Marketing: Manga for Success

ISBN-13: 9781394176137 / Angielski / Miękka / 2023 / 256 str.

Takashi Yasuda

Spis treści

Introduction 10Part 1 What Is Marketing?Story 1 Sudden Unexpected Guests! A Blessing or a Curse? 141. Emotion and Logic in the Context of Marketing 402. What You Call Your Buyers Depends on the Situation 423. The Three Points of View in Marketing 454. What Is Marketing? 485. How Has the Concept of Marketing Changed over Time? 506. The Scope of Marketing 52Column 1: Listening to the Voice of Your Market 54Part 2 The Pros and Cons of Viral MarketingStory 2 Will Word of Mouth Really Bring in Customers? 561. The Influence of Word of Mouth through Viral Marketing 662. Devising Strategies to Boost Word of Mouth 683. Products and Services Most Affected by Word of Mouth 704. Hints for Boosting Word of Mouth 72Part 3 Understanding the People Who Buy Your ProductsStory 3 What Do Your Customers Really Need? 761. The AIDMA Model of Consumer Behavior 862. What Is the Kotler Consumer Buying Decision Process Model? 903. Human Desire: Needs versus Wants 924. Thinking with Both Consumer Needs and Wants in Mind 945. Understanding Human Needs 966. Buyers Who Set the Trend and Buyers Who Follow the Trend 98Part 4 Sorting out Your Company's Relationship with Your CustomersStory 4 Fake Marimo Manju Buns Appear! 1021. Analyzing Your Customers, Your Competitors, and Your Company 1122. Identifying Your Company's Strengths, Weaknesses, External Opportunities, and Threats 1143. Developing Strategies Based on Internal and External Factors 1164. The Five Force Model 1205. Deciding the Who, the What, and the How 1226. Different Marketing Strategies 1247. Building a Competitive Edge 1268. How You Fight the Battle Depends on Market Positioning 128Part 5 Decide Who Your Customers AreStory 5 Who Are Tamaya's New Customers? 1321. Connecting Product and Customer: The STP Marketing Model 1402. Finding Common Factors among Similar Consumers 1423. Mapping Consumer Perception 1484. Changing Your Target Changes Your Concept 150Column 2: A General Rule for Narrowing Down Your Target Consumers 154Part 6 Deciding Your 4 PsStory 6 Let's Make Mini Marimo Manju! 1561. What Are the 4 Ps of Marketing? 1802. Key Points for Differentiating Between Products 1823. What Is a Brand? 1844. How Do You Build Your Brand? 1865. The Product Life Cycle 1886. Push and Pull Marketing Strategies 1927. Different Promotional Communication Methods 1948. The Features of Different Advertising Methods 1969. The Effects of Public Relations 19810. Various Sales Promotion Methods 20011. Three Ways to Decide on Your Prices 20212. Determining Prices Based on Demand 20413. The Psychology of Prices and Pricing 20614. Think about How to Distribute Your Products 20815. Finding the Special Features of Your Market Area 21016. The Functions of Wholesale 212Column 3: Organizing and Preparing Your Present Product Strategy 214Part 7 Establishing Long-Term Relationships with Your CustomersStory 7 The Last Message 2161. The Importance of Capturing Your Customers 2302. The Components of Customer Satisfaction: Essential and Nonessential Functions 2343. Take Good Care of Your Best Customers 2364. Why Is Customer Satisfaction Important? 238References 241

O autorze

TAKASHI YASUDA is a marketing professional who has worked as a researcher, merchandising advisor, and marketing manager. Currently, he works in consulting and new business development for a variety of clients. He is the author of Hajimete Manabu Marketing no Hon (The First Book of Marketing), among others.