Marketing - Appunti completi

DISTRIBUTIONPLACE

A distribution channel can be defined as a structure made up of interdependent partners who make goods and services available to consumers or client companies. You have different alternatives according to organizational structure, consumer- Distance between production and consumption :Space - Time - Quantity‣Key decisions- Determine the structure of the distribution channel

1. Direct: Direct contact with the user (sell directly)
   • Advantages:
     • profits (form production to consumption, i am type only actor i keep all the profit, no need to share)
     • feedback (company know how to support costumer in the use of the product, know which are the problems)
     • control (i take care of all the operations, i am in control of the situation, everything under control)
   • Disadvantages:
     • Complexity: managing complexity managing all activity is difficult (could not have the resources to cope with all)
     • Managing and resources
2. Indirect: usage of intermediaries

following ways: - Wholesaler: A company that purchases goods in bulk from manufacturers and sells them to retailers or other businesses. - Retailer: A company that sells products directly to the end user or consumer. When deciding on the number of intermediaries, it is important to consider the balance between complexity and profits. Finding the right equilibrium depends on various factors such as the company, product, and environment. There is no one-size-fits-all approach, as there are advantages and disadvantages to both wholesaling and retailing. There are different distribution strategies to consider: 1. Intensive distribution: This strategy aims to reach as many customers as possible and make the product available everywhere. 2. Selective distribution: This strategy involves being selective in making the product available, often associated with the idea of exclusivity and quality. The product is sold in only some points of sale, creating a perception of exclusivity. 3. Exclusive distribution: This strategy involves selecting only one point of sale, typically in a specific city or region, to create a sense of exclusivity. It is important to allocate distribution tasks among partners in a way that maximizes efficiency and effectiveness.exchange process. 3. Determine the margins and terms of the trade. 4. 11 - 11 {topic C} An unconventional approach to Marketing: Postmodern consumer, Viral Marketing, Ambient marketing, Neuro-Marketing. UNCONVENTIONAL MARKETING- The overall environment is changing and so consumer needs, behaviors and responses to marketing. Companies need to change the way they interact with people: the way they do marketing. - Demand is more heterogeneous, needs are all different (difficult to detect): needs are sophisticated and personalized. Conventional Unconventional - - Conventional (old) marketing is promoting a false perception - Important implication of marketing communication: loss of upon consumerism from the perspective of corporations and control and predictability that existed in the modern age perhaps less taking into account consumer's motivations, needs. Due to technological developments (electronic words of mouth), marketers are no longer in charge of.

Their distributed- It is problematic from many point of views meanings- Traditional marketing : company controlled (was selling a - Consumers are expected to be far more aware of theproduct, tailoring a specific message) Top down relationship manipulation in ads and capable of differentiate between the→ multiple meanings of advertisementsAt subconscious level develop mental strategies to avoid ads‣ (mental barriers); Brainwashing awarenessModern consumer (yesterday) Postmodern consumer (today)- -- Postmodern society implies that needs and attitudes have- Modern consumer see consumption merely as a way to achieve changed companies need to :basic goals or necessities Get better insights on consumers behavior‣- In modern society, consumption is usually referred to as “mass Be aware of how these can be labelled as postmodern‣consumption” and by some seen as a negative thing where consumers around the world are changing their attitudeconsumers are viewed as being

In the hands of advertisers and against consumption marketers who use them for their own needs. They are bundled - Postmodern consumer is not (just) interested in consuming but and assigned to certain market segment with standardized more in defining a meaningful life through consumption products.

Consumer still interested in the functional point of view but also- Consumer interested in the. : functional aspect in defining a meaningful life through means of consumption

In modern scenario consumers are the passive targets : no (semiotic attributes are assuming a greater importance); defenses conveying our lifestyles and values

Postmodern advertising encourage consumers to think of commodities as central means through which to convey their personalities.

A condition marked by increased speed, fragmentation, and the decentering of the subject, often influences consumers to develop strategies to avoid ads so that they can protect ones' psychic space by filtering out excess.

advertising, viral marketing, influencer marketing, experiential marketing, content marketing, native advertising, and more. These techniques aim to break through the advertising clutter and capture the attention of consumers in unique and creative ways. One of the challenges in today's advertising landscape is the presence of advertising clutter. With the proliferation of advertisements across various media channels, consumers are constantly bombarded with messages and it becomes difficult for brands to stand out. This is where unconventional marketing techniques come into play. Unconventional marketing techniques leverage the power of social networks and online platforms to spread messages quickly and effectively. Through viral marketing, brands can create content that resonates with consumers and encourages them to share it with their networks. This can lead to exponential reach and brand exposure. Influencer marketing is another popular technique that involves partnering with influential individuals on social media to promote products or services. By leveraging the trust and credibility of these influencers, brands can reach a wider audience and generate buzz around their offerings. Experiential marketing focuses on creating memorable experiences for consumers. This can be done through interactive events, pop-up shops, or immersive brand activations. By engaging consumers on a personal level, brands can leave a lasting impression and build strong connections. Content marketing involves creating valuable and relevant content that attracts and engages consumers. This can be in the form of blog posts, videos, infographics, or podcasts. By providing useful information or entertainment, brands can establish themselves as thought leaders and build trust with their target audience. Native advertising is a technique that seamlessly integrates branded content into the user's online experience. This can be in the form of sponsored articles, videos, or social media posts. By blending in with the surrounding content, native ads can be less intrusive and more engaging for consumers. These are just a few examples of the new marketing techniques that brands are using to cut through the advertising clutter. In today's fast-paced and ever-changing digital landscape, it is crucial for marketers to stay innovative and adapt to the evolving consumer behaviors and preferences.

marketing : broader family of unconventional techniques, decline then in many categories

1. 1 - 5 {topic C }- Guerilla fighters : smaller in numbers with respect to soldiers
2. Little forces : need to find new ways to fight back

All the techniques share an aspect : No need of big resources to implement them (can be implemented even with low budgets)

• VIRAL MARKETING (consumer is an active player)

Viral marketing : electronic word of mouth through which marketing messages are spread exponentially, often through social media

Allows companies to promote their products and services with a very low budget (not expensive)

Consumer makes the marketing for you

• Exposure and influence of the mass strategy that encourages individuals to pass on a marketing message to others, thus creating the potential for exponential growth age.
• It is any advertising that propagates itself in the same way as viruses (company kickstart a message hoping it become viral)

The only difference is

that it uses digital media. The concept refers to a message that spreads to other people because the first recipient liked it and chose to send the message on to others, using what some people prefer to call 'word-of-mouse' communication (≈ word-of-mouth communication in off-line marketing) It scales easily from small to very large - 2 edges of the same sword Every message can reach many people, but if the consumer not satisfied with the product (problematic) Difficult to frame the right marketing technique: no guarantee of how many people will see it (not measurable the amount of people I will reach) Exploits common motivations and behaviours People are motivated by the need to be popular, loved and understood Clever viral marketing strategies take advantage of common human motivations and behaviours (urge to communicate) - Viral marketing is more about serendipity than planning, just as in the case of word-of-mouth marketing. Cannot

Engineer it: one can try to create a message worthy of passing along, but seeding the message and what happens after seeding‣ are two very different things.

Marketers can:

• Create messages, but cannot determine their distribution spread
• Determine to whom initial messages must be targeted, bearing in mind that what happens with the messages afterwards cannot be influenced.

From a marketing standpoint, it is important to simplify the message so it can be transmitted easily (effortless transfer)‣ Little commitment from the consumer to transfer the message

• The media must be easy to transfer, replicate and brief, so that it enters consumers' heads more quickly and then they will have to transfer the message: a message that is difficult to understand will certainly be less shared.

The transmission method must be able to pass quickly from a small group to a large scale of individuals

• Uses existing communication networks: marketers must learn to

Just like a virus that lurks in host bodies and uses their resources to increase its population simply by multiplying

Viral marketing also allows a message to be spread virally, thus multiplying sharings

• There are six basic elements that should be included in a viral marketing strategy:
1. Offer a product or service;
2. Require little commitment on the part of the consumer to transfer the message;
3. To pass quickly from little known to very known;
4. Exploit common behaviours and common motivations;
5. Use existing communication channels;
6. Take advantage of other people's resources.

It is important to choose through which channels the message is broadcast;

Rockin' 1000-- They exploited VIMEO and Facebook as free communication channels and Ginger as a cost-free fundraising channel.

If the video had only reached the band it probably would not have had the desired effects;

Message does not start from the

campaign‣- They exploited the desire of millions of people to bring them back in pursuing a common dream2 - 5 {topic C }AMBIENT MARKETING (new channels, in places where we lower our barriers)-- Ambient marketing is a form of unconventional marketing that uses the environment (physical environment) to "meet" the target- Like the other forms of unconventional marketing, it was created to overcome the objective difficulty of "making oneself visible" in the growing advertising crowds of traditional media (consumer began to be so exposed to advertising on a daily basis so that one got used to ignore the traditionally placed advertisements)- Lifestyles of today's consumer increased the time spent outdoors, thus also favoured the growth of methods of out-of-home advertising- Traditional advertising (flyers, posters to billboards, road screens) implies no interaction and engagement between the ambience/surroundings.