HW1.0

1. What is marketing? (Kotler’s definition)

For Philip Kotler, marketing is a science of arts of exploring, creating, and delivering value to setify the needs of the target market and a profit. he recognize around the world as one of the formal experson business of marketing and tourism sites and how its example in marketing had acreativity and a power to influence global consumer everyday.

2.Enumerate and discuss the goals of marketing.

1. Brand Awareness: This is one of the most common goals of a content marketing strategy. In fact, MarketingProfs and Junta42 found that brand awareness was the No. 1 goal for B2B marketers in North America. That’s because high-quality, purposeful content can showcase your company’s expertise, leaving readers asking, “Who wrote this?”

2. Brand Loyalty: When readers find themselves consistently reading a brand’s content, they start to see that brand in a new light, not only in terms of credibility but also likability.

The social media tool Buffer is a great example of this. A few years ago, Buffer invested in an industry blog that featured clever posts like “The History of To-Do Lists” and “Common Mistakes Our Brain Makes and How to Fix Them.” With entertaining, informative content that actually provides value outside of its product offering, Buffer has developed a huge following in addition to a loyal customer base. This says a lot when everyone — and their grandmas — is busy developing “groundbreaking” social media tools.

3. Customer Education: An educated client makes a happy client (and keeps your customer service team from running to the bar after work). Lucky for you, educating potential customers is one of the most efficient ways to put content marketing to work.

Start off by writing down the questions your sales team hears from clients. I guarantee those questions will spur ideas for articles that would be valuable to your audience. They may even convince a few hesitant customers.

4. Customer Engagement: Publishing an article and then responding to comments or questions with current or potential customers is an opportunity to connect. This type of engagement humanizes your company logo — giving it an opinion, expertise, and (most importantly) a personality. Customers want to buy from people, not a brand.

5. Talent Recruitment: Use content to showcase your company vision and culture via meaningful, no-B.S. content. Do you really want people who love a good fluff piece working for you? You want employees who appreciate thoughtful, honest content. We wrote about our team members contributing to a douchebag jar when they said crappy things to each other. Great talent saw this article and identified themselves as the right fit for our team.

 

3. Discuss the concept of customer value and its importance to successful marketing.

Value lies inside the mind of the customer. It does not lie inside products, services, quality, excellence or strategy. That value drives every single decision to buy whether for consumers, business to business, non-profits, government, educational institutions or anything else that exists on this planet. What makes products, services and strategies successful comes down to how closely aligned they are with customer value. If you look at any market through the eyes of its customers’ perceived value, you can figure out why certain strategies succeeded while others failed. You can see why a super quality approach worked for one firm and failed for another. You can understand why great service won the day for one firm and tanked another. You can understand why deep discounting of marginal quality products succeeds sometimes. It’s all about what causes customers to make a decision to buy or not buy and how that changes with each offering. Examine this realistic snapshot of one persons approach toward buying a variety of products and services and you can see how customer value connects back to strategy.

All strategies such as improving quality, enhancing service, lowering operating cost, changing distribution channels, altering the go to market approach, raising productivity through technology, discounting prices and so on depend on customer value. Why do strategies that are successful for some firms turn into abysmal failures for others? Why don’t some of the success principles espoused in countless books actually work all the time? Why does the opposite of these success practices yield good results sometimes? These supposed holy grails of success actually only work in certain situations and not others. What links them all together is customer value.

 

REFERENCE:

1. http://www.youtube.com/watch?v=sR-qL7QdVZQ

2. http://www.forbes.com/sites/johnhall/2013/10/20/5-business-goals-of-content-marketing/

3. http://www.firstconcepts.com/customer-value/

 

SYNTHESIS:

1. It means that for Philip Kotler marketing is a arts that can used in many ways. Also in marketing needs can satisfy us. It’s all about what causes customers to make a decision to buy or not buy and how that changes with each offering.

2. This golas of marketing can give satisfaction to the customer for them to know the value of a product that they brought. Goals are very needed in building a business to easily cope with the problems and hindrances that the manager can be face. And goals can be the guide for the way of successful human being owning a business.

3. Customer value is needed, because marketing is always centerd on the customer. That value drives every single decision to buy whether for consumers, business to business, non-profits, government, educational institutions. It is important because in this we can know whats really the value of the customer satisfactin and disatisfaction.

 

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s