the long tail model.. Long tail models are about selling a lower volume of a greater amount of diﬀerent products. The long tail focuses on selling a large amount of niche products. All together these sales are equally proﬁtable as the tradi?onal model which makes use of a small number of bestselling products.
1. what products do you get for free? 2. what can you get for free online?3. what should be free (online)???
‘free’ as a business model.. Free got started in the twentieth century by companiesgiving away something that spurred purchases of relatedgoods. Gillette razors is an example.Free in the bits economy, however, can be really Free.In 1996 the Village Voice became a free newspaper. Since itno longer charged, people perceived that it had a lesserquality. Another paper, The Onion, started Free and stayedFree, and is a much bigger success. This shows that ourfeelings about Free are relative, not absolute. (Chris Anderson)
‘free’ as a business model.. At places like Google, new services start with ques?ons like “Would it be cool?”, “Do people want it?” or “Does it use technology well?” rather than “Will it make money?” In Google’s case, they ﬁrst invented a way to do search that gets beIer as the Web gets bigger. They then allowed adver?sers to create ads that matched keywords or content and bid against each other for the most prominent posi?ons. They then created other products to extend their reach and only aIached ads when it made sense. (Chris Anderson)
(2) the freemium model.. When using the freemium model the product is given away for free. A beIer version of the product is only accessible aNer buying an updated version. There are also freemium models used that have a connec?on with annoying adver?sing. ANer a paid update you don’t get this adver?sing anymore.
‘free’ as a business model.. In the FREE business model at least one substan?al Customer segment is able to con?nuously beneﬁt from a free-‐of-‐charge oﬀer. Diﬀerent paIerns make the free oﬀer possible. Non-‐paying customers are ﬁnanced by another part of the business model or by another Customer Segment. (Business model genera?on) (so.. who IS going to pay??)
wat wil een klantsegment...-lees het artikel ‘Voor 15 euroflirten met klassieke muziek..’-zoek alle punten op die jongerenblijkbaar als voorwaarde hebbenom naar naar het concertgebouwte gaan-hoe ziet de marketingmix er voordit jongerensegment er nu uit?
wat willen jongeren...-behoefte aan klassieke muziek-behoefte aan leeftijdsgenoten (sociaal aspect)-behoefte aan korte tijdsduur (1 uur max)-behoefte aan naborrelen/afterparty-behoefte aan extra beleving (projectiescherm,tekstinfo, rondleiding, meet&greet)-behoefte aan een scherpe prijs (15 euro/sprintplaats 10 euro
what do young people want?...- Please describe at least 5 reasons why young people (age 20 till 30) don’t visit classic concerts at concert halls- Please describe at least 5 ways that a concert hall can think of in order to get more young people (age 20 till 30) to visit a classic concert- Please describe how the marketingmix of the concert hall would look like when aimed at young people
• Needs: – For example a need for a basic element: food, clothing, shelter, safety – “I need clothes otherwise I can’t go outside”• Wants/wish: – A wish is a specific way a need is fullfilled. – “I need clothes and I want a coat”• Demand: – Demand are all the wishes where a consumer is willing to buy a product for. – “I need clothes, I want a coat, I think I am going to buy a new black coat from Hugo Boss. Purchase of the product
So..• Important: companies and marketeers don’t create needs.• Hugo Boss for example doesn’t create the need for clothing, Hugo Boss tries to influence the demand for a particular sort of clothing• Hugo Boss tries to influence the demand for luxury clothing by altering: image, fashion, price, availability, brand, experience, ect. MARKETING
customer needs• Do customers buy their products consciously?• Do customers even know what they want?• Are customers aware of their (latent) needs?• Do customers know what is technically possible?
what are the underlying needs of..?…buying a Makita drilling machine ? …buying an iPhone 5? …buying ?ckets of a concert of Madonna?
customer needsWhen one is doing customerresearch it is important toget a deeper insight inconsumer behavior. Not simplyasking customers whichproducts the miss..
empathy map• Profiling customer segments• A better understanding of the environment, behavior, worries and aspirations of the segment.• Check page 131 to find out how to use the ‘empathy map’
other points to start from.. (a side from customer driven)-resource driven(for example: eventlocaties)-offer driven(for example: Ikea)-finance driven(for example: Easyjet)-multiple epicenter driven