CHAPTER 1 – CREATING CUSTOMER RELATIONSHIPS AND VALUE THROUGH MARKETING
PART OPENING CASE
UNIQLO: ONE OF A KIND CLOTHES, EXCLUSIVE SHOPPING EXPERIENCE
Marketing issue: How can modify perception of Japanese consumers that casual clothing are either affordable although poorly manufactured or great quality nevertheless expensive?
Solution: Be progressive and be the trendsetter in product development and design through effort with fashion designers in addition to marketing through collaboration with fashion magazines and advertising organizations to rejuvenate its company image.
A. Creating a Trend in the Japan Fashion Market
UNIQLO introduced a type of fleece garments that came within a gradient of colours and were sold at a price you can afford of 1900 Yen. Suddenly fleece clothes were amazing and hip.
To make casual clothing affordable, UNIQLO manufactures its products in China. To make it of good quality, UNIQLO can be strict regarding quality and employs their team of takumi, professional quality technical engineers to the overseas industrial facilities to improve development process and maintain substantial product top quality. UNIQLO ensures it keeps relevant and current as a brand by performing market research to know consumer way of living and produce concepts intended for upcoming months.
B. Customer Needs and Wants in Casual Garments
What carry out customers search for in casual clothing? In the functional level, they want some thing comfortable along with good quality.
At an mental level, they require something perceived as fashionable and cool associated with trendy brand image.
At a financial level, they need something affordable.
My spouse and i. WHAT IS MARKETING?
You're currently a marketing experienced because you are doing many advertising activities every day, such as shopping for items or commenting on an advertisement you have find.
However, may very well not have much experience producing products to reach different groups of people or perhaps segments. Possibly professionals will not find it convenient. UNIQLO performed well in The japanese but discovered the UK market a real challenge.
A. UNIQLO, Marketing, and you simply
The online marketing strategy of UNIQLO is mentioned throughout this kind of chapter. One key to how well UNIQLO succeed lies in the subject of this book: marketing.
Marketing affects every individuals, corporations, industries, and countries. From this course, you will learn and " do” marketing.
B. Marketing: Using Exchanges to Satisfy Requirements
An shortened version of the new NODRIZA definition of marketing: " Promoting is the activity for creating, conversing, delivering, and exchanging offerings that gain the organization, their stakeholders, and society at large. ”
Marketing seeks to produce, communicate and deliver value. It is not exactly the same thing as advertising and marketing or offering.
Prospective clients include:
a. Individuals ordering for themselves and the households.
m. Organizations that buy for their own use or for resale.
The step to discovering and satisfying client needs and wants is the idea of exchange, which is the trade of things of value between client and owner so that each is better off following the trade.
C. The Different Factors Affecting Marketing Activities
A number of other people, groupings, and pushes interact with marketing to form the nature of their activities. For instance ,:
a. The business itself, whose mission and objectives figure out what business it truly is in and what goals it tries.
b. Supervision is responsible for establishing these desired goals.
c. The marketing division works with different departments to formulate products and assist in relationships with customers, shareholders, suppliers, and other organizations.
Environmental forces shape an company marketing activities and include cultural, technological, monetary, competitive, and regulatory pushes. Marketing can be affected by and impacts world.
The organization must affect a continual balance among competitive interests of customers, suppliers, employees, and investors.
D. Requirements for Marketing to Occur