably Place, because it is the one that has experienced the biggest change. We have e-tailing versus retailing. We have customer co-creation in terms of creating their own additions or customizing goods in the marketplace. Products one has to be careful to think of not just products as tangible goods, so about products, services, experiences, and ideas. Ideas also have to be marketed. You have to convince a culture, for example, to buy into, say, an interstate system, or to buy into even faxing, which is now is an old technology. Or say, Google Glass. That's an idea as well as a product. So, that's kind of interesting. Price is always one, of course, that consumers care greatly about, and it's also probably more interesting than people might think in terms of, you know, what is the price of this product? Because it actually captures a lot of the macro forces that happen in a culture. Whether, for example, one that we often think about, say, the price of gas is tied very much to how much consumers are supposed to travel in the upcoming period, or how much other things cost, and maybe they don't have the money to pay for gas. So, gas is a great product where you see price fluctuating and you can really see the marketplace factors. Finally, we come to promotion, which is also equally interesting. It has also changed dramatically from individual messages in our email boxes to the spectaculars, what we call the giant, sort of, neon lit billboards in Times Square, and also couponing, sampling, you know, you can now go to the grocery store and wave your app in front of the cashier and actually just save money that way a lot of times. So, that's a really interesting one. So this is one of the reasons marketing is so exciting as a field, because it captures such a wide range of activities that have to be strategically managed and coordinated. Over the past 60 years, by strategically employing these Four P's, marketers around the world have been able to effectively facilitate valuable exchanges with their customers.
Recently, the digital revolution has provided marketers and customers with a new set of tools, such as the internet, the smart phone, and the 3-D printer.
Комментариев нет:
Отправить комментарий