Description
Introduction ……. 10 What Is Marketing? Story 1 Sudden Unexpected Guests! A Blessing or a Curse? ……. 14 01. Emotion and Logic in the Context of Marketing ……. 40 02. What You Call Your Buyers Depends on the Situation ……. 42 03. The Three Points of View in Marketing ……. 45 04. What Is Marketing? ……. 48 05. How Has the Concept of Marketing Changed? …… 50 06. The Scope of Marketing ……. 52 Column 1 Listening to the Voice of Your Market ……. 54 Part 2 The Pros and Cons of Fast Marketing Story 2 Will Word of Mouth Really Bring in Customers? ……. 56 01. The Influence of Word of Mouth through Viral Market-ing ……. 66 02. Devising Strategies to Boost Word of Mouth ……. 68 03. Products and Services Most Affected by Word of Mouth ……. 70 04. Hints for Boosting Word of Mouth ……. 72 Part 3 Understanding the People who Buy Your Products Story 3 What Do Your Customers Really Need? ……. 76 01. The AIDMA Model of Consumer Behavior ……. 86 02. What is the “Kotler Model of Purchasing Decision-Making Process?”……. 90 03. Human Desire: Needs vs. Wants ……. 92 04. Thinking with Both Consumer Needs and Wants in Mind ……. 94 05. Understanding Human Needs ……. 96 06. Buyers Who Set the Trend and Buyers Who Follow the Trend ……. 98 Part 4 Sorting Out Your Company’s Relationship with Your Competitors Story 4 Fake Marimo Manju Buns Appear! ……. 102 01. Analyzing Your Customers, Your Competitors, and Your Company ……. 112 02. Identifying Your Company’s Strengths, Weaknesses, External Opportunities, and Threats ……. 114 03. Developing Strategies Based on Internal and External Factors ……. 116 04. Grouping Factors into Five Categories ……. 120 05. Deciding the Who, the What, and the How ……. 122 06. Different Marketing Strategies ……. 124 07. Building a Competitive Edge ……. 126 08. How You Fight the Battle Depends on Market Positioning ……. 127 Part 5 First Decide Who You’re Selling To Story 5 Tamaya’s New Customers 01. Connecting Product and Customer: The STP Market-ing Model ……. 140 02. Finding Common Factors in Similar Consumers ……. 142 03. Mapping Consumer Perception ……. 148 04. Changing Your Target Changes Your Concept ……. 150 Column 2 A General Rule for Narrowing Down You Target Consumers ……. 154 Part 6 Deciding Your 4Ps Story 6 Let’s Make Mini Marimo Manju! ……. 156 * What are the 4 Ps of Marketing? ……. 180 * 02. Product (1): Key Points for Differentiating Between Products ……. 182 * 03. Product (2);: What Is a Brand? ……. 184 * 04. Product (3): How Do You Build Your Brand? … 186 * 05. Product (4): The Product Life Cycle ……. 188 * …06. Promotion (1): Push and Pull Marketing Strategies ……. 192 * 07. Promotion (2): Different Communication Methods ……. 194 * 08. Promotion (3): The Features of Different Advertising Methods ……. 196 * 09. Promotion (4): The Effects of Promotion ……. 198 * 10. Promotion (5): Various Sales Promotion Methods ……. 200 * 11. Price (1): Three Ways to Decide on Your Prices ……. 202 1 * 2. Price (2): Determining Prices Based on Demand ……. 204 * 13. Price (3): The Psychology of Prices and Pricing ……. 206 * 14. Place (1): Think About How to Circulate Your Products ……. 208 * 15. Place (2): Finding the Special Features of Your Market Area ……. 210 * 16. Place (3): The Function of Wholesale ……. 212 * 17. Column 3 Organizing and Preparing Your Present Product Strategy ……. 214 * 9TamayaTayamaEstablishing a Long-Term Relationship with Your Customers Story7The Last Message ……. 216 * 01. The Importance of Capturing Your Customers ……. 230 * 02. The Components of Customer Satisfaction: Internal and External Features ……. 234 * 03. Take Good Care of Your Best Customers …… 236 * 04. Why is Customer Satisfaction Important? ……. 238 * References ……. 240 * Index ……. 244
