Marketing Techniques, Marketing Mix, 4 Ps, Product Positioning, Targeting, Distribution Channels, Pricing Strategies, Customer Relationships, Business Environment
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Abstract
This document introduces key marketing techniques used by companies to establish relationships with customers and other stakeholders, focusing on the 4 Ps of the Marketing Mix.
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[...] determine consumer expectations - Segmentation (what types of flowers: wedding? Potted flower?)/ Targeting (what type of people?)/ Positioning (high-end? Basic?) The 4 P -Marketing Mix ? offer/Product (what flowers? Delivery service?) ? Price", " ? Distribution - Place (sale on the internet?) ? Communication - Promotion - Control ? we make sure it works otherwise, we redo a market study to see where it doesn't work. [...]
[...] approximately 1/4 of companies in France PME: between 10 and 99 employees ? Small medium-sized enterprise Large enterprise: between 100 and 249 employees More than 250 employees: very large enterprise - Revenue: sales made expressed in ? (daily, weekly, monthly, annual) - Activity: when creating a company, you must declare your activity code NAF (French activity nomenclature ? company code according to its activity) all activities are listed if a company has multiple activities, in this case, you must declare a main activity - Property (who owns the company) SARL: limited liability company auto-entrepreneurs SA: anonymous companies Purchase ? [...]
[...] before 1920 1920 advertising and sales ? increasing competition, the golden age of advertising 1950 - 70/80: mass marketing ? general consumer awareness and beginning of segmentation 1990 - 2000: relational marketing ? (customer service, customer care) we are looking to know what the customer wants Marketing one to one : since the 2000s ? big data, targeted information on people, algorithms, analysis of internet user data ? era of personalization of marketing The Steps of the Marketing Approach - Market Studies ? [...]
