the marketing process
The marketing
process, from marketing point of view, to analyze the market in order to build a business specifically, to determine the target to sell a product, consider the positioning of products in the market, selecting a price and promotions is that of the series of flows of up to.
Marketing process and is
The process is large, it can be divided into six steps.
① market analysis
On doing the marketing, it is carried out in First thing to do is to observe the companies inside and outside of the environment, to analyze.
Their and strengths and weaknesses of the washout, you will discover the marketing opportunities for the company determine the future direction by confirming the position of business in differentiated market with competitors.
Please check with your such as SWOT analysis.
Reference >> Https://Www.41Web.Jp/blog/ 2015/01/08/88
② segmentation (market segmentation)
Based on the market analysis, make a cut of the market in order to find the optimal market to its own.
The market, complex and a mix of needs, not able to provide products that meet all of the needs.
Therefore, we need to go in groups to subdivide the market in the population with similar needs from among an unspecified number of needs.
Cut to subdivide is different, but, specifically, and attributes such as "regional", "age", "sex", "occupation", "values", will continue to categorization, etc. "Action needs".
▼ example (axis to be segmented by business is different.)
Case
③ targeting (target market)
In targeting, select which group in the group that was subdivided in segmentation, what kind of customer in a group, there are competitors, examine what kind of competition or carried out in pray, their most dominantly we will select the made market.
Targeting
Whether capitalize the company's strengths, competitors will be necessary to select items such as whether there.
④ positioning (determination of the standing position)
Positioning and is, in a market that was determined by the targeting, aims to differentiate itself from other companies, refers to be selected thinking of ways get to select how their products and services.
positioning
Strengths and not lose to competitors, and activities to be positioned that there is a special value in pursuit of originality.
② ~ ④ by performing the, you can set up a user group to target specifically.
To have a concrete image of the target, the user can not only help you dig into are not required elements in the product, there is a merit that anyone can discover a new value that did not notice.
⑤ marketing mix (4P)
The marketing mix, represents the various elements of the marketing business four in P, is the marketing measures to properly combine.
The 4P,
· Product (products, strategy)
· Price (price)
· Place (distribution)
· Promotion (advertising)
is an acronym for.
The four is not one that is made up individually, because it is closely related to "what integrity is taken" will be important.
In addition, recently it has also been attention concept of "4C" instead of review "4P" from the point of view of the consumer side.
The 4C
· Customer Value (customer value)
· Cost (expenses for the customer)
· Convenience (easy availability)
· Communication (Communication)
is an acronym for.
Rather than the fact that some other framework, but 4P was the business-side perspective, 4C will be the difference in the customer point of view closer to the customer's point of view.
Marketing mix
Appeal items of the seller side will be necessary elements in order to avoid born deviate from what you want on the side of the target.
Recently, especially Place by the evolution of WEB Marketing (Distribution), Promotion (advertising), Convenience (easy availability), the Communication (communication) have been diversified, an increasing number of cases that are bothering What to hit the kind of promotion I feel as.
⑥ execution and evaluation
After you decide to ⑤, and transferred to a run.
If that was struck measures not out effect, because should there is a problem where the head of the activities of ⑤ from ①, evaluated according to the challenges that have occurred (analysis) Let's review the the the process.
Execution and evaluation
Does this way, in going the PDCA after decided marketing process, the various KPI present in the phase of "to attract customers," "development and add customers," "negotiation" is the divergence in how much with respect to the target ?
Where the issue is the of ① ~ ⑤ by Watch? It is also possible to guess.
The most important thing can be said that it can continue to improve one by one seriously "grasp the bottle neck by connecting the entire activities".
2, Summary
From a variety of consumer needs, BtoB, BtoC 1to1 marketing in both products has become to be important.
Instead of selling what you want to sell, what kind of message to consumers