fundamental marketing

1. marketing idea

4 P : price, product, place , promotion

price: rebate, payment method, discount

product: function, brand, guarantee, additional

place: logistics, place, sales area, warehouse

promotion: advertisement, publicity, promotion

wants: what consumers are looking for.

customer satisfaction: needs or wants -> research -> production -> consume

2. market research

segmentation

human: age, religious, income, family size, education, occupation, ethic

place: country, county, area, density of population, climate

physiological influence: character, lifestyle

behavior base: volume, frequency, brand royalty, maker royalty, store royalty, response to an advertisement, response to a price

targeting market

whole area: one product covers all area

focusing area: each product cover different areas.

focusing limited are: some products cover only some limited areas.

marketing research

1. analysis

2. designing a research

3. draw up a questionnaire

4. sampling people

5. analysis based on answers

6. report

again..1 2 3 4 5 6

3. product management

product life-cycle

branding

strategy of planned obsolescence

national brand

private brand (originality, high profit)

SPA (specialty store retailer of private label apparel)

4. price

resale price management system

EDLP (every day low price)

rebate

5. channel

flattened the hierarchy does not stuck with much stock.

buying power(allowance, product return, required temporary stuffs for a promotion)

POS

EOS (Electric Ordering System)

Logistics: supplying materials, keeping materials, deliver completed products, rapping completed products)

6. communication(promotion)

advertisement << publicity << sales promotion << sales force (more expensive)

Japanese economic

Japanese economic is not as good as it used to be. A decreasing population in Japan makes domestic production weaker. There are many competitive countries around Japan such as China, South Korea, Hong Kong, and Taiwan. Also, a language barrier makes a Japanese position less effective at a business field. Japanese opinions at Davos had less impact to most audiences at a conference because of their language barrier. However, Donald Tsang, chief executive Honk Kong, had a great speach!!

Asian emerging countries, half of the world population, have increased their economic extraordinarily last five years, which is a speed transformation. It is very important what Japan overcome this situation?