THE
“ENLIGHTENED” MARKETING MODEL
Summarization
Philip
Kotler’s(2001) can be considered as the father of the 4Ps of marketing.
Kotler’s expounded on the theory that for marketing to succeed there should be
a good mix of a good product.
4Ps
can be summed up in one
straightforward statement “Probe on people, propose and postulate.”
The
company must probe so that the
product conceptualizations and executions are well- founded. Probing on people
or the target marketing is a prerequisite to strategic planning. The proposition is the integration of the
classic 4 Ps as espoused by Kotler. Companies must propose a product which
contains necessary features and benefits that can make it sell. Probe –this will provide business companies the basic and more pertinent information to communicate to the target market.
Online research offers marketers two
distinct advantages over traditional surveys and focus groups- speed and cost- effectiveness. Online
research is very fast and time is what everyone wants now.
When
using qualified respondents, focus group responses are more efficient. Eye
contact and body language are two direct per4sonal interactions of traditional
focus group that are lost in the online world.
Processes
on E- research – in internet research, search engines are programs or WEB sites that enable users to search for
keywords on WEB pages throughout the WORLD WIDE WEB.
Guide for E- consumers
The US. FTC offers these tips to help consumers have an easy time
buying over the internet.
·
Know who you’re dealing with.
·
Know what you’re buying
·
Understand the terms, conditions, and costs
involved in the sale.
·
Protect yourself when paying online.
·
Look out your privacy.
·
Understand what recourse you have if you into
problems with your purchase.
·
Get smart about e- commerce. Demand consumer
friendly policies and procedures.
Propositions- follows the product category proposition, the positioning the brand, the media proposition
Product proposition
§ Definition is the way the product is
defined by consumers on important attributes – the place the product occupies
in consumers’ minds relative to competing products.
§ Classification
Product can be classified as a consumer product or an industrial product
1. Convenience products 1.
The capital product
2. Shopping products 2.
The Production product
3. Specialty product 3.
The operating product
4. . Unsought products
·
Techniques
and strategies
a)
The target market is determined by recognizing
that different groups or segments of the market have different needs and wants.
b)
In order to position ones business very
effectively is to apply these two
concepts:
c)
Another important strategy knows where you
stand. This in where the formulation is positioning statement comes in.
Media proposition
There are
many different ways to present a news release, as there are publications out
there. However, all of them at least possess some key elements, which are:
·
The headline
·
The story
·
The appeal
·
Quotes and reactions
·
The contact information
Target your Market
and your Media
Some methods to
successfully promote any product, service or information online
a) Pre-
promotion campaign
b) Reference
c) News
releases
d) Articles
e) Search
engines
f) Announcement
sites
g) Announcement
lists
h) E-zine
ads
i)
Publisher swaps
j)
Opt-in direct mail
POSTULATION
Postulation- with the advent of the new social order which clamors for social changes, drastic improvement in the environment, and many other advocacy measures, social marketing should always be in place for your company or product to have a competitive advantage.
Social marketing- is a
planned process to influence change, is a modified term of conventional product
and service marketing.
Elements of social
marketing
1.
Understand
“customer needs”
2.
Distribution
channels
3.
Pricing
4.
Opportunity
costs
Building Social
Marketing into Programs or Campaigns by Nedra Kline Wienreich
a) Talk
to your customers
b) Segment
your audience
c) Position
your product
d) Know
your competition
e) Go
to where your audience is
f) Utilize
a variety of approaches
g) Use
models that work
h) Test
, test, test
i)
Build partnerships with key allies
j)
See what you can do better next time
.
