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This week I have a plan to carry my children to the Disneyland. I choose this week because there are Disney vacations weeks program until few next weeks. With this promotional program we can get special discounted price so we just pay the half of normal price. 

As I know this program always provide in the school holidays season when most of students take the holidays for few weeks. Actually they need positive activities to fill day by day and this is the big chance for recreation and tourism places to offer and promote their place to public people. The promotional program has positive effect for both public and the place owner because every side can reach their goal. People can enjoy their holiday together with their family and the place owner will get more benefit.

If we review from the above case, supposed to be provided more promotional program to get dynamic condition of our tourism even should be planned with carefully because we should see the public activities calendar with the purpose it can be an effective program.

Exporting your products to China is one way to enter the market, and it may be less risky for your company, too. China has an estimated 200 million middle-class consumers, and it’s adding millions of new consumers who are buying all sorts of consumer products and financial services. A fast-growing middle class, mostly in or near the coastal cities of China, is paving the way for strong selling opportunities. Retailers, financial services companies, and consumer product companies are jumping into the market to aggressively expand their business.

Retailing in China is taking off like a rocket. Soon, sales are expected to reach US$1 trillion. China has more than 20 million retail outlets now. New hyper-markets, supermarkets, department stores, and electronics, appliance, and home décor shops are popping up everywhere in eastern China.

With the explosion in retailing, the China market is witnessing more consumer products and brands (prestigious foreign brands are particularly popular). New types of consumers are emerging with different needs and wants. The markets are becoming more segmented as consumer buying behavior differs from place to place.

Financial services firms are also starting to enjoy some good times. Foreign banking institutions are expanding their capabilities and services. Foreign insurance companies are starting to gain local market share by providing much-needed protection for Chinese consumers. And because the Chinese savings rate is a whopping 50 percent, financial services companies in particular are salivating at the opportunity to tap into Chinese household savings!

Selling to businesses in China is another huge opportunity. Just about every Fortune Global 1000 firm is now doing business there. Thousands of small-and medium-sized foreign companies are present, too. Opportunities for sales of business services to foreign companies operating there include management consulting, human resources, accounting, legal services, real estate, and so on.

If you are a building contractor, there is additional equipment for customer that will be very useful if installed in their house or building. This stuff is apart of IT technology for everyone because right now everybody want to get possibility join into cyber world so before the customer asked you to install the stuff after everything in project is finished,may be you can ask them in the beginning of project.

Some of stuff that will be used like phone line, HDMI wall plate or television cable line. With all of them perhaps customer will give us positive sign in their mind because we try to think the next of their needs for the future. What we need from customer is a trust so they can help us with the positive feedback for other customer. With this the customer can be a great marketing for other people even we never asked them to do that.

When the product sales are lower then expected, we need to refresh our marketing strategy. The marketing team should thinking smart how to create different way to increase the sale and reach the team target. Usually marketing will increase the number of promotion and upgrade the quality of their campaign to get good positioning in the customer mindset.

There are some popular ways to promote the product to customer and the frequently we see that marketing give free stuff to customer in some area. The stuff could be pen, umbrella, cap or t-shirt. The stuff like promotional pens is not expensive but will be a good effect for increasing sales because people who get that stuff will always remember on the brand. With this way we can get so many benefit with minimum expenses.

Street level marketing (SLM) can be defined as:

The marketing activities undertaken by a member of a psychographic or lifestyle niche to further the adoption of an idea, innovation, goods or service, that is developed within the niche, to meet the specific needs or wants of the niche.

SLM represents an alternative movement in the application of marketing models. SLM operates from a different perspective to ‘textbook’ marketing in that it takes a bottom-up marketing focus— the marketing is driven by membership rather than observation of a target market. It focuses on intra-niche marketing. The objective of the entrepreneur or innovator is to meet the particular needs and wants of the group of which they are a member.

In contrast, contemporary marketing theory tends to focus on top-down implementation of marketing strategies—it is aided and guided by intrusive observational market research, capturing a single snapshot of a marketing environment and using that as the basis of a long-term marketing strategy. Understanding the true needs of the target market is inevitably limited by the sophistication and measurement effectiveness of the tools used. Further, attempts to identify niches and needs from an outsider perspective often result in failures due to a misunderstanding of who is actually a member of the target market. Despite the many advances in segmentation theory, the reality is that most traditional marketers still focus on demographics (for cost, measurement and convenience reasons) to define their target markets.

For example, it is often easier for a surfer who understands business to develop innovative surfing products, than for a business person trying to understand what new products surfers might respond to on the basis of traditional market research.

SLM relates to the marketing of niche-specific innovations that are developed by members of that niche to fill a need in their own market. Roughly translated, SLM is designed to assist entrepreneurial innovators who develop products to meet their own needs and those of their peers. Unlike the top-down intrusiveness of classic marketing techniques, SLM focuses on developing marketing strategies based on market immersion and self- observation. This gives the SLM marketer the opportunity to use a wide ranging tool-kit including ethnography, market orientation and their natural competitive advantage of street level credibility.

This is not to say that SLM is foolproof—the nature of the market immersion offered by SLM has its advantages, but does not replace the need for good business practices. Street credibility and innate market knowledge will not stop a poorly run business from failing any more than relationship marketing, guerilla marketing or the 4Ps (product, price, promotion and place) could have saved it.

Importantly, SLM is not simply ‘gut-feel’ marketing. It is the application of a coordinated and integrated approach to marketing strategy from a bottom-up and industry experience perspective.

Traditional market segmentation is based on hard data gained from often intrusive observational and measurement processes, or programs based on adjustments to products and promotional messages to identify with the market. By contrast, SLM strategies are developed from within the market. This is the fundamental point of differentiation between SLM and other marketing strategies—SLM marketers and SLM campaigns exist within the niche and are not imposed upon the niche by ‘outsiders’.

SLM’s intra-niche focus gives it an exclusivity of domain not found in other marketing techniques. This is because the SLM marketer is a member of their own target market and therefore more fully understands the needs of that market. In addition, intra- niche product development offers greater opportunity for marketer and consumers to share a common understanding, and co-develop a product that offers a valued solution to the market need.

Numerous inventions and innovations have arisen from members of a market figuring out solutions to their own problems and implementing them faster than a market research driven company could discover the problem and develop a solution. Most true innovations would never have emerged as a result of classic market research techniques. Breakthroughs often only occur after a specific incident in the innovator or entrepreneur’s life that highlights the need for a new way of doing things

1. Product Planning—policies and procedures relating to
a) Product lines to be offered—qualities, design, and so on.
b) Markets to sell—whom, where, when, and in what quantity.
c) New product policy—research and development program.

2. Pricing—policies and procedures relating to
a) Price level to adopt.
b) Specific prices to adopt (odd-even, etc.).
c) Price policy—for example, one-price or varying price, price
maintenance, use of list
prices, and so forth.
d) Margins to adopt—for company, for the trade.

3. Branding—policies and procedures relating to
a) Selection of trademarks.
b) Brand policy—individualized or family brand.
c) Sale under private label or unbranded.

4. Channels of Distribution—policies and procedures relating to
a) Channels to use between plant and consumer.
b) Degree of selectivity among wholesalers and retailers.
c) Efforts to gain cooperation of the trade.

5. Personal Selling—policies and procedures relating to
a) Burden to be placed on personal selling and the methods to be
employed in
1) Manufacturer’s organization.
2) Wholesale segment of the trade.
3) Retail segment of the trade.

6. Advertising—policies and procedures relating to
a) Amount to spend—that is, the burden to be placed on advertising.
b) Copy platform to adopt.
1) Product image desired.
2) Corporate image desired.
3) Mix of advertising—to the trade, through the trade, to consumers.

7. Promotions—policies and procedures relating to
a) Burden to place on special selling plans or devices directed at or
through the
trade.
b) Form of these devices for consumer promotions, for trade promotions.

8. Packaging—policies and procedures relating to
a) Formulation of package and label.

9. Display—policies and procedures relating to
a) Burden to be put on display to help effect sale.
b) Methods to adopt to secure display.

10.Servicing—policies and procedures relating to
a) Providing service needed.

11. Physical Handling—policies and procedures relating to
a) Warehousing.
b) Transportation.
c) Inventories.

12. Fact-Finding and Analysis—policies and procedures relating to
a) Securing, analysis, and use of facts in marketing operations.
Source: Neil H. Borden,“The Concept of the Marketing Mix,” Journal of
Advertising Research, June 1964

Fines “marketing” this way:

Marketing is the process of planning and executing the conception,
pricing,
promotion and distribution of ideas, goods, and services to create
exchanges that satisfy individual and organizational goals.10

Marketing is about creating satisfactory exchanges via effective and
integrated communication with consumers and building relationships with
customers and with other publics who could impact organizational
performance (the investors, analysts, employees, pressure groups, and so on)
by
means of effective corporate communication

Marketing is not advertising. Don’t think for a second that because
you’re advertising, you’re marketing. There are more than one hundred

Marketing is not direct mail. Some companies think they can get all
the business they need with direct mail. Mail order firms may be right
about this. But most businesses need a plethora of other marketing
weapons to support direct mail, to make direct mail succeed….

Marketing is not telemarketing. For business-to-business marketing,
few weapons succeed as well as telemarketing—with scripts.You can
dramatically improve your telemarketing response by augmenting it with
advertising—yes, advertising—and direct mail—yes, direct mail. Marketing is
not telemarketing alone.

Marketing is not brochures. Many companies rush to produce a
brochure about the benefits they offer, then pat themselves on the back

for creating a quality brochure. Is that brochure really all there is
to marketing? It’s an important aspect of your plan when mixed with ten
or fifteen other important parts—but all by itself? Forget it.
Marketing does not mean advertising only in the Yellow Pages.
Most, and I do mean most, companies in the U.S. run a Yellow Pages ad
and figure that it takes care of their marketing.Advertising in the
Yellow
Pages only is sufficient for 5 percent of all businesses. For the other
95
percent, it’s a disaster in the form of marketing ignorance. Use a
Yellow
Pages ad as part of your arsenal—but only as part.

Marketing is not show business. There’s no business like show business,
and that includes marketing.Think of marketing as sell business, as
create-a-desire business, as motivation business. [Marketers] aren’t in
the
entertainment business—marketing is not meant to entertain.

Marketing is not a stage for humor. If you use humor in your marketing,
people will recall your funny joke, but not your compelling offer. If
you use humor, your campaign will be funny the first and maybe the
second time. After that, the humor will be grating and will hinder the very

concept that makes marketing successful—repetition.

Marketing is not an invitation to be clever.You don’t want potential
customers to remember the cleverness of your marketing—it’s your
offer they should remember. Cleverness is a marketing vampire, sucking
attention away from your offer….

Marketing is not a miracle worker. More money has been wasted
because marketers expected miracles than because of any other miscon