Marketing: Manga for Success

Description

LEARN THE BASICS OF MARKETING WITH MANGA FOR SUCCESS! Do you want to increase sales? Improve customer satisfaction? Or are you looking for a basic understanding of marketing to ace your class or improve your outlook in the job market? Whatever your reason for picking up this book, Marketing: Manga for Success makes essential concepts easy to understand using practical examples and situations. You’ll learn about: Branding, viral marketing, and advertising and promotionsThe importance of customer relationshipsThe 4 "P"s of marketing The story follows Marimo, a young woman who wants to help her aging parents save their specialty pastry business. There isn’t much she can do but she wants to help them find new opportunities. Just then, she meets two mysterious characters who teach her how to rebuild the family business through marketing, step-by-step. Find out why the Manga For Success series―now available in English for the first time―is so popular in Japan, Korea, and beyond. Cover Title Page Copyright Page Contents Introduction Part 1 What Is Marketing? Story 1 Sudden Unexpected Guests! A Blessing or a Curse? 1. Emotion and Logic in the Context of Marketing 2. What You Call Your Buyers Depends on the Situation 3. The Three Points of View in Marketing 4. What Is Marketing? 5. How Has the Concept of Marketing Changed over Time? 6. The Scope of Marketing Column 1: Listening to the Voice of Your Market Part 2 The Pros and Cons of Viral Marketing Story 2 Will Word of Mouth Really Bring in Customers? 1. The Influence of Word of Mouth through Viral Marketing 2. Devising Strategies to Boost Word of Mouth 3. Products and Services Most Affected by Word of Mouth 4. Hints for Boosting Word of Mouth Part 3 Understanding the People Who Buy Your Products Story 3 What Do Your Customers Really Need? 1. The AIDMA Model of Consumer Behavior 2. What Is the Kotler Consumer Buying Decision Process Model? 3. Human Desire: Needs versus Wants 4. Thinking with Both Consumer Needs and Wants in Mind 5. Understanding Human Needs 6. Buyers Who Set the Trend and Buyers Who Follow the Trend Part 4 Sorting out Your Company’s Relationship with Your Customers Story 4 Fake Marimo Manju Buns Appear! 1. Analyzing Your Customers, Your Competitors, and Your Company 2. Identifying Your Company’s Strengths, Weaknesses, External Opportunities, and Threats 3. Developing Strategies Based on Internal and External Factors 4. The Five Force Model 5. Deciding the Who, the What, and the How 6. Different Marketing Strategies 7. Building a Competitive Edge 8. How You Fight the Battle Depends on Market Positioning Part 5 Decide Who Your Customers Are Story 5 Who Are Tamaya’s New Customers? 1. Connecting Product and Customer: The STP Marketing Model 2. Finding Common Factors among Similar Consumers 3. Mapping Consumer Perception 4. Changing Your Target Changes Your Concept Column 2: A General Rule for Narrowing Down Your Target Consumers Part 6 Deciding Your 4 Ps Story 6 Let’s Make Mini Marimo Manju! 1. What Are the 4 Ps of Marketing? 2. Key Points for Differentiating Between Products 3. What Is a Brand? 4. How Do You Build Your Brand? 5. The Product Life Cycle 6. Push and Pull Marketing Strategies 7. Different Promotional Communication Methods 8. The Features of Different Advertising Methods 9. The Effects of Public Relations 10. Various Sales Promotion Methods 11. Three Ways to Decide on Your Prices 12. Determining Prices Based on Demand 13. The Psychology of Prices and Pricing 14. Think about How to Distribute Your Products 15. Finding the Special Features of Your Market Area 16. The Functions of Wholesale Column 3: Organizing and Preparing Your Present Product Strategy Part 7 Establishing Long-Term Relationships with Your Customers Story 7 The Last Message 1. The Importance of Capturing Your Customers 2. The Components of Customer Satisfaction: Essential and Nonessential Functions 3. Take Good Care of Your Best Customers 4. Why Is Customer Satisfaction Important? References EULA