题目内容
The Five W’s of Marketing You’ve heard of the Five W’s: who, what, when, where, and why. They’re the elements of information needed to get the full story, whether it’s a journalist (21) a scandal, a detective investigating a crime, or a customer service representative trying to resolve a (22) There’s even an old PR formula that uses the Five W’s as a template for how to write a news release. Most of the time it doesn’t matter in what order the (23) is gathered, as long as all five W’s are ultimately (24) The customer service rep’s story may begin with who was offended, while the journalist may follow a lead based on what happened. The detective may start with where a crime was committed while details of who and what (not to mention when and why) are still (25) The Five W’s are helpful in marketing planning as well. But unlike in other (26) the development of an effective marketing program requires that they be answered in a specific order: why, who, what, where, and when. The reasons may not be obvious, but by following this pathway you can avoid a great deal of confusion, trial and error, and blind (27) preserving your company’s precious time and (28) Many marketers instinctively begin with questions about what and where, as in "what" their advertising should say or "where" it should appear. That’s what gets them into (29) To (30) their marketing efforts, think why, who, what, where, and when. The order makes all the difference.
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Are you spending time marketing your product, but still not selling as much as you would like The truth is consumers have needs and steps that they go through and that persuades them to buy. If your marketing is not meeting those requirements it is probably the reasons your product is not selling. As consumers we are not just persuaded by the "price" of a product, we are moved by the benefits of the product and what it can do for us; that’s our reason for purchasing. If you are finding that you are having difficulty in selling your product you may want to consider the following reasons why consumers don’t buy and evaluate how you can do better at marketing your products in a way that converts consumers into your customers. They are not aware of your product. Consumers cannot purchase products they are not aware of. If you are marketing, but consumers still don’t know about your product it may be time to evaluate why it’s not working. Are you targeting the right market with your message Is your message reaching those that would have an interest in your product It’s important to remember that the solution is not always more marketing, because the problem may lie with where you are marketing at, and what marketing vehicles you are using. They don’t understand the benefits of your product. Consumers don’t buy products solely based on price. Now, this does not mean that they don’t factor in price, they do. Consumers buy based on the benefits your product brings them. If you asked your customers what the benefits of your product are, would they know This is important. Your marketing must be centered on the benefits for your product in order for consumers to take an interest in purchasing your product. Create a list of the top three benefits of your product and use those in your marketing message. They don’t feel your product has perceived value. Consumers will not buy products that they perceive as having no value. Why should customers value your product You can use the benefits of your product to create a perceived value and it is that perceived value that helps in the sales of your product. If a customer cannot see value they will simply pass your product by. You must create that perceived value in your marketing message. They don’t see how your product meets their needs. We’ve talked about benefits and perceived value, now let’s talk about needs. Do consumers know how your product meets their needs Does it make their life easier, save them time, and make them feel better What need does your product satisfy You have to tell consumers that, don’t make them guess or come up with the answer on their own, tell them and help educate them on why they need your product. A success product marketing is determined by ______.
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