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Fact sheet. 20 essential marketing information
Marketing is the focus. Marketing is the meeting point of the Mission, Strategy and Success of the entire enterprise. It refers to the market position of the company, in relation to the competitors and the chosen customers.
The vision or strategic vision includes the future aspirations of a creative or cultural enterprise. This vision (or “strategic vision”) is the “dream” for the future, an image painted in words, which is meant to inspire people to reach their heart, but also their mind.
The success. Every person and organization wants to be successful. But success can be defined in many ways, so it is essential that the company clearly defines success in its own words.
What does "marketing" mean? This term is used with different meanings for different people. It often refers only to methods of promotion and sale. In fact, the term marketing also includes marketing strategy and market research.
Marketing department. In many companies, the "marketing department" is actually the advertising and promotion department. If we adopt a more strategic vision of marketing, then the Marketing Department also includes the owner, senior management or board of directors.
Strategic Marketing Vs. operational. Strategic marketing deals with the "overview" of selecting certain products and focusing only on selected markets. Subsequently, operational marketing (or marketing communication) deals with the formulation of specific messages for specific markets. Strategic marketing must come first.
Marketing strategy. The marketing strategy is a unique formula for each company, based on an understanding of the mission, the market position in relation to the competitors and the carefully selected markets.
Market selection. Strategic marketing involves careful selection of markets, market segments and niche markets. Therefore, you need to decide which markets you will avoid.
Cercetarea pieţei. Aceasta mai poate fi descrisă simplu ca ”ascultarea clienților”. Proiectele de cercetare de piață nu trebuie să fie complexe sau costisitoare. Putem elabora metode simple și ieftine pentru a înțelege mai bine perspectiva clientelei alese de noi. În esență, o cercetare de piață înseamnă mai mult o atitudine decât niște tehnici - convingerea că nu știm totul și că putem afla idei utile și opinii de la clienții noștri cei mai fideli.
Competitive advantage. We need to confirm that the market is very competitive. Some rivals are better than us at producing goods or providing certain services, or covering market niches. We could decide to compete directly with them, and lose. Or, more strategically, we can avoid them and focus only on the things we do better than they do. The question is not "what can we do best?", But "what can we do best in relation to competitors?". It is about identifying and using the competitive advantage we have. Then we should focus on what we excel compared to rivals.
Cei trei M ai marketingului Această tehnică de comunicare de marketing este simplă și foarte eficientă. În primul rând, pentru fiecare produs sau serviciu, se identifică piaţa-ţintă – sau eventual mai multe piețe. Acesta este M1: Piața (Market). În al doilea rând, pentru fiecare piață se formulează un mesaj. Dacă există piețe diferite pentru un produs, fiecare piață poate necesita un mesaj aparte. Desigur, fiecare mesaj trebuie să evidențieze beneficiile pentru client. Acest Mesaj este M2. M3 este Mediul. Acesta este mijlocul pe care îl vom utiliza pentru a transmite fiecărei piețe mesajul său. Mediul trebuie ales, fiindcă este cel mai bun mod de a transmite un anumit mesaj unei anumite piețe. Punând accent pe clientela pieței, putem alege un mediu corespunzător acesteia.
Cei trei M ai marketingului trebuie utilizați în ordine corectă: Piață (Market), Mesaj și Mediu. Unele din cele mai mari greșeli și eșecuri în comunicarea de marketing au drept cauză ordinea în care sunt utilizați cei trei M.
Mesaje diferite pentru clienți diferiți. Chiar la același produs, diverşi clienţi apreciază diverse caracteristici. Deci ar trebui să avem mesaje diferite despre același produs, deoarece grupuri diferite de clienți apreciază aspecte diferite ale produsului.
Cel mai bun mediu de comunicare. Este acela care corespunde cel mai bine din perspectiva clientului care va primi mesajul și a mesajului în sine. Nu selectați un mediu de comunicare doar pentru că vă place.
Social media. Facebook, Twitter, Instagram and other social platforms can be very effective in marketing communication. But they should only be used if they are logically the best way to get a message across to certain markets, according to the Three M's of marketing.
International marketing must take into account different cultures and customs, as well as different languages. To avoid problems caused by misunderstanding the prospects of customers in other countries, find a local partner who can advise you.
Niche marketing is usually more appropriate and effective than general marketing for small businesses in the creative and cultural sectors. It is more feasible to find a small market to dominate than to try to sell in several different markets. It has been said by some that there is no longer a "mass market", but a "niche table".
Customer benefits. Customers look at our products differently than we do. They don't care what we think about our businesses or products - they only care about the benefits to them. So we have to make an effort to understand what customers appreciate. The benefits can be intangible - status, community membership or a "comfort factor". Thus we can highlight these benefits in our marketing messages.
Price calculation. In fact, marketing often leads to higher prices and profits. This may be the result of dominating a niche market. We can also impose higher prices when we better understand all the benefits that our products offer customers.
Marketing is everyone's responsibility. Marketing is much more than what a marketing department does. This means aligning the whole business with the changing needs of the chosen market segments. Therefore, marketing targets all the company's staff.
