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)