Marketing E-Book

Takashi Yasuda

• Herausgeber: John Wiley & Sons
• Kategorie: Fachliteratur
• Serie: Manga for Success
• Sprache: Englisch
• Veröffentlichungsjahr: 2023

Seitenzahl: 101

Beschreibung

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 promotions * The importance of customer relationships * The 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.

Leseprobe

Table of Contents

Cover

Title Page

Copyright

Introduction

Why did you pick up this book?

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

3 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

Author's Profile

End User License Agreement

Guide

Cover

Table of Contents

Title Page

Copyright

Introduction

Begin Reading

References

Author's Profile

End User License Agreement

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Copyright © 2023 by John Wiley & Sons, Inc. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

Copyright © 2014 Takashi Yasuda, Enju Shigematsu All Rights Reserved.

Original Japanese edition published by JMA Management Center Inc.

English translation rights arranged with JMA Management Center Inc. through The English Agency (Japan) Ltd.

This translation © 2023 John Wiley & Sons, Inc., published under license from JMA Management Center Inc.

English translation Copyright © 2022 JMA Management Center Inc.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per‐copy fee to the Copyright Clearance Center, Inc., 222 Rosewood Drive, Danvers, MA 01923, (978) 750‐8400, fax (978) 750‐4470, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748‐6011, fax (201) 748‐6008, or online at http://www.wiley.com/go/permission.

Trademarks: Wiley and the Wiley logo are trademarks or registered trademarks of John Wiley & Sons, Inc. and/or its affiliates in the United States and other countries and may not be used without written permission. All other trademarks are the property of their respective owners. John Wiley & Sons, Inc. is not associated with any product or vendor mentioned in this book.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Further, readers should be aware that websites listed in this work may have changed or disappeared between when this work was written and when it is read. Neither the publisher nor authors shall be liable for any loss of profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages.

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Library of Congress Cataloging‐in‐Publication Data is Available:

ISBN 9781394176137 (Paperback)

ISBN 9781394176144 (ePub)

ISBN 9781394176151 (ePDF)

Cover Design: JMA Management Center Inc.

Cover Images: JMA Management Center Inc.

       © ShEd Artworks/Shutterstock

Introduction

Why did you pick up this book?

Do you want to increase your product sales? Are you interested in developing products and services that can help improve customer satisfaction? Maybe you work in retail or sales and you'd like to acquire some basic knowledge about marketing. There are probably a lot of you who are looking to learn and apply some marketing knowledge in your respective jobs.

You could also be someone who's about to start working full‐time and you're thinking you'd like to learn about marketing beforehand. Maybe you're thinking that knowing about marketing will give you an edge in job interviews. You might be a student having a hard time in a marketing class and you just want a basic overview that's easy to understand. Or you might be someone looking for a book with a more practical approach to marketing instead of an academic one.

Marketing is an all‐around tool that can help you become more efficient at work and improve the quality of your life. It can lead to an increase in sales and profit which can lead to better salaries and income, improving your social standing in the long run.

Needless to say, knowledge of marketing is crucial if you have a job related to planning, business, and sales. In addition, marketing knowledge can be an advantage even for regular office work. From work procedures to presentations to everyday communication—learning about marketing offers a variety of benefits for a wide array of situations. For specialists in creative fields, marketing can help better convey the value of your skills and products, making for happier paying customers and clients.

This book was written to make marketing easier to understand with the help of practical examples and situations illustrated in manga form. To make the examples relatable to a wider range of people, the manga portions are set in a family‐owned, small‐town Japanese manju bun shop. Manju buns are cakes steamed with fillings such as sweet bean paste, custards, and meats. An elderly couple tries their hardest to keep their long‐time business running while our heroine is someone who has grown just a little weary of her city life. Two unusual guests visit their shop and our story takes off from there. The manga is designed to give you a simulated experience of actual situations, and the analysis that follows helps you absorb marketing concepts as illustrated by the manga.

Whatever your reason for picking this book up, I hope it will give you the chance to become more efficient in your profession and help lead you to a better life.