Tiimiakatemia on Jyväskylän Ammattikorkeakoulun yrittäjyyden huippuyksikkö

Marketing

Kirjoitettu 04.12.19
Esseen kirjoittaja: Sara Vikki
Kirjapisteet: 2
Kirja: Marketing
Kirjan kirjoittaja: Peter Spalton
Kategoriat: 6. Markkinointi, 6.2. Myynnin ja markkinointiviestinnän taidot ja työkalut, 6.5. Markkinoinnin klassikot, 6.6. Markkinoinnin käsikirjat projekteihin

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I read this book, written by Peter Spalton, about marketing. It helped me a bit with the concept of marketing. He goes through a lot of things in this book, so it was a bit difficult to read. However, I created my own model of marketing based on this book. I’ll use these tools when I’m making the next marketing strategy. So much things to be considered about.

 

1st you need to think about the 4P model of marketing. What’s the product, price, place and promotion? I’m not going to explain this more that this because you’ll find this from the internet easily. As you may notice it’s important to keep the marketing and selling close to each other. Those two things go like hand-in-hand. For example, the “product” that our team is selling is our skills and knowledge. The price will be set by the customer depending on the value they get etc.

After the 4P- model, you must define your potential customer. The more detailed you can think, the easier it’s to target. For example, if I want to sell coffee in VKK (Vanha Kunnon Kahvila), I need to define who am I selling it to. The potential customer would be Maija 35 years old, mom of 2 kids, living in the apartment near Mäkimatti. You’ll find the needed information of defining potential customer below:

– AGE, GENDER, STATUS, GEOGRAPHICAL BUYING PLACE

– BUYING HABITS (EVERY YEAR, MONTH, DAY…)

– WHO WILL APPROACH: HOW WILL THEY PAY?

– MOTIVES OF BUYING (EQUALITY, SERVICE, PRICE)

 

Next step after defining the potential customer would be creating the purchase path. The purchase path means in this case the path, that will take the customer from the very first moment to the final decision of buying the product or service. The first impression is very important and then the last feeling that the customer will have at the end. While planning this it’s good to think about the reasons why the customer would do something. For example, if you want to sell tickets to an event that hasn’t been held before, how you’ll impress the customer. Why would they finally purchase the tickets from webstore, or would they do the purchase by e-mail.

The last but not the least thing is thinking who will do which stuff and when. It’s important to share the tasks and have a person who’s responsible of the specific area. Otherwise everyone will just think that the famous “someone” will take care of that. The other important part is making a sort of schedule or plan of the content before you do that. And as what I’ve experienced for example with the media team that if you don’t have any schedule or person responsible of the specific tasks, you won’t get anything done. After these all things you’re ready to go! And the best way to learn is by doing. Peace.

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