Marketing

Introduction 10 Part 1 What Is Marketing? Story 1 Sudden Unexpected Guests! A Blessing or a Curse? 14 1. Emotion and Logic in the Context of Marketing 40 2. What You Call Your Buyers Depends on the Situation 42 3. The Three Points of View in Marketing 45 4. What Is Marketing? 48 5. How Has the Concept of Marketing Changed over Time? 50 6. The Scope of Marketing 52 Column 1: Listening to the Voice of Your Market 54 Part 2 The Pros and Cons of Viral Marketing Story 2 Will Word of Mouth Really Bring in Customers? 56 1. The Influence of Word of Mouth through Viral Marketing 66 2. Devising Strategies to Boost Word of Mouth 68 3. Products and Services Most Affected by Word of Mouth 70 4. Hints for Boosting Word of Mouth 72 Part 3 Understanding the People Who Buy Your Products Story 3 What Do Your Customers Really Need? 76 1. The AIDMA Model of Consumer Behavior 86 2. What Is the Kotler Consumer Buying Decision Process Model? 90 3. Human Desire: Needs versus Wants 92 4. Thinking with Both Consumer Needs and Wants in Mind 94 5. Understanding Human Needs 96 6. Buyers Who Set the Trend and Buyers Who Follow the Trend 98 Part 4 Sorting out Your Company's Relationship with Your Customers Story 4 Fake Marimo Manju Buns Appear! 102 1. Analyzing Your Customers, Your Competitors, and Your Company 112 2. Identifying Your Company's Strengths, Weaknesses, External Opportunities, and Threats 114 3. Developing Strategies Based on Internal and External Factors 116 4. The Five Force Model 120 5. Deciding the Who, the What, and the How 122 6. Different Marketing Strategies 124 7. Building a Competitive Edge 126 8. How You Fight the Battle Depends on Market Positioning 128 Part 5 Decide Who Your Customers Are Story 5 Who Are Tamaya's New Customers? 132 1. Connecting Product and Customer: The STP Marketing Model 140 2. Finding Common Factors among Similar Consumers 142 3. Mapping Consumer Perception 148 4. Changing Your Target Changes Your Concept 150 Column 2: A General Rule for Narrowing

TAKASHI YASUDA is a marketing professional who has worked as a researcher, merchandising advisor, and marketing manager. Currently, he works in consulting and new business development for a variety of clients. He is the author of Hajimete Manabu Marketing no Hon (The First Book of Marketing), among others.