This document discusses various pathways for entrepreneurs to start new ventures, including creating a new venture, acquiring an existing venture, or obtaining a franchise. It covers topics like emerging business opportunities, sources of ideas, financial considerations, acquiring a business, franchising, legal issues, and types of intellectual property protection including patents, copyrights, and trademarks. The document provides information to help entrepreneurs evaluate opportunities and protect their business concepts.
Info e tips about pitching, some questions that could be used as a track.
How to find the right market, possibly segmenting it with demographics and psychographics, considering country specific constraint (and issues related to export).
SWOT analysis for target market. How to narrow a market.
Business to business versus business to consumer markets.
Perception of consumers towards niche marketRishav Mahajan
The document summarizes information about niche markets from the perspective of consumer perception. It begins by defining what a market and niche market are, noting that a niche market focuses on a specific product or customer segment. It then discusses niche audiences and how networks and companies target particular demographics. The document presents statistics showing that most consumers prefer to shop at locations that offer multiple products rather than focusing on a single product. It finds that consumers perceive niche markets that concentrate on one product as more convenient when shopping for that item. The document concludes by listing its sources of information.
Tips and tools you need to help define or redefine the needs of your customers. I share the importance of market research and how to conduct a market analysis. I also discuss how you can apply what you’ve learned to strengthen your marketing plan.
This Chapter covers and gives you the idea of terms related to Market Segmentation, Target marketing & Competitive Market Forces along with the examples to make the idea more clearer. The blank slides contains the commercials, Which might not be visible. Instead the links for commercials will be provided on requests.
This document is Holly Virginia Sweezey's professional portfolio. It outlines her education, including graduating from the Fashion Institute of Design & Merchandising, and experience in areas like marketing, merchandising, and business. Her portfolio provides details on coursework and projects related to target market analysis, branding, and creating marketing campaigns. It also includes a case study analyzing strategies for Macy's to expand their private label offerings in men's activewear.
This document presents an argument for why marketing is a discipline rather than a science. It discusses how marketing involves understanding human psychology and behavior, which are creative pursuits not based on strict scientific laws. While data and analytics play an important role, predicting demand and positioning brands cannot be reduced to numbers. Marketing must be adaptable and dynamic based on different contexts. Unlike economic laws, there are no universally accepted definitions or laws of marketing. Therefore, marketing is best considered a discipline that blends art and science rather than a pure science.
This toolkit has the essentials of sales planning and customer relations, which will help you develop a sales plan, sell more, build relationships and make a profit.
This document discusses various pathways for entrepreneurs to start new ventures, including creating a new venture, acquiring an existing venture, or obtaining a franchise. It covers topics like emerging business opportunities, sources of ideas, financial considerations, acquiring a business, franchising, legal issues, and types of intellectual property protection including patents, copyrights, and trademarks. The document provides information to help entrepreneurs evaluate opportunities and protect their business concepts.
Info e tips about pitching, some questions that could be used as a track.
How to find the right market, possibly segmenting it with demographics and psychographics, considering country specific constraint (and issues related to export).
SWOT analysis for target market. How to narrow a market.
Business to business versus business to consumer markets.
Perception of consumers towards niche marketRishav Mahajan
The document summarizes information about niche markets from the perspective of consumer perception. It begins by defining what a market and niche market are, noting that a niche market focuses on a specific product or customer segment. It then discusses niche audiences and how networks and companies target particular demographics. The document presents statistics showing that most consumers prefer to shop at locations that offer multiple products rather than focusing on a single product. It finds that consumers perceive niche markets that concentrate on one product as more convenient when shopping for that item. The document concludes by listing its sources of information.
Tips and tools you need to help define or redefine the needs of your customers. I share the importance of market research and how to conduct a market analysis. I also discuss how you can apply what you’ve learned to strengthen your marketing plan.
This Chapter covers and gives you the idea of terms related to Market Segmentation, Target marketing & Competitive Market Forces along with the examples to make the idea more clearer. The blank slides contains the commercials, Which might not be visible. Instead the links for commercials will be provided on requests.
This document is Holly Virginia Sweezey's professional portfolio. It outlines her education, including graduating from the Fashion Institute of Design & Merchandising, and experience in areas like marketing, merchandising, and business. Her portfolio provides details on coursework and projects related to target market analysis, branding, and creating marketing campaigns. It also includes a case study analyzing strategies for Macy's to expand their private label offerings in men's activewear.
This document presents an argument for why marketing is a discipline rather than a science. It discusses how marketing involves understanding human psychology and behavior, which are creative pursuits not based on strict scientific laws. While data and analytics play an important role, predicting demand and positioning brands cannot be reduced to numbers. Marketing must be adaptable and dynamic based on different contexts. Unlike economic laws, there are no universally accepted definitions or laws of marketing. Therefore, marketing is best considered a discipline that blends art and science rather than a pure science.
This toolkit has the essentials of sales planning and customer relations, which will help you develop a sales plan, sell more, build relationships and make a profit.
MARKETING RESEARCH PROPOSAL (UNFINISHED/TABLE OF CONTENTS/FINDINGS)Owel&Co.
The document discusses a study on customer satisfaction with Smart Communications Inc.'s concept stores in the Philippines. It finds that customers are satisfied with the stores' facilities like the Launch Pad area for trying devices. They also like the knowledgeable staff and quick service. Research shows the renovated stores attract more non-customers who visit impulsively. The purpose is to understand factors influencing customer satisfaction and whether customers will visit the new concept stores and enjoy the features.
This document provides an overview of marketing concepts from the textbook "Marketing Management: Arab World Edition." It defines marketing and discusses its importance. The scope of marketing includes what is marketed, who does the marketing, and key customer markets. Fundamental concepts covered include needs, wants and demands, target markets, positioning, and segmentation. How marketing management has changed with new technologies and consumer capabilities is also addressed. The tasks necessary for successful marketing management are developing strategies and plans, connecting with customers, and building brands. Marketing in the Arab world differs from other regions due to cultural and political factors.
This document discusses various methods for identifying qualified sales prospects, including utilizing satisfied customers for referrals, networking, identifying centers of influence, internet prospecting, trade shows, seminars, and researching public directories. It emphasizes that not all leads will qualify as prospects and outlines factors to consider like need, ability to pay, authority to buy, accessibility, and eligibility. Effective prospecting is important for sales success.
Rich content with cases and relevant examples on introduction to marketing, excellent resource for BBA, BCom,MBA, and EMBA
Location: for the students professionals, analysts, in India, Gulf, and worldwide
Principles of Marketing K&A day-one Seminar in Ilia university 2014 MOGHIMIBahman Moghimi
Introduction to Marketing
Reference Book: MM Kotler & Armstrong
Prof. Bahman Moghimi
Seminar in Ilia State University, Tbilisi, Georgia
Day-One 11 Oct, 2014
This document provides background information on The Home Depot's Integrated Marketing Communications Plan targeting men and women ages 25-35 with a college degree. It includes an executive summary and outlines sections on background information on The Home Depot, the target audience, a SWOT analysis, campaign objectives and strategies, creative strategy and execution, media objectives and tactics, public relations, direct marketing, sales promotion, measurement, and conclusions. The target audience is described through an example couple living in Nashville who are looking to improve their apartment without major renovations as they focus on their careers.
Marketing strategy of a cosmetic brand: ShiseidoSalman Bin Firoz
Shiseido is a Japanese cosmetics company looking to launch products in the US market. Their target market is women. The presentation discusses various cultural, social, personal, and psychological factors that influence consumers' cosmetics buying behavior, such as opinions of friends and family, brand status, age, and motivation. It also outlines the different types of buying decision processes consumers may go through, from initial need recognition to post-purchase evaluation. Suggestions are provided to Shiseido for promoting their products online and through events and ensuring their retail outlets are well-trained.
This document discusses customer-driven marketing strategies. It defines the key steps as segmentation, targeting, differentiation, and positioning. Segmentation involves dividing a market into subgroups with distinct needs. Common bases for segmentation include geographic, demographic, psychographic, and behavioral factors. Targeting requires evaluating segments and selecting which to target based on factors like size, attractiveness, and resources. Differentiation and positioning involve identifying competitive advantages to build a unique position in customers' minds. The document provides examples of these strategies and discusses their effective implementation.
This Introduction to Fashion Marketing course from London College of Fashion is ideal if you've no previous marketing experience or some experience in a non-fashion sector and want to learn how marketing principles work in the context of fashion.
Branding for small businesses is simple. You should not spend money and time to this simple element. Do the basics right, you can develop a great brand.
This document summarizes the first chapter of a marketing textbook. It introduces fundamental marketing concepts such as the importance of marketing, its scope, and how marketing management has changed. It also summarizes the chapter's key questions about defining marketing, the tasks of marketing management, and how marketing differs in the Arab world. Overall, the document provides an overview of introductory marketing topics covered in the first chapter.
The document discusses communicating value and developing effective communications. It outlines several models of the communications process and highlights key steps in the integrated marketing communications process. These include identifying the target audience, determining objectives, designing communications, selecting channels, establishing a budget, deciding on a media mix, and measuring results. The goal is to find the right mix of communications strategies including advertising, sales promotions, public relations, direct marketing and personal selling to effectively reach stakeholders.
Make in India – Service Sector towards Retail MarketingArul Edison
The document discusses retail marketing in India and its role in promoting various sectors under the "Make in India" initiative. It notes that retail marketing provides consumers a platform to purchase goods and interact with shopkeepers. Various types of retail are described, including department stores, discount stores, and specialty stores. Creating customer loyalty is important for retail marketing through rewards programs, loyalty cards, and sales promotions. Retail marketing strategies can help capture large markets while also strengthening bonds with customers and building brand loyalty over time.
This document provides an overview of marketing and outlines the key components of developing an effective marketing plan. It discusses that marketing impacts all functions of a company and its success. A good marketer understands customer and competitor needs, gathers information, and thinks analytically about solutions. The document then outlines the sections and analyses needed to create a comprehensive marketing plan, including analyzing the organization, customers, competitors, laws/regulations, trends, and the economic environment. The marketing plan structure covered includes an introduction; analyses of the organization, competition, demands, and environment; strategic decisions around target groups and goals; implementation tactics for product, price, place, promotion; and a budget, timeline, and responsibilities for execution and follow-up.
This document contains sample questions and answers from chapters of Philip Kotler's marketing management textbook. It provides examples of multiple choice questions testing comprehension of key concepts from each chapter, along with explanations of the correct answers. The chapters covered include defining marketing, developing marketing strategies and plans, gathering market information, conducting marketing research, creating customer value and satisfaction, analyzing consumer and business markets, identifying market segments and targets, and crafting brand positioning.
The document discusses how to select target audiences and segment groups for communication. It explains that the first step is to identify the stakeholder group that most influences the problem, such as consumers, journalists, or employees. The next steps are to analyze roles and opinion leaders within that group, and determine who needs to influence whom to achieve the desired effect. Then the specific communication target group is chosen and their characteristics are researched to allow segmentation into homogeneous subgroups that can be targeted effectively.
A complete guide to promotional products industry. Learn about all the aspect promotional products and it's usage. Make your brand popular among people with the help of promotional giveaways.
Source:- http://blog.promodirect.com/Documents/Decoding_Promotional_Products_Industry.pdf
The document discusses customer and market segmentation for businesses. It defines different types of target markets including B2B, B2C and B2G. It also covers segmenting customers by demographics, psychographics and behaviors. The document outlines different approaches to customer relationships including personal assistance, dedicated assistance, self-service, automated service, communities and co-creation. It provides examples of each type of relationship.
This document discusses customer and market segmentation for businesses. It begins by defining target markets and the importance of narrowing the focus. There are several ways to segment customers, including by demographics, psychographics, behaviors, and other factors. The document also outlines different types of business models like B2B, B2C, and B2G. Finally, it covers developing customer relationships through personal assistance, communities, co-creation and other approaches.
MARKETING RESEARCH PROPOSAL (UNFINISHED/TABLE OF CONTENTS/FINDINGS)Owel&Co.
The document discusses a study on customer satisfaction with Smart Communications Inc.'s concept stores in the Philippines. It finds that customers are satisfied with the stores' facilities like the Launch Pad area for trying devices. They also like the knowledgeable staff and quick service. Research shows the renovated stores attract more non-customers who visit impulsively. The purpose is to understand factors influencing customer satisfaction and whether customers will visit the new concept stores and enjoy the features.
This document provides an overview of marketing concepts from the textbook "Marketing Management: Arab World Edition." It defines marketing and discusses its importance. The scope of marketing includes what is marketed, who does the marketing, and key customer markets. Fundamental concepts covered include needs, wants and demands, target markets, positioning, and segmentation. How marketing management has changed with new technologies and consumer capabilities is also addressed. The tasks necessary for successful marketing management are developing strategies and plans, connecting with customers, and building brands. Marketing in the Arab world differs from other regions due to cultural and political factors.
This document discusses various methods for identifying qualified sales prospects, including utilizing satisfied customers for referrals, networking, identifying centers of influence, internet prospecting, trade shows, seminars, and researching public directories. It emphasizes that not all leads will qualify as prospects and outlines factors to consider like need, ability to pay, authority to buy, accessibility, and eligibility. Effective prospecting is important for sales success.
Rich content with cases and relevant examples on introduction to marketing, excellent resource for BBA, BCom,MBA, and EMBA
Location: for the students professionals, analysts, in India, Gulf, and worldwide
Principles of Marketing K&A day-one Seminar in Ilia university 2014 MOGHIMIBahman Moghimi
Introduction to Marketing
Reference Book: MM Kotler & Armstrong
Prof. Bahman Moghimi
Seminar in Ilia State University, Tbilisi, Georgia
Day-One 11 Oct, 2014
This document provides background information on The Home Depot's Integrated Marketing Communications Plan targeting men and women ages 25-35 with a college degree. It includes an executive summary and outlines sections on background information on The Home Depot, the target audience, a SWOT analysis, campaign objectives and strategies, creative strategy and execution, media objectives and tactics, public relations, direct marketing, sales promotion, measurement, and conclusions. The target audience is described through an example couple living in Nashville who are looking to improve their apartment without major renovations as they focus on their careers.
Marketing strategy of a cosmetic brand: ShiseidoSalman Bin Firoz
Shiseido is a Japanese cosmetics company looking to launch products in the US market. Their target market is women. The presentation discusses various cultural, social, personal, and psychological factors that influence consumers' cosmetics buying behavior, such as opinions of friends and family, brand status, age, and motivation. It also outlines the different types of buying decision processes consumers may go through, from initial need recognition to post-purchase evaluation. Suggestions are provided to Shiseido for promoting their products online and through events and ensuring their retail outlets are well-trained.
This document discusses customer-driven marketing strategies. It defines the key steps as segmentation, targeting, differentiation, and positioning. Segmentation involves dividing a market into subgroups with distinct needs. Common bases for segmentation include geographic, demographic, psychographic, and behavioral factors. Targeting requires evaluating segments and selecting which to target based on factors like size, attractiveness, and resources. Differentiation and positioning involve identifying competitive advantages to build a unique position in customers' minds. The document provides examples of these strategies and discusses their effective implementation.
This Introduction to Fashion Marketing course from London College of Fashion is ideal if you've no previous marketing experience or some experience in a non-fashion sector and want to learn how marketing principles work in the context of fashion.
Branding for small businesses is simple. You should not spend money and time to this simple element. Do the basics right, you can develop a great brand.
This document summarizes the first chapter of a marketing textbook. It introduces fundamental marketing concepts such as the importance of marketing, its scope, and how marketing management has changed. It also summarizes the chapter's key questions about defining marketing, the tasks of marketing management, and how marketing differs in the Arab world. Overall, the document provides an overview of introductory marketing topics covered in the first chapter.
The document discusses communicating value and developing effective communications. It outlines several models of the communications process and highlights key steps in the integrated marketing communications process. These include identifying the target audience, determining objectives, designing communications, selecting channels, establishing a budget, deciding on a media mix, and measuring results. The goal is to find the right mix of communications strategies including advertising, sales promotions, public relations, direct marketing and personal selling to effectively reach stakeholders.
Make in India – Service Sector towards Retail MarketingArul Edison
The document discusses retail marketing in India and its role in promoting various sectors under the "Make in India" initiative. It notes that retail marketing provides consumers a platform to purchase goods and interact with shopkeepers. Various types of retail are described, including department stores, discount stores, and specialty stores. Creating customer loyalty is important for retail marketing through rewards programs, loyalty cards, and sales promotions. Retail marketing strategies can help capture large markets while also strengthening bonds with customers and building brand loyalty over time.
This document provides an overview of marketing and outlines the key components of developing an effective marketing plan. It discusses that marketing impacts all functions of a company and its success. A good marketer understands customer and competitor needs, gathers information, and thinks analytically about solutions. The document then outlines the sections and analyses needed to create a comprehensive marketing plan, including analyzing the organization, customers, competitors, laws/regulations, trends, and the economic environment. The marketing plan structure covered includes an introduction; analyses of the organization, competition, demands, and environment; strategic decisions around target groups and goals; implementation tactics for product, price, place, promotion; and a budget, timeline, and responsibilities for execution and follow-up.
This document contains sample questions and answers from chapters of Philip Kotler's marketing management textbook. It provides examples of multiple choice questions testing comprehension of key concepts from each chapter, along with explanations of the correct answers. The chapters covered include defining marketing, developing marketing strategies and plans, gathering market information, conducting marketing research, creating customer value and satisfaction, analyzing consumer and business markets, identifying market segments and targets, and crafting brand positioning.
The document discusses how to select target audiences and segment groups for communication. It explains that the first step is to identify the stakeholder group that most influences the problem, such as consumers, journalists, or employees. The next steps are to analyze roles and opinion leaders within that group, and determine who needs to influence whom to achieve the desired effect. Then the specific communication target group is chosen and their characteristics are researched to allow segmentation into homogeneous subgroups that can be targeted effectively.
A complete guide to promotional products industry. Learn about all the aspect promotional products and it's usage. Make your brand popular among people with the help of promotional giveaways.
Source:- http://blog.promodirect.com/Documents/Decoding_Promotional_Products_Industry.pdf
The document discusses customer and market segmentation for businesses. It defines different types of target markets including B2B, B2C and B2G. It also covers segmenting customers by demographics, psychographics and behaviors. The document outlines different approaches to customer relationships including personal assistance, dedicated assistance, self-service, automated service, communities and co-creation. It provides examples of each type of relationship.
This document discusses customer and market segmentation for businesses. It begins by defining target markets and the importance of narrowing the focus. There are several ways to segment customers, including by demographics, psychographics, behaviors, and other factors. The document also outlines different types of business models like B2B, B2C, and B2G. Finally, it covers developing customer relationships through personal assistance, communities, co-creation and other approaches.
This document provides a 5-step process for creating a marketing plan:
1. Understand what a marketing plan is and its purpose for a startup
2. Conduct market research to understand the market, customers, competition and opportunities
3. Perform a SWOT analysis and market segmentation to identify objectives and strategies
4. Define yearly action plans for the marketing mix of product, price, promotion and place
5. Structure the written marketing plan to communicate the strategic and operational plans
The document provides an overview of key concepts related to the role of advertising in marketing. It discusses topics like the marketing process, marketing mix strategies, segmentation, targeting and positioning, branding, and the concept of added value. The marketing mix strategies section specifically focuses on the 4Ps of product, price, place (distribution), and promotion, including advertising. It emphasizes that the goal of advertising planning is to achieve the advertising objectives through an appropriate allocation of resources.
This document provides an overview of key marketing concepts including the marketing mix, market segmentation, product planning and development, and promotion strategies. It discusses topics such as the 4Ps of marketing (product, price, place, promotion), types of market segmentation, the product life cycle, new product development process, and different promotional tools including advertising, publicity, personal selling, and sales promotion. Examples and descriptions are provided for each topic to illustrate the main ideas.
If you want to start a business and you don't have money, here's a FREE guide to help you set up and a free list of online resources. Start your business with $0. How to start a business is covered in this pdf. You'll find a free business software and free business resources. Start your online business no excuses!
The document discusses analyzing market needs through market analysis and research. It describes identifying target markets and their functional and emotional needs. Steps are provided to identify market needs, including taking stock of current marketing, researching competitors, conducting market research, identifying target customers, and evaluating branding and marketing materials. Meeting customer needs requires understanding who they are, what they want, and their expectations. Failing to meet expectations can result in customers going elsewhere.
Do you have a marketing strategy in place to emerge from COVID-19 ahead of your competition? Strategic marketing begins with a clear understanding of who your customer and potential customers are and the attributes that drives purchase behavior. Marketers often create personas trying to bucket certain characteristics of audiences together. Sometimes this exercise is done based on their feelings, interviewing customers or looking at what others say within the industry vs. relying on empirical audience data that can be readily available.
Data-driven customer acquisition is critical to high performing marketing campaigns and necessary to truly impact revenue growth.
Once you can more fully understand your customer and what the job to be done is, creating a customer journey map with pathways to purchase and developing a winning marketing strategy becomes clearer and more precise. Continuing to use loyal customer data attributes and insights allows brands to run hyper-targeted digital advertising and guide future campaign success.
This document provides an overview of marketing research and trends in marketing. It discusses the marketing research process, which involves defining a problem, collecting and analyzing data, reaching a conclusion, and implementing the research findings. Various methods of primary and secondary data collection are described. New trends in marketing are also summarized, including the shift to digital marketing, e-commerce, customization, and customer relationship marketing using tools like CRM. Marketing practices are changing to focus more on customer retention, lifetime value, and stakeholder satisfaction rather than just sales and shareholders.
This is a crash course in new product marketing. In less than 30 slides you'll learn how to develop a new product concept, build a business plan to turn this concept into a reality, as well as how to craft a marketing plan to help you sell this product. You'll find these step-by-step slides easy to understand and, by the end, be in a better position to launch your idea to the world.
According to Breonna Bergstrom, a marketing process is:
“A series of steps that allow organizations to identify customer problems, analyze market opportunities, and create marketing materials to reach the desired audience.”
STEPS OF MARKETING PROCESS
1. Understand the customer needs.
2. Develop a basic strategy.
3. Make a decision.
4. Execute a plan.
5. Deliver the results.
The Marketing Mix is a concept established in 1960 by Jerome McCarthy while he was on a Ford Foundation Fellowship at Harvard Business School and MIT.
While the term marketing mix had been in use since the 40’s, it was McCarthy who distilled it to the four P’s (Product, Price, Place and Promotion).
The 4 Ps of Marketing Mix
Product
Price
Place
Promotion
This document outlines the contents and lectures for two marketing courses - Principles of Marketing (CBBA 303) and CBBA 304.
For CBBA 303, the key topics covered include an introduction to marketing concepts, the marketing environment, segmentation, targeting, and positioning, product decisions, pricing decisions, promotion mix, and distribution channels.
For CBBA 304, the assignments include creating presentations on the marketing mix, analyzing the Indian marketing environment, doing case studies on brand segmentation/targeting/positioning, analyzing product life cycles, and developing a distribution system for the Indian market.
Entrepreneurial Opportunity Search and Identification-Market Intelligence-Market analysis-Market research-Customer validation-Developing your business model-Crafting your value proposition-Product Development , Managing the product development process, -Long Tail markets-Product launch goals-Go-to- Market Strategy-The role of selling in a startup-Sales forecasting for startups-Mapping buyer response modes. Social media Promotion tools.
Marketing strategy is different from marketing tactics. You have to know where you want to go and you have to know what it looks like when you get there. Market research and analysis plays a vital roll in marketing strategy. The information collected aids in making the correct product, competitive, and pricing decisions while minimizing your risk of expensive incorrect decisions.
This document provides guidance on marketing yourself and marketing as a service. It discusses defining marketing and outlines various ways to market yourself, such as developing marketing plans and multi-channel marketing strategies. The document also provides tips for writing marketing briefs and marketing services to different industries like erosion control.
Digital Marketing Strategic Planning WorkshopDigi Mark
5th ITI Digital Marketing Day
By: Mohab Ayman
#DMDay5
Digital Marketing Strategy is:
Definition of the approach by which applying digital technology
platforms to integrate with the other Marketing activities and support the overall Business Objectives.
This document discusses key concepts in defining and segmenting target markets. It begins by explaining the importance of understanding customer demographics, geographic locations, psychographics, and behaviors in order to tailor marketing and sales efforts. Next, it discusses segmenting the overall market into narrower groups with specific, measurable characteristics that are large enough and reachable. Examples are provided to illustrate segmenting a broad unemployed market into recent college graduates and professionals in transition. The key takeaway is that narrowly defining the target market allows businesses to create highly focused marketing campaigns that directly meet customer needs.
Similar to Customers and market (v. 2018-2019 eng) (20)
Recap on storytelling.
We analyze the current landscape, starting from Cluetrain Manifesto, through some definitions (social networks, networked publics).
How we can create an effective message: personalization, groups, behaviours, communities, immediacy, perfect timing, different techniques and styles.
Then some essential rules, regarding listen and conversation, the blur between public and private, goals.
The age of artificial intelligence, deep dives on machine learning and deep learning. Machine perception and applications. How company use AI in their businesses. Case study: Netflix.
Storytelling fundamentals (from Propp to Andrea Fontana) and examples. Marketing perspectives on storytelling. Storytelling with data techniques. Hints and examples
Visual communication of qualitative and quantitative data (v. 2021 ITA)Frieda Brioschi
Visual systems and preattentive attributes. Quantitative data visualization, chart selector. Some useful tactics. Qualitative data definition and examples. Qualitative metaphors. Data visualization & journalism. Common kinds: mind maps, flow diagrams, words cloud, user journey, tube map, maps. Qualitative chart chooser.
Survivorship bias applied to information. Cognition, how we learn, sensation and perception, experience. Human sight and visual perception, visual memory. Gestalt principles. Machine perception.
Linked Data and examples, why they matter. Data driven strategies. Data mining: laws and applications. Data aggregation and fundamentals of data representation (table, bar chart, histogram, pie chart, line graph, scatter plot). Data science definition and job roles (who does what).
Introduction to data classification. Back to origins: history of libraries and their classification methods. Some examples of classification in different areas.
How to collect and organize data (v. ITA 2021)Frieda Brioschi
Overview on data collection methods and a deep dive on data (primary Vs secondary, qualitative and quantitative). Bias. Data processing and structured, unstructured, semistructured data. Example of personal data tracking.
The age of artificial intelligence, deep dives on machine learning and deep learning. Machine perception and applications. How company use AI in their businesses. Case study: Netflix. Basic tools for data manipulation and data visualization.
Recap on storytelling.
We analyze the current landscape, starting from Cluetrain Manifesto, through some definitions (social networks, networked publics).
How we can create an effective message: personalization, groups, behaviours, communities, immediacy, perfect timing, different techniques and styles.
Then some essential rules, regarding listen and conversation, the blur between public and private, goals.
Storytelling fundamentals (from Propp to Andrea Fontana) and examples. Marketing perspectives on storytelling. Storytelling with data techniques. Hints and examples
Visual communication of qualitative data (v. 2020 ITA)Frieda Brioschi
Qualitative data definition and examples. Qualitative metaphors. Data visualization & journalism. Common kinds: mind maps, flow diagrams, words cloud, user journey, tube map, maps. Qualitative chart chooser
Visual communication of quantitative data (v. 2020 ITA)Frieda Brioschi
Quantitative and qualitative data recap. Visual systems and preattentive attributes. Quantitative data visualization, chart selector. Some useful tactics.
The document discusses visual perception and how information is processed. It covers topics like cognition, cognitive science, learning styles, sensation and perception, visual memory, gestalt principles, and limits of short-term memory. Examples are provided to illustrate concepts like preattentive attributes, chunking, and how visualization can take advantage of human perception to effectively communicate data and patterns.
This document provides an overview of data mining and data aggregation basics. It discusses key concepts such as the phases of the data mining process according to the CRISP-DM framework which includes business understanding, data understanding, data preparation, modeling, evaluation, and deployment. It also discusses different types of data aggregation including time and spatial aggregation and summarization techniques such as calculating the mean, count, maximum, minimum, mode, range, and sum. Additionally, it presents different ways of visualizing data including tables, bar charts, histograms, pie charts, and line graphs.
This document outlines the process of data-informed decision making. It discusses acquiring relevant data from internal and external sources, analyzing the data to find patterns and relationships, applying personal expertise when interpreting the data, announcing and implementing decisions to stakeholders, and assessing the outcomes of decisions to continually improve the process. The goal is to formulate questions, leverage different types of data analysis, make evidence-based decisions, and monitor their impacts over time.
This document provides an overview of data organization and classification in libraries and other domains. It begins by discussing the history of libraries and early classification systems used in ancient Mesopotamia and China. It then covers modern library classification standards like the Dewey Decimal System and subject-based organization. The document also examines classification of natural phenomena like volcanoes, stars, satellites, and languages. It concludes by discussing classification of administrative divisions and examples of categorizing a country's average life expectancy data.
How to collect and organize data (v. ITA 2020)Frieda Brioschi
Overview on data collection methods and a deep dive on data (primary Vs secondary, qualitative and quantitative). Bias. Data processing and structured, unstructured, semistructured data. Example of personal data tracking.
A toxic combination of 15 years of low growth, and four decades of high inequality, has left Britain poorer and falling behind its peers. Productivity growth is weak and public investment is low, while wages today are no higher than they were before the financial crisis. Britain needs a new economic strategy to lift itself out of stagnation.
Scotland is in many ways a microcosm of this challenge. It has become a hub for creative industries, is home to several world-class universities and a thriving community of businesses – strengths that need to be harness and leveraged. But it also has high levels of deprivation, with homelessness reaching a record high and nearly half a million people living in very deep poverty last year. Scotland won’t be truly thriving unless it finds ways to ensure that all its inhabitants benefit from growth and investment. This is the central challenge facing policy makers both in Holyrood and Westminster.
What should a new national economic strategy for Scotland include? What would the pursuit of stronger economic growth mean for local, national and UK-wide policy makers? How will economic change affect the jobs we do, the places we live and the businesses we work for? And what are the prospects for cities like Glasgow, and nations like Scotland, in rising to these challenges?
Independent Study - College of Wooster Research (2023-2024) FDI, Culture, Glo...AntoniaOwensDetwiler
"Does Foreign Direct Investment Negatively Affect Preservation of Culture in the Global South? Case Studies in Thailand and Cambodia."
Do elements of globalization, such as Foreign Direct Investment (FDI), negatively affect the ability of countries in the Global South to preserve their culture? This research aims to answer this question by employing a cross-sectional comparative case study analysis utilizing methods of difference. Thailand and Cambodia are compared as they are in the same region and have a similar culture. The metric of difference between Thailand and Cambodia is their ability to preserve their culture. This ability is operationalized by their respective attitudes towards FDI; Thailand imposes stringent regulations and limitations on FDI while Cambodia does not hesitate to accept most FDI and imposes fewer limitations. The evidence from this study suggests that FDI from globally influential countries with high gross domestic products (GDPs) (e.g. China, U.S.) challenges the ability of countries with lower GDPs (e.g. Cambodia) to protect their culture. Furthermore, the ability, or lack thereof, of the receiving countries to protect their culture is amplified by the existence and implementation of restrictive FDI policies imposed by their governments.
My study abroad in Bali, Indonesia, inspired this research topic as I noticed how globalization is changing the culture of its people. I learned their language and way of life which helped me understand the beauty and importance of cultural preservation. I believe we could all benefit from learning new perspectives as they could help us ideate solutions to contemporary issues and empathize with others.
Vicinity Jobs’ data includes more than three million 2023 OJPs and thousands of skills. Most skills appear in less than 0.02% of job postings, so most postings rely on a small subset of commonly used terms, like teamwork.
Laura Adkins-Hackett, Economist, LMIC, and Sukriti Trehan, Data Scientist, LMIC, presented their research exploring trends in the skills listed in OJPs to develop a deeper understanding of in-demand skills. This research project uses pointwise mutual information and other methods to extract more information about common skills from the relationships between skills, occupations and regions.
Economic Risk Factor Update: June 2024 [SlideShare]Commonwealth
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For more market updates, subscribe to The Independent Market Observer at https://blog.commonwealth.com/independent-market-observer.
[4:55 p.m.] Bryan Oates
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Suzanne Spiteri’s recent report on improving the quality and accessibility of job postings to reduce employment barriers for neurodivergent people.
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Improving the quality and accessibility of job postings is one way to reduce employment barriers for neurodivergent people.
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11. 3. Value proposition design3. Value proposition design11
https://www.forbes.com/sites/groupthink/2016/03/02/top-20-reasons-why-startups-fail-infographic/#4ccde2753911
48. 4. Customers & Market
Target market
48
• Who are your customers? Who will buy your product?
• People purchase products or services for three basic
reasons:
• To satisfy basic needs.
• To solve problems.
• To make themselves feel good.
http://sbinfocanada.about.com/cs/marketing/a/targetmarket.htm
49. 4. Customers & Market
Definition of a target market
49
1. Look at your current customer base
2. Check out your competitors
3. Analyze your product/service
4. Choose specific demographics to target
5. Consider the psychographics of your target
6. Evaluate your decision
http://www.successdesigns.net/articles/entry/how-to-define-your-target-market/
50. 4. Customers & Market50
Here’s the problem with target
markets: They’re too big.
52. 4. Customers & Market52 BronHiggs CC BY-SA 4.0 from Wikimedia Commons
53. 4. Customers & Market
Segmentation by
geographics
53
This segmentation is based on geographic areas
such as a country, regions, different cities, or
postal codes.
https://en.wikipedia.org/wiki/Market_segmentation
54. 4. Customers & Market
Segmentation by
geographics
54
• Country: e.g. USA, UK, China, Japan, South Korea,
Malaysia, Singapore, Australia, New Zealand
• Region: e.g. North, North-west, Mid-west, South, Central
• Population density: e.g. central business district (CBD),
urban, suburban, rural, regional
• City or town size: e.g. under 1,000; 1,000–5,000; 5,000–
10,000 ... 1,000,000–3,000,000 and over 3,000,000
• Climatic zone: e.g. Mediterranean, Temperate, Sub-
Tropical, Tropical, Polar,
https://en.wikipedia.org/wiki/Market_segmentation
55. 4. Customers & Market
Segmentation by
demographics
55
The demographic segmentation is based on
customers demographics characteristics.
Things like age, gender, occupation, education
level, income level and much more.
http://sbinfocanada.about.com/cs/marketing/a/targetmarket_2.htm
56. 4. Customers & Market
Segmentation by
demographics
56
• Age: children, teens, young, middle, elderly
• Gender: male, female
• Education: high school, college, university
• Income: low, medium, high
• Marital status: single, married, divorced
• Ethnic and/or religious background
• Occupation
• Family life cycle: newly married, married for 10 – 20 years,
with or without children.
http://sbinfocanada.about.com/cs/marketing/a/targetmarket_2.htm
57. 4. Customers & Market
Segmentation by
psychographics
57 http://sbinfocanada.about.com/cs/marketing/a/targetmarket_2.htm
This segmentation is achieved by studying
activities, interests, and the opinions of your
customers.
You’re thinking about the lifestyle of your
customer.
58. 4. Customers & Market
Segmentation by
psychographics
58 http://sbinfocanada.about.com/cs/marketing/a/targetmarket_2.htm
• Personality
• Values
• Lifestyle: conservative, exciting, trendy, economical
• Social class: lower, middle, upper
• Opinion: easily led or opinionated
• Activities and interests: sports, physical fitness, shopping,
books
• Attitudes and beliefs: environmentalist, security conscious.
• Behaviour
59. 4. Customers & Market
Segmentation by behavioral
59 https://en.wikipedia.org/wiki/Market_segmentation
Behavioural segmentation considers a few things
such as the knowledge of your product. Users
attitude towards your product.
How and how often they use your product or how
they respond to your product. Their loyalty to the
product.
60. 4. Customers & Market
Segmentation by behavioral
60 https://en.wikipedia.org/wiki/Market_segmentation
• Purchase/Usage Occasion: e.g. regular occasion, special occasion,
festive occasion, gift-giving
• Benefit-Sought: e.g. economy, quality, service level, convenience, access
• User Status: e.g. First-time user, Regular user, Non-user
• Usage Rate/ Purchase Frequency: e.g. Light user, heavy user, moderate
user
• Loyalty Status: e.g. Loyal, switcher, non-loyal, lapsed
• Buyer Readiness: e.g. Unaware, aware, intention to buy
• Attitude to Product or Service: e.g. Enthusiast, Indifferent, Hostile; Price
Conscious, Quality Conscious
• Adopter Status: e.g. Early adopter, late adopter, laggard
61. 4. Customers & Market
Other Segmentations
61
• Occasional segmentation - focuses
on certain occasions that are
completely independent of customer.
• Cultural segmentation - classifies the
markets according to the cultural
origin
62. 4. Customers & Market62
Narrowing your target
market
"Companies that try to be all things to all customers are
sure to fail.”
• The Dangers of Being Unfocused
• Become an Expert in one Area (Starbucks!)
• Do the Market Research
• Tweak your Marketing
http://www.inc.com/guides/201104/how-to-narrow-your-target-market.html
63. 4. Customers & Market63
The Dangers of Being
Unfocused
"If you're not differentiating yourself in the marketplace,
what happens is the consumer looks at price as being
the motivator, and they look at the cheapest.”
- Susan Friedmann -
http://www.inc.com/guides/201104/how-to-narrow-your-target-market.html
64. 4. Customers & Market64
Do market reasearch
Look for growth markets to identify burgeoning new
areas that may not be claimed by existing businesses.
OR
Find your niche first by focusing on the areas in which
they already have a strong interest, or by looking at
markets that already know about you and your services.
Then, look for areas of the marketplace where a gaping
need exists that you can fill with your company's
services.
http://www.inc.com/guides/201104/how-to-narrow-your-target-market.html
65. 4. Customers & Market65
Matter of balancing
http://www.educationbusinessblog.com/2007/07/target_market_selection_1.html
66. 4. Customers & Market66
Reassess
Look at Your Product or Service with a Fresh Light
• There are enough potential customers within your target
audience?
• Will your target market benefit from your product or service?
• Will this target market see a true need for it?
• Can your target market afford your product or service? how
frequently?
• Can you reach your market with your message?
69. 4. Customers & Market69
B2B
Your business model is to make a product or service and
charge other companies for using it.
The advantage of this model is that companies have
money and they are willing to spend it on a product/
service, which improves their daily operations, helps them
sell more or communicate better.
Google, Cisco, MySQL and others are using this model.
70. 4. Customers & Market70
B2C
Your business model is to make a product or service and
charge consumers for using it.
Even though most people think this is a very profitable
model, most often companies need to have at least
hundreds of thousands of users in order to earn enough
money to maintain and expand the business.
This model is being used by Starbucks, McDonald’s,
Amazon and others.
71. 4. Customers & Market71
B2G
Your business model is to make a product or service or
information and charge the government for using it.
“B2G networks or models provide a way for businesses
to bid on government projects or products that
governments might purchase or need for their
organizations. This can encompass public sector
organizations that propose the bids. B2G activities are
increasingly being conducted via the Internet through
real-time bidding. “
72. 4. Customers & Market72
B2B, B2C, B2G?
• B2C: building emotional connections
• B2B: building relationships
• B2G: building expertise
https://www.bluetreedigital.com/marketing-businesses-b2c-vs-b2b-vs-b2g/