From the 4Ps to the 4Cs ... just a different side of view.

We used to focus all the Marketing Analysis from the point of you of the company: The wellknown 4Ps:

*Product

*Price

*Place

*Promotion.

Now, it has changed. It´s the time of the costumer right now. A costumer fit focus. So, we started to talk about the 4Cs:

*Consumer wants and needs.

*Cost to satisfy

*Convinience to buy

*Communication

The 4 Cs, a more customer oriented analysis.

Some Marketing Notes...

I took a Marketing course Last month. Here, there are some ideas that I highligthed. .

THE AIM OF MKT

1. To convert Desires into Needs.

Marketing starts from people´s NEEDS and DESIRES. Needs and desires depend on people´s perceptions, culture and reality. They are totally subjective and varible.
What´s the different between a need and a desire? When we NEED something, we need it because we do not have it. There is a feeling of lack and emptyness. And if we don´t satisfy that emptyness, a kind of tension or disrupting feeling arise. On the other hand, when we WISH something, when you have a DESIRE, we might not achieve it but no tension will appear because of it.
The tension between what we need and what we have is what make us to act. ACTION. A need makes as to move forward. We have only two options: or we achieve what we need or we forget about it and go down our expectations.
The aim of Marketing is to convert DESIRES into NEEDS and to generate that “TENSION” that makes people to ACT to get what they want. If the need is backuped by money, we get the DEMAND.
Marketing converts DESIRES into NEEDs. People demand what I am offering because I made them feel they need it.

2. To seed a Good Customer Relationship.

When a costumer comes for the first time to our shop to satisfy his/her need, he/she is getting a full service/sale expirience. If she/he is satisfied with the product and the service given by the salesperson and company, he/she will be como back when he/she has a new need.

In addition to a good shop experience, to see a good customer relationship includes to know when the brithday of your customer is or when she/ he is having a baby, etc..

What happen if for any reason the customer get uppset with the selling process? Well, in this case, to recover or mantein a good relationship, the salesperson should the following three things:
1. Accept that a mistake was comitted. Recognize the mistake.
2. Try to compensate it. Find a solution that favours the client.
3. Assure him/her that it will not happen again and make sure that it will not happen again.

There is no future for a company that make the same mistake again and again against customer´s satisfaction.

HOW TO MANAGE MARKETING.

There is s famous quote that says: “If you fail to plan, you plan to fail”. Planification is the first step of every succesful project. Marketing needs an strategic plan, as well.

An Strategic Marketing Plan includes:

*Vision : How do you see your company in 20/50 years from now?
*Mision: What will I do to chieve that vision?
*Objetives: What do I want to do? (something measurable in time and quantity)
*SWOT Analysis (Strenghts, Weaknesses, Opportunities, Threateness)
*Environment: competitors, suppliers, logistics, clients.
*Context: economic, political, social, cultural situation.


AIDA
*Attention
*Interest
*Desire
*Action

Marketing, Advertisement, Public Relations and Branding...

Did you catch the difference?

20 Marketing Principles...

1. The Marketing programs that succeed are built over trends not novelties.
2. Marketing is not a fight of products, it is a war of perceptions.
3. It is better to be the first than to be the best.
4. If you cannot be the first in one category, you should create a new category where you can be the first.
5. It is better to be the first in the customer´s mind than in the selling point.
6. The most important principle in every marketing strategy is to have ONE WORD in people´s mind.
7. Two companies cannot have the same word in people´s mind.
8. The strategy to apply depends on the place you occupy in the ladder.
9. The price is always in the customer´s mind. The costumer establish the price according to the value he/she gives to the product or service.
10. In the course of time, each market become a race between only 2 participants.
11. If you choose to be the second, your strategy will be determined by the leader.
12. In the course of time, one category will divide into 2 or more categories.
13. Marketing is a long term issue.
14. There is some irrestible pressure that leads us to the expansion of the brand.
15. You always have to give something in order to get something else.
16. For every feature, there is an opposite one as effective as the first.
17. When you admitt something negative from your part, the potential customer will give you something positive.
18. In each situation, only one move might produce important outcomes.
19. Success is always behind arrogancy and arrogancy will lead you to failure.
20. The failure should be expected and accepted.

Notes taken in a Marketing Course.